You know something has stopped being cool when the big corporations takeover, and it looks as though l33t speak is about to join words such as â€˜groovyâ€™ and â€˜dishyâ€™ in the vocabulary of big companies trying to get down with the kids. Shortly after announcing its own games studio, 3DMark creator Futuremark has now attempted to trademark the word â€˜pwnage.â€™
You can see the full application here, and itâ€™s clear that Futuremark means business with the trademark, wanting it to cover everything from computer games to â€˜motion picture films on fictional characters.â€™ The latter could be a problem for the guys at Pure Pwnage, who make their own comedy videos about life as gamers.
Among the other possible uses listed are â€˜cases for mobile phonesâ€™ and â€˜downloadable ring tones,â€™ which suggests that Futuremark either has big plans for â€˜Pwnageâ€™ as a brand, or it hasnâ€™t decided quite what itâ€™s going to do with the trademark yet.
Futuremark has so far declined to comment on the trademark application, and it has yet to be examined by an attorney. Is it a bit rich of Futuremark to try to trademark a term thatâ€™s been used by gamers for years, and how could Futuremark attempt to crack down on its use?