Geoff Keighley goes full “REACT,” wants to Trademark “The Game Awards.”
Geoff Keighley has filed a trademark application in which he claims that the term “The Game Awards” has become a distinctive brand, closely tied to Keighley’s annual awards show.
If approved, the trademark could grant him broad rights to control the use of “game awards,” effectively preventing other organizations or individuals from using similar phrases for their events.
The phrase is too generic and widely used in the industry to be exclusively owned but that is not stopping Geoff Keighley from locking it down.
Unconfirmed: Keighley’s team reportedly emailed fans, urging them to support the filing by submitting endorsements to the USPTO, a move reminiscent of the REACT controversy.
Back in 2016, Fine Brothers Entertainment faced significant backlash after they tried to trademark “React” video format. The overwhelming public outcry forced them to withdraw the application and issue an apology.
What Happens Now?
Keighley’s claim can possibly lead to monopolistic practices if granted.
While the addition of “The” in “The Game Awards” might seem to limit the trademark’s scope, legal precedent shows otherwise.
Iconic brands like The Oscars and The Olympics have successfully enforced trademarks against partial or generic uses of their names, leveraging their market dominance to protect their intellectual property.
The argument is based on what is known as “secondary meaning.” When a term becomes so closely associated with a specific brand it is no longer considered generic.
Keighley’s application explicitly states that the term “Game Awards” is now synonymous with his event, thanks to nearly a decade of high-profile broadcasts, celebrity appearances, and widespread media coverage.
If at any point a competitor wants to start their own Game Awards show, they won’t be able to use “The Game Awards” or “Game Awards” in any way, essentially giving Geoff Geighley’s The Game Awards a shot at monopoly.
