Privacy Policy
Last updated: November 2026
1. Who we are
Immersive Gamebox is the trading name of Immersive Gamebox Ltd, a company incorporated in England and Wales with company number 16143614 and registered office at Suite 1, 7th Floor, 50 Broadway, London SW1H 0DB, United Kingdom. Immersive Gamebox Ltd is the controller of your personal data, together with the group company that operates the venue you book with.
Our US venues are operated by Immersive Group Gaming Inc and its subsidiaries, registered office 1225 Thomasville Court, Garland, TX 75044-3478, USA, which is the controller for personal data relating to US venues.
Privacy contact: [email protected]. For general support, contact [email protected].
2. What this policy covers
This policy covers personal data we collect when you:
- use our websites, booking pages and apps;
- book, pay for or attend an experience, party, school or corporate event;
- visit one of our venues, including venues located inside a partner's premises;
- sign up for marketing, enter a competition or complete a survey;
- contact us or our customer support team.
3. Data we collect
| Category | Examples | Source |
|---|---|---|
| Identity and contact | Name, email address, phone number, postcode | You, or the person who booked for you |
| Booking and transaction | Venue, game, date, party size, amounts paid, refunds, gift cards, discount codes | You; our booking and payment systems |
| Guest details | Names of players, age band (for example Junior), carer status, dietary or allergy information you choose to give | You or the lead booker |
| Payment | Card type, last four digits, payment status. Full card details are handled by our payment providers and are not stored by us. | Payment providers |
| In-venue | Game scores and play data, photos and GIFs taken in the Gamebox, CCTV | Our venue systems |
| Marketing and preferences | Opt-ins, opt-outs, interests, email and SMS engagement | You; our marketing tools |
| Device and usage | IP address, device and browser type, pages viewed, referring site, cookie and pixel identifiers | Automatically, through cookies and similar technologies |
| Communications | Messages, call notes, reviews, survey answers | You |
| From third parties | Booking data from ticketing and partner platforms, audience and campaign data from advertising platforms, matching results from partners (see section 5) | Those third parties |
4. How we use your data and our lawful basis
| Purpose | Lawful basis (UK and EU GDPR) |
|---|---|
| Take and manage bookings, payments, refunds and gift cards | Contract |
| Run your visit, including safety, age and supervision rules | Contract; legitimate interests (safe operation of our venues) |
| Customer support and service messages | Contract; legitimate interests |
| Email and SMS marketing | Consent, or soft opt-in for similar services where you have booked with us. In the US, we send marketing SMS only with your express consent. You can opt out at any time. |
| Display and promote in-venue images and GIFs | Legitimate interests (showing the experience). You can object before or during your visit. |
| Analytics and improving our games, venues and websites | Legitimate interests; consent where cookies or pixels are used |
| Measurement with partners, including matching pseudonymised records to understand new and returning customers (see section 5) | Legitimate interests (understanding our customer base and the performance of partner venues) |
| Personalised advertising and audience matching on advertising platforms | Consent |
| Fraud prevention, security and CCTV | Legitimate interests; legal obligation |
| Accounting, tax and legal compliance | Legal obligation |
| Legal claims and business transactions such as a sale or restructuring | Legitimate interests |
Where we rely on legitimate interests, we have assessed that our interests are not overridden by yours. You can ask for details of that assessment, and you can object at any time (see section 12).
5. Who we share data with
We share personal data only with the categories below, only as needed for the purposes in section 4, and under written agreements that limit how the recipient may use it.
- Our group companies, to operate venues and run the business.
- Service providers who process data on our behalf and only on our instructions. By function, these are: booking and ticketing; payments; hosting and cloud infrastructure; customer relationship management, email and SMS; customer support; analytics and data warehousing; surveys and reviews; in-venue game and kiosk systems; IT security.
- Venue and commercial partners. These are the operators of premises where our venues are located (for example bowling, leisure, cinema, retail and entertainment operators), franchise and licence partners, and co-marketing partners. We share data with them to: (a) operate venues run jointly with them or inside their premises; (b) measure the performance of those venues and understand our combined customers, which may include matching pseudonymised identifiers, such as hashed email addresses, to learn whether customers are new or existing to each business, with results used in aggregate or pseudonymised form only; and (c) run joint promotions where you have opted in. Partners receive the minimum data needed, pseudonymised where possible, under a data sharing agreement, and may not use it to market to you unless you have separately agreed to that.
- Advertising and social media platforms, only where you have consented through our cookie banner or marketing preferences, to measure and personalise advertising.
- Professional advisers, insurers, auditors and banks.
- Public authorities, regulators and law enforcement, where the law requires it or to protect safety.
- Buyers and investors, in connection with a sale, merger, financing or restructuring, under confidentiality terms.
We do not sell personal data for money.
6. Cookies and similar technologies
We use cookies, pixels, software development kits, local storage and similar technologies ("cookies") on our websites, booking pages and apps.
Your choices
We set strictly necessary cookies without asking. All other cookies are set only after you opt in through our cookie banner. You can change or withdraw your consent at any time using the Cookie settings link in the footer of every page. Visitors in the US can also opt out of the sale or sharing of personal information and targeted advertising using the "Do Not Sell or Share My Personal Information" link in the footer. We honour Global Privacy Control signals as an opt-out.
Categories
| Category | What it does | Consent needed |
|---|---|---|
| Strictly necessary | Security, load balancing, booking basket, checkout, remembering your cookie choice | No |
| Preferences | Remembering language, region and venue | Yes |
| Analytics and performance | Counting visits, understanding how pages and the booking flow are used, testing changes to the site, session replay with sensitive fields masked | Yes |
| Marketing and advertising | Measuring advertising campaigns and showing relevant adverts on other sites and social platforms, including conversion pixels and audience matching | Yes |
| Social media | Embedded content and sharing features from social platforms | Yes |
Cookies in use
Cookies are set by us and by providers acting for us or as independent controllers, including analytics, testing, advertising and social media platforms. The list below shows every cookie currently detected on our websites, with its provider, purpose, category and duration. It is generated by regular automated scans and is updated without changes to this policy. Where a provider is an independent controller, its own privacy policy also applies.
Browser controls
You can also block or delete cookies in your browser settings. Blocking strictly necessary cookies may stop booking from working.
7. International transfers
We operate in the UK, the US and other countries, and some of our service providers process data outside your country. Where data leaves the UK or the European Economic Area, we rely on adequacy regulations (including the UK–US Data Bridge where the recipient is certified), the UK International Data Transfer Agreement or Addendum, or the EU Standard Contractual Clauses.
8. Security
We use technical and organisational measures appropriate to the risk, including access controls, encryption in transit, due diligence on our suppliers, and pseudonymisation of data used for partner matching. If you suspect misuse, loss or unauthorised access to your data, contact [email protected].
9. How long we keep data
| Data | Retention |
|---|---|
| Booking and transaction records | 6 years after the booking, for tax and accounting |
| Marketing profile | Until you opt out, or 3 years after your last booking or engagement |
| In-venue images and GIFs | 3 years |
| CCTV | 30 days, unless needed for an incident |
| Support communications | 3 years |
| Partner matching files | Deleted within 30 days of the match; aggregate results are kept |
| Cookie and analytics data | As shown for each cookie in section 6 |
Deleted data may remain in backups for a limited period before it is overwritten.
10. Children
Our experiences are for families, but bookings must be made by adults aged 18 or over. We collect limited data about children (name and age band) from the adult booking for them, only to run the visit. We do not knowingly market to children or share children's data with partners for matching.
11. Other websites
Our websites may link to other sites. Those sites are covered by their own privacy policies, not this one.
12. Your rights (UK and EU)
You can ask to access, correct, delete, restrict or port your data, and to object to processing based on legitimate interests, including partner matching and direct marketing. Where we rely on consent, you can withdraw it at any time. Contact [email protected]. We respond within one month. You can complain to the Information Commissioner's Office (ico.org.uk) or your local data protection authority.
13. Changes to this policy
We will post updates on this page with a new "Last updated" date. If a change materially affects how we use data you have already given us, we will tell you directly before it takes effect.
14. Additional information for US residents
This section applies to residents of US states with consumer privacy laws.
- Categories collected: identifiers, commercial information, internet and other electronic activity, approximate location derived from IP address, audio and visual information (images and CCTV), and inferences about preferences. Sources and purposes are described in sections 3 and 4.
- Disclosures: to the categories of recipients in section 5.
- Sale, sharing and targeted advertising: we do not sell personal data for money. Our use of advertising cookies and pixels may count as a "sale" or "sharing" for cross-context behavioural advertising, or as "targeted advertising", under some state laws. You can opt out using the "Do Not Sell or Share My Personal Information" link in the footer, or by enabling Global Privacy Control in your browser.
- Sensitive information: we do not use sensitive personal information to infer characteristics about you.
- Your rights: depending on your state, you may request to know, access, correct, delete or port your personal data, and to opt out of sale, sharing, targeted advertising and profiling. If we decline your request, you can appeal by replying to our decision. We will not discriminate against you for exercising these rights.
- How to make a request: email [email protected]. We verify requests by matching the details you give against our records. An authorised agent may make a request on your behalf with your written permission.
- Retention: as set out in section 9.