Last Updated: March 28, 2024

Head First Inc dba Pick Up And Play (HFI) develops and publishes social games for the web and mobile devices. This Privacy Notice (this “Notice”) describes the ways HFI (“Studio,” “us”, “our” or “we”) collects, stores, uses, discloses or otherwise processes personal information of our users (“users” or “you”) in connection with their use of our products or services, including our product offerings such as our website available at Pick Up and Play and Studio game(s) provided on a mobile platform or any other Studio product or service that posts or links to this Notice (each a “Service,” collectively, the “Services”).  Additionally, this Notice describes the rights and choices concerning your information that may apply to you.  

1.    Collecting Personal Information

HFI takes your privacy very seriously.

When you interact with or use our Services, we must collect personal information about you in order to differentiate your player details from others in the Service. Sometimes we collect personal information automatically when you interact with our Services (e.g., information about how you interact with our Services) and sometimes we collect the personal information directly from you when you use our Services (e.g., information you give us when setting up your account or user profile).  At times, we may collect personal information about you from other sources and third parties, including other players. 

1.1  Information We Collect Automatically or From You Directly

Registration Information

When you complete a user profile that is visible to other Service users (“Account”) you create an Account. The account can be anonymous or you may provide us your name, a username, e-mail address, a password and other information that helps us confirm that it is you accessing your Account. We may do this through in-game dialog boxes, which you may choose to skip. If you sign into the Services with Facebook Connect, we will collect information that is visible via your Apple, Google, or Facebook account such as: (1) your first and last name, (2) ID, (3) Profile Picture/URL, and (4) list of friends. Your Account may be used to publicly identify you as part of social features of the Services, which may include user-to-user interaction, chat or messaging functionality, public leaderboards, head-to-head competition, and other similar features. Your username associated with your Account will be public and will be shown to other users.  In addition, your username will allow others to access information on your user profile that is considered public or that you have designated as public in your user profile settings.

Address Book Information 

We do not collect your address book information.

However, we may offer you the ability to share with your contacts to inform and invite your friends to join you in the Services. This information is used through the built-in operating system or third party software development kits. If you choose to share with your contacts or manually enter e-mail addresses, we will store those contacts for purposes of helping you and your contacts make connections through our Services. You are responsible for ensuring your sharing of this information with us is compliant with applicable laws. In some countries, this may require you to get permission from the people you invite before you share their information.

Technical and Usage Information

We do collect technical information to allow us to identify you in the Service.

When you access our Services, we may use cookies and other similar technologies to collect (i) certain technical information about your mobile device or computer system, including IP Address, mobile device ID (IDFA, Google Advertising ID or other identifiers), and the version of your operating system; and (ii) usage statistics about your interactions with the Services, including the links, objects, products and benefits you view, click or otherwise interact with (also known as “Clickstream Data”). Our emails may also contain items that identify if and when you have opened an email that we have sent you, how many times you have read it and whether you have clicked on any links in that email. In connection with your use of certain Services, we will create and assign to your device an identifier that is similar to an account number. In addition, in certain circumstances, we may collect the name you have associated with your device, device type, telephone number, country, and any other information you choose to provide, such as username, character name, or e-mail address. We may also infer your approximate geographic location based on your IP address. 

Payment Information

We do not collect your payment information.

However, when you order any good or service through the Services, including any virtual currency or virtual good, we collect certain non-financial transaction information related to these purchases, including what you purchased, the price, and the date.  Your in-app purchase transactions are processed by third-party payment processors, such as Apple (for purchases on iOS devices), Google (for purchases on Android devices), or Amazon (for purchases on Kindle devices). The third-party payment processors will collect your name, phone number, e-mail address, mailing address, billing address, and complete credit card information to enable them to process your payment.  The third-party payment processors may also retain this information to enable you to purchase additional items through our Services without having to re-enter your payment information each time. Please note third-party payment processors do not share your financial information, like credit card numbers, with us. In addition, please note that the third-party payment processors’ processing of transactions and collection and use of your personal information is governed by their terms of service and privacy policy, and purchases through these third parties may also be subject to additional policies.  We encourage you to review the terms of service and privacy policies of those third parties to learn more about how they handle your personal information.

Information Collected by or Provided to Customer Support

When you ask for assistance from our Customer Support team, we will collect and store the contact information you provide (generally your name and e-mail address), information about your game-play or activity on the Services, and your username or ID number. We will also store the correspondence and information within the correspondence that you choose to share with us. 

Communication Preferences

We may collect information about your interests and communication preferences that you choose to provide, such as when subscribing to news or alerts.  

Surveys, User Research Projects, Competitions and Promotional Events

If you choose to participate in, or fill out any forms relating to, Studio surveys, user research projects, competitions (contests/sweepstakes), promotional events, or similar activities, we will collect your contact information (such as your name, email, and phone number, address and postal code) to enable you to participate in the activity and to allow us to communicate with you, as well as any other information that we request that you provide for purposes of the activities, including audio or video recordings, photos, and/or screen captures.  In connection with Studio surveys and user research projects, we may also collect your age, gender, opinions, responses to certain research questions, prompts, or surveys, and other personal information, consistent with the purposes of the Studio survey or user research project. 

On occasion, we may also collect your shipping and billing information to send you certain rewards or incentives, such as if you are a participant in a Studio survey or user research project, a competition winner, or if you purchase our products or services.   In addition, if you are a part of our event or promotion partner, we may also collect your personal information including your name, company email, and company address.

Please note that your participation in any Studio surveys, user research projects, competitions (contests/sweepstakes), promotional events, or similar activities, is completely voluntary.  

1.2  Information We Collect From Other Sources

We may collect or receive information from the following other sources (i) other Service users who choose to upload their email contacts; (ii) third party information providers, such as digital advertising companies; and (iii) social networking sites. We may combine this information with the information we collect from an individual directly.

1.3  Sensitive or Special Categories of Information

We will NEVER request or seek to elicit sensitive or special categories of information. If you get a request using our Service or Studio name asking for this type of information please report it immediately.

You may choose to provide this information to us in connection with certain of the interactions described above, including when you ask for assistance from our Customer Support team. The meaning of sensitive or special categories of information varies by jurisdiction and it could include, for example, health, genetic or biometric data, or precise location information.

2.    Information Usage in our Services

We use information collected through our Service for purposes described in this Notice or disclosed to you in connection with our Service. For example, we may use your information for: 

Service Delivery


In-App or Device Notifications

·       We may occasionally send you push notifications through our Service to send you game updates, high scores and other service-related notifications that may be of importance to you.  You may at any time opt-out from receiving these types of communications by turning them off at the device level through your settings.

Marketing and Advertising 

Research and Development 

Compliance and Protection


3.    Information Sharing

We will not sell or share your information to external third parties.

However, we may share your information we collect for the following purposes:


4.    Online Advertising

Interest-Based Advertising

To the extent we display advertising in our Services, with your consent as may be required by applicable law, we may share or we may allow online advertising networks, social media companies, and other third-party services to collect information about your use of our Services over time to enable them to play or display ads on our Services, on other devices you may use, and on other websites, apps, or services.  Typically, though not always, the information we share is provided through cookies, software integrations, or similar tracking technologies, which recognize the device you are using.  We and our third-party partners use this information to try to make the advertisements you see online more relevant and tailored to your interests, as well as to provide advertising-related services such as reporting, attribution, analytics, and market research.   Such information includes the following:

We encourage you to review third-party advertising privacy policies to learn more about their data collection and use practices.

Social Media Widgets 

Our Service may include social media features, such as the Facebook button, Google, Instagram, Twitter, or other widgets.  These social media companies may recognize you and collect information about your visit to our Services, and they may set a cookie or employ other tracking technologies.  These companies have interest-based advertising programs that allow us to direct advertisements to users who have shown interest in our Services while those users are on the social media platform or to groups of other users who share similar traits, such as likely commercial interests and demographics.  Your interactions with those features are governed by the privacy notices of those companies.

Cross-Device Linking

We, or our third-party partners, may link your various devices so that content you see on one device can result in relevant advertising on another device.  We do this by collecting information about each device you use when you are logged in to our Service.  We may also work with third-parties who employ tracking technologies or the application of statistical modelling tools to determine if two or more devices are linked to a single user or household.  We may share a common account identifier (such as an email address or user ID) with third-party advertising partners to help recognize you across devices.  We, and our partners, can use this cross-device linkage to serve interest-based advertising and other personalized content to you across your devices, to perform analytics, and to measure the performance of our advertising campaigns.

Google Analytics and Advertising

We utilize certain forms of display advertising and other advanced features through Google Analytics, including, but not limited to, Remarketing with Google Analytics, the DoubleClick Campaign Manager Integration, Google Ads, and Google Analytics Demographics and Interest Reporting. These features enable us to use first-party cookies (such as the Google Analytics cookie) and third-party cookies (such as the DoubleClick advertising cookie) or other third-party cookies together to inform, optimize, and display ads based on your past visits to the Service and to tailor our advertisements and content to you.  You may control your advertising preferences or opt-out of certain Google advertising products by visiting the Google Ads Preferences Manager, currently available at  To learn how you can opt-out of data collection by Google Analytics, visit Google Analytics Opt-out Browser Add-on Download Page

Opting-Out of Interest-Based Advertising

You may visit or (for individuals in the EU) to learn more about interest-based advertising and how to opt-out of this form of advertising on your web browser by companies participating in the Digital Advertising Alliance (“DAA”) self-regulatory program.  If you wish to opt-out of interest-based advertising in mobile apps on your device by companies that participate in the DAA’s AppChoices app, you may download that app onto your device and exercise your choice.  AppChoices is available at the links below:

You may also limit data collection by third parties by visiting your mobile device settings and adjusting the device’s ad tracking settings (such as turning off the feature to “Allow Apps to Request to Track”) or by exercising other privacy options in your device’s settings.  

Please note that electing to opt-out will not stop advertising from appearing in your browser or applications or reduce the number of ads that you receive.  You will still receive ads, but those ads may be less relevant to your interests.  In addition, if you use a different browser or erase cookies from your browser, or use a different mobile device, you may need to apply your opt-out choices to that particular browser or device. 

Please note that the opt-out tools described in this section are provided by third parties, not by us.  We do not control and are not responsible for the effectiveness of, or compliance with, any third-parties’ opt-out options or programs or the accuracy of their statements regarding their programs. In addition, third parties may still use cookies to collect information about your use of our online services, including for analytics and fraud prevention as well as any other purpose permitted under the DAA’s Principles.

5.    Information Security

We implement reasonable and appropriate technical and organizational measures to protect the security of your personal information against accidental or unlawful destruction, loss, change or damage. 

However, no security system is impenetrable, and we cannot guarantee the security of your personal information.  Any transmission is at your own risk.

6.    Information Retention

We store data on servers in the U.S. or any other country in which the Studio or its affiliates, subsidiaries, agents or contractors or service providers maintain facilities. We retain your personal information for as long as needed to provide you Services, unless we are required by law to delete or if we accept your request to delete the information pursuant to applicable law. We will also retain and use your personal information as necessary to comply with our legal obligations, resolve disputes, and enforce our agreements. 

7.    Minors Information and Privacy

The Services are not intended for use by children (aged 16 or younger as required by applicable law). We do not knowingly collect personal information from minors through the Services or knowingly allow them to use our Services.   If we learn that we have unintentionally collected personal information from a minor, we will delete that information.  If you believe that we might have collected personal information from or about a minor, please contact us at

8.    Managing your information

You can at any time request your account to be removed from our Services. We will follow the legal standards to remove your information. Once deleted you will lose all of your progress and virtual items in the Service.

If you would like us to delete your Account and information you can use the in-game support tool. 

Other steps you should take should you wish to delete your account include disassociating your Facebook account from our mobile games, if applicable, and deleting the game from your mobile device. 

Again - if you ask us to delete your account, all your progress in the game and any unused virtual items will be lost and we may not be able to restore them in the future. 

9.    Third Party sites and products

While in game you may see advertising for other third party apps or services with links you can follow or apps you can install. HFI is not responsible for the privacy practices or the content of other applications or Web sites that direct you away from or to our Services.


If you have any questions about this privacy statement or the practices of this web site contact us at