IP Law Daily, TRADEMARK NEWS: Sony sues Tencent for copyright and trademark infringement over upcoming Light of Motiram video game, (Jul 30, 2025)

By Carolin Dennis, B.Sc., LL.B., LL.M.

The complaint alleges that the Chinese tech and gaming giant Tencent’s copying of Sony’s award-winning Horizon series of video games and its deliberate adoption of a confusingly similar character mark constitutes both copyright and trademark infringement.

Sony Interactive Entertainment (Sony) filed a complaint against Tencent Holdings Ltd., Tencent Technology (Shanghai) Company Ltd. d/b/a Aurora Studios and/or Polaris Quest, Tencent America LLC, Proxima Beta Pte. Ltd. d/b/a Tencent Games and/or Level Infinite, and Proxima Beta U.S. LLC (collectively, Tencent), in the U.S. District Court for Northern District of California to prevent the release of Light of Motiram, a “slavish clone” of Sony’s award-winning Horizon series of video games. Sony seeks preliminary and permanent injunctive relief as well as appropriate compensatory remedies and fees and costs necessitated by Tencent’s conduct (Sony Interactive Entertainment LLC v. Tencent Holdings Ltd., No. 3:25-cv-06275-JCS (N.D. Cal. filed July 25, 2025)).

Sony is a California video game and digital entertainment company that is the exclusive licensee in the United States of all rights to exploit the copyrights in the Horizon series of audiovisual works. Sony’s Horizon series is a popular franchise set in a unique, post-apocalyptic world where tribal societies live in the shadow of massive robotic animals. The first game, Horizon Zero Dawn released in 2017 as an exclusive title for PlayStation 4 became an instant success. Its success spawned an entire series of games, to date including Horizon Zero Dawn, Horizon Forbidden West, Horizon Call of the Mountain, LEGO Horizon Adventures as well as an award-winning soundtrack for Horizon Forbidden West (together with all released game expansions, editions, and related merchandise, Sony’s “Horizon Franchise”).

The main protagonist of Horizon Zero Dawn is a striking figure named “Aloy” characterized by her fiery red hair, tribal-inspired attire, specific-colored accessories, and distinctive facial markings; her journey from outcast to guardian of humanity anchors the game’s narrative and emotional core. Aloy is the face of Horizon Zero Dawn and a prominent brand denoting the game franchise (the “ALOY CHARACTER MARK”). Sony also owns common-law trademark rights in the Aloy character.

Sometime in 2023 (and unbeknownst to Sony) Tencent started developing a video game called “Light of Motiram” which just like Horizon features a young, red-headed female protagonist and tribal groups fighting for survival among large robotic animals in a post-apocalyptic world. In March 2024, at a gaming conference in San Francisco, California, Tencent executives approached Sony with a pitch to develop its own Horizon game in collaboration with Sony. However, Sony rejected the idea and Tencent continued secretly developing Light of Motiram, eventually announcing a forthcoming game. Tencent’s promotional material bore a strong similarity to Sony’s own Horizon promotional material. Tencent also used its rip-off of the iconic Horizon main character “Aloy” as the centerpiece of its pre-release marketing and promotional strategy, deliberately causing numerous game lovers to confuse Light of Motiram as the next game in the Horizon series when encountering Tencent’s promotional game play videos and social media accounts.

Sony had discussions with Tencent trying to informally resolve its concern that Light of Motiram violated its intellectual property rights. But Tencent again sought to license the Horizon intellectual property. Sony again declined to license the Horizon assets to Tencent, objected to Light of Motiram, and insisted that it be withdrawn. However, Tencent signaled that it rejected Sony’s demands and would release a new promotional trailer for Light of Motiram. Tencent also continued to release additional promotional materials suggesting the game will soon be made available for play testing. Thus, Sony filed this action and to seek judicial relief to protect its valuable and hard-earned intellectual property rights in the Horizon Franchise.

According to the complaint, Tencent has infringed the copyrights in the Horizon Franchise with actual or constructive knowledge of Sony’s rights such that said acts of copyright infringement were, and continue to be, willful and intentional. In addition, Sony argued that Tencent’s violations of the Copyright Act have caused, and will continue to cause irreparable injury to Sony.

Sony contended that it owns the “Aloy” brand and since February 2017, it has used the ALOY CHARACTER MARK in connection with the Horizon Franchise, in the games, on the Horizon Zero Dawn websites, Steam banners, PlayStation site headers, social-media icons, trailer thumbnails, and licensed collectibles. This use in commerce confers priority and exclusive common-law rights. However, Tencent has, without license, adopted and used a red-haired tribal huntress image, the Aloy lookalike, as a brand identifier for Light of Motiram across Steam banners, website mastheads, social-media avatars, app-store icons, and trailer stills. Sony argued that Tencent’s unauthorized use of the Aloy knockoff falsely and misleadingly represents Light of Motiram as being legitimately connected with and/or authorized by Sony, and places beyond Sony’s control its own reputation and goodwill. Thus, Tencent has falsely designated the origin of its goods and services offered using the Aloy knockoff and has engaged in unfair competition in violation of Section 43(a)(1)(A) of the Lanham Act.

Additionally, Tencent’s deliberate use of the Aloy knockoff following Sony’s licensing rejection further underscores intent to trade on Sony’s goodwill. Sony also claimed that Tencent’s conduct is willful, deliberate, and in bad faith, and undertaken with full knowledge that Tencent has no right, license, or authority to use any mark confusingly similar to Sony’s ALOY CHARACTER MARK.

The lawsuit pointed out that Tencent’s use of the Aloy lookalike has caused and is likely to continue to cause confusion as to the source, origin, and/or sponsorship of Light of Motiram, and is likely to deceive the public into believing Light of Motiram is provided, authorized, endorsed, or sponsored by Sony, thereby damaging Sony’s reputation, goodwill, and sales. The complaint alleges that Tencent’s conduct is fraudulent and malicious because it is carried out with a knowing disregard of Sony’s rights.

Claims, remedies sought. Sony is seeking a jury trial and asserts three causes of action: (1) copyright infringement, (2) false designation of origin, and (3) California common law trademark infringement. Among other relief, Sony asks the Court to grant a preliminary and permanent injunction enjoining and restraining Tencent from infringing the copyrights in the Horizon Franchise, including but not limited to by continuing to reproduce, distribute, display, market, advertise, promote, produce, sell, or offer for sale Light of Motiram or any works that are derivative of or copied from the Horizon Franchise. Further, Sony requests an order directing Tencent to deliver up to Sony’s attorneys for destruction all products, labels, signs, prints, packages, promotional and marketing materials, advertisements, and other materials currently in its possession or under its control incorporating, featuring, or bearing the Prohibited Marks or any other simulation, reproduction, copy, or colorable imitation thereof. Sony also seeks damages, profits made by Tencent from the infringement, and costs including legal and investigative expenses.

The Case is No. 3:25-cv-06275-JCS.

Judge: Spero, J.

Attorneys: Annette Hurst (Orrick Herrington & Sutcliffe LLP) for Sony Interactive Entertainment LLC.

Companies: Sony Interactive Entertainment LLC; Tencent Holdings Ltd

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