King.com has trademarked the word “candy.” I wish I could just have that stand alone here, because it says quite a lot about the company, the world, and perhaps even the gaming community in general, but I can’t. The Candy Crush Saga creators sought dibs on a ridiculously common term and, against all odds, the US trademark office actually went ahead and basically said, “Sure! ‘Candy’ is all yours!” I’m being facetious, of course, and the US trademark isn’t finalized. the European trademarking of the world “candy” is, however, so wheels are in motion and soon King.com could have both.
This exercise in ridiculousness began last year on February 6, 2013, when King.com first sought to trademark “candy” in what comes across as an attempt to make Candy Crush Saga the official game of sweet treats. On January 15, 2014, the US government decided that sure, that was okay. So now King.com pretty much owns the use of the word “candy” when it comes to video games, software, mobile device accessories, ring tones, various kinds of clothing, and more. You can see everything the trademark applies to at the United States Patent and Trademark Office.
As a result of the decision, other developers and publishers with the word “candy” in their game could be hunted down by the Candy Crush Saga creators. Already, GameZebo is reporting that All Candy Casino Slots – Jewels Craze Connect: Big Blast Mania Land‘s developer, Benjamin Hsu, received notice from Apple that his game had to be removed from iTunes because it’s stepping on King.com’s toes for using “candy.” King.com is going to be aggressive about keeping its brand safe.
Candy Crush Saga is playable on every platform casual gamers care about. It’s on your PC, as well as Android and iOS devices. It’s free to play, technically. Really though, it will steal away a great deal of your free-time as you attempt to conquer the 800+ levels. I’m kidding. There are actually only 515 at the moment. Still, it’s going to take a substantial investment to play, since most people at least get past level 50. And once you get that far, those paid-power ups can get tempting. Which is how King.com ended up making about $3.5 million per day last year