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OSAKA: Game maker Nintendo has developed universal terms of use to discourage businesses and organizations from using its popular title Animal Crossing: New Horizons for political and marketing activities.
The local units of gaming companies often stipulate the terms of use for their games in the US and Europe. This is the first universal rule for a game software developer.
The measure comes in response to the unauthorized use of Animal Crossing in election campaigns. The new terms of use require companies to refrain from directing game users to external shopping sites, or marketing activities using the game, including the distribution of coupons.
The campaign of US Democratic presidential candidate Joe Biden used Animal Crossing to promote the former vice president’s drive to the White House. Biden’s camp posted four logo designs for use in the game on virtual playground posters and t-shirts to attract fans.
In Japan, supporters of former Liberal Democratic Party Secretary-General Shigeru Ishiba also considered putting his avatar in the game during his campaign to lead the party in September. But they decided to abandon the idea after some fans raised concerns that doing so could violate the game’s terms of use.
Previously, Animal Crossing’s terms of use prohibited use for political purposes only by Japanese people. Nintendo has now extended the reach to other countries, including the US.
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