Privacy Policy

1. Who we are

Primary Apps is operated by Primary Games Ltd as part of Interactive Resources. Throughout this policy, “we”, “us” and “our” refer to Primary Games Ltd and the Primary Apps website.

If you have questions about this policy or about privacy on this site, please contact us using our contact page at interactive-resources.co.uk/contact.

2. Information we may collect

Depending on how you use the site, we may collect or receive the following types of information:

• basic technical information such as IP address, browser type, device type, language, operating system and referring pages;
• usage information such as pages viewed, time spent on the site, clicks, navigation paths and approximate location derived from IP address;
• cookie and identifier information stored in your browser or device;
• information you choose to send to us through a contact form or by email.

We do not ask visitors to create an account to use the site’s main content.

3. How we use information

We may use information to:

• provide, maintain and improve the website and its educational resources;
• keep the site secure, diagnose technical issues and prevent misuse;
• understand how visitors use the site so we can improve performance and content;
• respond to messages or support enquiries;
• display, manage, measure and limit advertising, including Google advertising.

4. Cookies and similar technologies

Like many websites, we and our partners may use cookies, pixels, local storage, web beacons and similar technologies. These tools help the site function correctly, remember preferences, understand usage and support advertising.

Types of cookies and technologies we may use

• Essential cookies to support core site functionality and security.
• Analytics cookies to help us understand website traffic and performance.
• Advertising cookies to display ads, cap how often ads are shown, measure ad performance and help prevent fraud.
• Preference cookies to remember settings and consent choices.

5. Google Ads, Google AdSense and third-party advertising

We may use Google advertising services, such as Google AdSense, to show advertisements on this website. Third-party vendors, including Google, may use cookies to serve ads based on a user’s previous visits to this site and/or other sites on the internet.

How Google advertising may work on this site

• Google and its partners may use advertising cookies and similar technologies to show ads, limit repeat views, report on campaign performance and help detect fraud or abuse.
• Ads may be personalised or non-personalised, depending on the visitor’s location, consent choices and applicable law.
• Non-personalised ads do not rely on past behaviour for targeting in the same way as personalised ads, but they may still use cookies or similar technologies for frequency capping, aggregated ad reporting and fraud prevention.
• Third parties may place and read cookies on your browser, or use web beacons and IP addresses, in connection with ad serving on this site.

Your advertising choices

Visitors can learn more about how Google uses information and can manage ad personalisation through Google’s Ad Settings at adssettings.google.com.

You can also learn more about how Google uses cookies in advertising at Google Advertising – Privacy & Terms.

6. Consent for users in the UK, EEA and Switzerland

Where required by law, including in the UK, EEA and Switzerland, we seek consent before using non-essential cookies or similar technologies, including for personalised advertising and related measurement purposes.

• Where consent is required, advertising and measurement technologies are only used in line with the choices a visitor makes.
• Where appropriate, we may use a consent management platform to gather and communicate consent signals for Google advertising services.
• Visitors can update their choices through the consent options made available on the site, where implemented, or through browser settings.

If you are located in one of these regions and do not consent to personalised ads, you may still see non-personalised ads.

7. Analytics and third-party services

We may use third-party services to help us understand how the website is used, maintain site performance, host content, or provide advertising. These providers may process technical and usage information on our behalf or for their own purposes where they act as independent controllers.

Examples may include website analytics providers, content delivery networks, hosting providers and advertising partners such as Google.

8. Legal bases for processing

Depending on the circumstances and applicable law, we may process personal data on one or more of the following bases:

• consent, for example where you accept optional cookies or advertising technologies;
• legitimate interests, such as maintaining the security and effectiveness of our website;
• legal obligations, where processing is necessary to comply with the law;
• contract, where processing is necessary to respond to a request you have made.

9. Data sharing

We may share information with service providers and partners where reasonably necessary to operate the website and related services. This may include hosting providers, analytics providers, technical support providers and advertising partners.

We may also disclose information where required to comply with the law, enforce our rights, protect users, investigate fraud or respond to lawful requests.

10. International transfers

Some of our service providers or advertising partners may process information outside the UK. Where personal data is transferred internationally, we aim to use appropriate safeguards where required by law.

11. Data retention

We keep personal data only for as long as reasonably necessary for the purposes described in this policy, including for legal, accounting, reporting and security purposes. Retention periods may vary depending on the type of data and the reason it was collected.

12. Your rights

Depending on where you are located, you may have rights relating to your personal data, including the right to request access, correction, erasure, restriction, objection, or portability, and the right to withdraw consent where processing is based on consent.

To make a privacy-related request, please contact us through our contact page.

13. Third-party websites

This site may contain links to third-party websites. We are not responsible for the privacy practices, content or security of external sites. You should read the privacy policies of any third-party websites you visit.

14. Changes to this policy

We may update this Privacy Policy from time to time to reflect changes in the website, legal requirements or advertising and measurement technologies. The latest version will always be posted on this page with the updated date shown above.