ARCHOSAUR GAMES(HK:09990) Zhong Guo Jing Ying Bao·2025-09-26 20:13Core Viewpoint - The legal dispute between Zulong Entertainment and Paper Games highlights issues of trademark infringement and unfair competition in the gaming industry, particularly regarding the use of popular keywords for advertising purposes [3][4][6]. Group 1: Legal Dispute Overview - Zulong Entertainment was found to have infringed on Paper Games' trademark by using their registered game titles as keywords in WeChat advertisements, leading to user confusion [3][4]. - The court ruled in favor of Paper Games, ordering Zulong Entertainment to pay 150,000 yuan in damages for trademark infringement and unfair competition [6]. - Zulong Entertainment's defense claimed that the keyword settings were managed by an outsourced advertising company, but evidence showed that they had added the keywords themselves [5][6]. Group 2: Financial Impact - Following the launch of its game "In the Name of Shine," Zulong Entertainment reported significant revenue growth, achieving 634 million yuan in revenue for the first half of 2025, a 44.4% increase compared to the same period in 2024 [7]. - The success of "In the Name of Shine" contributed to Zulong Entertainment's overall financial performance, alongside other game releases [7]. Group 3: Industry Context - The case reflects a broader trend in the gaming industry where companies may engage in competitive advertising practices that can lead to legal disputes over intellectual property rights [8][9]. - Legal experts suggest that companies should proactively protect their trademarks and avoid using similar names or branding to prevent confusion and potential legal issues [9][10].