Privacy Policy




Is committed to protecting and respecting your privacy. This policy (together with our Terms of Use, Cookie Policy, Terms & Conditions of sale and any other documents referred to on it) sets out the basis on which any personal data SAI collects from you, or that you provide to SAI, will be processed by SAI. Please read the following carefully to understand SAI views and practices regarding your personal data and how SAI will treat it. By visiting you are accepting and consenting to the practices described in this policy and the transfer of your personal information inside and outside the EEA.


SAI may collect and process personal data, which may include name, address, email address, phone number, financial and credit card information, about you in a number of ways including but not limited to:

  • When you enquire about a product, place an order or make a payment by phone, email or otherwise.
  • When you register to receive newsletters from SAI or email sales.
  • When you apply for a credit account from credit reference agencies and search information providers.
  • Information from payment and delivery service providers.
  • When you provide contact details in meetings, phonecalls, trade fairs and shows.


SAI’S site uses cookies to distinguish you from other users of our website. This helps us to provide you with a good experience when you browse our website and also allows us to improve our site. For detailed information on the cookies we use and the purposes for which we use them see our Cookie policy.


SAI uses information held about you in the following ways:

  • to carry out our obligations arising from any contracts entered into between you and SAI and to provide you with the information, products and services that you request from SAI;
  • to provide you with information about other goods and services SAI offers that are similar to those that you have already purchased or enquired about;
  • to provide you, or permit selected third parties to provide you, with information about goods or services we feel may interest you. If you are an existing customer, SAI will only contact you by electronic means (e-mail or SMS) with information about goods and services similar to those which were the subject of a previous sale or negotiations of a sale to you. to notify you about changes to our products and services;
  • to administer SAI’s site and for internal operations, including troubleshooting, data analysis, testing, research, statistical and survey purposes;
  • to improve SAI’s site to ensure that content is presented in the most effective manner for you and for your computer;
  • as part of our efforts to keep SAI’s site safe and secure;
  • to measure or understand the effectiveness of advertising SAI serves to you and others, and to deliver relevant advertising to you;
  • to make suggestions and recommendations to you and other users of our site about goods or services that may interest you or them.
  • SAI may combine this information with information you give to SAI and information SAI collects about you. SAI may use this information and the combined information for the purposes set out above (depending on the types of information we receive).


SAI may share your personal information with any member of SAI’s group, which means subsidiaries, the ultimate holding company and its subsidiaries, as defined in section 1159 of the UK Companies Act 2006.

SAI may share your information with selected third parties including:

  • Business partners, distributors, suppliers and sub-contractors for the performance of any contract SAI enters into with them or you.
  • Credit reference agencies for the purpose of assessing your credit score where this is a condition of SAI entering into a contract with you.
  • In the event that we sell or buy any business or assets, we may disclose your personal data to the prospective seller or buyer of such business or assets.
  • If SAI or substantially all of its assets are acquired by a third party, personal data held by it about its customers will be one of the transferred assets.


The data that SAI collects from you may be transferred to, and stored at, a destination outside the European Economic Area ("EEA"). It may also be processed by staff operating outside the EEA who work for SAI or for one of SAI’s suppliers or distributors. Such staff maybe engaged in, among other things, the fulfilment of your order, the processing of your payment details and the provision of support services. By submitting your personal data, you agree to this transfer, storing or processing. SAI will take all steps reasonably necessary to ensure that your data is treated securely and in accordance with this privacy policy.

Where SAI has given you (or where you have chosen) a password which enables you to access certain parts of SAI’s site, you are responsible for keeping this password confidential. You should not share a password with anyone.

Unfortunately, the transmission of information via the internet is not completely secure. Although SAI will use reasonable endeavours to protect your personal data, SAI cannot guarantee the security of your data transmitted to our site; any transmission is at your own risk. Once SAI has received your information, SAI will use strict procedures and security features to try to prevent unauthorised access.


You have the right to ask SAI not to process your personal data for marketing purposes. You can unsubscribe from newsletters at any time by using Unsubscribe on the email. You can exercise the right at any time by contacting us at the address shown below

SAI’s site may, from time to time, contain links to and from the websites of its distributors, exhibitions, advertisers and affiliates. If you follow a link to any of these websites, please note that these websites have their own privacy policies and that SAI does not accept any responsibility or liability for these policies. Please check these policies before you submit any personal data to these websites.


The Act gives you the right to access information held about you. Your right of access can be exercised in accordance with the Act. Any access request may be subject to a fee of £10 to meet SAI’s costs in providing you with details of the information SAI holds about you.


SAI reserves the right to change this privacy policy at any time without notice, and any such changes will appear in the copy of this privacy policy available on SAI's website. This agreement is governed by the laws of England and Wales.


Questions, comments and requests regarding this privacy policy are welcomed and should be addressed to Legal Counsel, Sega Amusements International Limited, 42 Barwell Business Park, Leatherhead Road, Chessington, KT9 2NY.