Contact details
Your name, work email address, telephone number, and the message you send when you contact us.
Privacy notice
Privacy Policy
Your privacy matters. Parkway Metrics Ltd. collects and uses personal data for clear business reasons, with safeguards shaped by UK GDPR.
01 / Scope
Introduction to Our Privacy Policy
This esports analytics privacy policy applies when you contact Parkway Metrics Ltd., discuss an analytics project, use our website, or receive a service from us. It explains what we collect, why we use it, and the choices available to you.
Parkway Metrics Ltd. is the data controller for personal information handled through this website and our direct business communications. Project information may be supplied by a client and processed to provide agreed analytics services; the contract will set out the relevant responsibilities.
For a privacy question, write to [email protected]. We respond as soon as we can and normally within one month when a formal data rights request is involved.
Who is responsible?
Parkway Metrics Ltd.
Felling Bypass
Gateshead, NE10 0NE
United Kingdom
Privacy enquiries:
[email protected]
02 / Information
What Personal Data We Collect
We keep collection focused on the information needed to answer an enquiry, plan a service, or understand how the website is used.
Business information
Your organisation, role, preferred game title, and practical details needed to shape a suitable analytics service.
Project data
Match, player, team, audience, or commercial data supplied for an agreed analytics engagement.
Technical data
IP address, browser type, device information, pages viewed, and cookie choices made on this website.
03 / Purpose
How We Use Your Personal Data
Each use has a defined purpose, a UK GDPR legal basis, and a practical retention period.
| Purpose | Legal basis | Retention |
|---|---|---|
| Respond to an enquiry and arrange a suitable conversation. | Legitimate interests | Up to 2 years after our last meaningful contact. |
| Provide dashboards, reports, analysis, and project support. | Contract | For the engagement, then 1 year for operational records. |
| Send relevant updates about our services. | Consent | Until you withdraw consent or we stop the relevant communication. |
| Meet legal, accounting, security, or regulatory duties. | Legal obligation | For the period required by the applicable duty. |
Enquiries and conversations
We use your contact details to respond and arrange a suitable conversation. The basis is legitimate interests. We usually retain this information for up to 2 years after our last meaningful contact.
Analytics services
We process project information to provide agreed dashboards, reports, and analysis. The basis is contract. Project data is kept for the engagement, then 1 year for operational records.
Service updates
We send relevant marketing communications only where consent applies. We stop when consent is withdrawn or the relevant communication ends.
Legal and security duties
We use information where needed to meet a legal, accounting, security, or regulatory duty. Retention follows the period required by that duty.
04 / Control
Retention Periods and Your Rights
We remove or anonymise information when the stated period ends, unless a legal duty requires longer storage.
Our usual timeframes
Contact data: 2 years. Project data: engagement duration plus 1 year. Cookies: according to their stated duration and your consent choice.
You can ask us to
- Provide access to your personal data.
- Correct inaccurate information.
- Erase data where the law allows.
- Restrict a particular use.
- Provide data in a portable format.
- Object to processing based on legitimate interests.
Email [email protected] with your request. We may need to confirm your identity before acting. You also have the right to complain to the Information Commissioner's Office (ICO) at ico.org.uk.
05 / Website use
Cookies and Tracking Technologies
Cookies help essential site features work and show us which pages receive attention. You can change your choice through the consent controls or your browser settings.
Third-party analytics tools, such as Google Analytics where enabled, may set their own cookies. You can opt out through the consent controls, use browser privacy settings, or follow the provider's own opt-out instructions.
Have a privacy question?
Tell Parkway Metrics Ltd. what you need clarified. We will explain how a particular contact, cookie, or analytics project record is handled.