Privacy Policy

This Privacy Policy explains how the Mr Play online gambling services operated for Great Britain players at mrpley.bet under the project name Mr Play collect, use, disclose and protect your personal data. It applies to visitors to and registered users of the mrpley.bet website, including players, prospective players and any person who interacts with our services or contacts us. This Privacy Policy is effective from 6 November 2025 and applies in particular under UK data protection law, including the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018, as well as other applicable privacy laws where relevant.

Who We Are

The controller responsible for your personal data in connection with the Mr Play services provided via mrpley.bet to players in Great Britain (the project Mr Play) is:

AG Communications Limited
135 High Street, Sliema SLM 1548, Malta
Legal form: Limited company (Ltd)
Role: UK-facing operator of the Mr Play brand on the Aspire Global platform
UK Gambling Commission remote operating licence number: 39483 (Great Britain)

The Mr Play brand is owned by Marketplay Ltd, while AG Communications Limited is responsible for day-to-day operations and licensing for mrpley.bet in Great Britain. Aspire Global International Ltd provides the underlying white-label platform infrastructure, and NeoGames is the parent company of Aspire Global International Ltd.

For data protection matters, AG Communications Limited acts as the data controller. You can contact our data protection function (Data Protection Officer or equivalent privacy team) using the contact channels provided in the mrpley.bet help or contact section, or by writing to:

Data Protection Officer
AG Communications Limited
135 High Street, Sliema SLM 1548, Malta

When you use mrpley.bet, AG Communications Limited is responsible for complying with UK data protection and gambling regulations and for ensuring that your personal data is treated lawfully, fairly and transparently.

What Personal Data We Collect

We collect and process different categories of personal data depending on how you use mrpley.bet, whether you register an account, make deposits or withdrawals, place bets or interact with customer support. We only collect data that is necessary to provide our services, comply with legal obligations and protect our legitimate interests.

Identification and Contact Data

Basic identification data: full name, date of birth, gender, nationality, place of residence, proof of identity details (for example, passport or ID card information as visible on copies you provide).
Contact details: email address, postal address, country, language, and any telephone numbers you provide when registering or contacting support.
Account details: username, player ID, security questions, communication and marketing preferences, responsible gambling settings and self-exclusion choices (including GamStop status where applicable).

Technical and Device Data

Device and connection data: IP address, device identifiers, browser type, operating system, screen resolution, device language and time zone.
Usage and log data: login and logout timestamps, pages viewed, clickstream data, session duration, technical error logs, security logs and information about interactions with our games and features.

Payment and Financial Data

Transaction data: deposits, withdrawals, bonuses, wagering activity, payment methods used, currency, amounts, dates and transaction identifiers.
Payment instrument data: limited card or account details (for example, masked card number) as provided through our payment processors; we do not store full payment card details where this is not necessary.
KYC/AML and Source of Funds (SoF) data: documents and information you provide to evidence your identity, address, source of funds or source of wealth (such as bank statements, payslips, tax documents) as part of enhanced due diligence required under gambling and anti-money laundering rules.

Behavioural and Gaming Data

Gaming history: bets placed, games played, stakes, wins and losses, session duration, limits set, reality checks, and responsible gambling interactions.
Behavioural data: clicking behaviour, navigation paths, in-game events, responses to promotions and bonuses, and interactions with customer support.

Communication Data

Support communications: records of emails, chat transcripts, complaint correspondence and call summaries (where applicable).
Marketing interactions: records of whether you have opened, clicked or unsubscribed from marketing messages we send, and your preferences regarding such communications.

Cookies and Similar Technologies

Cookies: small text files stored on your device when you access mrpley.bet, used for essential site functions, remembering preferences, analytics and advertising, as further described in the Cookies & Tracking Technologies section.
Similar technologies: tracking pixels, tags, SDKs and device identifiers used for security, analytics and marketing purposes in accordance with your consent and browser settings.

We do not knowingly collect personal data from persons under 18. If we discover that a minor has provided data or registered, we will close the account and delete or securely retain the data only to the extent required to meet legal and regulatory obligations.

Legal Basis for Processing

We process your personal data only when we have a valid legal basis under the UK GDPR or other applicable laws. Depending on the specific processing activity, one or more of the following legal grounds will apply:

Performance of a Contract

Account creation and management: we need your identification, contact and account data to register you as a player, provide access to mrpley.bet, manage your account, and provide customer support.
Providing gambling services: processing your bets, game play, bonuses, deposits, withdrawals and winnings is necessary to perform the contract between you and AG Communications Limited.

Compliance with Legal and Regulatory Obligations

Gambling regulation: as a UK Gambling Commission licensee (licence 39483), we must comply with strict requirements on customer identity verification, self-exclusion (including GamStop), responsible gambling and reporting.
Anti-money laundering (AML) and counter-terrorist financing: we collect and verify KYC, Source of Funds and Source of Wealth information as required by law and regulatory guidance, including enhanced checks following regulatory settlements such as the 2022 UKGC action against AG Communications Limited.
Record-keeping and reporting: we retain certain transactional and account data for statutory retention periods and may share information with regulators, tax authorities or law enforcement where legally required.

Legitimate Interests

Service improvement and analytics: we analyse aggregated and pseudonymised usage and gaming data to monitor performance, develop new features and improve user experience on mrpley.bet, in a way that respects your privacy.
Security and fraud prevention: we use personal and technical data to detect and prevent fraud, bonus abuse, money laundering, account takeover, and other prohibited behaviours, and to protect the integrity of our platform and our players.
Business operations: we use data to manage our relationship with suppliers (such as game providers and payment partners), to conduct internal audits, and to exercise or defend legal claims.

Consent

Marketing communications: we rely on your consent (or soft opt-in, where permitted) before sending electronic marketing communications about Mr Play offers at mrpley.bet. You can withdraw your consent at any time using the unsubscribe link or your account settings.
Non-essential cookies and similar technologies: where required by law, we use analytics and advertising cookies only with your consent, which you can manage through our cookie banner or preference centre and your browser settings.

In limited cases, we may process special category data (for example, health-related information you provide when requesting responsible gambling interventions). Where we do so, we will rely on an appropriate legal basis, such as your explicit consent or our obligations under social responsibility codes of practice and gambling regulation, combined with suitable safeguards.

Purpose of Processing

We use your personal data only for specified, explicit and legitimate purposes. These purposes include:

Providing and managing our gambling services: to set up and maintain your mrpley.bet account, verify your age and identity, process deposits and withdrawals, operate casino and sportsbook games, credit winnings, administer bonuses and promotions, and provide customer support.
Compliance, risk management and responsible gambling: to comply with UK gambling and AML regulations, including conducting KYC and Source of Funds checks, monitoring play patterns, applying self-exclusion and affordability measures, interacting with GamStop where applicable, and keeping records required by the UKGC and other authorities.
Service quality and development: to understand how players use mrpley.bet, troubleshoot technical issues, maintain performance and stability, and develop new features, products and promotions, using aggregated or pseudonymised data wherever possible.
Marketing and personalisation: to send you, with your consent where required, relevant promotional communications about Mr Play at mrpley.bet, to tailor content and offers based on your preferences and behaviour, and to measure the effectiveness of campaigns.
Security and fraud prevention: to protect our systems and players from fraud, abuse, hacking and other security incidents, including by using device and behavioural data to detect anomalies, verifying information against public sources, and cooperating with payment providers and regulators.
Legal claims and business administration: to handle complaints and disputes, defend against legal claims, conduct internal investigations or audits, and manage corporate transactions or reorganisations involving our group companies.

We will not use your personal data for purposes that are incompatible with the purposes listed above. If we intend to use your data for a new purpose, we will inform you and explain the legal basis before such processing takes place, where required by law.

Disclosure & Sharing

We treat your personal data as confidential but may share it with carefully selected third parties where necessary for the purposes described in this Privacy Policy, where we have a legal obligation, or where you have given consent. We require all recipients to protect your data and use it only as instructed by us or as required by law.

Group Companies and Brand Partners

Marketplay Ltd: as the owner of the Mr Play brand, may receive limited data where necessary for brand management, reporting or compliance, subject to appropriate safeguards and agreements.
Aspire Global International Ltd and NeoGames group: as our platform provider and parent company, may process data as our processor or joint controller to provide technology, hosting, support and risk management services.

Service Providers and Business Partners

Payment service providers and banks: to process deposits, withdrawals, refunds and chargebacks, perform payment verification and comply with AML obligations.
Game and software providers: to deliver casino games and related services, including random number generation, game performance monitoring and game-specific responsible gambling tools.
IT and security providers: for hosting, maintenance, communications platforms, data storage, security monitoring, fraud detection and other technical services.
Analytics and marketing partners: where permitted by law and your preferences, to help us analyse usage, measure the effectiveness of campaigns and deliver or optimise advertising.

Regulators, Authorities and Other Recipients

Regulators and self-exclusion schemes: including the UK Gambling Commission (UKGC), UK advertising and consumer protection authorities, and relevant self-exclusion schemes such as GamStop, as required for regulatory reporting and social responsibility.
Law enforcement and fraud prevention bodies: where necessary to prevent or investigate crime, fraud or other unlawful activity, or where we are under a legal obligation to disclose information.
Professional advisers: such as lawyers, auditors and consultants, where reasonably necessary to obtain professional advice or defend legal claims.
Business transactions: in the context of a merger, acquisition, restructuring or transfer of business, where we may share data with potential or actual purchasers and their advisers, subject to confidentiality obligations.

We do not sell your personal data. Where we share data with third parties that act as our processors, we put in place written data processing agreements requiring them to implement appropriate security measures and to process data only on our documented instructions.

International Transfers

Because AG Communications Limited and its group and service providers operate from multiple countries, your personal data may be transferred outside the United Kingdom, including to the European Economic Area (EEA) and other jurisdictions. For example, certain processing activities may occur in Malta (where AG Communications Limited has its registered office), in other EEA states where our group or platform providers operate, or in third countries where IT or support providers are located.

Where personal data is transferred outside the UK to a country that has not been recognised by the UK government as providing an adequate level of data protection, we ensure that appropriate safeguards are in place, such as:

Standard Contractual Clauses (SCCs) and UK addenda: we use UK-approved international data transfer agreements or addenda to the European Commission SCCs, along with transfer impact assessments and supplementary measures where necessary.
Binding contractual and organisational measures: we require recipients to maintain robust security standards, limit access to personal data and process it only according to our instructions and applicable law.
Legal and regulatory safeguards: we carefully assess requests for access to data from foreign authorities, and only disclose information where required and in accordance with applicable data protection and privacy rules.

Further information on the international transfer safeguards we use, including copies of relevant contractual protections (with commercially sensitive information redacted), is available on request through the contact channels described in this Privacy Policy.

Data Retention

We retain your personal data only for as long as necessary to fulfil the purposes for which it was collected, including to meet legal, regulatory, accounting or reporting requirements, and then securely delete or irreversibly anonymise it. Retention periods may vary depending on the type of data and the applicable laws in force in 2025.

Player account data: core account information (such as identification, contact details, account history and responsible gambling settings) is generally retained for the duration of your relationship with us and for up to 5 years after account closure, unless longer retention is required by law or necessary for the exercise or defence of legal claims.
Transaction and financial data: records of deposits, withdrawals, bets, winnings, losses and related financial information are typically retained for at least 5-7 years from the end of the relevant financial year to comply with tax, anti-money laundering and gambling regulations.
KYC/AML and Source of Funds documentation: documents collected for identity verification and AML purposes are retained for the periods required under applicable AML and gambling laws and regulatory guidance, which may extend beyond account closure (for example, up to 5-7 years or longer in the case of investigations).
Marketing and consent records: information about your marketing preferences and consents is retained while you remain subscribed and for a short period thereafter to demonstrate compliance with consent and unsubscribing requirements.
Technical and log data: security logs, device identifiers and usage logs are typically retained for shorter periods necessary for security, troubleshooting and analytics, unless longer retention is needed for investigations or legal purposes.

When the applicable retention period expires, we will delete or anonymise your personal data. If you request deletion of your account or certain data, we will comply where feasible and lawful, but may need to retain some information to comply with our legal obligations, resolve disputes, enforce our terms or comply with UKGC and AML requirements.

Your Rights

Under the UK GDPR and other applicable data protection laws, you have a number of rights in relation to your personal data held by AG Communications Limited in connection with mrpley.bet and the Mr Play project. Depending on your location and the specific legal regime that applies, these rights may include:

Right of access: to obtain confirmation whether we process your personal data and, if so, to receive a copy of the data and information about how we use it.
Right to rectification: to request correction of inaccurate or incomplete personal data, such as updating your contact details or documentation on file.
Right to erasure: to request deletion of your personal data in certain circumstances, for example where it is no longer necessary for the purposes for which it was collected, you withdraw consent (where consent is the legal basis), or you successfully object to processing, subject to our legal retention obligations.
Right to restriction of processing: to request that we limit the processing of your data in specific situations, for example while we verify its accuracy or assess an objection.
Right to object: to object at any time to processing based on our legitimate interests, including profiling, and to object to the use of your data for direct marketing, in which case we will stop such processing unless we have compelling legitimate grounds or legal obligations.
Right to data portability: to receive certain personal data that you have provided to us in a structured, commonly used and machine-readable format and to transmit it to another controller where technically feasible and lawful.
Right to withdraw consent: where we rely on your consent (for example, for marketing communications or non-essential cookies), you may withdraw your consent at any time via your account settings, our cookie tools or the unsubscribe links in our communications.

If you are located in Mexico and Mexican privacy laws apply to our processing, you may also have ARCO rights (access, rectification, cancellation and opposition) under the Federal Law on Protection of Personal Data Held by Private Parties and its regulations, which broadly align with the rights described above. We will handle such requests in accordance with the applicable legal framework, while also respecting any overriding UK legal and regulatory requirements.

To exercise your rights, please contact us using the channels set out in the Complaints & Contacts section, clearly stating your identity, the right you wish to exercise and relevant details of your request. We may need to request additional information to verify your identity before responding. We aim to respond to all valid requests within one month of receipt, and may extend this period by up to two further months where necessary due to complexity or number of requests, in which case we will inform you of the extension and the reasons. Exercising your rights is generally free of charge, although we may charge a reasonable fee or refuse to act on clearly unfounded or excessive requests, as permitted by law.

Cookies & Tracking Technologies

mrpley.bet uses cookies and similar technologies to enable the proper functioning of the site, enhance your experience, measure performance and, where permitted, deliver relevant advertising. Cookies are small text files stored on your device when you visit our website; similar technologies include pixels, tags and device identifiers.

Types of Cookies We Use

Strictly necessary (session) cookies: essential for the operation of mrpley.bet, enabling basic functions such as page navigation, secure login, session management, payment processing and fraud prevention. These cookies are usually session-based and expire when you close your browser.
Functional (persistent) cookies: used to remember your preferences and settings, such as language, region and display options, and to provide enhanced features and personalised content.
Performance and analytics cookies: help us understand how visitors use mrpley.bet, which pages are most popular and how players interact with games, so that we can improve performance and usability. We generally use aggregated or pseudonymised data for analytics.
Advertising and marketing cookies: used, where permitted and with your consent where required, to deliver relevant marketing messages on mrpley.bet and on third-party sites, limit the number of times you see an advert and measure the effectiveness of campaigns.
Third-party cookies: set by external partners such as analytics providers, game suppliers and advertising networks, who may use the information in accordance with their own privacy policies and in compliance with applicable laws.

Managing Cookies

Browser settings: most browsers allow you to view, delete or block cookies, and to set preferences for different websites. Please note that blocking strictly necessary cookies may affect the functionality and security of mrpley.bet.
On-site tools: where required by law, we provide a cookie banner or preference management tool when you first visit mrpley.bet, enabling you to accept or reject non-essential cookies and to change your choices at any time.
Opt-out mechanisms: for certain third-party advertising and analytics cookies, you may use industry opt-out tools or the providers' own settings, as described in their privacy policies.

Your choices regarding cookies may affect your user experience and the personalisation of content and offers. We will respect your preferences and apply them consistently in line with applicable privacy and electronic communications regulations.

Data Security

We take the security of your personal data very seriously and implement appropriate technical and organisational measures designed to protect it against unauthorised access, loss, misuse, alteration or destruction. Security is a core element of our regulatory obligations as a UK Gambling Commission licensee and of our commitment to our players.

Encryption and secure transmission: data exchanged between your browser and mrpley.bet is protected using current industry standard encryption (such as TLS 1.2 or higher), and we use secure protocols for payment processing and sensitive operations.
Data minimisation and access controls: we limit access to personal data to authorised employees, contractors and service providers who need it for legitimate business purposes, subject to confidentiality obligations and role-based access controls.
Secure infrastructure: our systems are hosted in secure environments with firewalls, intrusion detection and prevention systems, segmentation and resilience measures designed to protect against attacks and outages.
Monitoring, testing and audits: we monitor our systems for suspicious activity, apply patches and updates in a timely manner, and conduct regular reviews and audits of our security controls in line with industry practices.
Staff awareness and training: personnel who handle personal data receive appropriate training on information security, data protection and responsible gambling obligations, and are required to adhere to internal policies and procedures.
Incident response and breach notification: we maintain procedures to detect, investigate and respond to security incidents. Where a personal data breach occurs that is likely to result in a risk to your rights and freedoms, we will notify the relevant data protection authority (such as the UK Information Commissioner's Office) and, where required, inform affected individuals without undue delay.

While we strive to use commercially reasonable security measures, no system can be guaranteed to be completely secure. You are also responsible for keeping your login credentials confidential, using strong passwords, logging out after sessions and notifying us promptly if you suspect any unauthorised use of your account.

Complaints & Contacts

If you have questions, concerns or complaints about how AG Communications Limited handles your personal data in connection with mrpley.bet and the Mr Play project, or if you wish to exercise your data protection rights, you can contact us using the following channels:

Data protection contact: Data Protection Officer, AG Communications Limited, 135 High Street, Sliema SLM 1548, Malta (please clearly mark your correspondence as relating to data protection).
Online contact: through the customer support or contact facilities made available on mrpley.bet, indicating that your message relates to privacy or data protection.
Customer support: by using any email, chat or other contact methods indicated in the help section of mrpley.bet, with a clear reference to your privacy request.

When submitting a complaint or request, please provide sufficient information (such as your name, account details and a description of your concern) so that we can identify you and respond effectively. We aim to acknowledge receipt and provide an initial response within 30 days, and to resolve issues as promptly as possible, taking into account legal and regulatory requirements.

If you are not satisfied with our response or you believe that your data protection rights have been infringed, you have the right to lodge a complaint with a supervisory authority:

United Kingdom: Information Commissioner's Office (ICO). Further information on raising a concern is available on the ICO website at www.ico.org.uk.
Mexico (where applicable): if Mexican data protection law applies, you may contact the National Institute for Transparency, Access to Information and Personal Data Protection (INAI) in Mexico, in accordance with its procedures and guidance.
Other jurisdictions: if you are located in another country where a specific data protection authority has jurisdiction over our processing of your data, you may also have the right to lodge a complaint with that authority, where applicable.

We encourage you to contact us first so that we can try to resolve your concerns directly, but you may contact a supervisory authority at any time.

Updates

We may update this Privacy Policy from time to time, for example to reflect changes in our services at mrpley.bet, developments in legal or regulatory requirements (including UK gambling and data protection laws), or changes in our organisational structure or technology.

Notification of changes: when we make material changes, we will take appropriate steps to inform you, such as by displaying a notice on mrpley.bet, sending an email notification, or providing an alert within your account dashboard.
Advance notice for significant changes: where feasible and required, we will provide at least 30 days' notice before significant changes take effect, particularly where changes may impact how we use your personal data or your rights.
Your options: if you do not agree with the updated Privacy Policy, you may choose to stop using mrpley.bet and request account closure. Continued use of our services after the effective date of an updated policy may be taken as acknowledgement of the changes, where permitted by law.

Last updated: November 2025. We recommend that you review this Privacy Policy periodically to stay informed about how we handle your personal data in connection with mrpley.bet and the Mr Play project.