Monitor showing a video game being played

Secure your video game brand with trademarks

By James Wan

What you need to know (in a nutshell)

  1. The gaming industry is a multi-billion dollar industry worldwide, and trademarks are essential to the success of any gaming company.
  2. Trademarks provide brand recognition, exclusivity of use, legal protection, and preference in resolving disputes on domain names.
  3. Companies with strong trademarks tend to have more value and increased profits, as demonstrated by the example of Riot Games, worth 1.5 billion dollars, which officially registered its trademark in 2010.

Full Article

In the thriving multi-billion dollar global video game industry, companies have been increasingly harnessing the power of trademarks to safeguard brand recognition and ensure exclusivity for their products. Trademarks have proven to be a crucial component in the success of gaming companies, as those with strong marks tend to be more valuable, leading to higher profits and the ability to develop more popular titles. Furthermore, an established trademark provides legal protection for a company’s identity. It facilitates the resolution of disputes over domain names, making it an invaluable asset from both financial and practical perspectives.

Riot Games Inc. serves as an exemplary case of the benefits and significance of trademark registration. The company, worth an astounding $1.5 billion, secured its trademark in 2010, albeit after a four-year-long registration process. Upon obtaining the brand League of Legends in 2014, the company generated $2.1 billion in revenue by 2017, showcasing the immense potential of investing in trademarks. Moreover, Riot Games’ Wild Rift, currently filed for trademarking, earned the company $8.47 million last year alone, demonstrating the efficacy of this form of asset management when executed properly.

For those contemplating the launch or expansion of a business, obtaining legal protection for brands should be considered a priority, particularly if growth potential has been identified. A wise investment in trademark registration now may yield significant returns in the future with minimal additional effort. As such, taking advantage of this opportunity is crucial simply because the immediate benefits may not be apparent. Trademark registration may prove even more critical than initially anticipated, paving the way for the realisation of long-term aspirations sooner.