Ubisoft renews 1666 trademark for protection0 Comments
It’s undeniable that trademarks are incredibly important for publishers, especially when it comes to filing and renewing them. However, misunderstandings can occur when filed trademarks can be mistaken for a new IP. This appears to be the case for French publisher Ubisoft, which filed a new trademark application for 1666. Many fans and news outlets speculated that this could’ve been a new IP in the works, since the application covered "game software and electronic game programs.” It also included “computer game software for personal computers and home video game consoles.” However, according to a Ubisoft representative, the filing was only to protect the trademark, stating that “It is a standard business practice to renew trademarks in order to protect them.”
1666 was first mentioned in a 2012 trademark application, and it was also referred in THQ bankruptcy documents. Ubisoft purchased its rights at THQ’s bankruptcy auction. The publisher paid $2.5 million for not only the trademark, but for THQ Montreal studio and a new title codenamed Underdog. Since 1666 was conceived by Assassin’s Creed creator Patrice Desilets, it was originally intended to be “the new Assassin’s Creed.” However, given the tumultuous relationship between Desilets and Ubisoft, the trademark renewing is probably just a defensive measure. There could be more information about 1666 at E3 2016, where Ubisoft’s conference is set to take place on June 13 at 1 p.m. PST.
Ubisoft's Mysterious 1666 Might Be Moving Forward Again, GameSpot