Primal Valley — Privacy Policy

Effective date: 27 August 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 or Apple Game Center (optional)

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.

On iOS, the game offers a Cloud Save option in its settings that uses Apple Game Center saved games. If you enable it and sign in to Game Center, your gameplay save data is stored in your iCloud account through Game Center so your progress can sync across your devices. To provide this, Apple processes your Game Center player ID together with that save data, under the Apple Privacy Policy. The game receives your player ID and public Game Center profile (such as your nickname) — not your Apple ID email address or real name.

Cloud saves are optional on both platforms: without them, the game works fully and your progress stays local-only as described in section 2.1. Nothing syncs on iOS until you explicitly enable Cloud Save in the game's settings. 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 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 Gameplay analytics

We use Unity Gaming Services (UGS) Analytics (Unity Technologies) to understand how players progress through the game — in particular, where new players get stuck or stop playing — so that onboarding and game balance can be improved. This collects:

• In-app activity events — which tutorial step you reached and whether you completed or skipped it, and progress milestones such as unlocking a hut site, assigning a caveman, assigning a crafting recipe, unlocking a research node, activating a boost, selling a resource or resetting the valley. Each event records the point reached, how many times you have reached it before, and your current Fire Level.
• An app-installation identifier, randomly generated, used to group your events into a single play history. It is not your name, email address or account.
• Approximate (city-level) location, derived from your IP address by the analytics service. Precise or GPS location is never collected.
• Device and app information — device model, operating system version and app version.

This data describes how the game is played. It is not used to target advertising, is not sold, and is not combined with your Google Play Games or Game Center profile.

Where required (for example in the European Economic Area and the United Kingdom), gameplay analytics runs only with your consent, collected through the same privacy prompt used for advertising. You can change your choice at any time from the game's settings, where a privacy option is shown in regions where consent applies (see section 7).

2.5 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).

2.6 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".

2.7 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, the optional Game Center sign-in is provided by Apple, and both 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, and gameplay analytics where consent is required (you can withdraw consent at any time, see section 7).
• Legitimate interests — keeping the game stable and secure (crash diagnostics), understanding how the game is played so we can improve it (gameplay analytics, where consent is not required), 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 enable cloud saves via Google Play Games or Apple Game Center.

5. Who we share information with

• Unity Technologies — crash and performance diagnostics, and LevelPlay ad mediation (including its ad network partners). Unity also provides our gameplay analytics, processing those events on our behalf and on our instructions as our service provider rather than for its own purposes. 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 and Game Center (optional sign-in and cloud saves via iCloud) 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. Gameplay analytics events are retained for up to 13 months and are then deleted automatically (see section 7). 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 (Android) or in your iCloud account via Game Center (iOS) until you delete it (see section 7).

7. Your choices

• Ad and analytics consent — you can change or withdraw your consent to personalised advertising and to gameplay analytics 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 (Android) — 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.
• Cloud saves (iOS) — nothing syncs until you enable Cloud Save in the game's settings. To stop syncing, sign out of Game Center for the game (iOS Settings → Games / Game Center). Your cloud save lives in your own iCloud account; the in-game Reset Account (below) erases it, and 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.
• Gameplay analytics data — to request deletion of the gameplay analytics associated with your installation, email support@mikealicious.co.za. Because these events are tied to a randomly generated installation identifier rather than an account, please tell us which device you played on and roughly when you last played, so the records can be located. Analytics event data is retained for up to 13 months and is then deleted automatically; where you ask us to delete it sooner, the records are removed within 30 days.
• 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