Privacy Policy

1. Who we are

White Horse Games Ltd operates the website https://whitehorsegames.co.uk/. For the purposes of UK data protection law, White Horse Games Ltd is the data controller for the personal data described in this policy.

If you have questions about this policy or about how we use your personal data, contact us at whitehorsegamesltd@gmail.com.

2. What personal data we collect

Depending on how you use the site, we may collect personal data that you provide directly and personal data collected automatically through the operation of the website.

Information you give us

• If you join our waitlist, we collect your email address, the waitlist context attached to the signup, the source attached to the signup, and the UTC submission timestamp.
• If you contact us by email, we may collect your name, email address, and any other information you include in your message or attachments.

Information collected automatically

• IP address
• browser type and version
• device and operating system information
• pages viewed and approximate visit timings
• traffic source, referrer, and engagement data
• diagnostic, performance, technical, and security log information

3. How we use your data

• To operate, maintain, improve, and secure the website.
• To allow visitors to join our waitlist.
• To respond to enquiries, partnership requests, and press or media contact.
• To understand how visitors use the site and improve content, performance, and user experience.
• To detect, prevent, and investigate abuse, spam, fraud, and technical issues.
• To comply with legal and regulatory obligations.

If you join our waitlist, we may use your details to send updates about White Horse Games launches, playtests, studio news, and related announcements. Depending on how our communications setup evolves, we may manage those updates directly within our website systems or through a third-party email or CRM platform.

4. Lawful bases

Under UK data protection law, our lawful bases may include consent, legitimate interests, legal obligation, and where relevant, steps taken at your request before entering into a contract or performance of a contract. For example, we may rely on consent for waitlist communications or non-essential analytics cookies where required.

5. Waitlist signups

The site includes a first-party waitlist signup form on the homepage. When you submit that form, the website currently stores the signup inside the White Horse Games WordPress admin area. The form also uses anti-spam and integrity checks, including a hidden honeypot field and submission verification.

Waitlist entries can be exported by site administrators as CSV for internal business use. We may also move or copy waitlist data into a third-party email, newsletter, or CRM platform where needed to manage updates and launch communications more effectively.

6. Contacting us

The current website contact route is a published email address rather than an on-site contact form. If you email us, your information will be processed through the relevant email systems used to send, receive, store, and manage that message. Please avoid sending sensitive personal data unless it is genuinely necessary.

7. Analytics, cookies, and similar technologies

The site uses Google tooling via Google Site Kit and Google tag, and may from time to time use additional Google website services made available through that setup. Depending on what is enabled at the time, this may include services such as Google Analytics, Search Console integrations, Tag Manager, Ads-related measurement tools, or similar Google website reporting products.

These tools may collect or infer information such as pages viewed, approximate location derived from IP, device and browser information, session and engagement information, and traffic source or referral information. The site also loads Google-hosted web fonts, which may involve requests to Google servers when pages load.

Where required by law, we will request consent before setting non-essential cookies. This page should be read alongside any cookie notice or consent mechanism we use on the site.

8. Sharing your data

We may share personal data with trusted service providers where reasonably necessary to run the website or our communications, including website hosting and infrastructure providers, caching and security providers, Google services used for analytics or reporting, email and business communication providers, professional advisers, and law enforcement or regulators where required by law or necessary to protect our rights.

We do not sell your personal data.

9. International transfers

Some suppliers we use may process personal data outside the UK. Where that happens, we aim to ensure that appropriate safeguards are used, such as adequacy regulations, standard contractual clauses, or other lawful transfer mechanisms.

10. Data retention

We keep personal data only for as long as reasonably necessary for the purpose for which it was collected, including to satisfy legal, accounting, reporting, or operational requirements.

• Waitlist data: until you unsubscribe, ask us to delete it, or we decide it is no longer needed for updates, launch communications, or related studio announcements, with periodic review of dormant lists.
• Enquiry emails: for as long as needed to deal with the enquiry and any reasonable follow-up period, and typically no longer than 24 months after the last substantive contact unless a longer retention period is justified.
• Analytics and measurement data: in line with the retention settings configured in the relevant Google or analytics product in use at the time.
• Server, security, and technical logs: in line with the retention periods applied by our hosting, caching, security, and infrastructure providers from time to time.

11. Your rights

Depending on the law that applies to you, you may have rights including the right to be informed, the right of access, rectification, erasure, restriction, objection, data portability, and the right to withdraw consent where processing relies on consent.

If you want to exercise any of these rights, contact us at whitehorsegamesltd@gmail.com. You can also opt out of waitlist or marketing emails at any time using the unsubscribe method in the message or by contacting us directly.

12. Complaints

If you are unhappy with how we use your personal data, we would appreciate the chance to address your concerns first. You also have the right to complain to the UK Information Commissioner’s Office (ICO). More information is available at https://ico.org.uk/.

13. Third-party websites and services

Our site may link to third-party websites or services, including social platforms and external content. If you follow those links or interact with those services, their own privacy policies and terms will apply. We are not responsible for the privacy practices of third-party sites we do not control.

14. Security

We take reasonable technical and organisational measures to protect personal data, but no internet-based system can be guaranteed to be completely secure.

15. Children

This site is intended for a general audience and is not restricted to a specific age group. We do not knowingly collect personal data from children in a way that would require parental consent under applicable law without first obtaining that consent where required.

16. Changes to this policy

We may update this Privacy Policy from time to time. When we do, we will update the effective date shown on the published version.

17. Contact us

If you have questions about this Privacy Policy or would like to make a privacy-related request, contact us at whitehorsegamesltd@gmail.com.