This Privacy Policy ("Policy") sets out how Infinite Loom Limited (United States) and Infinite Loom ZA (Pty) Ltd (South Africa) (together "Infinite Loom", "we", "us", "our") deal with personal data: why we collect information, what information we collect, and what we do (and do not do) with it. It also explains how you can access and change it. The two entities act as joint controllers of personal data collected through this website.
Data protection is a priority for Infinite Loom. We are committed to protecting your privacy when you use our website, games, and related services, and to practices compliant with relevant legislation, including the General Data Protection Regulation (EU) 2016/679 ("GDPR"), where it applies to visitors in the EU/EEA, the Protection of Personal Information Act 4 of 2013 ("POPIA") (ZA), the Electronic Communications and Transactions Act 25 of 2002 ("ECTA") (ZA), and applicable United States privacy laws. You can browse our website without providing personal data, but some features (for example signing up for our newsletter or contacting support) require us to process personal data. Where processing is necessary and there is no other lawful basis, we obtain your consent.
By using our website, you acknowledge that you have read and understood this Policy.
We collect the minimum personal information we reasonably need. Depending on how you interact with us, this may include:
We do not knowingly collect special or sensitive personal information (such as health, religion, political beliefs, race, or sexual orientation) except with your explicit consent or where required by law.
Note: purchases and wishlisting of our games happen on third-party storefronts (such as Steam, the Epic Games Store, and itch.io). Those platforms collect and process your data under their own privacy policies, not this one.
We use personal information to:
You may object to the processing of your personal data on reasonable grounds, after which we will not continue to process it except as permitted by law.
Our website uses Microsoft Clarity, a third-party analytics service, to understand how visitors use the site. Clarity uses cookies and similar technologies to collect usage data and may capture session activity (such as page navigation, clicks, and scrolling) to produce aggregated heatmaps and session replays. This data is processed by Microsoft in accordance with the Microsoft Privacy Statement.
Our pages also embed third-party content, such as game trailers from YouTube, which may set their own cookies when you interact with them. You can control or block cookies through your browser settings; note that disabling cookies may affect how parts of the site work.
Where consent is required for non-essential cookies (for example under the GDPR or POPIA), we ask for it through our cookie consent banner when you first visit. Microsoft Clarity runs only after you accept analytics cookies, and you can change your choice at any time using the "Cookie preferences" link in the footer.
Some browsers offer a "Do Not Track" (DNT) setting. There is currently no industry standard for responding to DNT signals, and our analytics provider may not act on them. Where you do not want usage data collected, you can use your browser's cookie and privacy controls, and our cookie consent options, to limit or block it.
We keep your personal data confidential and only share it for the purposes set out in this Policy, where you have consented, or where we are legally obliged or entitled to do so. We may share personal information with:
We require all third parties to respect the security of your personal data and to handle it in accordance with applicable law. We do not sell your personal information.
We link to and operate presences on third-party platforms, including game storefronts (Steam, Epic Games Store, itch.io), our community Discord, and social media. When you use those platforms, your information is processed by the platform operator under their own privacy policy, which is outside our control. We encourage you to review their policies.
We protect your personal information from misuse, loss, and unauthorised access using a combination of administrative, technical, and organisational safeguards, and we require our service providers to do the same. No internet transmission or storage is completely secure, so we cannot guarantee the security of information you submit online.
Because we operate in the United States and South Africa and use international service providers, your data may be transferred to and processed in countries other than your own. Where we do this, we take steps to ensure an adequate level of protection consistent with the GDPR and POPIA, such as appropriate contractual safeguards.
We keep personal information only for as long as necessary to fulfil the purposes for which it was collected, or to comply with legal obligations, resolve disputes, and enforce our agreements. Retention periods vary by purpose. Where you have subscribed to communications, we retain your details until you unsubscribe or ask us to remove them.
Where you have opted in, we may use your information to tell you about our games, content, and news, by email or other channels you have agreed to. You can opt out at any time by:
If you opt out of marketing, we may still send you essential service or administrative messages. We do not sell, rent, or make your personal information available to unaffiliated third parties for their own direct marketing.
Our website is not directed at children, and we do not knowingly collect personal information from children under the age of 13. Some jurisdictions set a higher age of consent: parts of the EU require a parent or guardian's consent below 16 under the GDPR, and POPIA (South Africa) treats anyone under 18 as a child whose data generally requires a competent person's consent. In the United States, the Children's Online Privacy Protection Act (COPPA) governs the collection of information from children under 13. If you believe a child has provided us with personal information, please contact us and we will delete it.
Depending on where you live, you have rights over your personal data, including the right to access, correct, delete, or restrict its processing, to object to processing, and to data portability. Under POPIA (South Africa) you may also visit our site anonymously, ask us to correct or delete your information, and be notified of material changes to this Policy. Under the GDPR you have the right to lodge a complaint with a supervisory authority in your country of residence, place of work, or the place of an alleged infringement. To exercise any of these rights, contact us using the details below.
In line with applicable law, if a data breach affects your personal information we will notify the relevant supervisory authority without undue delay and, where required, within 72 hours of becoming aware of it, and we will inform affected users as soon as reasonably possible where the breach is likely to pose a risk to their rights.
For commercial email, we comply with the US CAN-SPAM Act and equivalent rules elsewhere. If you would like to stop receiving emails from us, use the unsubscribe link in any email or contact us at privacy@infiniteloom.games and we will promptly remove you.
If you apply for a role with us, we collect and process your application data for recruitment purposes. If you are hired, we retain it as part of the employment relationship in line with legal requirements. If not, we delete it unless there is a legitimate reason or your consent to retain it (for example to consider you for future roles).
Our website contains links to sites and applications operated by others that we do not control. We are not responsible for the privacy practices or content of those sites. When you leave our website, we encourage you to read the privacy policy of every site you visit.
We operate official channels on social media platforms to engage with our community. Anything you post publicly on those channels can be seen by others, and your information may be processed by the platform operator under their own policy and possibly in another country. We monitor our channels and welcome feedback, but cannot guarantee we will read or respond to every message.
We may update this Policy from time to time to reflect changes in law or our operations. The version published on our website at the time you interact with us applies. We encourage you to review this page periodically.
The parties responsible for data collection under this Policy are:
You can contact us at any time with questions, requests, or complaints about this Policy or how your personal information is handled, including to access, correct, or delete your information, or to report a suspected breach. Email us at privacy@infiniteloom.games and we will respond promptly.
Last updated: 21 June 2026.