What If? Games Privacy Notice Version 3.0
Last updated: 2 April 2026
Who we are
What If? Games is a print-and-play game publisher based in the North of England. For the purposes of UK GDPR, the data controller is What If? Games Ltd, company number 16856676, registered at 14 Brundon Avenue, Whitley Bay, United Kingdom, NE26 1SE.
You can contact us about anything in this notice by emailing joe@whatifgames.co.uk.
What personal data we collect
We collect personal data in two separate contexts:
- Our mailing list. If you join our mailing list, we collect your email address only.
- The Word Dungeon app. If you play our Word Dungeon app, we collect gameplay data including the scores you achieve, your progress through the game, and the words you form while playing, together with a display name and emoji that you choose. If you create an optional player account so your progress is saved across devices, we also collect your email address and a password (which is stored only in an encrypted, hashed form that we cannot read). You can play as a guest without creating an account, in which case no email address is collected.
Why we collect it and our legal basis
We collect and use your email address on the basis of your consent. We use it to send you marketing emails about new game releases and crowdfunding campaigns from What If? Games.
You can withdraw your consent at any time by clicking the unsubscribe link in any email we send you. Withdrawing consent will not affect the lawfulness of any processing carried out before you withdrew it.
We do not use your data for automated decision making or profiling.
For the Word Dungeon app, our legal basis differs by purpose. We process your account details and gameplay data because it is necessary to provide the game service you have asked us for, including saving your progress and showing leaderboards. We analyse gameplay data, including the words played, on the basis of our legitimate interest in understanding how the game is used and improving it. Your chosen display name, emoji and scores are shown publicly to other players on in-game leaderboards; your email address is never shown to other players.
How we collect your data
We collect your email address through two routes.
Via our mailing list sign-up: when you submit your email address directly, we use a double opt-in process through Mailchimp. You will receive a confirmation email that you must click before you are added to our list.
Via a backer survey on Kickstarter, Gamefound or Backerkit: at the end of a campaign, backers are asked whether they would like to receive marketing emails from What If? Games. If you select Yes, your email address is passed to Mailchimp and you are added to our mailing list directly. You will receive a welcome email confirming what you have signed up for, which includes an unsubscribe link.
In both cases, consent is recorded with a timestamp.
Who we share your data with
We use Mailchimp, operated by Intuit Inc., to manage our mailing list and send emails. Your email address is transferred to and stored on Mailchimp’s servers in the United States.
Mailchimp relies on the UK Addendum to the EU Standard Contractual Clauses, approved by the UK Information Commissioner’s Office, to ensure your data is protected when transferred outside the UK. You can read Mailchimp’s privacy policy at mailchimp.com/legal/privacy.
For the Word Dungeon app, we use Supabase to store player accounts and gameplay data. Your data is stored on Supabase’s servers in the European Union (Frankfurt, Germany). Because the EU is recognised by the UK as providing an adequate level of data protection, no additional transfer safeguards are required. You can read Supabase’s privacy policy at supabase.com/privacy.
We do not sell your data or share it with any other third parties.
How long we keep your data
We will keep your email address on our mailing list until you unsubscribe. We also carry out periodic list reviews and will remove addresses that have shown no engagement for more than 12 months.
If you completed a backer survey but did not opt in to marketing emails, your survey response is held by Kickstarter or Gamefound under their own privacy policies. We do not retain it.
For the Word Dungeon app, we keep your account and gameplay data for as long as your account exists. You can delete your account and all associated data at any time from within the app, using the Account menu, or by emailing us. Guest gameplay data that is not linked to an account is stored on your own device and in our app database and is removed if you clear the app or ask us to delete it.
How we protect your data
Mailchimp stores your data on secure, encrypted servers. We access our Mailchimp account using strong password protection and two-factor authentication.
Your rights
Under UK GDPR you have the right to:
- Request access to your personal data
- Request correction or deletion of your personal data
- Object to processing of your personal data
- Request restriction of processing your personal data
- Request transfer of your personal data (data portability)
- Withdraw consent at any time
To exercise any of these rights, email joe@whatifgames.co.uk. We will respond within one month.
Complaints
If you have concerns about how we handle your data, please contact us at joe@whatifgames.co.uk in the first instance. If you remain dissatisfied, you have the right to complain to the Information Commissioner’s Office at ico.org.uk, or by writing to: Information Commissioner’s Office, Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF.
Changes to this notice
We review this notice regularly. Any changes will be posted at whatifgames.co.uk with an updated version number and date. Where changes are significant, we will notify you by email.