Game publisher King, designer of the widely popular game Candy Crush Saga, has given up on its pursuit to trademark the word "Candy". The issue began when King acquired Candy Crusher in 2009. and made the big to trademark the word "Candy" to protect its flagship game that has helped King dominate the mobile gaming business in 2013. However King does have the word "Candy" trademarking in the European Union, a trademark it wholeheartedly plans on enforcing.
King drew the ire of consumers recently when it began using its trademarks to prevent other developers from selling their games on the iTunes App Store or to file trademarks of their own. Most notably, King filed an official opposition to developer Stoic Studios’ attempts to trademark its epic Viking role-playing game, The Banner Saga. While that story-based PC title has little in common with any of King’s games, the company still filed against it in an effort to protect its many products that feature the word “Saga.”
King drew the ire of consumers recently when it began using its trademarks to prevent other developers from selling their games on the iTunes App Store or to file trademarks of their own. Most notably, King filed an official opposition to developer Stoic Studios’ attempts to trademark its epic Viking role-playing game, The Banner Saga. While that story-based PC title has little in common with any of King’s games, the company still filed against it in an effort to protect its many products that feature the word “Saga.”
King is likely trying to get these trademark issues behind it before it debuts its IPO. The company plans to raise $500 million later this year, which would make it the largest publicly held company in the lucrative social-gaming industry. In 2013, the company generated $1.88 billion in revenue and $568 million in profit.
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