Privacy Policy

Privacy Policy for Ultimate Rivals Website

Last updated: December 18, 2019

Applicability of This Policy to the Ultimate Rivals Website

This Privacy Policy describes the practices of Bit Fry Game Studios, Inc. (“we”, “us”, “our” or “Bit Fry”) with respect to information we collect from and about users (“you”, “your” or “users”) of our Ultimate Rivals website located at (“Website”).

This Privacy Policy applies only to information collected by Bit Fry via the Website and specifically does not apply to information collected (1) by Bit Fry through other channels, such as our other websites (including, offline, or through our games available on gaming platforms and subscription services, or (2) by third parties whose forms or other collection mechanisms may be embedded in or linked to or accessible from the Website. For information about Bit Fry’s privacy practices applicable to our games or other websites, please consult our other published privacy policies applicable to those games or websites.

By using the Website, you acknowledge that you have read and understand the terms of this Privacy Policy.  This Privacy Policy may be revised periodically, and any such revisions will be reflected by the effective date above.  Please revisit this page to stay aware of any changes. If we make material changes to this Privacy Policy, we will provide you with additional notice of such changes by providing alerts within the Website.

Collection and Use of User Information.

Through the Website, Bit Fry may collect certain types of information from and about you, and other information regarding your usage of the Website. We may collect this information in several different ways, including directly from you when you provide it to us, such as by filling in forms on the Website, and through the use of automatic data collection technologies, such as via server logs and Google Analytics (more information below).

We collect the following types of information from or about users of our Website:

-        Contact Information: If you request information about our products and services, or from or about our Licensors (defined below), or in connection with customer support, we may collect information you provide to us in connection with such request, such as your name and email address and any messages you send us (“Contact Information”), so that we can reply to or otherwise fulfill your request.

-        Usage Data: We collect details regarding your usage of the Website (“Usage Data”) to present, personalize, improve and maintain our Website.

-        Metrics: We collect anonymized metrics regarding usage of the Website (“Metrics”) to present, improve and maintain our Website, and to gather aggregate information about the Website’s user base.

-        User-Generated Content: Where Bit Fry provides the functionality, you may also provide information to be published or displayed (“posted”) on public areas of the Website, or transmitted to other users of the Website or third parties (collectively, “User-Generated Content” or “UGC”).  Your UGC is posted and transmitted to others at your own risk.

Automatic Data Collection Technologies

We collect Usage Data and Metrics using automatic data collection technologies, as described below.

When you interact with the Website, servers automatically record usage information that your browser or device sends such as IP address, browser type, internet service provider, referring/exit pages, operating system, date/time stamps, and related data. This information may be stored in log files, and helps us analyze how our users interact with and use the Website, compile reports on the Website’s activity, and provide maintenance and other services related to the Website’s activity and usage.

The Website also uses the web analytics service Google Analytics, which uses cookies and other tracking technologies. Cookies are bits of text that are placed on your computer’s hard drive when you visit certain websites. Cookies may identify, for example, whether you have visited the Website before, or if you are a new visitor. Cookies may enhance your online experience by saving your preferences while you are visiting a particular site. The information collected by Google Analytics helps us analyze how our users interact with and use the Website, compile reports on the Website’s activity, and provide maintenance and other services related to the Website’s activity and usage.  The information collected and generated via Google Analytics will be transmitted to and stored by Google and will be subject to Google’s privacy policy, which can be viewed by clicking here. To learn more about Google’s partner services and to learn how to opt out of analytics tracking by Google, click here.

Sharing of User Information with Third Parties.

We may share the above-identified types of user information with third parties as follows:

-        Contact Information: with our Service Providers and with our Licensors;

-        Usage Data: with our Service Providers and with our Licensors;

-        Metrics and any other aggregated or de-identified user information that cannot reasonably be used to identify any user: with our Service Providers and with our Licensors; and

-        UGC: this information may be viewable by other users of the Website, to the extent we make such functionality available. We cannot control the actions of other users of the Website with regard to their use of your UGC. Therefore, we cannot and do not guarantee that your UGC will not be used or viewed by unauthorized persons.

In addition, we may share user information: (i) with our affiliates or any successor to all or part of our business; (ii) in order to comply with a subpoena, court order, or applicable law; and (iii) in order to protect the rights, property, or personal safety of users, us, or the public.

As used above: “Licensors” means the professional sports leagues and players’ associations, celebrities, and other content providers with whom we partner in order to offer certain content included in our games and on our websites; and “Service Providers” means third parties who perform services (such as data storage and data analytics) on our behalf.

Security of User Information.

We take reasonable measures designed to protect user information from unauthorized access and against unlawful processing, accidental loss, destruction, and damage.

Your Choices and Rights.

Rights and Requests: You can contact us at any time using the contact information listed in the last section of this Privacy Policy to request we do any of the following:  (i) erase or delete all or some of your user information; (ii) change, update, or correct your user information; (iii) restrict how we use all or some of your user information; (iv) access your user information and, where applicable and feasible, request to receive that user information in a commonly used electronic format (or ask for this information to be provided in that format to a third party); or (v) disclose what user information we collect, use, disclose, or sell.  We will consider and respond to any such requests promptly, and otherwise in accordance with applicable laws.  Although we use good faith efforts to respond to your request, we may not be able to provide and/or correct the requested user information in all situations.  For example, we may not be able to provide the user information requested if it imposes an undue burden or expense, requires us to release confidential commercial information, requires the disclosure of user information relating to another person, or requires authentication of the request that is not feasible.

Note for California Residents: California residents should note the following:

-        Disclosure and Sale of Personal Information; Right to Opt-Out of Sale:  We disclose Contact Information, Usage Data, and Metrics to the third parties listed above under “Sharing of User Information with Third Parties” section, and there may be instances where such disclosures constitute “sale” of “personal information” as those terms are defined under California consumer privacy law.  You have the right to opt-out of the sale of your personal information; in order to exercise that right, please send us an email at:  We do not knowingly sell the personal information of children under the age of 16 without their (or, if under 13, their parent’s or guardian’s) affirmative authorization.

-        Submitting a Request to Know More Information or to Delete Your Personal Information: Under California law, you have a legal right to make, and we have a legal obligation to respond to, the types of requests described under the “Rights and Requests” section above.  You may submit such requests by emailing us at:  We may ask you for additional information in order to verify your identify before responding to such requests, but we will use such additional information only for purposes of such verification.  Under California law, you have a right not to receive discriminatory treatment by a business for the exercise of your consumer privacy rights conferred by California law.

Note for European Economic Area Residents: While our focus is generally on the United States, insofar as we may from time to time process personal data of individuals in the European Union, Iceland, Liechtenstein, Norway, or the United Kingdom, which processing may be subject to the European Union’s General Data Protection Regulation (“GDPR”), please note the following:

-        Bit Fry is headquartered in Portsmouth, New Hampshire, in the United States.

-        We will only process your personal data to the extent applicable law allows us to do so

-        The United States has not sought nor received a finding of “adequacy” from the European Union under Article 45 of the GDPR. We rely on derogations for specific situations as set forth in Article 49 of the GDPR. In particular, we collect and transfer to the U.S. personal information only:  with your consent; to perform a contract with you; or to fulfill a compelling legitimate interest in a manner that does not outweigh your rights and freedoms.

-        If you have any complaints regarding our privacy practices or how we handle any requests you make in accordance with the “Rights and Requests” section above (which requests you may have a legal right to make and we may have a legal obligation to honor, as dictated by applicable law), you may also lodge a complaint with your national data protection authority (contact information available here).


Bit Fry does not knowingly collect personal information from children under the age of 13 (or 16 in Europe).  If we learn that we have collected personal information from children under the age of 13 (or older, if applicable law provides for different protections), then unless we obtain parental consent to use or maintain that information, we will delete it.

Contact Us.

Any comments, concerns, questions, or specific requests relating to this Privacy Policy should be directed to Bit Fry Game Studios, Inc. at

Our Licensors

TM and © Bit Fry Game Studios, Inc. All rights reserved. Officially licensed product of the following licensors: © 2019 NBA Properties, Inc. All Rights Reserved. Officially licensed product of the National Basketball Players Association. Officially Licensed Product of Women’s National Basketball Players Association © 2019. NHL and the NHL Shield are registered trademarks of the National Hockey League. NHL and NHL team marks are the property of the NHL and its teams. © NHL 2019. All Rights Reserved. Officially Licensed Product – MLB Players, Inc. Major League Baseball trademarks and copyrights are used with permission of Major League Baseball. Visit Officially Licensed Product of NFL Players Inc. © 2019 Officially Licensed Product of United States Women’s National Team Players Association © 2019. The Apple logo, Apple Arcade, iPad, iPhone and Mac are trademarks of Apple Inc., registered in the U.S. and other countries. Apple Arcade is a service mark of Apple Inc. | Privacy Policy | Terms of Use