King’s Award-Winning ‘Privacy Saga’ Makes Terms of Service Playful

The iconic mobile designer’s approach to making its privacy policy more accessible has earned two awards for innovation and introduced a new creative standard for compliance

When most people think fun, they don’t think ‘privacy policies’. The dutiful progeny of legal and IT teams, privacy policies can all too often use stiff language and tiny fonts to explain how personal data is collected and used on digital platforms. But at King, where even the fine print is fair game to be fun, the lawyers decided to shake things up a bit. 

“Most people know they should probably read privacy notices but are often put off by the experience and the legal jargon that makes it difficult to understand,” says Willy Duhen, senior legal director and data protection officer at King. “Typically, the privacy policy experience is not fun. We thought we could do better, so we went the extra mile.”

King enlisted “human-centric” design firm Amurabi to help rethink its privacy policy as a game map featuring King’s most iconic characters in eye-catching graphics. The map uses simple language to demystify data collection. 

The result — Privacy Saga — sees characters like Yeti from Candy Crush Saga and Stella from Bubble Witch Saga escort players through six easy levels of bite-sized explainers on how their information gets used and shared. “There’s no legalese,” says Duhen. 

Recently, Privacy Saga won the IAPP Privacy Innovation Awards for EMEA (Europe, the Middle East and Africa) and APAC (Asia-Pacific), as well as Most Innovative Project from W@Privacy, an association that supports and promotes women working in the fields of privacy and data protection. It was also shortlisted for the Best Innovative Privacy Project at the PICCASO Privacy Awards.

Though Privacy Saga supports King’s full privacy policy, its thoughtful wording makes universal privacy best practices understandable to everyone, regardless of age or background. 

As data privacy standards evolve, King’s forward-thinking model could lead as an example of how to make compulsory aspects of data privacy laws more engaging.

“We have redefined the player experience with privacy documents and demonstrated to the world how even the unexpected can be playful,” Duhen says. 

Take Action

🍭 Play King’s Privacy Saga, which is optimized for mobile and tablet and can be accessed via the King website:https://www.king.com/privacyPolicy.

About the Author

Marli Guzzetta is the Director of Corporate Content at Activision Blizzard. She creates narrative campaigns to champion the world-class, diverse talent behind games like Call of Duty, Candy Crush, Overwatch 2, World of Warcraft, and more. See some of Marli’s favorite games in bio. 🎮