Primal Valley — Privacy Policy

Effective date: 16 July 2026  ·  Back to Primal Valley

1. Who we are

Primal Valley (the "game") is developed and published by The Mikealicious Company (Pty) Ltd, a company registered in South Africa, based in Pretoria ("we", "us"). We are the data controller (under the GDPR) and the responsible party (under South Africa's Protection of Personal Information Act, "POPIA") for the processing described in this policy.

This policy covers the Primal Valley mobile game distributed through Google Play and the Apple App Store, and these game web pages. You can reach us at support@mikealicious.co.za.

2. Information we collect

2.1 Game data on your device

Your progress (huts, resources, currencies, settings) is saved locally on your device. It is not uploaded to us and we cannot access it. Deleting the game deletes this data, unless you have enabled cloud saves (see section 2.2).

2.2 Cloud saves via Google Play Games (optional, Android)

On Android, the game offers Google Play Games sign-in. If you sign in (this can happen automatically if you already use Play Games on your device), your gameplay save data is stored by Google against your Play Games account so your progress can sync across devices. To provide this, Google processes your Play Games player ID together with that save data, under the Google Privacy Policy. The game receives your player ID and public Play Games profile (such as your gamer name) — not your Google account email address or real name.

Signing in is optional: without it, the game works fully and your progress stays local-only as described in section 2.1. You can stop syncing and delete your cloud save data at any time (see section 7).

2.3 Crash and performance diagnostics

We use Unity Cloud Diagnostics (Unity Technologies) to receive crash reports and basic session and memory events so we can find and fix problems. This includes information such as device model, operating system version, app version, an app-installation identifier and technical crash traces. It is not linked to your name or contact details — we don't have those.

2.4 Advertising

Primal Valley shows only opt-in rewarded ads — short videos you actively choose to watch in exchange for an in-game bonus. There are no forced or interstitial ads. Ads are delivered through Unity LevelPlay mediation (Unity Technologies) and its participating ad networks. To select and deliver ads (and to prevent fraud), these partners may process:

• your device's advertising identifier (Google Advertising ID or Apple IDFA), subject to your consent;
• IP address and the coarse (city-level) location derived from it;
• device characteristics (model, OS version, language, screen size);
• ad interaction events (which ads were shown, watched or tapped).

In the European Economic Area and the United Kingdom we ask for your consent through a consent form (Google User Messaging Platform) before personalised ads are served. On iOS, Apple's App Tracking Transparency prompt governs cross-app tracking. If you decline, you can still play in full and any ads served will be non-personalised (contextual).

2.5 Purchases

All in-app purchases are processed by Google Play or the Apple App Store under their own terms and privacy policies. We never receive your payment card details. We receive an anonymised purchase receipt so the game can deliver what you bought and support "Restore Purchases".

2.6 Support

If you email us, we receive your email address and whatever you include in your message. We use it only to help you.

3. What we don't collect

The game has no account system of its own — the optional Google Play Games sign-in is provided by Google and can be skipped entirely. We do not collect your name, contacts, photos, precise location, microphone or camera data. We do not sell personal information and have not done so.

4. Why we process this information

• With your consent — personalised advertising (you can withdraw consent at any time, see section 7).
• Legitimate interests — keeping the game stable and secure (crash diagnostics), delivering non-personalised ads, preventing fraud and abuse.
• Performing our contract with you — delivering in-app purchases and restoring them, and syncing your saved progress when you choose to sign in to Google Play Games.

5. Who we share information with

• Unity Technologies — crash diagnostics and LevelPlay ad mediation (including its ad network partners). See the Unity Privacy Policy.
• Google — Google Play billing, Google Play services, Google Play Games Services (optional sign-in and cloud saves) and the consent platform. See the Google Privacy Policy.
• Apple — App Store billing on iOS. See the Apple Privacy Policy.

We do not share personal information with anyone else, except if required by law.

6. International transfers and retention

Our service providers may process information on servers outside your country, including in the United States and the European Union, under the safeguards described in their policies (such as standard contractual clauses). Diagnostics and advertising data are retained by those providers for the periods described in their policies; support emails are kept only as long as needed to resolve your query. Game data on your device stays there until you delete the app. If you use cloud saves, your save data remains stored with your Google Play Games account until you delete it (see section 7).

7. Your choices

• Ad consent — you can change or withdraw your advertising consent from the game's settings, where a privacy option is shown in regions where consent applies.
• Advertising identifier — you can reset or limit your advertising ID in your device's system settings (Android: Settings → Privacy → Ads; iOS: Settings → Privacy & Security → Tracking).
• Local data — uninstalling the game deletes all locally stored game data.
• Cloud saves — signing in to Google Play Games is optional. To stop syncing, turn off auto sign-in for Primal Valley (or sign out) in the Google Play Games app's settings. To delete cloud save data, use the Google Play Games app: Settings → "Delete Play Games account & data" — you can delete data for Primal Valley only, or for your whole profile. You can also email us and we will help.
• In-game reset — Settings → Reset Account permanently erases your game progress, including your cloud save if you are signed in. Only paid entitlements (Remove Ads and store-bought content) are kept.
• Anything else — email us and we will help.

8. Your rights

Depending on where you live, you have rights to access, correct, delete or receive a copy of your personal information, to object to or restrict processing, and to withdraw consent.

• South Africa (POPIA) — you may also lodge a complaint with the Information Regulator.
• EEA / UK (GDPR) — you may lodge a complaint with your local supervisory authority.
• United States — state laws may give you rights to access, delete and opt out of the sale or sharing of personal information. We do not sell personal information.

To exercise any right, email support@mikealicious.co.za. We will respond within the time required by applicable law. Because we hold very little data ourselves, some requests (for example about advertising data) may be fulfilled by directing them to the partner listed in section 5, and we will help you do that.

9. Children

Primal Valley is not directed at children under 13, and we do not knowingly collect personal information from them. If you believe a child under 13 has provided us personal information, email support@mikealicious.co.za and we will delete it.

10. Security

We and our providers use reasonable technical and organisational measures to protect the limited information described above. No method of transmission or storage is completely secure.

11. Changes to this policy

We will post any changes on this page with a new effective date. For material changes we will also give notice in the game or on the store listing.

12. Contact

The Mikealicious Company (Pty) Ltd
Pretoria, South Africa
support@mikealicious.co.za