Sony Interactive Entertainment (of Japan) has filed a new multinational trademark application for the mark PLAY LIKE NEVER BEFORE. The multinational video game and digital entertainment company filed the application through the World Intellectual Property Organization (WIPO) last month. The application was filed under international classes 009, 028, 035, 038, 041, and 042, and cover various goods all relating to video games, namely:
IC 009: Video game software; recorded game software; computer game software; recorded computer game software; downloadable mobile game software; downloadable game software; virtual reality headsets; cameras for video game consoles; chargers for game console controllers; downloadable software in the nature of a mobile application for playing games; downloadable computer application software featuring video and computer games; downloadable computer software for streaming audio and video content on mobile phones, tablets, personal computers, and televisions; battery chargers for video game machines; battery chargers used for controllers for game consoles; video gaming headsets.
IC 028: Video game consoles; controllers for game consoles; video gaming headsets; remote controls for video game consoles.
IC 035: Online retail store services featuring video game software, video game hardware, and video game accessories; online retail store services featuring downloadable game software, audio, and video; online retail store services featuring virtual goods, namely, emoticons, badges, images, icons, tools, weapons, food items, clothing, and currency for use in online virtual worlds.
IC 038: Transmission and delivery of video and audiovisual content via a subscription service in the fields of gaming, entertainment, and general interest; electronic transmission and streaming of digital media content for others via cloud-based computer networks; streaming of audio, visual and audiovisual material via a computer network in the fields of gaming, entertainment, and general interest; video-on-demand transmission services in the fields of gaming, entertainment, and general interest; transmission and streaming of subscription-based audiovisual content in the fields of gaming, entertainment, and general interest; data transmission and telecommunication services; telecommunication services.
IC 041: organizing competitions in the field of video games; entertainment services relating to esports; games services provided via computer networks and global communication networks; entertainment services, namely, providing on-line video and computer games; entertainment services, namely, providing temporary online non-downloadable computer applications featuring video and computer games; entertainment services, namely, providing information in the field of gaming.
IC 042: Providing temporary use of non-downloadable game software.
The application seeks to obtain trademark protection in multiple countries, including Australia, Canada, the United Kingdom, New Zealand, and the United States.
This mark seems to be another one of the mottos that Sony is trying to trademark in connection with the upcoming release of its next generation gaming console, the PS5, along with its other mottos like Heighten Your Senses.
If you’re interested in checking out the full application, you can read it here. It can also be searched on the Madrid System on WIPO’s website.