Crown Bingo successfully defends territory

If anyone mentions the Crown brand anywhere around the UK online gaming market the image that comes to mind is that of Crown Bingo and its familiar crown logo and the knowledge that this is a well established and trustworthy place to play.

For that reason when Crown Casino of Australia wanted to launch in the UK it was met by lots of objections from Crown Bingo when they lodged there trademark application.

According to gaming journal EGR magazine, Crown Bingo has succeeded in ensuring that Crown Casino has withdrawn its application following a challenge against the application by Crown Casino for the trademark for "the provision of gaming and casino services over a global computer network".

Crown Casino has a powerful parent company in Crown Limited, which has a strong US presence, having cleared regulatory obligations in Nevada and Pennsylvania in addition to having minority holdings in Caesars, Gateway Casinos, Stations Casinos and Fontainebleau Resorts.

Crown Bingo has spent many years and millions of pounds building its brand in the UK, using TV for advertising and even producing its own infomercial television programmes that were shown earlier this year, to bring the ideal of online bingo to a wider audience. The company has invested heavily in its brand and its marketing to build a strong reputation and was determined to protect its interests against a totally unknown operator arriving in the UK and possibly being able to trade off the Crown Bingo brand.

Ian Erskine, operations director at Crown Bingo said: “Crown Bingo objected to Crown Casino going for online and offline use of the trade mark Crown Casino in the UK. They [Crown Casino] have pulled the online application on the back of the trade mark objection from Crown Bingo.”

Any international brands trying to infiltrate the UK online bingo or gaming markets will have similar battles on their hands if they are in any way similar to any existing UK brands and are looking for a shortcut to a lucrative market.

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