Rouse and Lusheng launch new digital service

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New service will help multinationals succeed in the metaverse and digital engagement

Today, Rouse and its strategic partner Lusheng Law Firm announced the official launch of their new service designed to support multinational corporations thriving in the digital arena.

Together, Rouse and Lusheng will provide support for businesses’ business, marketing and branding activities in the digital world, including the metaverse.

Companies, especially multinationals, are increasingly creating new digital experiences for their audiences, from retail brands producing and selling non-fungible tokens (NFTs) to restaurant franchises opening virtual metaverse locations. They also seek to protect their digital creations and brand reputation. In 2021, the global market value of NFTs reached US$25 billion [1]and the European Union Intellectual Property Office reported nearly 1,200 trademark applications covering virtual goods and services filed in the past nine months alone.[2]

However, the intellectual property (IP) challenges surrounding digital business are complex.

The new service will meet the growing needs of companies for advice on the risks of their digital activities and how they can protect their intellectual property in virtual worlds, as the activity of brands in this space – and the consumer appetite for virtual assets and experiences – continues to rise.

The service will offer end-to-end digital IP support to multinational corporations, including everything from developing digital strategies and aligning IP with business strategies, to breach detection, enforcement and dispute resolution. He will provide guidance on issues such as NFT regulation and personality rights implications for digital avatars, as well as broader digital issues such as personal data protection and cross-border data transfers.

The service is initially launched in China by Lusheng Law Firm, a strategic partner of Rouse. Western multinationals are increasingly looking to expand their digital businesses in China and many need help navigating the strict regulatory environment, following the ban on cryptocurrencies and the enactment of the Protection Act. personal information last year.

Jeremy Newman, CCO of Rouse, said:

“This launch further strengthens the IP services value chain we are building. We bring together legal, IP and regulatory skills, combined with deep knowledge of the markets in which we operate, to ensure that our clients get the most out of their property. intellectual.

“The rapidly changing digital world brings new challenges to brands and we are excited to work alongside our strategic partner Lusheng to launch this service and support businesses growing in this space.

“Brands have to ask themselves many legal questions when embarking on new digital experiences, from whether or not to register a trademark to how best to comply with compliance and enforce their rights in different regulatory environments. .

“We want to give multinationals the knowledge to make smart business and marketing decisions. This new service will complement our existing offerings for clients working in digital, marketing and advertising, giving them the advice and legal support they need to take bold new steps.

Ling Jin, Head of Digital at Lusheng, will work closely with Rouse experts around the world to help them deliver the service in other markets. She says:

“As new technology trends emerge, brands want to continue growing their businesses in the digital world, delivering unique experiences to their consumers and leveraging different revenue streams. As they do, it is essential that intellectual property is included in their decision-making.

“Intellectual property regulation is always catching up with the latest digital developments. This means that there are key variations between markets and gray areas that companies may face when trying to launch new services or campaigns and enforce their trademark rights.

“The new service will help multinationals navigate this challenging and changing landscape, so they can reap the rewards without exposing their brand or their designs.”

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