Tencent announced that it participated in the International Trademark Association (INTA) 2024 Annual Meeting this week as an INTA partner and event sponsor to discuss the role of intellectual property (IP) in creativity, commerce and innovation.
In addition to IP expert panel discussions, Tencent hosted a series of workshops showcasing IP protection strategies based on its Weixin Brand Protection Platform (BPP). They shared insights on responding to IP infringement on their platform, collaborating with global brands in video games, and creating next-generation brand experiences with thousands of attendees.
Through panels and workshops, Tencent shared insights on IP protection and value creation
Over five days, with more than 9,650 IP stakeholders from 136 countries in attendance, Tencent hosted sessions including "Brand Level-Up: Using Games for Interactive Marketing and Consumer Engagement" and "Weixin Brand Protection Workshops," and participated in an anti-counterfeiting roundtable.
The Brand Level-Up panel included Rozita Tolouey, Head of Business Development and Partnerships at Tencent North America; Jaymes Wu, Game Operations Manager at Tencent Games; Holly Upgren, Senior Associate Manager of Corporate Partnerships and Marketing at Polaris; and Alexandre Rudoni, Partner in IP and Litigation at Allen & Overy. Moderated by Trevor Little, Editor-in-Chief of WTR, the discussion focused on integrating IP into games to successfully engage consumers. Tolouey and Wu discussed trademark licensing opportunities in games, emerging trends, and considerations for studios and brands exploring in-game branding. They also shared insights on the evolution of consumer marketing from static advertising to interactive and immersive entertainment experiences.
During the Weixin Brand Protection Workshops, Tencent's Senior Legal Counsel Shuru Chen and Legal Counsel Ross Zhang conducted six workshops focusing on the Weixin BPP. They discussed the efforts and achievements in preventing counterfeit advertising and illegal activities within Weixin. Weixin, with over one billion users, blends personal and public elements through direct messaging, group chats, official accounts, and third-party mini-programs.
Chen and Zhang presented innovative solutions, preventive measures, and enforcement strategies to minimize and suppress prohibited activities on Weixin. They shared the latest BPP data with trade association representatives, content creators, rights holders, and policy experts, explaining how Tencent's IP protection strategies have been effective in reducing platform abuse and why global brands choose Weixin as a communication channel.
Tencent also participated in INTA's Anti-Counterfeiting Roundtable, where leading brands, IP owners, experts and government officials discussed the complexities of anti-counterfeiting strategies and opportunities for collaboration across different sectors. They shared the latest techniques for identifying and tracking counterfeit goods both online and offline, as well as IP enforcement actions in AI and metaverse-related cases.
Through its participation and sponsorship at INTA, Tencent supported the expansion of global IP discussions
At the opening reception, Tencent showcased the connectivity of its innovative digital platforms, such as Weixin and WeChat, for users, content and services. They shared their global role in developing, distributing and licensing high-quality entertainment to hundreds of millions of users through Tencent Video, Tencent Music and Tencent Games.
Danny Marti, Head of Global Public Affairs and Policy at Tencent, said, "At Tencent, intellectual property has long been the driving force of our business through the development, licensing and distribution of some of the world's most popular video games, TV shows, movies and music. It is therefore an honor to support the INTA Annual Meeting, where global IP experts share their expertise and success stories." He added, "Tencent has been recognized as the company with the most trademark applications worldwide, reflecting our IP-intensive business model across our technology and entertainment portfolio. IP provides a framework and incentives to develop and pursue a variety of opportunities, including commercial opportunities that enrich people's lives and communities. We will continue to enhance the IP framework and increase brand value in the evolving digital world.
