Aleksandra Kuc-Makulska
Hogan Lovells

Would a rose by any other name really smell as sweet? On trademarking your game and using trademarks of others.

Aleksandra Kuc-Makulska is a legal advisor and patent attorney at Hogan Lovells advising clients from various creative industries on intellectual property issues, including trademark and design protection, unfair competition, domain names, and copyrights. When working for clients, Aleksandra always tries to think outside the box and find new creative perspectives. Aleksandra likes dealing with non-traditional trademarks such as colours, shapes, and multimedia. Aleksandra is an author of numerous articles on IP issues and a frequent speaker on client events. Aleksandra co-leads the diversity and inclusion initiatives at Hogan Lovells Warsaw.

 

Speech description

A long time ago in a galaxy not so far away, there was a mighty software company that wanted to call its new videogame console “Xbox”; however, an iddy-biddy technology development company had already used this name. In the end both companies lived happily ever after, but it came at a price in that the giant had to pay‚Ķ The lesson here is that coming up with a catchy and unique trademark for a game (or gaming gear) is not an easy task. In our talk we will walk you through the main rules and costs of protecting trademarks in the game industry, starting from picking the right ones, ensuring that they are registered in the relevant territories and classes, and that they become immortal. We will also tell you of interesting cases where famous game producers have fiercely fought for their rights to their video game trademarks.

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