Tac(ky)tical: check out
Ironhawk v. Dropbox, an ongoing reverse consumer confusion case that went through the same district court as this one-
https://law.justia.com/cases/federal/appellate-courts/ca9/19-56347/19-56347-2021-07-06.html. It should give you some idea of what the law actually cares about. Or look up "Sleekcraft factors."
Consumers confusing a
Discord server or
Twitch category associated with Warzone.com for one associated with Activision's
Call of Duty: Warzone doesn't suggest that they're confusing the products, only the venues associated with them. If you're looking to prove actual confusion (which isn't needed for a trademark infringement case, and is indeed not easy to prove), you need to show that consumers are looking at Warzone.com's products and thinking they have something to do with Activision Blizzard's
Call of Duty: Warzone brand, or that consumers are looking at Activision Blizzard's
Call of Duty: Warzone-branded products and believing they have something to do with Warzone.com, LLC.
It's quite conceivable that someone could mix up Discord servers for two different products without believing they are actually related in some way. They just believe that the Discord server itself is related to one of the products when it's instead related to the other.
Either way, I think you should look at the
Sleekcraft factors (and specifically,
Ironhawk's claims based on those factors) to get a better grasp of what "trademark infringement" via reverse consumer confusion entails. The stuff you're pointing to- the arguments for actual confusion- are some of the weakest parts of Warzone.com, LLC's case imo. Conversely, one of the arguments that Activision Blizzard should have no trouble selling to a jury is that absolutely no one is going to look at Warzone and believe it was made by a 70 billion dollar company or look at
Call of Duty: Warzone and think Fizzer had anything to do with it.
I agree that the success of
Call of Duty: Warzone has put Warzone.com, LLC, in a tough position after they chose to build their whole company brand around the word "warzone" in spite of considerable warnings and pushback from the players. (There's a reason that name change got bundled into the Unity update/codebase migration after seemingly getting stalled when it was first attempted. It's because "warzone" was simply not a good strategy, and the choice to go for that name seems to have come from an outdated domain-name-is-everything mode of thought. If you're about to blow $60,000 on a domain name for a brand/product that isn't already making tremendous revenue, just wire that money to a Nigerian prince. At least you'll have more fun throwing it away that way. Look at how Discord didn't bother getting discord.com until they'd already proven their product with discordapp.com. When you want pizza, you go to Dominos, not pizza.com.)
Competition sucks to be on the losing side of. But keep in mind that intellectual property law is only meant to protect you against
unfair competition. If "my product lost a lot of money to the competition" were good enough to win a case, BlackBerry would have made a killing off of Apple. You have to actually win the case before the damages matter.
Edited 7/20/2021 07:49:13