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Privacy Policy

This Privacy Policy explains how ProgressPlay Limited collects, uses, shares, and protects your personal data when you access and use the Fruity King online casino, including the Fruity King service offered via fruitiking.com and related UK-facing sites. It applies to all visitors, registered players, and users of our website, mobile versions, and related services. By creating an account, placing bets, or otherwise using our services, you acknowledge this Privacy Policy. This Privacy Policy is effective from 1 January 2026.

Who We Are

The data controller responsible for processing your personal data in connection with fruitiking.com and Fruity King is:

ProgressPlay Limited
Company registration number: C58305 (Malta)
Registered and business address: Soho Office, 3A, Punchbowl Centre, Elia Zammit Street, St. Julians, STJ3154, Malta.

ProgressPlay Limited operates Fruity King under a United Kingdom Gambling Commission licence (licence number 39335) for customers in the United Kingdom and under a Malta Gaming Authority licence (MGA/B2C/231/2012) for certain non-UK customers.

For questions about this Privacy Policy or your personal data, you may contact our data protection team (Data Protection Officer / "DPO") by writing to the postal address above marked "Data Protection Officer" or by using the customer support channels (live chat and email contact form) available on fruitiking.com. When contacting support regarding privacy, please indicate that your request is "for the attention of the Data Protection Officer".

What Personal Data We Collect

We collect and process the personal data necessary to operate a licensed online gambling service in the UK and other applicable jurisdictions. This includes:

  • Identification and contact data: full name, username, date of birth, residential address, nationality, email address, mobile and telephone numbers, copies of identity documents, proof of address, and any other KYC (Know Your Customer) documentation required by law or regulators.
  • Account and transactional data: account registration details, login credentials (stored securely), account status, deposit and withdrawal history, wagering and game participation history, bonuses claimed, loyalty status, and any limits or self-exclusion tools you apply.
  • Payment and financial data: partial payment card details (masked where possible), bank account identifiers, e-wallet or payment provider identifiers, transaction identifiers, chargeback information, and related billing details processed through our payment partners.
  • Technical and usage data: IP address, device identifiers, browser type and version, operating system, time zone and language settings, session logs, pages viewed, clickstream data, access dates and times, and performance diagnostics.
  • Behavioural and profiling data: betting patterns, session duration, frequency and value of deposits, game preferences, responsible gambling indicators, communication preferences, and responses to safer-gambling interactions, where used to manage risk and comply with regulatory obligations.
  • Communications data: records of communications with customer support (live chat and email), complaints, internal notes related to account management, and responses to surveys or feedback forms.
  • Cookies and similar technologies: identifiers stored via cookies, pixels, tags, SDKs, and similar technologies that support core site functionality, analytics, security, and marketing, as further described in the "Cookies & Tracking Technologies" section.
  • Regulatory and verification data: information obtained from sanctions and politically exposed person (PEP) screening providers, credit reference and identity verification agencies, and other third parties used for fraud prevention, AML (anti-money laundering), and affordability checks.

Legal Basis for Processing

We process your personal data in accordance with applicable data protection law, including the UK GDPR and the UK Data Protection Act 2018, and, where relevant, EU and other local laws. Our main legal bases are:

  • Performance of a contract: We process data that is necessary to create and manage your player account, provide access to games, process deposits and withdrawals, apply bonuses, manage loyalty schemes, verify your identity, and provide customer support. Without this data, we cannot provide Fruity King services to you.
  • Compliance with legal and regulatory obligations: We process and retain data required by UK Gambling Commission rules, AML/CTF regulations, fraud and crime prevention laws, accounting and tax laws, and responsible gambling requirements (including self-exclusion schemes such as GAMSTOP). This includes identity checks, affordability and source-of-funds checks, transaction monitoring, record-keeping, and reporting to competent authorities.
  • Legitimate interests: We process data to operate, improve, and protect our business; to prevent fraud, misuse, or security incidents; to perform analytics and statistical reporting; to personalise content in a proportionate way; and to defend or establish legal claims. We balance our interests against your rights and freedoms and apply safeguards such as minimisation and access controls.
  • Consent: In certain cases we rely on your consent, for example for some categories of cookies that are not strictly necessary, for certain types of marketing communications, and where local law requires consent for specific processing. You may withdraw your consent at any time, without affecting the lawfulness of processing based on consent before withdrawal.
  • Other local legal bases: Where required by non-UK laws that may apply to you (for example, EU GDPR or Mexican data protection rules), we may rely on additional or alternative legal bases consistent with those frameworks but aligned with the principles described here.

Purpose of Processing

We use your personal data for clearly defined purposes related to the provision and regulation of online gambling services and associated activities:

  • Provision of services: creating and managing your account, enabling gameplay, processing deposits and withdrawals, applying promotions, providing multi-device access to fruitiking.com, and delivering customer support via live chat and email.
  • Regulatory compliance and responsible gambling: verifying your age and identity, performing AML and affordability checks, monitoring activity for signs of problem gambling, applying self-exclusion, time-outs, or limits, and fulfilling record-keeping obligations set by the UKGC, MGA, and other competent authorities.
  • Security and fraud prevention: monitoring for suspicious transactions or behaviours, detecting and preventing fraud, abuse, money laundering, bonus misuse, and account takeover, as well as maintaining secure log-in and payment processes.
  • Service improvement and analytics: analysing aggregated and pseudonymised data to understand how players use our services, improve our games and website design, troubleshoot performance issues, test new features, and optimise user experience.
  • Marketing and personalisation: sending permitted marketing communications about Fruity King offers, bonuses, and features; tailoring content and offers to player segments in a proportionate manner; and measuring the effectiveness of marketing campaigns, subject to your choices and applicable consent requirements.
  • Legal claims and risk management: managing complaints, defending or establishing legal claims, responding to regulators and ADR providers such as IBAS, and managing corporate governance, audits, and due diligence processes.

Disclosure & Sharing

We share your personal data only when necessary and in accordance with applicable law, ensuring appropriate contractual and security safeguards are in place:

  • Group and operational partners: companies that are part of the ProgressPlay Limited operational network, white-label partners, and entities assisting in the provision of the Fruity King platform and infrastructure, strictly for operational and compliance purposes.
  • Payment service providers and banks: payment processors, card schemes, banks, and e-wallet providers that process your deposits, withdrawals, and chargebacks, and assist with AML, fraud prevention, and transaction monitoring.
  • Technical and service providers: hosting providers, IT and cloud service providers, security and anti-fraud vendors, analytics providers, communications platforms (email and messaging), and customer support tools, used to operate and secure fruitiking.com.
  • Regulators, authorities, and ADR bodies: the UK Gambling Commission (https://gamblingcommission.gov.uk/), the Malta Gaming Authority, anti-money laundering and law enforcement authorities, tax authorities, and approved alternative dispute resolution entities such as IBAS (https://ibas-uk.com/), when required or permitted by law.
  • Affiliates and marketing partners: carefully selected affiliates, advertising networks, and marketing partners who promote Fruity King on our behalf, where permitted by law and subject to appropriate privacy and cookie rules, including consent where required.
  • Professional advisers and corporate transactions: lawyers, auditors, consultants, and potential buyers or investors (and their advisers) where necessary for audits, regulatory reviews, or corporate restructuring, subject to confidentiality obligations.
  • With your consent or at your direction: where you explicitly request that we share information (for example, for verification with a third party) or otherwise consent to additional disclosures.

International Transfers

Because ProgressPlay Limited is established in Malta and uses service providers in various locations, your personal data may be transferred and processed outside the United Kingdom and your country of residence:

  • Transfers within the UK and EEA: data is routinely transferred between the UK and the European Economic Area (including Malta) for the purposes described in this Privacy Policy. These transfers are supported by adequacy decisions and equivalent legal protections.
  • Transfers to other countries: in limited cases, some of our suppliers or partners may be located in countries that do not benefit from an adequacy decision under UK or EU data protection law. When we transfer personal data to such countries, we implement appropriate safeguards, such as the UK or EU standard contractual clauses, or other legally recognised instruments, and we assess the level of protection provided.
  • Additional safeguards: we apply data minimisation, encryption, access controls, and contractual obligations to ensure that recipients protect your data to a standard that is substantially equivalent to that in the UK, and we monitor developments in international data transfer regulations to keep our approach up to date.

Data Retention

We retain personal data only for as long as necessary for the purposes for which it was collected, including to satisfy legal, accounting, and regulatory requirements, and then securely delete or anonymise it:

  • Player account data: core account and identification records, together with key transactional data, are generally retained for the duration of your relationship with us and for up to 5 years after account closure, or longer where required by AML, tax, or gambling regulations, or for the establishment or defence of legal claims.
  • KYC, AML, and verification data: copies of identity documents, verification records, and AML monitoring data are retained for the period required by AML and gambling regulations (typically at least 5 years after the end of the business relationship or the completion of the relevant transaction, and up to any mandatory statutory period).
  • Marketing data: information used for direct marketing and your marketing preferences are kept while you remain subscribed and for a short period after you opt out, solely to maintain suppression lists and demonstrate compliance.
  • Technical and analytics data: logs and analytics data are retained for shorter periods that are appropriate for security, troubleshooting, and statistical analysis, typically ranging from a few months to 2 years in an aggregated or pseudonymised form.
  • Complaints and dispute records: data relating to complaints, disputes, and regulatory investigations is retained for the period required to resolve the issue and for any additional statutory or limitation period necessary to establish or defend legal claims.
  • Deletion criteria: when data is no longer needed for the purposes described above, or where you successfully exercise your right to erasure and no overriding ground for retention applies, we delete, anonymise, or irreversibly de-identify the data in a secure manner.

Your Rights

You have a number of rights over your personal data under the UK GDPR and, where applicable, under EU GDPR and Mexican data protection laws. These rights may vary depending on your place of residence and the specific legal framework that applies, but they generally include:

  • Right of access: to obtain confirmation as to whether we process your personal data and to receive a copy of that data, together with information about how we use it.
  • Right to rectification: to have inaccurate or incomplete personal data corrected or completed, including updating your contact details and account information.
  • Right to erasure: to request deletion of your personal data in certain circumstances, for example where the data is no longer needed, you withdraw consent (where processing was based on consent), or the processing is unlawful. Legal and regulatory retention obligations may limit this right in some cases.
  • Right to restriction: to request that we limit the processing of your data in specific situations, for example while we verify its accuracy or consider an objection you have raised.
  • Right to object: to object at any time to processing based on our legitimate interests, including profiling, and to object separately to direct marketing, after which we will stop such processing unless we have compelling legitimate grounds or legal obligations.
  • Right to data portability: to receive certain personal data in a structured, commonly used, machine-readable format and to request that we transmit that data to another controller where technically feasible.
  • Rights related to consent: where we rely on your consent, you have the right to withdraw that consent at any time, without affecting the lawfulness of processing carried out before withdrawal.
  • Additional Mexican ARCO rights: if Mexican data protection law applies to you, you may have specific ARCO rights (Access, Rectification, Cancellation, and Opposition) over your personal data, which correspond broadly to the rights listed above and may be exercised in accordance with local procedures and requirements.

How to exercise your rights: You can exercise your rights by contacting our data protection team using the channels described in the "Who We Are" and "Complaints & Contacts" sections, clearly stating your identity and the nature of your request. We may ask for additional information to verify your identity before acting on a request. We aim to respond to all valid requests within one month (30 days) and may extend this period by up to two further months for complex or numerous requests, in which case we will inform you. We generally handle rights requests free of charge, but may charge a reasonable fee or refuse to act where a request is manifestly unfounded or excessive, as permitted by law.

Cookies & Tracking Technologies

We use cookies and similar technologies on fruitiking.com and related Fruity King sites to provide, protect, and improve the Fruity King service. These technologies store or access information on your device for various purposes:

  • Strictly necessary (functional) cookies: session and persistent cookies that are essential for site operation, enabling core features such as logging in, maintaining your session, remembering your language and region, managing bet slips, and ensuring security. These cannot be switched off via our systems.
  • Performance and analytics cookies: cookies and similar tools used to understand how visitors use our website, measure performance, detect errors, and improve user experience. They help us compile aggregate statistics on page visits, device types, and navigation paths.
  • Advertising and personalisation cookies: first-party and third-party cookies used, where permitted by law, to deliver and measure marketing campaigns, limit ad frequency, and tailor content or promotions to user segments in a proportionate manner.
  • Third-party technologies: tracking technologies implemented by trusted service providers (for example, analytics, anti-fraud, and marketing partners) that act on our instructions and are subject to appropriate contractual safeguards.

You can manage or disable cookies through your browser settings and, where provided, through our on-site cookie management tools. If you disable certain cookies, some features of the Fruity King website may not function correctly. Further details about the cookies we use, their purposes, and retention periods may be set out in a separate cookie notice available on fruitiking.com.

Data Security

We implement a comprehensive set of technical and organisational measures to protect your personal data against unauthorised access, loss, alteration, or disclosure. While no system can be entirely risk-free, we continuously review and enhance our controls to align with recognised best practices for online gambling operators.

  • Encryption and secure transmission: data transmitted between your device and our systems is protected using industry-standard encryption (such as TLS 1.2 or higher). Sensitive data is encrypted at rest where appropriate, and we apply strict key management procedures.
  • Access controls and authentication: personal data is accessible only to authorised personnel and service providers who require it for legitimate business or regulatory purposes. We apply role-based access controls, strong authentication practices, and logging of access events.
  • Network and infrastructure security: we use firewalls, intrusion detection and prevention systems, anti-malware solutions, and vulnerability management processes to protect our production environment and monitor for suspicious activities.
  • Secure development and testing: changes to our systems follow documented development and change-management processes, including testing and risk assessment, to reduce the likelihood of security flaws and unintended data exposure.
  • Audits, monitoring, and standards: we conduct regular internal reviews and engage external experts where appropriate to assess security and compliance. We strive to align our controls with international security standards and good practice frameworks (such as ISO 27001 or SOC-type controls), proportionate to the risks involved.
  • Staff training and confidentiality: employees and contractors with access to personal data receive privacy and security training and are bound by confidentiality obligations. Access to player data is strictly limited based on role.
  • Incident response: we maintain incident response procedures to detect, investigate, and mitigate security incidents. Where required by law, we will notify relevant supervisory authorities and affected individuals of personal data breaches without undue delay.

Complaints & Contacts

If you have questions, concerns, or complaints about how we handle your personal data in connection with Fruity King and fruitiking.com, you should first contact us so that we can try to resolve the issue directly:

  • Data protection and privacy queries: write to "Data Protection Officer, ProgressPlay Limited" at Soho Office, 3A, Punchbowl Centre, Elia Zammit Street, St. Julians, STJ3154, Malta, or contact us via the customer support channels (live chat and email contact form) available on our website, clearly stating that your query relates to privacy or data protection.
  • Customer support: our customer support team is generally available 24/7 via live chat and email. Response times may vary, but we aim to acknowledge privacy-related queries within a reasonable period and to provide a substantive response within 30 days, subject to any extensions allowed by law.
  • Complaint procedure: when you submit a complaint, please provide your name, account details, contact information, and a clear description of your concerns. We will investigate your complaint, may ask for further information, and will provide our response and reasoning in writing. If we cannot resolve the issue, we will inform you of your options for escalation.

Escalation to supervisory authorities: You also have the right to lodge a complaint with a data protection authority, particularly in the country of your habitual residence, place of work, or place of the alleged infringement. For UK players, the primary supervisory authority is:

  • Information Commissioner's Office (ICO): visit https://ico.org.uk/ for up-to-date contact details, online complaint forms, and guidance.

If EU/EEA data protection law applies to you, you may contact your local EU data protection authority. If Mexican data protection law applies to you, you may have the right to lodge a complaint with the competent Mexican authority for personal data protection (currently the National Institute for Transparency, Access to Information and Personal Data - INAI), using the contact channels and procedures set out on its official website.

For gambling-related disputes not specifically about data protection, you may be able to refer your complaint to an approved alternative dispute resolution provider such as IBAS (https://ibas-uk.com/) or follow the UK Gambling Commission guidance available at https://gamblingcommission.gov.uk/, as described in our terms and conditions and responsible gaming information at https://fruityking.co.uk/terms-and-conditions/ and https://fruityking.co.uk/responsible-gaming/.

Updates

We may update this Privacy Policy from time to time to reflect changes in our services, legal requirements, or regulatory guidance, particularly in relation to UK gambling regulation, data protection law, and industry best practices.

  • Notification of changes: when we make material changes, we will take appropriate steps to inform you in advance, which may include email notifications, prominent banners on the website, messages in your account area, or other direct communications.
  • Advance notice: where feasible and where changes significantly affect your rights or the way we process your data, we will provide at least 30 days' notice before the new version takes effect, so that you have time to review the updated terms and, if you wish, to adjust your settings or close your account.
  • Version control: we will indicate the date of the latest update at the end of this Privacy Policy. Earlier significant versions may be archived and made available on request for reference.
  • Your continued use: by continuing to use Fruity King and fruitiking.com after changes take effect, you acknowledge the updated Privacy Policy. If you do not agree with the changes, you should stop using our services and may request account closure through customer support.

Last updated: January 2026.