Game Isn’t Over in Video Game Trademark Suit

Josh Moody's Overwatch app can be found on the crowdfunding site Indiegogo.

An Arkansas game maker is fighting for its name.

Innovis Labs Inc. of North Little Rock accused Blizzard Entertainment Inc. of Irvine, California, of trademark infringement for the use of “Overwatch,” according to Innovis’ lawsuit filed in U.S. District Court in Little Rock.

Innovis said it was using “Overwatch” to promote and sell interactive games a year before the company that brought us World of Warcraft was.

If you recall, Overwatch is the startup that won $150,000 at the 2013 ARK Challenge startup accelerator. The idea for Overwatch emerged in 2013 with then-Catholic High School senior Josh Moody, who is the company’s CEO. The Overwatch’s app incorporates features from combat video games into real-life airsoft, paintball and laser tag matches, as suggested by the company tagline: “It’s game time. For real.”

Blizzard’s Overwatch, though, is “a team-based shooter where heroes do battle in a world of conflict,” according to its website.

Innovis said in the lawsuit that potential customers are likely to be misled into thinking that its games originated from Blizzard’s and that the “Overwatch” mark is connected to Blizzard.

Innovis wants a judge to order Blizzard to stop using “Overwatch” for its games.

Blizzard didn’t respond to an email request for comment.

Innovis’ attorney, Keith A. Vogt of Oak Park, Illinois, declined to comment.