Betmac Privacy Policy: How We Collect, Use and Protect Your Data
Who we are
Betmac Limited ("Betmac", "we", "us" or "our") provides the Betmac website and mobile application and is the data controller responsible for the personal data described in this notice. We are committed to protecting your personal data and take the security of your information seriously, with security procedures that are regularly tested and reviewed. If you have any concerns about the way in which we process or protect your personal data, or would like to contact us about any aspect of this policy, please use the contact details set out at the end of this notice.
This privacy policy should be read alongside our terms and conditions and the responsible gambling information set out on our Responsible Gaming page. You can find out more about who we are on our About Us page.
The information we collect about you
We collect personal data about you from the following sources:
- When you register for an account or log in via our login page
- When you visit our website, play our games, or use our mobile application
- When you claim a promotion or take part in a bonus offer
- Through surveys or feedback you complete
- When you communicate with us by email, phone, live chat or social media
- When we analyse how you interact with our services
- From public sources of information, such as public records or social media postings
- From cookies and similar tracking technologies on your device where you have permitted their use
- From third-party databases and service providers, including identity verification, payment and fraud prevention providers, to help us meet our legal and regulatory obligations
What we use your personal data for
| Purpose | Typical personal data | Further information | Legal basis |
|---|---|---|---|
| Provision of our services | Name, address, email, telephone number, date of birth, gender, login details, transaction and payment information | To meet our obligations under any agreement between you and us and to provide the products and services you request, including updates about changes to our services or terms | Performance of a contract; legal obligation |
| Customer service | Name, account ID, contact details, account notes and call recordings, transaction information, device and location data | To answer your questions or address complaints and concerns | Performance of a contract; legitimate interests in customer satisfaction and safer gambling; legal obligation |
| Legal and regulatory compliance | Name, account ID, contact details, gameplay and payment history, device and location data | To discharge our obligations under gambling, anti-money laundering, anti-fraud and anti-terrorism legislation, which may include electronic identity checks | Legal obligation; legitimate interests in protecting our business, staff and customers |
| Identity checks, age verification and safer gambling | Name, date of birth, gender, contact details, login and browsing details, payment information, account notes, affordability information, images or documents provided for verification | To verify your identity and age, meet safer gambling obligations, and record self-exclusions or interventions | Consent; performance of a contract; legal obligation |
| Surveys, competitions and promotions | Name, contact details, marketing preferences, survey responses | To invite you to competitions or promotions, gather feedback, and keep you informed about products that may interest you. You may opt out of marketing at any time. | Consent; legitimate interests in understanding our customers |
| Profiling and personalisation | Contact preferences, survey responses, interests, IP address, device identifiers | To understand player habits and preferences so that we can offer tailored experiences and relevant content | Consent; legitimate interests |
| Improving our services and systems | Account ID, login details, browsing and gameplay data, device information | To maintain and improve our website and app, keep our systems secure, and analyse the performance of pages and promotions | Legitimate interests in providing a reliable and secure service |
| Prevention and detection of crime | Name, account ID, contact details, gameplay and payment data, device and location data, risk scores, account notes | To prevent or detect fraud, theft or loss, and to protect our staff, customers and business | Legal obligation; legitimate interests |
Much of the personal data we collect is required to meet our legal and regulatory obligations, such as those under gambling and anti-money laundering legislation. Where we rely on your consent, you are not obliged to provide your data, but this may limit your ability to use certain features of our services.
Some decisions relating to your account, including those made to meet safer gambling and fraud prevention obligations, may involve automated processing. We will always provide contact details so you can ask us to review any such decision.
Who we share your data with
We may share personal data with other organisations to meet our legal obligations, support your account or improve our services. These typically include:
- business partners, suppliers and sub-contractors who help us deliver our services;
- payment providers, banks and card issuers involved in processing transactions;
- identity verification, anti-fraud and anti-money laundering service providers;
- analytics, advertising and search engine providers who help us improve and optimise our website and app;
- third parties who assist with responsible gambling checks, affordability assessments and multi-operator safer gambling schemes;
- our regulators, law enforcement agencies, courts and betting integrity organisations, where required to investigate suspected criminal activity or to comply with regulatory obligations; and
- professional advisers, or prospective buyers or sellers, in the event of a sale, merger or restructuring of our business.
We will not share your personal data with third parties for their own marketing purposes unless you have given your consent.
Meeting our safer gambling obligations
We take safer gambling seriously. To help identify customers who may be at risk of harm, we monitor account activity, transactions and behaviour across our services, and this may lead to decisions such as applying deposit limits or other restrictions on an account. If you are based in Great Britain, we participate in GAMSTOP, the national self-exclusion scheme, and may share relevant data with GAMSTOP and other operators where necessary to support your exclusion. Further information about managing your play, including deposit limits and self-exclusion tools, is available on our Responsible Gaming page.
How long we retain your personal data
| Type of data | Typical retention period |
|---|---|
| Customer call recordings | Up to 3 years, extended where necessary on a case-by-case basis |
| Account and customer data | Up to 7 years from the date your account is closed |
We only retain personal data for as long as necessary to meet the purposes described in this notice, including any legal, tax or regulatory requirements, or to establish, exercise or defend legal claims. Where you register for self-exclusion, a record of this may be retained for a longer period as part of your customer history.
International transfers
Some of our service providers or partners may be located outside the United Kingdom, in countries that do not offer the same level of data protection as the UK. Where this occurs, we take reasonable steps to ensure appropriate safeguards are in place, such as approved contractual clauses, so that your personal data continues to be protected in accordance with applicable data protection law. Please contact us using the details below if you would like more information about these safeguards.
Security
We use appropriate organisational, technical and administrative measures to protect your personal data against unauthorised access, alteration, disclosure or loss, including encrypted web pages and secure data storage. Where we have given you, or you have chosen, a password to access parts of our site, you are responsible for keeping this password confidential and should not share it with anyone.
While we do our best to protect your personal data, transmission of information over the internet is never completely secure, and any transmission is at your own risk. Once we receive your information, we apply strict procedures to prevent unauthorised access.
Cookies
We use cookies and similar technologies to operate our website and app and to improve your experience. Further details about the cookies we use and how to manage them are provided within our cookie settings tools and account preferences.
Marketing communications and your choices
When you first provide us with your personal data, we will ask how you would like to hear from us about our products and services. You can change your marketing preferences or opt out at any time by:
- using the unsubscribe link included in any marketing message;
- updating your preferences in your account settings; or
- contacting our customer support team.
Opting out of marketing will not stop us sending you essential account or transactional correspondence, such as messages about your bets or account activity.
Your rights
| Right | Description |
|---|---|
| Right to be informed | To receive clear and transparent information about how we use your personal data |
| Right of access | To request a copy of the personal data we hold about you |
| Right to rectification | To ask us to correct inaccurate personal data |
| Right to erasure | To ask us to delete your personal data, subject to legal and regulatory limitations |
| Right to restrict processing | To ask us to limit how we use your personal data in certain circumstances |
| Right to data portability | To receive personal data you have provided to us in a structured, commonly used format, or to have it transferred to another organisation |
| Right to object | To object to processing based on our legitimate interests |
| Rights related to automated decisions | Not to be subject to a decision based solely on automated processing that significantly affects you, without the ability to request human review |
| Right to withdraw consent | To withdraw consent at any time where we rely on it to process your data |
| Right to complain | To lodge a complaint with the Information Commissioner's Office (ico.org.uk) or another relevant supervisory authority |
Contact us
If you have questions about this notice or would like to exercise any of your data protection rights, please contact our privacy team at [email protected]. Our Data Protection Officer can be reached at [email protected]. Please note these channels are not monitored for general customer service enquiries.
Changes to this privacy policy
We may update this privacy policy from time to time. Any changes will be posted on this page and, where appropriate, notified to you by email. This policy was last reviewed in 2026. Please check back periodically for the latest version.