Futuremark tries to trademark 'PWNAGE'

Author: Tim Smalley
Published: 3rd March 2008

If Futuremark's PWNAGE trademark request is approved, what will happen to words like LOL, ROFL, etc?

In what might be one of the strangest trademark applications we've seen in a long while, Futuremark Corporation recently filed papers with the US trademark office for the word 'PWNAGE'.

If it is approved, Futuremark's request will cover an extremely wide slice of the digital entertainment market, including (but not limited to) the following:

"Computer game software for communication devices; computer game software and computer game programs enabling users to play games with mobile phones and personal digital assistants; computer software and programs enabling users to communication devices to simultaneously access databases and global computer networks; software enabling transfer of data between mobile communication apparatus..."

What's interesting is that one of the requests is for "Computer software development," so one has to assume this is something related to the recent Futuremark Game Studios announcement.

It'll be disappointing if this makes it through, because it's such a commonly used word in the geek world and if it does get accepted, I wonder how long it'll be before 1337, ROFL, LOL and such are trademarked.

That said, I would be surprised if it is approved, especially given that Pure Pwnage—a series of Internet-distributed "mockumentary" videos—has been around since 2004.

What are your thoughts on Futuremark's move? Share them with us in the forums.

Thanks to Trademork for the heads up