Enforcement
YouTube, Facebook, Apple store, Google Play store, Microsoft, Blackberry, Amazon, Instagram, Twitter, etc.
What platforms do we monitor each week to enforce our rights?
I reach out to ip@zynga.com or use this form (https://docs.google.com/forms/d/e/1FAIpQLSd7fq6XmXaWjxDLnocBAHszMzrXj84AsAK1cXKO1zUeEQdyeg/viewform?usp=sf_link).
Who do I reach out to for risk assessment on a name of a character, event, game name, other trademark use?
A piece of paper that protects our artwork and our code in each game.
What is a copyright?
What is the name of our invention disclosure portal?
PatentVille
This is a good example of a YouTube video to takedown. (https://www.youtube.com/watch?v=yRCvjldlZ-8)
What is a YouTube video showing our IP and referencing a hack at the same time?
A 15 minute search which reviews all platforms, Google, USPTO and OHIM (https://docs.google.com/a/zynga.com/forms/d/e/1FAIpQLSfWf6aayWz9x3NJt5e3X_ydmkihu2lJmZSmJXznf1EgVDslQw/viewform)
What is a Q&D (Quick and Dirty) search?
Ali works with the game team to collect the first 1000 lines of code and the reasonable last 1000 lines of code in the game, reviews the code to redact any "secret sauce" and/or personal information, collects images to submit in the application, and completes a copyright application for each of our games the day (or as close to the day) of WWL. It can take anywhere from 6 months to a year to receive the actual piece of paper acknowledging our game.
How does our copyright process work?
Legal handles domains as a protective measure- we want to make sure we get the domains in certain countries before any bad actors.(https://docs.google.com/spreadsheets/d/1UOccet2DzhIA5hXzWmCyTMOSJZbYnb2cqlZEiyKQ19E/edit#gid=0)
Why is this a legal team responsibility?
When should inventors contact IP about a potential invention?
As soon as possible, but definitely prior to launch.
We take action on a website showing our IP/hacks to our game.
What is something we do in-house/with Kilpatrick Townsend that you might not know?
A search that takes about an hour to complete and requires the "searcher" to search every country's trademark database and Google extension in addition to various app platforms (https://docs.google.com/a/zynga.com/forms/d/e/1FAIpQLSdi1fsOUM2avSE1xr7JDEv4fOlPvbQ64Lf0cJk1-kNudEWq6g/viewform)
What is a Tier 2 search?
We use these every day to enforce against bad actors in app stores, on Youtube, on social media, and for website takedowns.
When do we use our copyright filings?
I file a UDRP or URS, which can be costly and time consuming. We try to file one a quarter, depending on budget. For example, we recently won the rights to buyzyngachips.com, which was a huge illegal poker chip website hurting our economy in Zynga Poker. (https://docs.google.com/spreadsheets/d/1pLg3EGbqtNbBwug4s8I6jkS6bgWF5ghJIJHffT4j-2s/edit#gid=0)
What happens if someone else purchases the domain or owns a similar domain to one of our brands?
To promote, to provide, and to protect our IP.
What are the three goals of patents?
Because it doesn't show our IP (https://www.youtube.com/watch?v=Ltu-5YcQuso).
Why is this a bad example of a YouTube takedown?
On average, about 15 searches. It fluctuates with game team event schedules, new game releases, new character releases, and holiday events. Game teams typically submit 3-5 names for an event or in-game use, 10-15 names for a game title, and 100+ character names (WWF submits 20 or so names each month, we reviewed 500+ names for Dawn of Titans, etc.) (https://docs.google.com/spreadsheets/d/1QUAOSi_TfjNoqfQRHGLCW9Yfz9MzdL1o1WA9jWDMamI/edit#gid=0)
For trademarks, we review the names teams would like to file for ownership to ensure the name falls within our strategy and is not just an in-game use. If it is an in-game use, we don't often file as the names are more generic/not able to be owned (it would also be very expensive!). This is another reason why we have to focus on the trademark portfolio for acquisitions- to ensure it matches our portfolio requirements or it could invalidate our own portfolio.
Also, we have to confirm goods and services are correct and we only claim rights in certain classes as proof is required for each class/goods and services we list in the trademark application.
How many searches does Ali perform in a week?
Each country has its own laws and requirements. For example, the Eiffel Tower is fine to use in-game during the day but not approved for use during the night as the lights are protected.
These laws and requirements are ever changing so it requires a lot of back and forth with Foreign Counsel. We also work with Corp Dev to create license agreements with various landmark owners like The Empire State Building.
When is it safe to use a landmark?
We purchase domains for each game team depending on the countries they are expanding into, which countries have the highest DAU, how expensive the country extensions are (for example, US is $16, France is $266, Canada is $133 per domain), and any other needs the game team, Marketing or Comms may have (we often set up domains for player forums, sponsored events, UA testing, technical needs for game teams).
Stealth purchases in GoDaddy.
Acquisitions transferred over as soon as possible. Work with IT to make sure technical backend is updated as soon as possible so the game doesn't go down.
How is our portfolio set up?
How many issued patents does Zynga have (as of June 4, 2018)?
471
infringement@zynga.com
Where do I send enforcement requests?
We look at any pre-existing trademarks or common law use and assess what could happen if we were to use the name. We NEVER SAY NEVER and always find a way to offer the game team some sort of alternative or allow them to assume the risk on behalf of their business unit.
How do we assess risk?
We have zynga.com but we also have 200+ other zynga.(blank) extensions which I've set up to lead consumers to zynga.com. On the IP team, in addition to protective enforcement measures, we call this free marketing as it generates upwards of 300k views to zynga.com every 60 days.
What is a redirect?
S- strategic
M- monetizable
A- apparent
R- robust
T- timely
What should a good patent strategy be?