Turn your
into a brand that lasts
Game titles, studio names and creator brands quickly become valuable assets. Deviant Trademarks helps you protect and grow that value with services specifically for the games industry.
Why trademarks matter
Names aren't copyright
When you publish a video game or build a brand, its name quickly becomes one of its most valuable assets. Discoverability, recognition and reputation all depend on it.
Many creators assume their name is automatically protected if they were the first to use it publicly, but this is not the case. Registering a trademark is the only certain way to protect your game title or studio name. Without it, others could legally use a confusingly similar name, or even block you from using yours.
Because trademark protection usually works on a first-come, first-served basis, timing matters. The later you act, the more expensive and complex things could become.
Copyright doesn't cover names
tap to see whyYour name drives discovery
tap to see whyFirst to register wins
tap to see whyTrouble follows success
tap to see why
Be ahead of the game
What you risk without a trademark
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Forced rebranding
Changing a name after you announced or launched your game means new logos, domains, store pages and additional marketing costs.
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Loss of online visiblity
Confusingly similar names reduce discoverability on Steam, consoles, online platforms and the internet.
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Lost commercial opportunities
Merchandise, licensing and transmedia deals depend on clear brand ownership.
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Weaker position with partners
Publishers, platforms and investors value clean IP structures and registered rights. They sometimes even incorporate this as an obligation in their contracts.
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Higher legal costs later
Disputes and oppositions are far more expensive than early registration.
Built from inside the industry
Trademark protection, built for games
Trademark protection gives you exclusive rights to use your name for specific products and services, and the tools to stop others from copying or misusing it. But games aren't generic products. Game titles, merchandise, transmedia, esports and content creation require a tailored approach, and that takes industry knowledge.
Deviant Trademarks is the premier trademark service that is exclusively specialized in games, esports & content creation. We deviate from traditional trademark agencies by understanding the games industry from the inside out.
Our trademark services
Protecting and growing video game brands in every stage of their lifecycle
We offer a full service trademark solution dedicated to the video games, esports and content creation industry.
Secure the exclusive rights to your game title, studio, esports team or brand in the relevant territories. We advise on availability, scope and strategy, and handle the registration process from start to finish.
Once registered, your brand requires protection. Our monitoring solutions help detect confusingly similar applications and misuse early, before they turn into disputes.
If someone uses your name without permission, we help you respond effectively. From cease-and-desist letters to negotiations and formal legal procedures, we focus on resolving issues proportionally and pragmatically.
Trademarks are often registered for a certain amount of time, which means that they need to be periodically extended. We help you track deadlines, assess whether protection remains relevant, and manage renewals. In this way your rights stay aligned with your business.
Trademarks create opportunities beyond your own use. We draft and review license agreements for merchandising, publishing and other commercial collaborations. We ensure that your IP is respected and supports your own goals.
The first video games trademark agency
Why Deviant Trademarks
Specialized in games
We work exclusively with games, esports, creators and adjacent brands. We understand platforms, franchises, DLC, merchandise and transmedia by default.
Accessible and clear
We provide clear legal advice without unnecessary legalese. We're transparent about the costs involved in registration and don't push aggressive upselling or surprise invoices. We assess what's best for your situation and budget.
Software powered
We have our own monitoring software built specifically for the games industry, we spot conflicts on trademark registers, game stores and online use early.
How it works
From first idea to lasting protection
Online intake
Tell us about your game or brand and where you plan to use it.
Strategic advice
We check availability, whether your name can be registered, and the risk of opposition before you commit. You get territories, scope and a clear cost overview up front.
Registration & follow-up
We file strategically for your situation. No unnecessary classes, no services you do not need. We handle filings and communication.
Ongoing support
We help monitor and enforce your trademark when needed. We assist with renewals, enforcement and licensing.
What our clients say
Trusted across the games industry
We support developers, publishers, esports organisations, creators and game-adjacent brands across Europe and beyond.
Trademarks in our portfolio
What our clients say
Neopets carries more than 25 years of history, and protecting that while continuing to grow the brand is one of our biggest responsibilities. Deviant Legal understands both sides of it. They know the games and licensing landscape, but more importantly they understand what makes Neopets unique, how our characters and IP live across games, merchandise and other commercial opportunities, and where the lines are actually worth defending. Whether they’re monitoring our rights or dealing with infringements, the advice is practical, strategic and tailored to us.
FAQ
Your questions, straight answers
Do I really need a trademark if my game or brand is still small?
Yes, trademark protection is the most effective when you register early. The reason is that trademark registration works on a first-come, first-served basis. Waiting until launch or success often means higher costs, more risk, or limited options. If budget is a constraint, we always try to find a way to ensure protection in a cost-effective way.
Isn't my game name already protected by copyright?
No. Copyright protects creative works like code, art, music and writing, but not names. Game titles, brand names and logos require trademark protection. Without it, others may legally use a similar name, even if you created it first. Words simply aren’t protected by copyright the way creative works are, which is why trademark registration is the only reliable way to protect a name.
Is trademark registration expensive or complicated?
Registration costs money. There’s no way around that, and we won’t pretend otherwise. But compared to disputes, forced rebrands or losing your name later, early registration is almost always the cheaper path. We’re transparent about pricing upfront, register only what’s actually worth registering, and adapt to your budget where we can.
What if someone is already using a similar name?
It really depends on the specific scenario, and that’s exactly why an assessment matters. Before registering, we check availability and risks, explain what’s realistic, and advise on next steps. Sometimes a name is still usable with the right strategy; sometimes it’s better to adjust early rather than fight later.
What is Deviant Game Guard, and do I really need trademark monitoring?
Deviant Game Guard is our trademark monitoring solution, built specifically for the game industry. It helps detect confusingly similar trademark applications and potential misuse of your name on game stores, online platforms and the internet.
Trademark monitoring is also legally important. If you don’t act against people who use your name, the distinctiveness of your trademark, and the protection it gives you, can weaken over time.
You don’t always need monitoring from day one, but it’s an important safety net. Deviant Game Guard lets you spot issues early, when they’re easier and cheaper to resolve, instead of reacting after damage is already done.
We also understand that budgets are not unlimited. We assess on a case-by-case basis whether trademark monitoring is recommended for your situation.
Protect your name
Make your name yours
Get clarity on your trademark and start protecting your brand today.
