SEGA Amusements International Limited (SAI, we, us and our) collect different types of information from you when you:-
a) Enquire about our products or services;
b) Place an order for products, make payment for products or services, apply for a cash or credit account;
c) Register for our newsletter, use our website or contact the email addresses on our website;
d) When you provide your contact details to us in a meeting, a phone call, at trade fairs and shows or giving us your business card.
SEGA Amusements International Limited is the data controller responsible for collecting and using your personal information. See 'Your questions and how to contact us' section of this policy for more details.
1. Information we collect and receive
We collect personal information about you and the devices you use to access and interact with us and our products and services. We collect:
(a) Contact Details - When you enquire about our products or services or place an order for products we may collect information about you including your name, business name, address, email address, phone number and other contact details.
When you sign up to receive our newsletter we may collect your first name, surname and email address.
When you use our website we may collect your email address, your geographic location, country, city and IP address.
When you contact us via a meeting, a phone call, at trade fairs and shows or by giving us your business card we may collect your contact details including your name, phone number, email address and address.
When you apply for a role advertised via our website we collect personal information as supplied by you in your application, CV and any other communication with us in relation to your application.
(b) Billing and Financial Details - When you apply for a cash or credit account in addition to your contact details, we will also collect details of your bank and referees. We may do a credit search and contact the references you have provided receiving information from these third parties.
When you pay for goods or services we will collect payment information such as credit/debit card (including expiration dates) and/or bank details and/or other billing information in order to process payments and refunds.
(c) Technical and Device Information - When you contact us by phone or email we may collect information from your phone or computer including your telephone number or IP address.
When browsing our website, we may collect information about your geographic location, products you view on our website, what you search for, look at or engage with.
We may automatically collect information such as your Internet Protocol address, your geographic location, your browser type, browser language preferences and which pages on our website were viewed by you and when they were viewed.
Google collects website visitor data via Google Analytics.
Our website does contain videos which are served via the YouTube player.
See also our Cookies Policy
2. Our use of collected information
We use the personal information in the following ways:
a) Contact Details
i. To send you information about our products and services in response to an enquiry from you;
ii. to carry out our obligations arising from any contracts entered into between you and us and to provide you with the information, products and services that you request from SAI;
iii. To process goods returned to us;
iv. To send billing and account information;
v. to provide you with information about other goods and services we offer that are similar to those that you have already purchased or enquired about. If you are an existing customer, we will only contact you by electronic means (e-mail or SMS) with information about goods and services similar to those which were the subject of a previous sale or negotiations of a sale to you. To notify you about changes to our products and services;
vi. If you have subscribed to our newsletter, to send you our marketing newsletters;
vii. To notify you of important changes and updates to our products or services;
viii. Where you have applied for a role with us via the website we will use your data to contact you in relation to the role and to consider your application. Your details will only be retained beyond the recruitment process if you are employed by us;
ix. In accordance with your stated communication preferences, we may also contact you for marketing purposes to let you know by email, telephone, mobile messaging about our other products and services and to provide you with information about goods or services of third parties, we feel may interest you;
x. We do not share your personal information with third parties so that they can market to you;
xi. If you no longer want us to use your data in this way or generally change your mind about receiving marketing communications, you can unsubscribe at any time by using the unsubscribe option in the communication you receive. Please note that we will retain a record of the user information when you unsubscribe from our marketing information for the legitimate purpose of ensuring that we do not contact you further in this way, during the period of your objection.
b) Billing and Financial Details
i. To obtain payment and arrange refunds for our products and services;
ii. To manage credit and revenue share arrangements including in making a decision to offer credit terms or revenue share arrangements to you.
iii. We will also use and analyse information on transactions on your account for our legitimate interests by data matching or statistical analysis so that we can administer, support, improve and develop our business and to help us detect and prevent fraud or other illegal activities.
c) Technical and Device Information
i. To respond to your enquiry;
ii. To ensure that your enquiry is handled by the correct salesperson.
iii. to administer our site and for internal operations, including troubleshooting, data analysis, testing, research, statistical and survey purposes;
iv. to improve our site to ensure that content is presented in the most effective manner for you and for your computer;
v. as part of our efforts to keep our site safe and secure;
vi. to measure or understand the effectiveness of advertising we serve to you and others, and to deliver relevant advertising to you;
vii. to make suggestions and recommendations to you and other users of our site about goods or services that may interest you or them.
viii. When you interact or visit our websites, we may automatically collect information about you such as the type of internet browser or mobile device you use, any website from which you have come to any of the SEGA sites and your IP address (the unique address which identifies your device on the internet) and your operating system, which are automatically recognised by our web server.
ix. We use internet log files to monitor traffic on our Products, resolve technical problems and to detect and prevent fraud. We use these technologies to provide us with information, such as when an email is opened, or to develop statistics on the effectiveness of advertising or marketing on our websites
3. When we share information
We may share the information you provide (subject to the necessary security, contractual and transfer safeguards). These are some of the partners we may share your personal information with:
(a) SEGA Amusements International companies within the wider group in order to comply with the Group policies and our contractual obligations.
(b) Third parties, such as logistics and delivery operators, and other partners, distributors, suppliers and sub-contractors who carry out various activities and services to support delivery of our products and services. Third parties with whom we share your information in order to undertake various activities or services on our behalf in providing the products and services. This includes payment processing providers facilitating credit and payment card transactions, website and application support and hosting providers, such as the companies hosting our website, providing our IT support, providers of our internet services and providers for the delivery of promotional, digital advertising or other communications, such as MailChimp.
(c) Credit reference agencies and other third parties for the purpose of assessing your credit score where this is a condition of us entering into a contract with you, and undertaking other due diligence as part of our contractual process.
(d) Service providers for marketing or promotions such as Mailchimp, based on your communication preferences. If you no longer want us to use your data in this way or generally change your mind about receiving marketing communications you can unsubscribe either by using the unsubscribe in the communication you receive. Please note that we will retain a record of your objection for the legitimate purpose of ensuring that we do not contact you further, during the term of your objection.
(e) New owners or re-organised entities and their advisors in the event of a business restructure, sale, purchase or joint venture affecting our business. If our business enters into a joint venture, purchases or is sold to or merged with another business entity, your information may be disclosed or transferred to the target company, or new business partners or owners or their advisors.
(f) Where we are under a duty, are authorised by law or for law enforcement purposes. We may use the information that you provide if we are under a duty to disclose or share your information in order to comply with (and/or where we believe we are under a duty to comply with) any legal obligation; or to enforce the relevant terms of service and any other agreement; or to protect our rights or the rights of third parties. This includes exchanging information with other companies and organisations such as credit agencies, law enforcement or government bodies or the courts in connection with a criminal investigation, suspected illegal activity, fraud prevention and detection or in legal proceedings.
We do not control information which is sent from your browser to third parties, including social media platforms, analytics companies and advertising networks that receive information in the normal course of your online activities.
Personal information may be transferred to other countries where SEGA or its service providers maintain operations. These countries may not have equivalent data protection laws to the United Kingdom.
Personal information may be transferred to other countries where SAI or its service providers maintain operations. These countries may not have equivalent data protection laws to the country from where you are located.
Where SAI transfers personal information it will seek to take account of any applicable legal obligations relevant to personal information transfers. In the case of transfers of personal information out of the UK, it will, in the absence of an adequacy decision relevant to the destination country, seek to rely on appropriate safeguards or enter into appropriate approved standard contractual clauses relevant to personal data transfers between data controllers or between a data controller and a data processor. An adequacy decision is where the UK and /or the EU has decided that a country has comparable level of protection for personal data with the UK or EU.
4. Security and data retention
Your privacy is important to us and we place great importance on the steps we take, including technical and organisational measures to protect your information from unauthorised access and against unlawful processing, accidental loss, destruction and damage.
Your personal information will be kept by SEGA for the duration of your relationship with us and for as long as you use our products and services and may be retained for a period after this time if it is necessary and relevant to our legitimate operations, our terms with you and in accordance with applicable laws.
We place great importance on the steps we take, including physical, technical and organisational measures, to protect your information from unauthorised access and against unlawful processing, accidental loss, destruction and damage.
Your personal information will be retained by us for the duration of your relationship with us and may be retained for a period after this time as necessary and relevant to our legitimate operations, our terms with you and in accordance with applicable laws and obligations. This may include retention necessary to meet our tax reporting requirements as well as time required to enforce the relevant terms of service or to identify, issue or resolve legal proceedings.
We may retain a record of your stated objection to the processing of your data, including in respect of an objection to receiving marketing communications, for the sole purpose of ensuring that we can continue to respect your wishes to not contact you further, during the term of your objection.
We will take appropriate steps to seek to destroy or permanently de-identify personal information at the point this information is no longer needed by us for our business or legal purposes.
5. Your choices and rights
You have options and choices over how we use your personal information.
If you sign up to our marketing communications, you will be given the opportunity to unsubscribe at any time.
You can contact us directly with requests to correct, erase, restrict, object to, or move your personal information. If you do not want us to process and/or access your personal information, you may be unable to obtain our products and services.
You have options and choices over how we use your information. You have the opportunity in every marketing communication from us to unsubscribe from further marketing material.
We respect the rights you may have under applicable law to request access to your personal information and where applicable, to request to receive that information in a commonly used electronic format (or ask for this information to be provided in that format to a third party where feasible). You may also have the right under applicable law to request the correction or erasure of your personal information, to seek to object to the further processing under certain circumstances of your information or to request that the processing of specific information about you is restricted while we verify or investigate your concerns about this information.
If you remain unhappy with a response you receive, you can also refer the matter to your data protection supervisory authority (see https://ico.org.uk/)
6. Children’s Information
Protecting the privacy of young children is especially important to SAI. For that reason, we do not knowingly collect or maintain personally identifiable information or non-personally identifiable information from users under 13 years of age, other than as permitted by law in support of our internal operations.
7. Your questions and how to contact us
If you have any questions or comments about this policy or our practices, you can contact us:
By telephone on: +44 (0)20 8391 8090
By writing to us at:
SEGA Amusements International Limited
42 Barwell Business Park
You can also contact our data protection officer at the above address.