Geoff Keighley, the man who started The Game Awards ten years ago is trying to enlist gamers in his plot to trademark the event’s name and effectively silence competition.
If Keighley’s filing with the US patent office succeeds, he’ll own the term “game awards.” This is an incredibly generic term used by many smaller award shows run by independent creators. Keighley is the largest voice in the gaming award show scene, with his star-studded event taking place every year on YouTube, backed by the Triple-A gaming industry.
A screenshot of an interview in which Geoff Keighley was given the nickname “Dorito Pope” by gamers – YouTube, LevelSave
It’s unlikely that Keighley will succeed in this venture, as the US Patent Office has safeguards in place that prevent organizations and individuals from trademarking common use terms.
For example, someone couldn’t trademark the term “sporting goods store,” as its so generic. But “Dick’s Sporting Goods” can be trademarked as its the name of a unique entity.
An anonymous whistleblower Leaked Geoff Keighley’s email to me and it EXPOSES “The Game Awards” INSANE Agenda!
WATCH: https://t.co/rvrEAKvPMT#TheGameAwards pic.twitter.com/KWYVUFvk0d
— Smash JT (@SmashJT) November 18, 2024
That’s not stopping Keighley, a silver spoon recipient born into a very wealthy family, from trying to use his influence to take full ownership over the term. But he clearly knows it will be an uphill battle. That’s why he’s soliciting aid from gamers, reaching out to them via email to ask for help.
“We are currently in the midst of registering The Game Awards as a mark with the US Patent & Trademark Office,” Keighley said in an email to fans who tuned into a pandemic-era Zoom session. “We are looking for letters of support to establish that consumers (that’s you!) distinctively associate the term ‘The Game Awards’ with our annual awards show.”
YouTube personality SmashJT first leaked this email on his official website and YouTube channel.
The email encouraged fans to sign a letter of support via DocuSign, ensuring them that it would only take about 30 seconds, while also failing to explain the ramifications should Keighley succeed.
It also asked fans to share personal anecdotes about the event that would be included in the filing case.
“In addition, if you want to reply to this email with any personal reflections with details on how you came to know and live The Game Awards, we would be happy to include your individual thoughts in our application when it is filed in a few weeks,” the email said.
Geoff Keighley is attempting to trademark “Game Awards” with the US Patent Office, meaning no one else will be able to host an awards show with the words “Game Awards” in it
Worse, he’s emailing fans and requesting they file with the USPTO on his behalf pic.twitter.com/O9EnFI0aWe
— Moriarty (@MRIXRT) November 15, 2024
“What makes this situation particularly troubling is the way the email appeals to fans to aid in the trademark process,” SmashJT said while commenting on the insidious nature of Keighley’s request. “It asks recipients to submit ‘personal reflections’ about their connection to The Game Awards. Keighley’s team is leveraging the goodwill of the gaming community to serve their legal ambitions. Some people may read this message thinking its completely innocent or that they are ‘doing the right thing’ by participating in pushing the agenda forward. But no. The request subtly frames the trademark application as a collaborative effort, even though its ultimate purpose is to give one entity exclusive control over a term that belongs to all of us, in the broader gaming verbiage.”
Despite running the event for an entire decade, this marks the first time Keighley has attempted to own the term. It comes just eight months after Stuttering Craig of Side Scrollers revealed his plan to launch a counter show called The Real Game Awards.
A screenshot of Al Pacino presenting at The Game Awards 2022 – YouTube, TheGameAwards
Craig’s show would be entirely voted on by gamers, which is the exact opposite of how Keighley’s corporate sponsored suit and tie affair is run.
While Keighley often touts the fans ability to vote on winners for The Game Awards, the gesture is mostly symbolic. The fan vote makes up just a measley 10% of the actual results, with 90% determined by a panel of industry insiders from legacy access media outlets like IGN, Polygon, and Variety.
Do you think gamers will support Keighley in his attempt to trademark The Game Awards? Do you think he’ll ultimately be successful? Sound off and let us know!
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