King, the makers of the game Candy Crush Saga, has applied for a trademark on the words “candy” and “saga” last February; Gamasutra has confirmed that the trademark application has been approved for publication, which includes a 30-day grace period for people to raise concerns about the trademark.
King hopes to use this trademark to crack down on copy cat mobile games using similar titles to their game Candy Crush Saga. A representative from King used Candy Casino Slots as as example of “a calculated attempt to use other companies’ IP to enhance its own games, through means such as search rankings.” King has also opposed Stoic’s attempt to trademark the name of their game, The Banner Saga, because the use of “saga” in the title “causes player confusion” and makes it “much easier for real copy cats to argue that their use of ‘Saga’ was legitimate.”
In response, several indie game developers have chosen to participate in Candy Jam, a game jam founded by Twitter users @caribouloche and @uuav which encourages game-makers to protest the trademarking of common words by creating their own “candy” and “saga” games.
CORRECTION: This title has been changed to more accurately reflect the status of King’s trademark application.