Why brands are so important for translating video games to film and television
It’s great to see that there’s still an appetite for well-known video games to be translated into movies and TV shows, with The Last Of Us TV show due to launch shortly, and now news from… a film based on Gran Turismo.
However, it illustrates the importance of adopting a comprehensive intellectual property and trademark strategy when it comes to new video games. It is of course imperative for video game developers to protect the brand of the game at an early stage, but protecting only computer software and video games is likely to be too narrow and short-sighted. It is also important to consider how this game can be exploited through other commercial avenues in the future, to ensure that other opportunities such as movie ties and television, as well as associated goods such as clothing, bags, etc. .
Recently, we have also seen the importance of NFTs (non-fungible tokens) in relation to video games, whether through the minting of NFTs related to avatars within the video game, rewards for players such as clothing or avatar weapons, or gameplay clips. NFTS are also becoming increasingly relevant to subsequent film and television adaptations, whether funding the production of the adaptation or selling virtual goods or “unlockable” NFT content.
It is therefore advisable to ensure that any trademark protection relating to video gaming encompasses these additional commercial activities that may arise from a successful video game. In particular, express trademark protection for goods and services such as downloadable media, movies, video content, NFTs and virtual assets should be considered part of the branding strategy adopted.