Dealing with gamers Data Data Data privacy The value of player data continues When games are played in the to soar, and publishers collect, use cloud, allowing players to switch and share information on a significant seamlessly between devices mid- scale across an increasingly game, there is even more potential to connected network of devices and collect data. Personal data will also players. The type of data collected often be shared by players directly may include personal contact details, using in-game chat features and certain device information and the nature of such data cannot be details obtained from gameplay easily controlled by game operators and tracking online habits. who could end up hosting sensitive The ability to consume, analyse personal data as a result. and use this data brings enhanced It’s important for businesses in the value to businesses and convenience game industry to ensure privacy to players but also, inevitably, raises compliance, not only to comply with privacy concerns as much of this legal obligations, but also to build data will be personal data (data and maintain player trust and protect relating to an identified or investor value. identifiable individual). Non-compliance can trigger The collection and use of personal negative PR, brand damage and data is regulated in the UK, regulator enforcement. This can principally under the UK General include prosecution and, in the case Data Protection Regulation (UK of serious breaches, fines. In the UK GDPR) and the Data Protection and EU, these can be up to 4% of Act 2018. Similar but not identical annual global turnover or GBP17.5m/ rules apply in the EEA. EUR20m, whichever is higher. 95