BfB Labs Ltd. - Champions of the Shengha


This Privacy Notice explains how BfB Labs Ltd. ("we" or "us") collect, share and use the personal data you provide us when you visit our website or play our game on your device (collectively "Services").




Our first title is Champions of the Shengha, a fantasy card battling game played with the Magic Transmitter – an ear clip monitor that measures your emotional state by tracking heart rate variability (HRV). The game challenges you to defeat opponents with a combination of strategy and self-control on the way to becoming the ultimate Shengha warrior.



Personal data we collect


  • Personal data you provide: We collect personal data from you when you choose to share it with us.  This may include when you use our website or game, create an online account with us, make a purchase, request information from us, sign up for newsletters or our email list, or otherwise contact us, including for customer support.  The personal data we collect may include your name, address, email address, telephone number, photo, geolocation, username, date of birth and, if you make a purchase from us, a credit/debit card number or other financial information.


  • Magic Transmitter: In order to access the game, you must have a Magic Transmitter. The Magic Transmitter will read your heart rate, specifically the RR interval (RR), which is the distance between each heart beat. Each time your heart beats, a signal is sent to the game, and over time the game software converts those heart beats into HRV, which is a measure of the change in interval between your heart beats.


  • Personal data we collect automatically: We may use cookies, log files, or other similar technologies (collectively, "cookies") to collect certain information about visitors to our website and game and interactions with our emails.  This information may include your browser type, device type, operating system, unique device identifier of your computer or device, Internet Protocol (“IP”) address, phone model, phone operating system, and the domain name from which you accessed our Services.  We also may collect information about your use of our game, including the date and time you visit the game, the areas or pages of the Services that you visit, the amount of time you spend viewing or using the Services, the number of times you return to the Services, other usage data, emails that you open, forward or click-through to our Services, websites you visit prior to or after you arrive on our website and other sites that you may visit. You may have the ability to opt-out of cookies and other tracking through your website browser settings.



How we use your personal data


We use your personal data in the following ways:

  • To allow you to register and create an account or profile, and provide the Services

  • To validate, confirm, verify, deliver, install, and/or track your order

  • To respond to your questions, receive your feedback, and communicate with you

  • To develop new products or services and to conduct analysis to enhance current products and services

  • To send you marketing and promotional materials

  • To review the usage and operations of our Services and improve our content, products, and services

  • To analyze trends and statistics to better understand the aggregate characteristics of our customer base

  • To address problems with or protect the Services or our business

  • To process payments when you make purchases and prevent fraud

  • For any other purpose as disclosed to you at the time you provide your personal data


Your heart rate data will be used in two ways:

  • For gameplay: Your progress in the game is partly dependent on your HRV. The more you are able to remain calm, the better will be your HRV, which will assist your performance in the game. Your HRV will be calculated directly in the Magic Transmitter, based on the software’s analysis of your heart rate.

  • For game development analysis: The software also transmits your heart rate data back to us in the BfB Labs office. We will aggregate your data with that of other players to analyse how effectively the game is teaching players to increase their HRV and reduce their stress levels. We will use this data to help us improve the game.


We will use aggregate heart rate data from all our users to conduct analysis to understand how well the game is training users to increase their HRV.



How long we’ll store your personal data


We will retain your personal data for as long as we need it to deliver the Services to you and a reasonable period thereafter to respond to requests or questions from you, to protect our legal rights, to analyze and improve our Services, and as necessary to comply with legal requests.


In order to login to the game you will need to have either a Google Play or iOS Game Centre account on the mobile device you load the game on. When you log into the game we, and other players, will be able to see the username you have defined on either Google Play or iOS Game Centre.



Your data protection rights


Lawful basis for processing


We process your personal data when necessary to fulfil a contract with you or in your interests, or to provide you with services you have requested (for example, in order to deliver your Magic Transmitter to you). We also process your personal data with your consent. For example, your decision to use the game is your choice and by choosing to play the game, you consent to the use of your heart rate data for the essential features of the game. We may also process your personal data where required to by law or when it is in our, or a third party's, legitimate interests and when these interests are not overridden by privacy and data protection rights, such as to protect the security of Services.


Your rights


You may wish to view, delete, restrict, correct or receive a copy of the personal data collected about you in a structured, machine readable format. Where we process your personal data with your consent, you may withdraw it at any time. You also have a right to (i) object to processing based on legitimate interests or (ii) ask from which source the personal data originate and if applicable, whether it came from publicly accessible sources. These rights may be limited in some situations – for example, where we can demonstrate that we have a legal requirement or compelling interest to process your personal data.


If you have any questions about the data we collect, or if you would like to exercise any of these rights, please contact the Data Protection Officer, If you have unresolved concerns, you may also have the right to complain to data protection authorities.