Epic automatically collects usage data, device information, and general location (via IP address) using cookies, log files, and web beacons whenever you visit or use the Epic Services, including for advertising purposes.
This analysis describes what Unreal Engine'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
The clause establishes the operational basis for automated data collection infrastructure that enables core service delivery (authentication, preferences), monitoring and diagnostics, service improvement through analytics, localization features, and advertising management across Epic Services.
Every time you use an Epic game, website, or application, cookies and tracking technologies are collecting your IP address, device identifiers, usage patterns, and inferred location — and this data is used for advertising in addition to service operation, which requires your consent in the EU and UK.
How other platforms handle this
We automatically collect certain information from your device, including information about your web browser, IP address, time zone, and some of the cookies that are installed on your device. Additionally, as you browse the Service, we collect information about the individual web pages or products th...
Cookies are small data files that are commonly stored on your device when you access websites and online services. The text in a cookie contains a string of numbers and letters that may uniquely identify a device and can contain other information as well. This allows the web server to recognize your...
We and our third-party partners may use cookies, web beacons, pixel tags, and other tracking technologies to collect information about your use of our website and apps, including your browsing activity, device type, IP address, and referring URLs. We use this information to personalize your experien...
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"The Epic Services use technologies such as cookies, log files, and web beacons to automatically collect the types of information listed above. Some of these technologies may create small files or record-keeping tools stored on your device. These technologies help us recognize your device and collect information about your interactions with the Epic Services, and we use that information to, for example, provide and operate the Epic Services (e.g., authenticate you and save preferences); monitor the Epic Services (e.g., detect and report crashes); understand and improve the Epic Services (e.g., conduct data analytics); personalize the Epic Services (e.g., display local currencies); and promote the Epic Services (e.g., manage advertising).— Excerpt from Unreal Engine's Epic Games Privacy Policy
REGULATORY FRAMEWORK: This provision implicates the ePrivacy Directive (2002/58/EC, Articles 5(3) and 13) which requires prior informed consent for non-essential cookies and tracking technologies in the EU/EEA, enforced by national DPAs; UK PECR (Privacy and Electronic Communications Regulations 2003, Regulation 6) which has the same requirement in the UK, enforced by the ICO; GDPR Articles 6 and 7 for the underlying personal data processing; CCPA §1798.140 which treats certain cookie-based data as 'sharing' for cross-context behavioral advertising subject to opt-out; and the FTC Act Section 5 for deceptive tracking practices.
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The clause establishes the operational basis for automated data collection infrastructure that enables core service delivery (authentication, preferences), monitoring and diagnostics, service improvement through analytics, localization features, and advertising management across Epic Services.
Every time you use an Epic game, website, or application, cookies and tracking technologies are collecting your IP address, device identifiers, usage patterns, and inferred location — and this data is used for advertising in addition to service operation, which requires your consent in the EU and UK.
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