Court Rules Gran Turismo Protected By 1st Amendment In Including Company Logos For Realism

from the track-speech dept

Ever since video games got to a point of enough realism, how those games depict real-life locations and real life "props" has become an interesting question due to, of course, trademark law. Electronic Arts recently stepped into this question, for entirely unrelated reasons, when it announced it was no longer going to ask for permission to depict realistic and branded weapons in its shooting games. The question has always been more prevalent in the world of sports games, however, with stadiums named for advertising partners and advertising depicted all over the stadiums and equipment within the sport.

Well, we've got another case of a video game producer attempting to rely on First Amendment protections to be able to depict a third party brand within its game, as Gran Turismo made use of Italian flooring company Virag's logo for realistic effect. And, according to the outcome between Virag and Sony in California, the First Amendment wins.

Virag is an Italian flooring manufacturer -- and it also sponsors car races. Its name and logo have appeared on tracks in Sony's realism-obsessed Gran Turismo games, as seen in the image above, and the company sued Sony in California -- but a judge just tossed out most of Virag's claims.

With this order, the First Amendment status of video games as an expressive medium continues to be upheld. "Gran Turismo 5 and Gran Turismo 6 are expressive works that qualify for First Amendment protection," judge Laurel Beeler wrote.

This is good news on several levels. To start, having a judge slap down an obnoxious attempt by a company to sue over the depiction of that company's brand, essentially free advertising, is always welcome. Add to that the further cementing of video games as a medium of expressive art, something that really ought to have been settled in the minds of the masses by now. And, finally, anything that gives game developers a greater sense of freedom to pursue realism with less regard for the insane permission culture that has invaded the arts works for me as well.

As a few commentators have pointed out, Sony likely prevailed because the case was heard in the US, where we have fair use provisions with some actual teeth, compared with the EU where, if anything, the culture of permission is even greater. I would argue that if a region's intellectual property law is such that companies feel emboldened to try to end what is essentially free advertising within art, some revisions to those laws are needed.

Filed Under: first amendment, gran turismo, logos, realism, video games
Companies: sony, virag

Would You Rather Be 'Right' Or Realistic?

from the being-right-in-fantasy-land-doesn't-help-much-in-the-real-world dept

We recently wrote about the excellent comic from Matthew Inman's The Oatmeal to highlight how companies turn would-be buyers into infringers by not making the content available. Here's a snippet. In response, some folks sent over columnist Andy Ihnatko's response, in which he suggests the comic is actually representative of the sense of entitlement that people feel towards such content. Ihnatko's writeup is slightly amusing as he tries to mock those consumers for actually having an opinion on how they consume content and concludes with this basic statement:

The world does not OWE you Season 1 of “Game Of Thrones” in the form you want it at the moment you want it at the price you want to pay for it. If it’s not available under 100% your terms, you have the free-and-clear option of not having it.

I sometimes wonder if this simple, grown-up fact gets ignored during all of these discussions about digital distribution.

I was going to write a rather long response to why this is kinda silly, but Marco Arment did a better job than I ever would in explaining the difference between being "right" and being "pragmatic." You really should read the whole thing, because it involves a rather detailed example involving the physical layout of a restroom. I'm going to skip over that part and highlight the summary point, but it's worth reading the full thing:

We often try to fight problems by yelling at them instead of accepting the reality of what people do, from controversial national legislation to passive-aggressive office signs. Such efforts usually fail, often with a lot of collateral damage, much like Prohibition and the ongoing “war” on “drugs”....

[....]

Relying solely on yelling about what’s right isn’t a pragmatic approach for the media industry to take. And it’s not working. It’s unrealistic and naive to expect everyone to do the “right” thing when the alternative is so much easier, faster, cheaper, and better for so many of them.

This point could be seen as the central theme of many of the 40,000 plus posts that have been made on this blog: dealing with reality is always going to be a more effective way to go about things than taking some "moral" stand on how things "should" be. And, if you can deal with the realities and it actually solves the whole moral "I'm right!" part at the same time, what good is it to not deal with realities?

Taking the point even further, there's a simple fact of today's world, which is that consumers have power. Ihnatko's entire point seems to assume that this consumer power is "entitlement." I tend to think of it as consumers making their will known -- and that tends to lead to better products that should make everyone better off. What Ihnatko ignores is that a market is not determined by just one side. It's the interplay between buyers and sellers, and if the buyers aren't happy, they express that to the sellers in certain ways -- and infringement is one of those ways. It's a market signalling method. I'd argue that it's just as much an "entitlement" mentality by the "sellers" to pretend that only they get to decide what the consumer should be able to get, without listening to what the consumer wants.

Filed Under: business models, infringement, morals, practicality, realism, right