Content Protecting games – IP issues It also protects against other acts of protect against third party use in exploitation, like distributing copies other areas (eg clothing or toys). of the ‘work’ or making it available However, speculative registration on the internet. may not be advisable as a registered Copyright protection lasts for trade mark which is unused within a long time. In the UK and most a certain period of time may be major markets, for the copyright- vulnerable to being cancelled for protected elements most likely non-use. Trade marks can provide to subsist in games (eg graphics, indefinite protection if they are artwork, narratives, text and audio), genuinely used and renewed. protection lasts for 70 years from the Trade marks can be registered on death of the ‘author’ (ie creator). a national basis (eg in the UK) or, in some cases, on a regional basis, Registered trade marks for example by a single registration Company names, trading names, covering the entire EU (an EU trade product/service names, brand mark or EUTM). EUTMs no longer names, logos, and even some afford protection in the UK and colours, shapes, motions and trade marks need to be registered sounds (among other things) can separately in the UK and EU. Owners be protected by registering them of EUTMs registered on or before 31 as trade marks. As well as the December 2020 have been given an name of the video game and any equivalent registered right in the UK, logo, thought should be given as automatically and for free. to whether character names, level If registered trade mark protection names, images of characters and is required in numerous countries/ the like should be registered as regions worldwide, it can be cheaper trade marks. and easier to use the international Trade marks must be registered for system administered by WIPO (as specific goods and/or services. A opposed to filing separately in each trade mark registered for one area country). The result is a bundle of of use (eg games) will not necessarily national/regional trade mark rights. 127