Marketing Policy

This Statement sets out the principles and standards we follow across all marketing activity — store listings, paid user acquisition, community management, influencer and KOL partnerships, official events and marketing messaging — and describes our obligations to players, partners and regulators. It supplements our Terms of Service and Privacy Policy; in the event of a conflict, the interpretation more favourable to the user prevails.

1. Core Principles

• Truthful and non-misleading — promotional content must match the actual game content, features and experience, and must not be false or misleading.
• Verifiable — any claim involving statistics, rankings, awards, player reviews or probabilities must be supported by verifiable evidence that we retain.
• Clear disclosure — material information such as paid partnerships, endorsements, loot box odds, pricing and auto-renewal must be disclosed clearly, prominently and in a way users cannot easily miss.
• Respect for rights — no infringement of third-party copyright, trademark, publicity or privacy rights; no disparagement or copying of competitors.
• Protection of minors — marketing directed at minors requires heightened care; we do not induce excessive spending or the disclosure of personal data.

2. Store Listing & Creative Guidelines

• Authentic visuals — store screenshots, trailers and UA creatives should in principle use real gameplay footage. Where footage is enhanced, uses concept art or substitutes other visuals, the creative must carry a clear label such as "Gameplay may vary" or "Actual gameplay may differ".
• No misleading gameplay — we do not use footage unrelated to the actual gameplay of the title (so-called "fake gameplay ads") to drive installs.
• Asset licensing — all music, fonts, images, video, characters and art assets must be properly licensed, with proof of licence retained. Unauthorised third-party IP, well-known characters or others' assets are strictly prohibited.
• Ratings and download claims — any reference to ratings, chart position, download counts, press awards or similar must be accurate, state the source and the period covered, and must not be fabricated or inflated.
• Consistent age rating — the tone of creatives and the targeting settings must be consistent with the age rating declared on the store.

3. Paid Media & Influencer Disclosure

• Clear labelling — all paid promotions, sponsored content and partnership posts must be labelled prominently with "#ad", "#sponsored", "#advertisement" or the equivalent required locally, placed where consumers see it without having to expand or click through.
• Authentic endorsements — creators must express genuine opinions based on real use; we do not ask them to make statements that contradict fact, and we follow the FTC Endorsement Guides and equivalent local rules.
• Contractual obligations — partnership contracts must set out the disclosure obligation, our right to review creatives, a prohibition on false statements, and takedown and indemnity obligations for breach.
• No engagement manipulation — we do not use fake accounts, bots or incentivised manipulation to fabricate comments, likes, shares or recommendations.

4. Random Reward Mechanics

The randomised content in this game is granted free by the system each time the player levels up. It forms part of normal game progression and is not connected to any payment, top-up or purchase.

• No payment required — players receive the random reward without paying, and the game contains no design that allows draw attempts to be bought with money or other consideration.
• No rarity tiers — the random reward has no rarity tiers, so there are no differing odds to disclose; every player receives it in exactly the same way.
• Unrelated to paid content — paying and non-paying players obtain the random reward in exactly the same way, and payment does not affect the outcome.
• Future changes — should we ever introduce rarity tiers or a random draw mechanic linked to payment, we will fully disclose the odds and rules before it goes live and update this Statement accordingly.

5. Virtual Currency & In-App Purchases

• Transparent pricing — every in-app purchase must show its price clearly in local currency, state whether tax is included, and be shown again before payment is confirmed.
• Currency terms — denominations, exchange rate, permitted uses, validity period (where applicable) and transferability of virtual currency must be disclosed before purchase.
• No cash-out — virtual currency and items generally cannot be redeemed for legal tender or physical goods, nor transferred between accounts, unless we expressly permit it in writing.
• Refunds — refunds follow the official policies of the Apple App Store and Google Play; we honour platform refund decisions and reserve the right to address improperly obtained content under our Terms of Service.
• No pressure tactics — we do not use countdowns, artificial scarcity claims or misleading discounts (such as fictitious reference prices) to apply improper purchase pressure.

6. Subscriptions & Auto-Renewal

The game does not currently offer any subscription or auto-renewing plan. If we introduce subscriptions in future, we will disclose them in full and comply with the relevant Apple App Store and Google Play rules before launch, and will update this Statement accordingly:

• Required disclosures — subscription title, price, billing period, free trial length, renewal charge date, cancellation method and cancellation deadline will appear in full on the store listing, the subscription page and the confirmation screen.
• Obtaining consent — express purchase confirmation will be required; pre-checked boxes and silent renewals will not be permitted.
• Easy cancellation — an online cancellation path equally as convenient as sign-up will be provided, with instructions available in-game or on our website.
• Notice of changes — subscribers will be notified in advance of material price or content changes, in line with platform rules.

7. Minors & Spending Limits

• No child-targeted marketing — the game is rated 8+. We do not target users under 13 (the age covered by COPPA in the United States) or under the applicable age of consent in their jurisdiction with behaviourally targeted advertising, and we restrict personalised advertising and tracking for them accordingly.
• Parental consent — where required, minors must obtain parental or guardian consent before paying, in line with COPPA, GDPR-K and each platform's parental control mechanisms.
• Spending reminders — the purchase flow includes responsible-spending prompts and, where available, spending limits.
• No data collection from children — marketing activities must not require minors to provide name, address, school or photos.

8. Marketing Messages & Push Notifications

• Basis for sending — if we send promotional push, email or SMS, we do so only after express opt-in consent; transactional or service messages (such as account alerts, purchase confirmations or important game notices) are excluded.
• We do not harvest contact details — we do not obtain your email address or phone number unless you provide it to us; it will only be used for marketing where you have provided it and consented.
• Opt out any time — every marketing message offers a simple unsubscribe mechanism (unsubscribe link, push settings toggle) that takes effect within a reasonable period.
• Identification and honesty — messages clearly identify the sender, and subject lines must not deceive or mislead; we comply with the CAN-SPAM Act, GDPR/ePrivacy and local email and SMS rules.
• Frequency control — we manage send frequency to avoid excessive interruption, and users may disable push in the in-game settings or in system settings.

9. Use of Personal Data for Marketing

• Legal basis — in the EEA/UK, direct marketing by email or push requires consent, or the soft opt-in for existing customers, and every message must offer an opt-out.
• Opt out of sale and sharing — California residents may request to opt out of the "sale" or "sharing" of personal information. We do not sell personal information, and cross-context behavioural advertising occurs only with consent.
• Data minimisation — marketing tags and audience lists retain only necessary fields and are deleted once the campaign ends or the processing purpose is fulfilled.
• Audience uploads — customer lists uploaded to ad platforms (custom audiences) are hashed first and handled in line with each platform's data use policies.
• Full details — see our Privacy Policy for the complete description of data processing.

10. User-Generated Content & Licence

• Scope of licence — content you tag us in, post with our official hashtag, or submit to us on public social platforms, official communities or events is treated as licensed to us for marketing purposes (reposting, editing, display on official channels and in ad creatives) on a free, non-exclusive, worldwide basis, with attribution where available.
• Withdrawing the licence — you may notify us in writing at any time to stop further use; material already served or printed that cannot be withdrawn immediately for operational reasons is not treated as a breach.
• Contributor responsibility — contributors must ensure their content does not infringe third-party rights; we remove infringing material once we become aware of it.
• Fan creations — we respect fan art and derivative works and generally do not interfere, except where commercially exploited or damaging to the brand.

11. Contests, Sweepstakes & Events

• Published rules — official rules must state eligibility, period, method of entry, prize description and quantity, judging or draw method, winner announcement and prize claim process, and the purpose and retention period of personal data collected.
• Fair execution — draws use an auditable random mechanism with complete records retained; whether the organiser's employees and their families are eligible must be stated explicitly.
• Tax and local law — tax liability and withholding obligations follow the law of the winner's jurisdiction and are disclosed in the rules.
• Changes and cancellation — we reserve the right to modify or cancel an event in cases of force majeure, technical failure or violation of the rules, and will announce this promptly.

12. Brand, Trademark & Copyright

• The game title, logos, characters, artwork, music, source code and related marks are the intellectual property of the Company or its licensors and may not be used without written permission.
• Third parties may not use our trademarks in a way likely to cause confusion, nor register them as trademarks, domain names or social handles.
• Press and creators may make fair use of our assets for reporting, review and streaming purposes without prior approval, provided they do not imply an endorsement that is misleading and do not remove copyright notices.

13. Enforcement & Complaints

• If you identify any conduct that breaches this Statement — including by agencies, outsourced teams or partner creators — please report it with supporting evidence to apple@calicogames.hk. We investigate and respond within 15 business days.
• Where a breach is confirmed, we require immediate takedown, correction or termination of the partnership, and pursue further liability where the case is serious.
• Partners who cause us loss through a breach of this Statement are liable for compensation and indemnity.

14. Changes & Contact

• We may amend this Statement at any time and will update the "Last updated" date on this page; material changes will be announced separately.
• Operator: Calico Games Limited.
• Contact email: apple@calicogames.hk.
• Official website: https://calicogames.hk.