Privacy Policy

This Privacy Policy explains how Hewham Ltd ("AuraFarm", "we", "us", or "our") collects, uses, stores, and shares personal information in connection with the AuraFarm website, app, and related services.

Website: playaurafarm.com
Contact email: support@playaurafarm.com

Hewham Ltd is the data controller for the personal information described in this Privacy Policy, unless stated otherwise.

This Privacy Policy applies to:

• the AuraFarm website, including any coming soon, waitlist, support, account deletion, or promotional pages;
• the AuraFarm mobile app and any related services, features, and content;
• communications you send to us or receive from us in relation to AuraFarm.

We may collect the following categories of information.

a. Information you provide directly
You may provide us with information such as:

• your email address, including when you create or sign in to an account, sign up for launch updates, or contact us;
• your username, display name, or account details;
• support messages, enquiries, account deletion requests, or other information you choose to send to us.

b. Account and authentication information
AuraFarm requires users to create or sign in to an account to access the main app experience.

Depending on the sign-in method available or selected, we may process information such as:

• your email address;
• authentication identifiers;
• limited account profile information from login providers;
• technical information needed to maintain your session, verify your account, or secure access to the app.

If you sign in through a third-party provider such as Google, Apple, or another supported login provider, we may receive limited information from that provider, such as your email address or account identifier, where permitted by that provider and your settings.

c. Game and account information
If you use the app, we may collect and store information needed to provide the service, including:

• your game progress;
• aura, upgrades, prestige, rewards, cosmetics, settings, and preferences;
• offline aura, statistics, achievements, and gameplay history;
• AuraCard information;
• social data connected to app features, such as usernames, friends, friend requests, friend codes, and leaderboard-related information;
• purchase, reward, ad-reward, or entitlement information where those features are available.

d. Usage and technical information
We may collect technical and usage information such as:

• device type;
• operating system;
• app version;
• language and region settings;
• crash, diagnostics, and performance data;
• interaction data showing how features are used;
• advertising and device identifiers, such as the Google Advertising ID, used by Google AdMob to deliver, limit, and measure rewarded ads;
• approximate technical information needed for security, fraud prevention, service improvement, and troubleshooting.

e. Information from service providers and platforms
If you sign in, make purchases, use rewarded ads, interact with app stores, or use the app through third-party platforms or services, we may receive limited account, transaction, entitlement, or technical information required to authenticate you, operate the service, process transactions, verify rewards, prevent fraud, or comply with platform requirements.

We use personal information to:

• provide, operate, maintain, and improve AuraFarm;
• create, authenticate, and manage user accounts;
• save and sync game progress across devices;
• link aura, upgrades, prestige, AuraCard, rewards, friends, leaderboards, purchases, and settings to your account;
• enable social features such as usernames, friends, friend codes, AuraCards, and leaderboards;
• process, verify, and manage purchases, entitlements, rewarded ads, and other rewards where those features are available;
• send launch updates, service messages, account messages, or support responses;
• respond to account deletion requests or privacy rights requests;
• monitor app performance, diagnose bugs, and improve stability and usability;
• help keep the app, website, accounts, rewards, payments, and users secure;
• detect, prevent, and respond to fraud, abuse, automation, cheating, unauthorised account access, or misuse of the Services;
• comply with legal, regulatory, accounting, tax, fraud-prevention, platform, and security obligations.

Where UK data protection law applies, we rely on one or more of the following lawful bases:

• Consent — for example, where you voluntarily sign up for launch emails or similar optional communications;
• Performance of a contract — where processing is necessary to provide the app, your account, gameplay, progress syncing, purchases, rewards, and core features;
• Legitimate interests — where necessary to improve our services, prevent misuse, maintain security, protect game integrity, respond to support requests, and operate AuraFarm efficiently;
• Legal obligation — where we must process information to comply with applicable laws, tax, accounting, consumer protection, regulatory, platform, or authority requirements.

We do not sell your personal data.

We may share information where reasonably necessary with service providers that support the operation of AuraFarm, such as providers involved in:

• hosting, cloud storage, and databases;
• authentication and account access;
• analytics, diagnostics, and performance monitoring;
• customer support and communications;
• payments, subscriptions, app distribution, and platform services;
• advertising and rewarded-ad delivery through Google AdMob;
• security, fraud prevention, abuse detection, and service protection.

We may also disclose information:

• where required by law, regulation, legal process, or valid authority request;
• where reasonably necessary to protect our rights, users, systems, or services;
• to investigate or respond to suspected fraud, cheating, automation, unauthorised account access, abuse, or misuse;
• in connection with a business reorganisation, merger, acquisition, sale, or transfer of assets, subject to appropriate safeguards where required.

Some player-facing information may be visible to other users where social or public features are available. This may include information such as your username, AuraCard, leaderboard position, public aura stats, prestige level, friend status, or other public profile elements shown within the app.

Where possible, we may use aggregated, anonymised, or de-identified data for analytics, balancing, business planning, game tuning, and service improvement.

Some of our service providers or platform partners may process information outside the United Kingdom or your country of residence.

Where personal information is transferred internationally, we take steps intended to ensure it receives an appropriate level of protection in accordance with applicable data protection laws.

We keep personal information only for as long as reasonably necessary for the purposes described in this Privacy Policy, including to:

• operate and maintain the website and app;
• preserve active user accounts and gameplay records;
• sync account-linked progress across devices;
• maintain purchases, entitlements, rewards, account history, and service integrity records;
• respond to support requests;
• resolve disputes;
• enforce our Terms;
• comply with legal, tax, accounting, fraud-prevention, platform, or security obligations.

Launch notification or contact information is generally kept until:

• you unsubscribe;
• you request deletion; or
• it is no longer needed for the purpose it was collected.

If you request deletion of your account or personal data, we will delete or anonymise relevant information within a reasonable period, except where retention is necessary for legal, security, fraud-prevention, accounting, dispute-resolution, platform compliance, backup, or legitimate operational reasons.

Because AuraFarm account data is linked to gameplay progress, deleting your account may permanently remove or disconnect your aura, upgrades, prestige, AuraCard, friends, leaderboard profile, purchases or entitlements where permitted by law, and other account-linked progress or data.

We use reasonable technical and organisational measures designed to protect personal information against unauthorised access, loss, misuse, alteration, or disclosure.

However, no system, platform, or transmission method is completely secure, so we cannot guarantee absolute security.

You are responsible for keeping your account credentials secure and for notifying us if you believe your account has been accessed without authorisation.

AuraFarm is intended for a general audience aged 13 and over (and 16 and over in the European Economic Area and the United Kingdom where required by local law). AuraFarm is not directed to children, and we do not knowingly collect personal information from children under 13 (or under 16 in the EEA/UK where applicable).

If you are under the applicable age, you should not use AuraFarm or provide any personal information to us.

If you believe a child under the applicable age has provided us with personal information, please contact us at support@playaurafarm.com and we will take reasonable steps to delete it.

Depending on your location and the applicable law, you may have the right to:

• request access to the personal information we hold about you;
• request correction of inaccurate or incomplete information;
• request deletion of your personal information;
• request restriction of certain processing;
• object to certain processing;
• request transfer of your information in a portable format, where applicable;
• withdraw consent where we rely on consent.

To exercise any of these rights, please contact us at support@playaurafarm.com.

You may also be able to request account deletion through an in-app or web-based account deletion route where required by platform rules or applicable law.

If you sign up for launch notifications or other optional communications, we may contact you with updates relating to AuraFarm.

You can unsubscribe from marketing or promotional emails at any time by using the unsubscribe option where available or by contacting us at support@playaurafarm.com.

We may still send non-marketing service messages where necessary, such as account, security, support, legal, purchase, or important service-related notices.

AuraFarm may rely on third-party services and platform providers to operate properly, including app stores, authentication tools, hosting services, analytics tools, payment processors, ad providers, and device/platform services.

Your use of certain third-party services or platforms may also be subject to those providers' own terms and privacy policies.

For example, purchases, subscriptions, refunds, app distribution, sign-in providers, or rewarded ads may involve third-party platforms such as Apple, Google, payment processors, ad networks, or authentication providers.

AuraFarm displays advertising, including rewarded ads, using Google AdMob (provided by Google). To deliver, measure, and where permitted personalise ads, and to help prevent fraud, AdMob and Google may collect and process certain information, such as your device's advertising identifier, IP address, and general device and usage information. Because AuraFarm is intended for users aged 13 and over and is not directed to children, we do not permit personalised advertising for users below the applicable age. You can learn how Google uses this information at policies.google.com/technologies/partner-sites, and you can reset or limit your advertising identifier in your device's privacy settings.

We may update this Privacy Policy from time to time to reflect changes to AuraFarm, our services, legal requirements, platform requirements, or how we process information.

When we make changes, we will update the "Last updated" date at the top of this page. Where appropriate, we may also provide additional notice in the app or on the website.

If you have any questions, requests, or concerns about this Privacy Policy or your personal information, please contact:

Hewham Ltd
Website: playaurafarm.com
Email: support@playaurafarm.com

If you are located in the United Kingdom and believe your data protection rights have been infringed, you may have the right to lodge a complaint with the Information Commissioner's Office (ICO). We would, however, appreciate the opportunity to address your concerns first.