1Who we are
End Game In Mind is a founder-led venture business based in Manchester, United Kingdom. We run this site, we decide what happens to the information collected through it, and under UK GDPR that makes us the data controller for it.
Anything in this policy that you want to act on, question or argue with goes to the same address: ask@endgame.work. It reaches the people who run the company, not a queue.
2What we collect
Two things, and they are worth keeping apart, because one of them only exists because you typed it and the other only exists if you agreed to it.
What you tell us
When you fill in the form on our contact page, we get your name, your email address, your company, which of Explore, Evolve or Exit you picked, and whatever you wrote in the message. If you email us or speak to us, we keep that too, because that is what a conversation is.
The form also carries a few things you did not type: which link on the site sent you to it, and, if you arrived from a campaign or another website, the campaign tags and the referring address. That is how we know which piece of writing brought you here. It is attached to your enquiry rather than kept as a profile of you.
What analytics collect, if you let them
If you accept analytics cookies, Google Analytics 4 and Microsoft Clarity record how the site gets used: pages viewed, roughly where in the world you are, what kind of device and browser you are on, and how far down a page people get. Clarity also records an anonymised playback of the session, which is how we find the thing that is broken on a screen size we do not own.
Neither of them tells us your name. If you say no, neither of them runs at all. The cookie policy lists every cookie either one sets.
3Why we are allowed to
UK and EU data protection law makes us name a lawful basis for each thing we do with your information rather than assert that we mean well. Ours are short.
| What | Why | Lawful basis |
|---|---|---|
| Your enquiry | To reply to you and to talk about working together | Legitimate interests, and steps before a contract |
| Attribution on the enquiry | To know which of our writing brings founders in | Legitimate interests |
| Analytics and session playback | To find what is unread, unclear or broken | Consent, which you can withdraw at any time |
| Spam and abuse checks on the form | To keep the inbox usable | Legitimate interests |
| Records of work and invoices | Because we have to keep them | Legal obligation |
Where the basis is consent, saying no costs you nothing. Where it is legitimate interests, you can object, and we will either stop or explain why we think we should not.
4Who else sees it
We do not sell your information, we do not trade it, and we do not hand it to anyone for their own marketing. A small number of suppliers process it on our behalf so the site can work at all.
- Vercel hosts the site and serves every page of it.
- Cloudflare checks the contact form is being used by a person rather than a script. That check sees your IP address.
- Google Analytics 4 and Microsoft Clarity, but only once you have accepted analytics cookies.
- Our own systems and email, where an enquiry lands so we can answer it.
Each of them is bound by a contract that limits what they can do with it. We will also hand information over where the law requires it, and we will tell you if we are allowed to.
5Where it goes
Some of those suppliers are based outside the UK, mainly in the United States. Where information leaves the UK it is covered by the safeguards the law provides for that, normally the UK addendum to the standard contractual clauses. If you want to know exactly which safeguard covers which supplier, ask and we will tell you.
6How long we keep it
Long enough to be useful, and no longer. If you ask us to delete something sooner, we will, unless we are legally required to hold on to it.
| What | How long |
|---|---|
| An enquiry that did not become work | Three years from your last contact with us |
| Records of work we did together | Seven years, because tax law says so |
| Google Analytics data | Fourteen months |
| Microsoft Clarity recordings | Thirty days |
| Your cookie answer | Twelve months, then we ask again |
7What you can make us do
These are your rights under UK and EU data protection law. They are not favours, and using one is free.
- See it. Ask for a copy of what we hold about you.
- Fix it. Have anything wrong corrected.
- Delete it. Have it erased, where we have no reason left to keep it.
- Pause it. Have us stop using it while something is in dispute.
- Object to it. Tell us to stop where we rely on legitimate interests.
- Take it with you. Get it in a form another provider can read.
- Change your mind. Withdraw consent for analytics whenever you like, using cookie preferences in the footer of any page.
Write to ask@endgame.work and we will answer within one month. If we get it wrong, you can complain to the Information Commissioner’s Office at ico.org.uk, though we would rather you told us first and gave us the chance to fix it.
8Keeping it safe
The site runs over HTTPS everywhere. Enquiries are signed in transit so the system receiving them can prove they came from us and were not altered on the way. Access to what you send us is limited to the people who need it to answer you. No site is unbreakable and anyone who tells you otherwise is selling something, but if something does go wrong and it puts you at risk, we will tell you and the regulator inside the time the law allows.
9Children
This site is for people running companies. It is not aimed at children, and we do not knowingly collect anything about anyone under 18. If you think we have, tell us and we will delete it.
10Changes to this policy
We will update this page when what we do changes, and the date at the top will change with it. This version was issued in August 2026. If a change matters to you, for example if we start using something new that needs your consent, we will ask rather than quietly amend this page.