imitation, originality and genres jennifer l. kelly litigation partner, fenwick & west llp ubc...
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Imitation, Originality and Genres
Jennifer L. Kelly
Litigation Partner, Fenwick & West LLP
UBC Law450 Video Game Law | March 6, 2013
Overview
Who I am and why I’m here
Kinds of IP disputes that commonly arise in video game industry
Copyright
Trademark
Right of publicity
Discussion of Noteworthy Cases
Analysis of Potential Claims
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Introduction
My practice
Dispute avoidance
Dispute resolution
From the gamer’s perspective …
From the litigator’s perspective …
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IP Claims That Arise: Copyright
Overview of Copyright Law
Governed exclusively by federal law
What copyright protects:
Expression of ideas, not the ideas themselves
No protection for: general concepts, plots, themes and genres; scenes a faire, ideas “merged” with expression; content not original to the author
In particular to games: basic game concept, rules, method of play, stock characters, common sports moves, other aspects of games “driven by genre”
BUT: overall “look and feel,” graphics, underlying code, storyline, sounds can be protected
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IP Claims That Arise: Copyright (cont.)
Elements of claim for copyright infringement
Ownership of a registered work + copying of protectable elements
Key Issues in video game disputes:
Is what was copied original to the claimant or did they copy it from someone else?
Is what was copied part and parcel of the genre?
Noteworthy Disputes:
Atari v. North American, 672 F. 2d 607 (7th Cir. 1982)
Capcom vs. MKR, 2008 WL 4661479 (N.D. Cal. Oct. 20, 2008)
Hasbro v. RJ Softwares, S.D.N.Y. Case No. 08-cv-06567
Zynga v. Vostu, 816 F. Supp. 2d 824 (N.D. Cal. 2011)
Nimblebit/Zynga
Tetris v. Xio Interactive, 2012 U.S. Dist. LEXIS 74463 (D.N.J. May 30, 2012)
Electronic Arts v. Zynga, N.D. Cal. Case No. 12-cv-04099
Spry Fox LLC v. Lolapps, W.D. Wash. Case No. 12-cv-00147
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Atari v. North American (K.C. Munchkin & Pac-Man)
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Capcom v. MKR(Dawn of the Dead & Dead Rising)
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Hasbro v. RJ Softwares (Scrabble vs. Scrabulous)
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Zynga v. Vostu(Cityville & MegaCity)
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Nimblebit/Zynga(Tiny Tower and Dream Heights)
Open Letter to Zynga
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Tetris vs. Xio Interactive(Tetris and Mino)
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EA v. Zynga(Sims Social & The Ville)
Spry Fox v. Lolapps(Triple Town v. Yeti Town)
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IP Claims That Arise: Trademark
Overview of Trademark Claims
Governed by federal and common law (registered and unregistered marks)
What TRADEMARK law protects
Use of a trademark, name or trade dress in commerce to identify a single source of good or service
Claims involve use of a trademark or name in a title or within an app/game
Starting to see some disputes (gripes) relating to keywords in AppStore
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IP Claims That Arise: Trademark (con’t)
Elements of Claim:
TM infringement: use of another’s mark (or name) in commerce that causes likelihood of confusion as to source, sponsorship, or association
TM dilution: use of another’s mark in commerce that causes dilution to the strength of the mark
Defenses: classic fair use, nominative fair use, parody, First Amendment (artistic relevance + not explicitly misleading)
Relevant Examples:
Hasbro v. RJ Softwares
Blingville v. Zynga, N.D. W. Va. Case No. 11-cv-00004
The Learning Company v. Zynga, D. Mass, Case No. 11-cv-10894
ESS Entertainment vs. Rock Star Videos, 547 F.3d 1095 (9th Cir. 2008)
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Blingville v. Zynga (the “Ville”)
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The Learning Co. v. Zynga (the “Oregon Trail”)
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ESS Entertainment vs. Rock Star (The Play Pen vs. The Pig Pen)
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IP Claims That Arise: Right of Publicity
Overview of Right of Publicity Claims
Governed by state law (usually the law of the residence of the person with the claim)
ROP is a personal claim arising out of privacy law, for an individual to have the right to control commercial use of his or her likeness
Person does not have to be famous, or alive
Some overlap with TM claims
Elements of Claim:
Use of name, voice, likeness or broader in some places
Of a person (potentially deceased)
Without consent (written/oral varies by state)
For defendant’s advantage
Defenses:
Public affairs, First Amendment (transformative)
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IP Claims That Arise – Right of Publicity (Con’t)
Relevant Examples:
RC3 v. Justin Bieber, M.D. Fla. Case No. 12-cv=00193
Dillinger v. Electronic Arts, 795 F. Supp. 2d 829 (S.D. Ind. 2011)
Kirby v. Sega, 50 Cal. Rptr. 607 (2006)
No Doubt v. Activision, 192 Cal. App. 4th 1018 (2011)
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RC3, Inc. v. Justin Bieber(Beaver & Biebs)
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Dillinger v. Electronic Arts (John Dillinger & “Dillinger Tommy Gun”)
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Kirby vs. Sega of America, Inc. (Lady Miss Kier & Space Channel 5/U-La-
La)
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No Doubt vs. Activision Publishing, Inc. (No Doubt & Band Hero)
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Analysis of Potential Claims: Copyright
Step 1: Identify game’s genre and others that fall into it
What were developers inspired by? What were they aware of?
Make a list of all games and common features
Step 2: Identify unprotectable aspects of such games
What is common to, driven by genre?
Other aspects that are not protectable as a matter of law
Step 3: Compare the games
Game to Game comparison
Step 4: For any similarities of protected expression, drill down:
Why was a particular feature chosen?
Can changes be made?
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Analysis of Potential Claims: Trademark
Step 1: Is any TM used in title or within game?
Step 2: If yes, where is it?
Title or main character vs. subsidiary
Step 3: Analyze how it has been changed or modified, what is the purpose it serves in the work?
Step 4: Practical risk analysis who owns potential mark?
Is the mark registered?
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Analysis of Potential Claims: ROP
Step 1: Were any real people the inspiration/source of characters or names?
Famous people as basis for character?
Other real people?
Real people used in motion capture
Were developers inspired by anyone in particular?
Step 2: If yes, was there consent/release? For what?
Step 3: If yes, where is the character name/likeness?
Step 4: Analyze how it has been changed or modified; what is the purpose it serves in the work?
Step 5: Practical risk Who is it?
Where are they?
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