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 control,' replacing it with 'we don't control'—a distinction that may affect which entities the company is claiming it has no privacy responsibility for. For California residents, the notice now consolidates information about categories of personal information and their purposes into a single section rather than splitting them across the document. The practical implication depends on how Riot Games operationally interprets 'control' in relation to its business relationships and how California regulators view this language under CCPA notice requirements.
View change record →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
We do not sell or share your personal data for cross-context behavioral advertising. You can always opt out of Oura direct marketing communications, though you may still see marketing messaging within the Oura App.
In some cases, in order to show you more relevant ads, we disclose with social media platforms and other advertising partners, information about actions you take on our websites and apps, such as which pages you visit and which ads you saw.
If a customer chooses to use the Chat functionality in Workvivo, then Sendbird may process: User name Workvivo ID Customer Content or any data the Customer chooses to submit via the Chat functionality
"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 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.
Enforcement risk, jurisdiction flags, contract triggers, and due diligence action items.
Search "[your state] attorney general consumer complaint" to find your state's direct complaint form
ConductAtlas detected a major restructuring of Meta’s privacy policy that removed detailed consumer rights disclosures and relocated them to separate documents.
Your genetic data may be transferred to a new owner as a business asset. Here is what the Terms of Service actually say and what you can do right now.
Get the research letter
Companies change their terms quietly. We read every version and catch what actually changed. One email a week on the changes that matter and what they mean.
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.
ConductAtlas has identified this type of provision across 288 platforms. See the full comparison.
No. ConductAtlas is an independent monitoring service. We are not affiliated with, endorsed by, or sponsored by Riot Games.