SEGA, its subsidiaries and affiliates (“we”, “us” and “our”) use cookies and similar technologies to distinguish you from other users when you use our websites and online services ("Websites").  This helps us to provide you with a good experience when you access the Websites. These technologies can also be used to collect anonymised statistics about your browsing experience on our Websites and to support our electronic marketing activities.  

For information about how SEGA processes your personal information when you use your Websites, you should refer to our Privacy Policy.

Which technologies does SEGA use on its Websites?

SEGA uses a range of technical tools, including advertising IDs, CAPIs, tags, web beacons, tracking pixels, and cookies (collectively the “Cookies” or “Cookie”) when you visit our Websites.  A Cookie is a small data file that gets downloaded onto your computer, mobile device or laptop when you visit our Websites. They generally contain two bits of information: a site name and a unique user identifier. Once the Cookie is on your device, our Website "knows" that you have been there before and can then use that knowledge to tailor the experience that you receive. 

Why do we use Cookies?

• To understand how you interact with our products and services, including the Websites (collectively, the “Products”).

• To improve your experience on our Websites. For example, by remembering preferences about your use of our Websites such as your username, chosen language or region, so that you do not need to enter these details each time you visit our Websites.

• To improve the performance of our websites. Cookies enable us to understand the functionality of our Websites and identify if any sections need optimising.

• To support our electronic marketing activities, including the delivery of relevant advertising to you on our Websites and elsewhere. This may include combining data that we already hold about you with the data collected through Cookies. 

• To measure the effectiveness of our electronic marketing activities and how you engage with them.

• To measure the frequency of ads being served to visitors to our Websites and the related cost of this.

• To support server-side tracking technologies such as Conversion APIs (CAPIs), which allow us to send anonymised and consent-based user interaction data directly to advertising platforms (e.g. Meta) for the purpose of measuring campaign effectiveness, improving ad-targeting, and reducing reliance on traditional browser-based tracking methods.

What Cookies do we use? 

We use the following Cookies on our Websites:

Necessary Cookies

Necessary Cookies are required for the operation of our Websites. They enable basic site functionality such as page navigation and access to secure areas. The Websites cannot function properly without these Cookies. Necessary Cookies are enabled, blocking these Cookies may impact with your use of the Websites. A list of Necessary Cookies used on our sites is below:.

Functional and Analytics Cookies 

Functional and Analytics Cookies help us to improve our Websites by collecting and reporting information on your use of our Websites. This includes Cookies that allow us to maintain the state of your active session on our Websites, monitor and analyse web traffic, understand visitor behaviours on the Websites, and measure load times and technical performance of our Websites. Functional and Analytics Cookies also enable us to provide enhanced functionality and personalisation when you visit our Websites and interact with our Products. Any Functional and Analytics Cookie data that we collect is fully anonymised.

Marketing Cookies 

Marketing Cookies collect information about your browsing habits and enable us to show you adverts whilst you browse our Websites and other online sites. These Cookies may be set by us or our third party partners to understand the performance of our marketing activities, understand the way you interact with our marketing campaigns, and to improve the relevance of the adverts that you receive.  

Marketing Cookies on our Websites, as well as those contained within marketing emails you have signed up to, may include pixels and web beacons. The unique identifiers in these technologies enable us to recognise when you open our emails, which content you have interacted with on our Websites and email marketing materials, your IP address or other unique identifier, and the date and time of your interactions with our content. We use the data in these Cookies to create reports about how our email marketing campaigns perform. If unique identifiers are combined with other Cookie information held on your device, it could be used to create a profile that identifies users of our Websites. You can find out more information about pixel tracking used by SEGA in our Privacy Policy.

Marketing Cookies may also include server-side technologies such as Conversion APIs (CAPIs). These allow us to share securely encrypted identifiers and interaction data directly from our servers to advertising platforms, helping us deliver more relevant ads and measure campaign performance. These technologies operate alongside browser-based cookies and pixels and rely on your consent to function.

You may be able to interact with third party social networking sites from our Websites, for instance by clicking “Like” or “Share” using the social sharing plugins. You should refer to the privacy policies of these third party platforms (such as Facebook and X) to find out more about how they process data about you, and/or to opt-out from the Cookies that these third parties serve. SEGA shall not be responsible for your use of and/or interactions with third party websites.

For a list of the third party providers that we use to serve Marketing Cookies, please click here.  

Retention period 

Whenever Cookies are dropped during your use of our Websites, the data/information within the Cookie is held on your device for a maximum period of 12 months.  You can also choose to use your browser settings to clear all Cookies at any time. 

Should you wish to opt out of third party Marketing Cookies, please visit the sites detailed above. 

Opting out or turning Cookies off

With the exception of Strictly Necessary Cookies (which we use on the basis of our legitimate interests), you will be asked to consent to the storage of Cookies on your device when you interact with one of our Websites.

You can use the settings on your browser to block and/or clear certain Cookies, including third party Marketing Cookies, or use the Civic cookies tool to manage your cookie preferences. You can also refer to  http://www.youronlinechoices.com/uk/your-ad-choices in order to control your interest-based advertising preferences online. Opting out of interest-based advertising cookies will not mean that you won't see adverts online, it simply means that the adverts you are served are not directly tailored to your browsing habits.

You can manage your preferences for both browser based and server-side tracking technologies, including CAPIs, using our cookie consent tool. Opting out of Marketing Cookies will also disable the use of CAPIs for marketing and advertising purposes.

Contact

For information about SEGA’s data processing practices in relation to your personal data, please see our full privacy policy.

If you have any questions or comments about our Cookie Policy, or our data processing practices, you can contact us:

By email at:                  help@sega.co.uk 
By telephone on:          +44 845 301 5502 
By writing to us at:

SEGA Europe Limited
Customer Services
Building 12, Chiswick Business Park
566 Chiswick High Road
London, W4 5AN
United Kingdom

You can also contact our Data Protection Officer at dpo@sega.co.uk.

Updated February 2026