Privacy Policy
Last updated: 29 October 2026
The short version (for kids)
We collect as little about you as we can. We never show you ads and we never sell your information. We only use it to run the game, keep it safe and make it better. Never share your real name, address or school in Cubit. If you have questions, ask a grown-up to email us.
Who we are
Cubit is made by Uma Labs Limited (company number 13516735), 724 Holloway Road, Archway, London N19 3JD. We are the "controller" of your personal data. ICO registration number: ZB258938. Contact: hello@uma.games.
What we collect and why
| What | From whom | Why | Legal basis (UK/EU) |
|---|---|---|---|
| Email address | Parents joining the waitlist | To send your beta invite and beta updates | Consent |
| Research sign-ups and interview notes | Parents who volunteer | To learn what families need | Consent |
| Account details: a username (random by default), login details, linked friend list | Players and parents | To run accounts, saves and invite-only play | Contract |
| Things you make: worlds, characters, materials, templates, names you type | Players | To save them and show them to friends you invite | Contract |
| Game usage: features used, session length, device type, crash reports | Players | To fix bugs and improve the game | Legitimate interests |
| Website usage and ad clicks | Visitors to our parent website only | To see which adverts bring parents to us | Consent (via cookie banner) |
We do not collect real names, photos, voice, precise location or contact lists from players. There is no public chat.
Children's privacy
Cubit is designed for players aged 6 and up, so we follow the UK Age Appropriate Design Code for all players under 18 and, for US players under 13, COPPA. In practice:
- we ask for a parent's consent before collecting personal data from a child under 13: the parent pays for the subscription to create the account, and we send them a verification email to approve it;
- privacy settings are high by default and only invited friends can see a child's creations;
- we do not show ads, profile children for marketing, or use advertising tracking in the game;
- we collect only what the game needs.
Parents can ask to see, change or delete their child's data, or withdraw consent, at any time by emailing hello@uma.games. If we learn we collected a child's data without proper consent, we will delete it.
Who we share it with
We never sell personal data. We share it only with service providers who help us run Cubit, under contracts that require them to protect it:
- Analytics and crash reports: Mixpanel and Sentry, configured without advertising identifiers.
- Parent website advertising: Google Ads, only if you accept cookies on our website.
- App stores: Apple, when you download the iPad app, under Apple's own privacy policy.
We may also share data if the law requires it, or to protect someone's safety.
International transfers
Some of these providers store data in the United States. Where they do, we rely on the UK International Data Transfer Agreement or Addendum, the EU Standard Contractual Clauses, or the UK-US Data Bridge and EU-US Data Privacy Framework.
How long we keep it
- Waitlist emails: until the beta ends or you unsubscribe, whichever comes first.
- Accounts and creations: while the account is active. Inactive accounts are deleted after 18 months.
- Analytics and crash data: up to 14 months.
- Research notes: up to 2 years, then deleted or made anonymous.
Your rights
You can ask us to access, correct, delete or export your data, to object to or limit how we use it, and to withdraw consent at any time. Parents can do this for their children. Email hello@uma.games and we will reply within one month.
If you are unhappy, you can complain to the UK Information Commissioner's Office (ico.org.uk) or, in Ireland, the Data Protection Commission (dataprotection.ie). We would appreciate the chance to help first.
Keeping data safe
We use encryption in transit, access controls and trusted providers. No system is perfect, and we will tell you and the regulator if a serious breach happens.
Changes
We will post updates here and email you about important changes. If a change affects children's data, we will ask parents again where the law requires it.