Play It calls in lawyers over Digital Bridges rebranding

The Play It group has confirmed that it is seeking legal advice following Digital Bridges' decision to rebrand itself under the name 'I-Play', according to Play It CEO Mark Cale.

"Over the last three years, Play It has successfully established itself as a well defined and well recognised brand in the gaming sector," he said. "It is the largest value publisher on PlayStation 2 in Europe and is Sony's 12th largest customer overall in volume on this console."

Cale went on to observe that the Play It brand identity "is built around its distinctive name and logo." The logo consists of the words 'Play It' printed in a white and black font, with the 'It' element appearing on a red ball. It is used on all of the company's print and packaging and is featured in an animated sequence during the opening credits of games.

"We are absolutely shocked to see Digital Bridges' rebranding based around the word 'Play', a red ball on which is printed the 'label' name and an animated sequence involving the red ball in motion to a similar jingle," said Cale.

He went on to claim that the company had even incorporated the Play It name into its website by using the slogan "You name it, I play it" on the homepage.

"We find it very hard to understand how another games company in this business could be unfamiliar with our distinctive branding," Cale went on. "Our lawyers have accordingly been instructed and we intend to take every step available to us to fully protect our name, brand and logo.

"If this means an application for an immediate injunction to restrain further use by Digital Bridges of their new logo, then so be it."

I-playâs CEO Brian Greasley was quick to respond: âWhilst we believe it is inappropriate to comment about legal matters in this forum, it must be made clear that our lawyers have strongly advised us that we are not in any way infringing the rights of Play It and that we will be vigorously defending any claims that are brought.â