Play the game and play the game.

Play the game also say "rules of the game." For the market flooded with Shanzhai, phishing products, Shanda has put the "dead knock in the end" posture. Reporter recently learned that Shanda has already applied to the court for additional four new defendants, such as Guangzhou Xian Hai, Chengdu Molong, and so on, since late November, because of the tort "blood legend" and was grand to the dock of the company has reached 16, including Baidu, Apple and other well-known enterprises, The cumulative amount claimed amounted to $146 million.

Through the above appearances, the outside world is most concerned about, the past concentrated on the content research and development and operation of the Royal network, why the election at this point to launch large-scale litigation rights? Will future potential infringing products continue to maintain a "high pressure" trend? And what effect do you want to achieve in the end?

Fuse: Big company joins "Tort Camp"

"In addition to the cases mentioned above, Shanda Games is still on the market related to the alleged infringement of the blood legend of the game to track, comb, if the full evidence will launch a new round of activist litigation." "Shanda Games," said the reporters.

"Blood legend" is Shanda's most classic game products, has been successfully operating for 13 years, and has always maintained a high popularity. But because of this, over the years the market has been a large number of imitation "legendary" products and propaganda of the cottage game.

"Legend" game operation more than 10 years can still maintain exuberant vitality, in addition to the company constantly increase research and development innovation, the infringement of products in a timely manner is also one of the important factors. It can be said that from the first day of the grand Establishment, innovation and protection are our lifeline. "Shanda Group Communications senior director Zhuge said.

According to its introduction, before 2013, through the use of private, plug-in and counterfeit cases have occurred, but the basic is in the end of the market some of the non-brand companies, based on this, Shanda to take warning, reporting to the relevant departments and other means of timely termination of the infringement, less use of criminal and civil litigation legal means. But into the 2013, the company found that the individual well-known game companies also began to counterfeit "legendary" products, such as Baidu, Apple, 37 play and other large-scale game platform for the relevant products "green light", and even launched a proprietary platform, directly increased the promotion of infringing products.

And in the Grand Game (Shanda Network core subsidiaries) Brand communications Director Liu Hong, as a result of the grand current "blood legend" of the page tour, hand Tour products are still in the research and development stage, some "imitation legend" category of page tour, hand tour of the large-scale spread, will undoubtedly be the Grand brand value and future development strategy has negative impact. Companies in the early stage of the infringement of the company's prosecution, it is in the above considerations to make.

Grand Pain: The rights of "bite" for what?

Despite the grand high-profile rights "For a Reason", but the outside world of doubt, the voice of the accusation also followed: Such a big company, deep pockets, why still with some small companies? Even on the back of infamy to "kill", do not give people to leave the posterior? Why don't other big internet companies have such activist rights?

"We are the content of the enterprise, the content of the enterprise ' injury ', especially the protection of original copyright." Zhuge said that the foreign market for intellectual property protection is a creative to the implementation of the whole process of seamless connection of the protection system, while the domestic laws and regulations are not sound, some enterprises and practitioners of legal awareness is weak. He said, "a man runs to someone's house and takes away the things that are worth seeing, everyone would say he was a thief, to catch him, but if he stole a song that his master was composing, or a painting that he was about to make, he would have a lot less to sell on the market. And these things to the owner, is precisely the most precious things. ”

In Zhuge's view, the grand years in the rights of the commitment to invest in the determination and great energy, it is true to some "shortcut" people caused a deterrent or even attracted criticism. "Under the present innovation environment, this kind of criticism is unavoidable." But we do not want to see some big companies, especially platform companies to join or even help push this vicious competition. We have been very hurt, do not want to see the damage by some brands have reputation of the company, but more willing to join them to protect the original, intellectual property protection team. ”

Remedy: It is not the best policy to rely on corporate rights

To Sheng representative, since 2013, the case of the intensive online games, and the domestic game industry over the conventional development also has a certain correlation.

"2013 China Game Industry Report" shows that the 2013 China game market revenue reached 83.17 billion yuan, up from 2012 year-on-year growth of 38%. And from the subdivision of the field, the end of the tour, the page tour, hand travel income without exception are showing an increase in the volume of hand travel income is more than the last year, a surge of 246.9% to 11.24 billion yuan.

Industry insiders pointed out that the face of huge market opportunities, the road manufacturers to launch a large number of new games in order to seize the opportunity to develop. But in the "channel for the King" marketing model, the game product homogeneity serious, some legal awareness of weak manufacturers in the interests of a large number of plagiarism, counterfeit well-known games, individual game platform for this also "open one eye closed one eye", as long as the money to promote. In addition, local protectionism has become, to some extent, an umbrella for infringement.

and individual enterprises in the knowledge of the game under the premise of infringement still choose "desperate", the deep-seated reason lies in its expected income and risk of the wrong. Compared to a number of large-scale online gaming enterprises to invest in the high research and development and brand cultivation costs, the infringer through counterfeiting, Shanzhai well-known products such as hitchhiking behavior can grab huge profits. Not only that, but even if it is eventually found to be a tort, the corresponding amount of compensation may only be one of dozens of of the profits. On the contrary, for the infringed party, due to intellectual property cases from the evidence to the conclusion often takes a lot of time, if the implementation of difficulties, local protectionism, the cost of their time will be greater, even if the victory also "outweigh the gains."

"There is no way for our subsidiaries to launch litigation rights continuously, and if the environment is good, the company will not have to work so hard," he said. "Zhuge said that some of the domestic games in recent years in the game product development, creative Link has always insisted on originality, if the game is launched after a large number of counterfeit, plagiarism, their own interests can not be effectively protected, will greatly combat the enthusiasm and enterprise research and Development initiative.

Industry insiders pointed out that in the protection of intellectual property rights, the initiation of legal proceedings has belonged to the back-end link. Comprehensive prevention mechanisms are also needed to prevent violations from occurring in a comprehensive way. First of all, the competent departments can be combined with large-scale online gaming enterprises to establish relevant consulting, service platform, training game development entrepreneur's legal awareness, to provide them with timely, necessary legal advisory services; Secondly, the relevant departments and game platform should gradually establish a public database, copyright library, and then from the front will be shanzhai, phishing online timely filtering; , cultivate the legal consciousness of the industry investors, encourage healthy and benign investment, and stop and never enter the industry for the investors who promote "infringement"; four, hope the media to strengthen supervision and appeal to the original enterprise protection. "Only the whole society, the whole industry is aware of the importance of intellectual property rights, and preventive action, the infringement is a reminder, stop, in order to truly achieve the healthy and orderly development of the game industry." ”