NEWMU LIMITED
(game-flex.com / “Game Flex” — effective 16 July 2025)
1. Who We Are & Why This Notice Matters
This Cookie Policy explains how NEWMU LIMITED (“Game Flex”, “we”, “us”) uses cookies and similar technologies on game-flex.com. It supplements our [Privacy Policy] and should be read alongside it. Game Flex operates a granular consent banner with “Customise / Reject All / Accept All” choices displayed on every first visit.
2. What Are Cookies?
Cookies are small text files placed on your device that store information for a limited period. We also use HTML5 local storage, pixels and JavaScript SDKs (collectively “Cookies”) to achieve comparable purposes.
3. Controller Contact
Data-controller: NEWMU LIMITED, 5 Topham St, London EC1R 5HH, United Kingdom.
Questions: info@game-flex.com
4. Legal Basis
- Strictly-necessary Cookies – Legitimate interests (site operation, Art. 6 (1)(f) UK-GDPR).
- All other Cookies – Consent obtained via our banner (Art. 6 (1)(a)).
You may withdraw consent at any time through “Cookie Settings” in the footer.
5. Cookies We Use
| Category | Example Name(s) | Purpose | Expiry | First / Third Party |
| Essential | PHPSESSID, wp_woocommerce_session_*, woocommerce_cart_hash, woocommerce_items_in_cart | Maintain secure login, keep cart intact, enable checkout | End of session – 2 days | First |
| Preference / Functional | store_currency, wp_lang, cookie_consent_user_custom_preferences | Remember language (EN/TR), chosen currency (USD, EUR, AUD, GBP, CAD), and banner selections | 1 year | First |
| Performance / Analytics | _ga, _gid, _gat (Google Analytics) | Measure traffic volumes, product-page dwell time, A/B test results | 13 months (GA default) | Third – Google LLC |
| Marketing / Advertising | _fbp, fr (Meta Pixel), IDE (Google Ads) | Serve personalised ads for Deluxe/Ultra skins to interested gamers | 90 days – 2 years | Third – Meta, Google |
| Payment & Security | __stripe_mid, __stripe_sid | Fraud screening and 3-D Secure flow via Stripe | 1 year | Third – Stripe Payments UK Ltd |
Local-storage objects (wishlist_items, price_filter_range) remain until you clear browser storage or 24 months of inactivity.
6. Third-Party Cookies & SDKs
Where we embed services, those providers may set additional identifiers:
- Google Analytics & Google Ads – statistical and ad-personalisation data (EU datacentres, IP anonymised).
- Meta Pixel – conversion tracking for esports-influencer campaigns.
- Stripe – checkout fraud-mitigation cookies.
- Cloudflare Bot-Management (if enabled) – essential for DDoS protection.
Each provider is contractually bound by Standard Contractual Clauses when data leave the UK/EU.
7. Managing Cookies
Via our banner:
- On first visit choose Accept All, Reject All or Customise.
- At any time click “Cookie Settings” (footer) to reopen the panel and change selections. Consent changes propagate within minutes across all sub-pages.
Via your browser:
- Chrome – Settings → Privacy & Security → Cookies.
- Firefox – Preferences → Privacy & Security → Cookies & Site Data.
- Edge – Settings → Cookies & site permissions.
- Safari (iOS/macOS) – Settings → Safari → Advanced → Website Data.
Blocking essential cookies may break login or checkout functionality.
8. Retention & Deletion
Cookie lifetimes are specified in the table above. Analytics identifiers reset after 13 months of inactivity. Logged banner consents are anonymised and stored for 5 years (statutory record-keeping).
9. Changes to This Policy
We may update this Policy to reflect legal or technical developments. A prominent notice will appear on the banner and “Last updated” date will change. Continued use of the site after changes take effect signifies agreement.
10. Further Information & Complaints
Contact info@game-flex.com. If you believe we misuse cookies, you may complain to the UK Information Commissioner’s Office (ico.org.uk).