Sometimes the video game creator also may need to sign a licensing agreement if they want to integrate content protected by intellectual property or other rights. A license may be limited to a certain use, a certain location, and a certain length of time. In exchange for a fee, the licensee can use a character or another protected feature of the video game in its merchandise. Companies that want to produce and sell this merchandise must sign licensing agreements with the video game publisher or any other entity that holds the intellectual property rights to game content. The popularity of video games has spawned wide demand for merchandise related to the games. Entities in the video game industry fiercely protect their intellectual property rights, since vast amounts of investments and profits are often at stake. Trademarks essentially are branding elements that encourage consumers to associate certain words, symbols, or designs with a product. Certain other features of video games may qualify for trademark protection, such as the title and logo of the game. Each of these elements is subject to copyright protection, since it consists of original content that has been fixed in a tangible form. However, video games include many creative elements, such as art, music, narrative features, and code. When you play a video game, you probably think of the game as a single item.
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