News Trademarks Video Games

Threats by Zynga backfire as thousands line up online to play Blingville on Facebook


Recently, it came to light over at TechDirt, a technology news blog, that Zynga sent a cease & desist letter to Blingville LLC, the West Virginia company that runs Blingville, an up and coming Facebook game that is currently in Beta testing.

Zynga’s threats against the company, which resulted in Blingville responding with a lawsuit (which can be read here), appear to have backfired at this point.

While no decision has been made as of yet in the lawsuit filed by Blingville, thousands are lining up to test the game online, partly thanks to the press Blingville has received by dozens of technology blogs and news sites, including domainer blogs The Domains and Domain Gang.  

I signed up earlier today to become a Beta tester, and was welcomed by a message stating, “Beta Testing in Progress: Your #20,992 in line to test Blingville.”  According to the message, testing will last a couple more weeks as the game is prepared for a full launch on Facebook.

Zynga/Ville Trademark developments

People have their own opinions on what the outcome should be when it comes to Zynga vs Blingville.

Whatever the case, there are more “ville” trademarks not owned by Zynga, than there are trademarks actually owned by the social gaming development company. 

In fact, earlier this month, Build-a-Bear applied for trademarks on and Bearville.  The company owns and operates Build-a-Bearville online, an extension of the in-store experience it offers to customers.

While Blingville LLC, hasn’t put out too much information, the company does have a subscription-based newsletter that aims to keep fans and supporters connected.  The company also registered additional domain names related to its soon-to-be released game, including, which re-directs to

The last public statement by the company was posted on the company’s Facebook page and read: ” Blingville would like to sincerely thank all of our loyal fans for their support in our defense against Zynga! Your comments are greatly appreciated!”