借用他人商标推广自家游戏？天津一公司被判赔15万元

Core Viewpoint - The legal dispute between Suzhou Paper Games Technology Co., Ltd. and Zulong (Tianjin) Technology Co., Ltd. regarding trademark infringement and unfair competition has concluded, with the court ruling in favor of Paper Games, ordering Zulong to pay 150,000 yuan in damages [1][4]. Group 1: Background of the Dispute - The conflict originated in January 2024 when Paper Games discovered that Zulong was using its registered trademarks as search keywords in WeChat advertisements for its game "In the Name of the Shining" [2]. - This action led to user confusion, as searches for Paper Games' trademarks resulted in Zulong's ads being displayed first, prompting Paper Games to file a lawsuit in March 2024 [2]. Group 2: Court Proceedings - During the trial, Zulong claimed that the keyword settings were managed by an outsourced advertising company and that there was no intent to infringe [3]. - However, this defense was refuted by Tencent, the operator of the WeChat advertising platform, which confirmed that Zulong had actively added the keywords without any platform intervention [3]. - The court ruled that Zulong's actions constituted trademark infringement and unfair competition, leading to a judgment in March 2025 that required Zulong to compensate Paper Games 150,000 yuan [3]. Group 3: Final Ruling and Implications - In August 2025, the Jiangsu Provincial Intermediate People's Court upheld the initial ruling, confirming Zulong's liability for trademark infringement and unfair competition, with the compensation amount remaining unchanged [4]. - Following the ruling, Zulong failed to fulfill the compensation obligation, prompting Paper Games to initiate enforcement proceedings [4]. - Zulong also withdrew its counterclaim for unfair competition in September 2025, marking the end of the legal dispute and highlighting the increasing awareness of intellectual property rights among Chinese gaming companies [4].