More than Just Fun: TM Filings Suggest Video Game Makers are Investing in Well-being and Education

By: Prince C. Oguguo

Many view video games as merely a leisure activity. But data from WIPO’s Global Brands Database suggest that the video game makers are increasingly investing in well-being and education. Learn more about this.

Video games have always been a source of leisure. Increasingly, they are also being used as educational tools for millions. As such, video games contribute to better mental well-being (SDG 3) and quality education for all (SDG 4).

Increasing trademark filings for video games under the leisure and education class

Top 5 Nice classes a video game related trademark filing

Note: Nice classes are named as follows: 9: Research and Technology Goods; 41: Leisure and Education Services; 28: Leisure and Education Goods; 35: Business Services; 42: Research and Technology Services.

Source: WIPO

The chart above shows the immense growth in video game related trademark fillings from 1980 to 2022. In 2022, global trademark filings relating to leisure and education goods and services were 24% of all video game filings representing the second and third largest Nice classes for video game filings. That’s up from 22.4% in 2012 and 20.4% in 2002. This suggests that new business activities pertaining to leisure and education are not just crucial to the video game industry, but their importance has grown in the past decade. These business activities contribute to the United Nations Sustainable Development Goals (SDGs), particularly SDG 3 (Good Health and Well-being) and SDG 4 (Quality Education), in several ways:

SDG 3: Leisure Gaming for Good Health and Well-being

1. Mental Health: Video games can provide stress relief, relaxation, and therapeutic effects for mental health issues. They can offer a form of escapism and help reduce anxiety and depression symptoms.

2. Cognitive Benefits: Certain games can enhance cognitive functions such as problem-solving, spatial awareness, and memory. This cognitive stimulation can contribute to overall mental health. Studies have associated video games with higher intellectual functioning and better peer relationships in young children.

3. Physical Health: Exergames are video games that require physical movement. Studies have shown that exergames promote exercise and healthy living, combating sedentary lifestyles and contributing to physical well-being. Wii from Japanese video game maker, Nintendo is a leading console used to play exergame. Similarly, US video game maker Microsoft develops Kinect, an exergame accessory for its Xbox console.

4. Social Connection: Multiplayer games create communities and foster social interaction, which can alleviate feelings of isolation and support social well-being, crucial for mental health.

SDG 4: Gaming for Quality Education

1. Educational Games: The industry has developed numerous educational games, also called serious games, that teach a range of skills from basic arithmetic and language learning to complex problem-solving and critical thinking. Some of these educational games have been shown to improve maths and science outcomes of students.

2. Interactive Learning: Video games can make learning more interactive and engaging, helping to improve concentration and motivation among students. In 2020 for example, the government of Poland added the video game This War of Mine to the official reading list of high school students, to help them learn about the sociology, ethics, philosophy and history of conflicts in the Balkans.

3. Technology Skills: By engaging with video games, players can develop important digital literacy and technology skills, which are essential in the modern workforce.

4. Access to Education: Video games can provide educational content to remote or underserved populations, increasing access to education.

5. Simulations and Training: Advanced simulations in games are used for professional training in various fields like medicine, aviation, and engineering, providing practical, hands-on learning experiences.

Despite these contributions to the SDGs, video games and video gaming may nonetheless contribute to a sedentary lifestyle and social isolation. In addition, loot boxes, virtual items purchased either with real-world currency or in-game currency, can contain randomized rewards and have been criticized for their similarities to gambling, possibly fostering addiction in players, including children. These negative effects have prompted discussions within the industry about the ethical design of games, the implementation of age restrictions and parental controls, and policies to address the balance between profitable business models and consumer welfare. The industry faces the challenge of mitigating these issues while preserving the leisure and educational value that video games can offer.

The video game industry's potential to contribute to these SDGs lies not only in the content and purpose of the games themselves but also in the industry's practices. This includes efforts to create games with a purpose, corporate social responsibility initiatives, and partnerships with educational and health organizations to leverage gaming for positive outcomes. In addition to SDGs 3 and 4, video games also contribute to SDGs 8 and 9.

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