Stelllar Blade Trademark Dispute Adds to Search Engine Optimization Confusion

A Louisiana film production company, Stellarblade, has filed a trademark infringement lawsuit against Sony and Shift Up, the creators of the PS5 game Stellar Blade.

Trademark Clash: Stellarblade vs. Stellar Blade

The lawsuit, filed earlier this month, alleges that Sony and Shift Up's use of the "Stellar Blade" name for their game infringes on Stellarblade's existing trademark. The film company, specializing in commercials, documentaries, music videos, and independent films, claims the game's name has harmed their business by hindering online visibility. Search results for "Stellarblade" are now dominated by the game, making it difficult for potential clients to find the film production company.

The lawsuit seeks monetary damages, attorney fees, and an injunction to prevent further use of "Stellar Blade" (or variations thereof) by Sony and Shift Up. The plaintiff also demands the destruction of all Stellar Blade materials in the possession of the game developers and publisher.

Stellarblade registered its trademark in June 2023, following a cease and desist letter sent to Shift Up the previous month. The company claims ownership of the stellarblade.com domain since 2006, and operation of their film production business since 2011.

Shift Up initially used the working title "Project Eve" for the game before changing it to "Stellar Blade" in 2022 and registering the trademark in January 2023. The plaintiff's lawyer argues that Sony and Shift Up should have been aware of Stellarblade's prior rights. The lawyer further emphasizes the similarity between the two logos and the stylized 'S', claiming they are "confusingly similar."

Stellarblade's lawyer stated to IGN that the company believes in fair competition, but that larger companies shouldn't disregard the rights of smaller businesses. They contend that the game's superior online presence has pushed Stellarblade into "digital obscurity," threatening the company's livelihood. It's important to note that trademark rights can often be applied retroactively, extending protection beyond the official registration date. The outcome of this legal battle remains to be seen.