Mobile games are some of the most popular apps in app stores. The mobile gaming industry made over $70 billion in 2014, outselling PC and console games. This trend is reflected across the entertainment industry with the availability of mobile video, music, and image sharing. As mobile apps gain popularity, they attract rogue app developers, who exploit the logos and designs of legitimate apps to create a false association and increase downloads.
The Business Challenge:
The trademark counsel of a popular mobile app game company was contacted by a customer who was confused by the multiple mobile apps using the design marks of the game company. She knew that as the game company’s popularity and catalog of apps continued to grow, the likelihood of bad faith infringers trying to take advantage of her client’s intellectual property would grow. The customer expressed concern that there appeared to be third-party apps charging for each download and wanted to know which app was the authorized app for the game company. Counsel knew damage to the client’s reputation was best mitigated by getting these apps off the market as quickly as possible. She also realized that these similar apps were cutting into her client’s marketshare. The company values the goodwill it has earned by creating quality products and that consumer confusion and sales erosion increases with every new copycat app.
The AppDetex Solution:
- The trademark counsel used AppDetex’s targeted search and advanced search technology to uncover unauthorized use of the game company’s brand names in third-party apps. Using AppDetex’s proprietary search features, she found specific targeted information regarding each unauthorized app, including app publisher, app description, categories, screen shots, price, ratings, and other critical information. The trademark counsel also used the advanced image search capabilities of the AppDetex system to uncover all third-party images that were infringing on the company’s mark. Finally, she was able to use AppDetex to isolate the apps that are located in the customer’s jurisdiction for further review.
- Once Trademark Counsel identified the rogue apps and added them to the case management system, she was able to rank them using a scoring algorithm set up specifically for the game company’s concerns. Ranking apps from critical to low priority allowed the trademark counsel to target the most egregious offenders first for enforcement action.
- The trademark counsel then used AppDetex’s Enforcement Portal to begin takedown proceedings against rogue apps infringing on the game company’s trademarks. She also used AppDetex’s Managed Services team to issue cease-and-desist notices to the app developers.