GIANT PINK SCORPIONS: FIGHTING PIRACY WITH NOVEL DIGITAL RIGHTS MANAGEMENT TECHNOLOGY.

The music and movie industries have dominated the discussion on Internet piracy. Both industries have employed the use of technologies that limit the ability to share digital files of their audiovisual works, known as digital rights management technology. In addition, both industries have pursued aggressive legal action campaigns to enforce intellectual property rights against individuals who are illegally downloading files and websites that facilitate piracy. But by all counts, these efforts have failed to control the problem, and arguably damaged their reputations. Though music and movie piracy has received the most headlines, the PC video game industry has similarly suffered. The video game industry, too, has pursued the traditional enforcement routes that other industries have used to combat piracy, with the same middling results. Thus, some developers have turned to alternative means of combating piracy, which are primarily aimed at changing the hearts and minds of its gaming community. By fostering a negative social stigma towards piracy, developers have found an effective means of protecting their intellectual property. This Article focuses on two primary methods that video game developers have used to combat Internet piracy. The first method is the use of open pricing models, whereby purchasers pay what they want for a particular game or package of games. The second method is the use of endogenous digital rights management technology that does not entirely restrict access to the game, but which can severely frustrate game play, often in a comical manner. The success of this latter method is unique to the game industry. Ultimately, these methods have had a positive effect on the industry's attempt to combat piracy. intellectual property laws have already been amended and employed to combat piracy. Legislation and litigation are often the first responders to changing industry landscapes. Yet these traditional avenues have been ineffective in protecting intellectual property on the Internet. Perhaps, then, the answer lies in the video game industry's approach. [ABSTRACT FROM AUTHOR]