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Sony again forgets to renew trademarks, Bloodborne lapses just hours before release

For the second instance in just over a month, Sony has forgotten to renew trademark applications.

This time around, Sony neglected to renew and subsequently lapsed their trademark of  “Bloodborne” — just hours before the game was released — alongside “Guns Up!”, “Kill Strain”, “How Games Were Made to Sound” and “No Heroes Allowed: No Puzzles Either!”.

Sony is required to extend trademarks applications for game names they haven’t yet released once every six months to prove the names are still being used. Bloodborne is not at risk; Sony merely needs to apply for the extension now.

In February, Sony neglected to extend a trademark on “The Last Guardian”. The publisher later confirmed the lapse was a mistake and that the game is still in development.

Bloodborne is out today. We reviewed it yesterday.


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Steve Wright

Steve's the owner and Editor-in-Chief of Stevivor.com, the country’s leading independent video games outlet. Steve arrived in Australia back in 2001 on what was meant to be a three-month working holiday before deciding to emigrate and, eventually, becoming a citizen.

Stevivor is a combination of ‘Steve’ and ‘Survivor’, which made more sense back in 2001 when Jeff Probst was up in Queensland. The site started as Steve’s travel blog before transitioning over into video games.

Aside from video games, Steve has interests in hockey and Star Trek, playing the former and helping to cover video games about the latter on TrekMovie.com. By day, Steve works as the communications manager of the peak body representing Victorians as they age.