Last updated 02/04/26
Arcade Ltd is an immersive production agency that uses augmented reality and artificial intelligence to create engaging digital experiences for visitors to cultural organisations.
We respect your privacy and are committed to protecting your personal information. This policy explains who we are, how and why we collect, store, use and share information through our Apps, and your rights in relation to that information.
This Privacy Policy should be read together with any other privacy notices we may provide when collecting or processing personal information.
Our Privacy Policy explains how we look after, use and share personal information that we collect from you, how you can manage consent, and how to exercise your legal rights.
By using any of our Apps, you are agreeing to this Privacy Policy, and you can manage your consent at any time.
Arcade Limited ("we", "us", "our", "Arcade") collects, uses and is responsible for your personal information as data controller.
Our registered office is at 45 Fitzroy Street, London, W1T 6EB.
Our Privacy Lead handles questions about this policy. Contact: privacy@arcade.ltd
We hope to resolve any concerns you raise about how your information is used. You also have the right to complain to the UK Information Commissioner's Office (ICO): www.ico.org.uk.
We review this policy regularly and may update it. When we do, we will update this section. Please keep us informed if your personal information changes.
Our Apps may include links to third-party sites and applications. We do not control those sites and are not responsible for their privacy statements.
When you use our Apps, you may provide information directly (for example by contacting support). We may also collect limited information automatically for analytics.
We may let you create a player profile stored locally on your device, such as:
Our Apps may request camera and local storage permissions for augmented reality content, capturing photos or videos, and saving them to your device. Images and videos captured in our Apps are stored locally on your device and are not transmitted to us or third parties by our Apps.
If you contact Arcade via email, telephone or post, we may temporarily store personal information you provide, including:
You may choose whether to provide this information, but some services may not work fully without it.
Under GDPR, we must have a lawful basis for using personal information, such as contract performance, consent, legal obligations, or legitimate interests. Where we rely on consent and the user is under 13, we will seek consent from a parent or guardian.
Your information may be used:
We do not share your personal information with third parties except in limited circumstances:
We do not carry out automated decision making using information collected from you.
We only use personal information for the purposes it was collected for unless a compatible purpose applies. If we need to use information for an unrelated purpose, we will notify you and explain the legal basis where required by law.
We use appropriate security measures to protect personal information from accidental loss, unauthorised access, alteration, or disclosure. Access is limited to people who have a business or legal need to know and who are bound by confidentiality duties. We also have breach response procedures and notify users/regulators where legally required.
We keep personal information only as long as necessary for the purposes collected, including legal, accounting, and reporting requirements. For support information shared by email, phone, or post, records are stored for no longer than two years after the matter is resolved.
In some circumstances, you can ask us to delete your data. We may also anonymise information for research/statistical purposes and use it indefinitely in anonymised form.
Where possible, we process information within the UK and EEA. If information is transferred outside those regions, appropriate safeguards are required.
Under data protection laws, you may have rights to:
There is usually no fee for exercising rights. We may charge a reasonable fee (or refuse) where requests are clearly unfounded, repetitive, or excessive. We may need information to verify identity and process requests securely.
We aim to respond to legitimate requests within one week. If requests are complex or numerous, this may take longer and we will keep you informed.
To exercise your rights, contact our Privacy Lead at privacy@1upstudios.tech and provide enough information to identify you.