Riot uses your gameplay habits, preferences, and device data to serve you personalized ads, and shares relevant data with third-party advertising companies to do this.
This analysis describes what Riot Games's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
Your in-game behavior and device profile are being used to build an advertising profile shared with external partners, which extends data use beyond what many players would expect from a gaming account.
Interpretive note: The notice references opt-out rights without specifying the complete mechanism for all jurisdictions, and does not enumerate advertising partners or the specific data fields shared with them, leaving the precise scope of sharing unclear.
Riot Games has restructured how it presents information about data collection and use in its privacy notice. The company narrowed its third-party disclaimer by removing the phrase 'we don't own or co…
Gameplay behavior, device identifiers, and preference data may be shared with third-party advertising partners to enable targeted advertising. California residents and EU users have opt-out or objection rights; users in other jurisdictions should review what choices Riot makes available through the privacy request portal.
How other platforms handle this
There is certain information that we collect automatically from your use of our online Services and from your device(s) used to access those Services, for example by using the types of technologies discussed in the 'Online Analytics' section below. This information includes your IP address, page vie...
We may disclose your information with our business partners. We may share your personal information with our business partners, such as companies that partner with us to offer certain products or services. We may share your personal information with advertising partners. We work with third-party adv...
To use User Content as part of our advertising and marketing campaigns to promote the Platform, to invite you to participate in an event, and to promote popular topics, hashtags and campaigns on the Platform.
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Riot Games has changed this document before.
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"We and our third-party partners, including advertising partners, may use the information we collect from you, including information about your gameplay, preferences, and device, to provide you with targeted advertising both within and outside of our Services. We may share data with advertising partners to facilitate this. You may have rights to opt out of certain uses of your data for advertising purposes, depending on where you live.— Excerpt from Riot Games's Riot Games Privacy Notice
REGULATORY LANDSCAPE: Sharing behavioral and device data with advertising partners engages CCPA/CPRA's 'sale' and 'sharing' definitions, which require opt-out mechanisms including honoring Global Privacy Control signals. GDPR requires either consent or legitimate interests balancing for behavioral advertising; the Article 29 Working Party (now EDPB) has issued guidance indicating that behavioral advertising typically requires consent rather than legitimate interests. The FTC's enforcement posture on behavioral advertising has emphasized transparency and consumer control. GOVERNANCE EXPOSURE: Medium. The notice discloses advertising data sharing and references opt-out rights for applicable users, which represents a baseline compliance posture. However, the notice does not enumerate which specific advertising partners receive data, nor does it specify which data fields are shared, which may not satisfy GDPR's transparency requirements. The reference to opt-out rights being available 'depending on where you live' may create compliance gaps in jurisdictions not explicitly addressed. JURISDICTION FLAGS: California residents have CPRA rights to opt out of sharing for cross-context behavioral advertising. EU/EEA users should have consent-based mechanisms for behavioral advertising under the ePrivacy Directive and GDPR. UK users are subject to UK GDPR and ICO guidance on adtech. The Brazilian LGPD also imposes consent requirements for certain advertising data processing. CONTRACT AND VENDOR IMPLICATIONS: Advertising partner contracts should include data processing agreements specifying permissible use of shared data, particularly given CPRA's contractual requirements for data sharing relationships. Third-party advertising partners receiving data about users who may be minors create heightened obligations under COPPA and CCPA's provisions on minors' data. COMPLIANCE CONSIDERATIONS: A full audit of the advertising partner ecosystem, including the specific data points shared and the contractual basis for each sharing relationship, is warranted. Consent management platform (CMP) implementation should be reviewed to confirm that opt-out signals including GPC are being honored as stated. The notice should be reviewed to confirm that the 'do not sell or share' mechanism is clearly accessible, particularly on mobile platforms.
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Your in-game behavior and device profile are being used to build an advertising profile shared with external partners, which extends data use beyond what many players would expect from a gaming account.
Gameplay behavior, device identifiers, and preference data may be shared with third-party advertising partners to enable targeted advertising. California residents and EU users have opt-out or objection rights; users in other jurisdictions should review what choices Riot makes available through the privacy request portal.
No. ConductAtlas is an independent monitoring service. We are not affiliated with, endorsed by, or sponsored by Riot Games.