This Privacy Policy explains how Northeld Ltd ("Northeld", "we", "us", "our") collects, uses and protects your information when you play Northeld (the "Game") on iOS and Android. Northeld Ltd is the data controller responsible for your personal data.
The short version
- The only ads are optional rewarded videos you choose to watch for an in-game bonus, and we don't sell your data.
- You can play anonymously; creating an account (email) is optional and only used to back up and recover your progress.
- We use Firebase for analytics & crash reports, PlayFab (Microsoft) for cloud saves, Apple / Google for purchases, and Unity LevelPlay (Unity Ads, ironSource Ads, Meta Audience Network) for the optional rewarded ads.
- You can ask us to delete your data any time at info@northeld.com — see How to delete your data.
I.Who we are
Northeld Ltd is a company registered in England & Wales (company no. 11050315). You can contact us about privacy at info@northeld.com, or by post at Northeld Ltd, 23 Barrons Chase, London TW10 5DA, United Kingdom. We are the "controller" of your personal data under the UK GDPR and the Data Protection Act 2018.
II.What we collect, why, and our legal basis
We collect only what we need to run the Game. The table below also mirrors the categories shown on the Apple App Store and Google Play data-safety labels.
| Data | Why we use it | Lawful basis |
|---|---|---|
| Account info (optional): email address, password (stored hashed), in-game username / display name | Create and recover your account; sync your saved game across devices | Performance of a contract; consent (you choose to create an account) |
| Identifiers: a device identifier, your PlayFab player ID | Back up your progress to the cloud even if you don't create an account | Legitimate interests (providing reliable cloud backup); contract |
| Game & save data: progress, settings, language preference | Save and restore your game locally and in the cloud | Contract; legitimate interests |
| Leaderboard data: your display name, chosen avatar, power score and rank | Show your standing on the in-game power ranking, which other players can see | Contract; legitimate interests (running a ranking feature) |
| Moderation data: the players you choose to hide, and the reports you send (the reported player’s name and ID) | Let you hide players from your ranking; let us review names that are reported as offensive | Legitimate interests (keeping the ranking safe); legal obligation where applicable |
| Purchases: records of in-app purchases and subscription status (not your card number) | Deliver and restore purchases, prevent fraud, provide support | Contract; legal obligation (tax & accounting records) |
| Analytics & usage (Firebase Analytics): in-game events, device model, OS version, language, approximate region (from IP), app-instance ID | Understand how the Game is used so we can improve and balance it | Legitimate interests; consent where required (e.g. UK/EEA) |
| Crash & diagnostics (Firebase Crashlytics): crash logs, device state, diagnostics | Find and fix bugs and stability problems | Legitimate interests |
| Advertising data (only if you use the optional rewarded ads): your device's advertising identifier (IDFA / Android Advertising ID, where you allow it), device model and OS version, IP address and the approximate region derived from it, your interactions with ads, basic diagnostic signals from the ad software (for example that an ad failed to load), and whether you have made in-app purchases (a yes/no signal — never amounts or card details) | Serve the optional rewarded video ads, measure and limit them, and prevent ad fraud; show personalised ads only with your permission | Consent for personalised ads (the in-game prompt in the UK/EEA; Apple's tracking prompt on iOS); legitimate interests for non-personalised ads, measurement and fraud prevention |
| Notifications: your notification permission status | Send on-device reminders when timers (building, training, research) finish | Consent (you grant the permission) |
We do not collect precise GPS location, your contacts, photos, microphone audio, or health data. Notifications are scheduled locally on your device and do not, by themselves, send data to us.
III.How we collect it
- Directly from you — when you create an account or choose a username.
- Automatically as you play — analytics, crash diagnostics and identifiers.
- From the app stores — Apple and Google confirm your purchases and subscription status; we never receive your payment-card details.
- Through our advertising partners — when a rewarded ad is loaded or shown, the ad software in the Game collects the advertising data described above.
IV.How we use your data
- Provide, save and synchronise the Game across your devices.
- Process and restore in-app purchases and subscriptions.
- Diagnose crashes, fix bugs and improve gameplay and balance.
- Offer optional rewarded video ads and measure their delivery.
- Prevent cheating, fraud and abuse.
- Respond to your support requests and comply with our legal obligations.
V.Who we share it with
We share data only with the service providers that help us run the Game. We do not sell your personal data. Advertising data is shared with our advertising partners only as described in section VII.
| Provider | Purpose | Their privacy policy |
|---|---|---|
| Google (Firebase Analytics & Crashlytics; Google Play billing & distribution) | Analytics, crash reporting, purchases on Android | policies.google.com/privacy |
| Microsoft (PlayFab / Azure) | Account and cloud-save hosting | privacy.microsoft.com |
| Apple (App Store billing & distribution) | Purchases and delivery on iOS | apple.com/legal/privacy |
| Unity Technologies (game engine, in-app purchasing & notification tooling) | Core game functionality | unity.com/legal/privacy-policy |
| Unity Technologies (Unity LevelPlay mediation, Unity Ads, ironSource Ads) | Serving and measuring the optional rewarded ads | unity.com/legal/privacy-policy |
| Meta Platforms (Meta Audience Network) | Serving and measuring the optional rewarded ads | facebook.com/privacy/policy |
We may also disclose data where required by law, to enforce our terms, or as part of a business transfer (e.g. a sale of the Game), in which case we will tell you.
What other players can see
The Game has a power leaderboard. Your display name, chosen avatar, power score and rank appear on it and are visible to every other player. Nothing else about you is shown — not your email, device, purchases or location. Because the name is public, please don’t put personal information in it. Names are screened by an automated filter and can be reported or hidden by any player; see the Terms of Use for the rules and what happens to names that break them.
VI.International transfers
Our providers may process data outside the UK and EEA, including in the United States. Where they do, the transfer is protected by appropriate safeguards such as the UK International Data Transfer Agreement (or Addendum to the EU Standard Contractual Clauses) and/or the providers' certification under the EU–US and UK Data Privacy Framework.
VII.Advertising
Northeld offers optional rewarded video ads: you choose to watch one in exchange for an in-game bonus (for example a free speedup or double battle loot). There are no banners and no ads that interrupt play, and you never have to watch an ad to keep playing.
Ads are delivered through Unity LevelPlay mediation by our advertising partners — currently Unity Ads, ironSource Ads and Meta Audience Network. When an ad is requested or shown, these partners may process your device's advertising identifier (IDFA / Android Advertising ID, where permitted), IP address, approximate region, device and OS information, how you interact with the ad, basic diagnostic signals from the ad software, and whether you have made in-app purchases (a yes/no signal, never amounts or card details), in order to serve, measure and limit ads and to prevent fraud. They are independent controllers for that processing; their privacy policies are linked in section V.
- UK / EEA: the Game asks for your consent before personalised ads are used. You can change your answer at any time in Profile → Ad Privacy. If you decline, any ads you choose to watch are not personalised.
- iOS: your advertising identifier is used for tracking only if you allow it in Apple's App Tracking Transparency prompt (Settings → Privacy & Security → Tracking).
- Android: you can reset or delete your advertising ID at any time in Settings → Google → Ads.
VIII.Children
Northeld is not directed at children under 13, and we do not knowingly collect personal data from children under 13. You must be at least 13 to create an account or make a purchase. If you are under 18, you should have your parent or guardian's permission before making purchases. If you believe a child under 13 has given us personal data, contact info@northeld.com and we will delete it.
IX.How long we keep it
- Local save data stays on your device until you delete the Game or clear its data.
- Cloud saves & account data are kept for as long as your account or anonymous profile exists, until you ask us to delete them.
- Analytics is retained according to Firebase's retention settings (typically up to 14 months); crash data is kept for a limited diagnostic period.
- Purchase records may be kept longer where needed for tax, accounting and legal compliance.
- Advertising data is held by our advertising partners under their own retention policies; we do not keep a copy.
- Leaderboard entry is cleared when you delete your account (see below).
- Store transaction IDs for purchases you have already been granted are kept on your device even after you delete your account or your save. This is a small list of receipt numbers with no personal details; it exists only so that “restore purchases” can never grant the same purchase twice. Deleting the Game from your device removes it.
X.Your rights
Under the UK GDPR and EU GDPR you have the right to access, correct, erase, restrict or object to our use of your data, to data portability, and to withdraw consent at any time. To exercise any of these, email info@northeld.com and we will respond within one month.
You can also complain to the UK Information Commissioner's Office at ico.org.uk (or your local EEA supervisory authority).
California residents
Under the CCPA/CPRA you have the right to know, delete and correct your personal information, and to opt out of its "sale" or "sharing". We do not sell your personal information. If you allow personalised ads, the advertising identifier processed by our advertising partners may count as “sharing” for cross-context behavioural advertising; you can opt out at any time by turning off tracking or deleting your advertising ID in your device settings (see section VII). We will not discriminate against you for exercising your rights. To make a request, email info@northeld.com.
XI.How to delete your data
You can ask us to delete your account and associated data at any time:
- In the Game (recommended): open Settings → Profile → “Delete account & data” and confirm. This permanently deletes your account, cloud save and all progress — from our servers and from this device. This cannot be undone.
- By email: if you can’t use the in-game option, email info@northeld.com from the address linked to your account — or, if you play anonymously, tell us your in-game username or player ID — and we’ll delete it for you.
- Deleting your account also removes your entry from the power leaderboard, so your name and score stop being shown to other players.
- On request we will delete your PlayFab account, cloud save and profile data, and ask our analytics provider to delete analytics tied to your app instance — except records we must keep by law (e.g. purchase/tax records).
- You can remove locally stored data yourself at any time by deleting the Game from your device.
This section (northeld.com/privacy#delete) is our data-deletion route for the Google Play Data safety form.
XII.Security
We rely on established providers (Google, Microsoft, Apple, Unity). Account passwords are stored in hashed form by PlayFab, and data in transit is encrypted using HTTPS/TLS. No method of storage or transmission is completely secure, but we take reasonable measures to protect your data. If a breach affects your rights, we will notify you and the ICO as required by law.
XIII.Changes to this Policy
We may update this Policy as the Game evolves or the law changes. We will post the new version here and update the "Last updated" date; we will highlight significant changes in-game or by other reasonable means. The current version always lives at northeld.com/privacy.
XIV.Contact us
Questions about this Policy or your data? Email info@northeld.com or write to Northeld Ltd, 23 Barrons Chase, London TW10 5DA, United Kingdom.