Trademarks, and presence in the metaverse

Over at Terranova there is a good article on trademarks in a virtual world. This is something that I have a keen interest in. in particular given the work we have been looking at for Wimbledon. Doing a proof of concept, but as an individual who hapens to work at IBM, partnering with the AELTC at Wimbledon, I was very aware of the risks to the brand values of including trademarks and player likenesses in a Second Life Demo.
Equally in a metaverse environment such as second life, it is not just the fact the logo placement is there, its the fact other people can see you interact with that placement through your avatar. People can sit on things, dance on things etc.
Trademarks guardians therefore have much more to worry about than just ‘being’, they have to worry about people ‘doing’ things with them.

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Director of metaverse and emerging tech consultancy Former IBM Consulting IT Specialist with 18 years at the company Games player epredator xbox live tag. epredator potato in second life