ELECTRONIC ARTS
programme, has implemented a suite of rights- protection measures (RPMs) to assist IP owners. Whether these RPMs will be strong enough is another matter entirely, with Gajwani saying EA will be watching and waiting to assess the intensity of the level of cybersquatting.
“THE REAL PROBLEM THAT WE SEE IS PEOPLE REGISTERING A DOMAIN WITH OUR TRADEMARK AND THEN USING THAT WEBSITE TO DO SOMETHING BAD LIKE PHISHING.”
“It’s difficult to say until the programme actually launches but I don’t think they [ICANN] have put enough RPMs in place, and it is going to be really difficult for brand owners.”
Shiſting the company’s thinking to beat a
suspected rise in cybersquatting is much more out of EA’s hands (and firmly in ICANN’s) than its strategy for beating piracy. EA can’t necessarily change its business model to contain bad actors in the same way that it is doing in the attempt to conquer the pirates.
Whether or not the online-focused release-of- content approach beats the pirates, only time will tell. It may seem like a counter-productive strategy, but many good ideas are. EA’s approach to beating piracy appears creative and is only likely to strengthen as its business model moves increasingly online.
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masteiner@duanemorris.com www.duanemorris.com www.worldipreview.com Trademarks Brands and the Internet Volume 2, Issue 1 27
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