As part of our G-List – the who’s-who of the gamification space – today we have James Gatto, creator and leader of the Pillsbury Law’s Virtual Worlds & Video Games team, leader of the Open Source team and previously headed the firm’s Intellectual Property practice. He will be speaking at the upcoming Gamification Summit in New York, and today will be joining us for an interview on law in tech and gamification. Follow @gamificationco or @Get_SET_law for updates and submit questions with hashtag #gsummit to get James’ insight into gamification and legal issues.
Read on for insight into the legal issues surrounding gamification!
 JAMES GATTO is the creator and leader of the firm’s Virtual Worlds & Video Games team, leader of the Open Source team and previously headed the firm’s Intellectual Property practice. He leverages a unique combination of more than 25 years of experience, business insights and attention to technology trends to help software and internet companies develop IP strategies that are aligned with their business objectives, determine IP protection and enforce IP rights. He also provides strategic advice and counseling on a wide range of other technology and internet issues. He is an Advisory Board Member and Chair of the Legal Committee of the Association of Virtual Worlds. He is currently developing and co-chairing a working group on Virtual Worlds and Video Games for the International Technology Law Association (ITECHLaw). He was recently named a Lexology Legal Writing Awards winner for his various client alerts and advisories focusing on social media and related legal issues. He is a recurrent contributor to the Virtual Law Blog hosted by Pillsbury (www.virtualworldlaw.com). Mr. Gatto is frequently invited to speak at leading business and legal conferences in the U.S. and internationally. |
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 Get_SET_Law James Gatto Can’t wait to talk to everyone… Ready to start when you are.
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To get the ball rolling, what is @PillsburyLaw‘s history in tech surrounding #gamification?
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| Pillsbury is a leading and one of the only law firms focusing on gamification. We attend industry leading conferences, such as #GSummit, to stay abreast of trends and anticipate legal issues |
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What other tech does the firm specialize in?
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| The firm has over 100 lawyers that focus across the technology spectrum but we have one of the leading social media practices. |
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What is your own personal history in #gamification? How did you first come across it?
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| I have been involved in legal work around incentives and loyalty programs since the 90s. My focus on the recent gamification trends is an outgrowth of this and our comprehensive focus on social media. |
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What are some of the most important legal issues to be aware of when creating a gamified product?
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| Most important is that the innovative business models being used can give rise to any of a number of legal issues. It is critical to consult with an attorney who has a broad understanding of the potential issues relevant to what you are doing. There can be virtual currency issues, privacy issues, terms of service issues, FTC endorsement concerns, DMCA issues, among others. |
 @Get_SET_Law … Great answers! Demand for legal is growing in this space. Are you creating any Jim Gatto clones?
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Get_SET_Law James Gatto
@stogiemonster My biotech partners are working on it. Our ethics people are concerned about it. The world is not ready for it 🙂
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Do you have any criticisms of gamification? Would you [recommend] any [government] or business policies that address them?
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No criticisms of gamification, however some people have over-hyped it; others have provided ill-conceived gamification offerings. As with any emerging technology or business model, there are some entities who create fodder for bad press. On the whole, gamification, when well thought out, provides many benefits for businesses and consumers.
Not sure there’s a need for new policies but rather careful consideration of how existing legal frameworks and policies apply.
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 WintersNight Drew In the future, what impact do you see virtual economies having on the real world?
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Get_SET_Law James Gatto
@WintersNight There is clearly a merging of the two; this is a trend we think will continue. Virtual currencies are being used in real world economies and real money is being made from virtual goods.
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Good segue, what is still missing from #gamification? How do you see it developing in the future?
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What’s missing is enough solid case studies and data; but that’s part of the fun. It is an evolving area. We believe the best is yet to come. The great thing about this space is that there are new innovations everyday. Clearly the trend is toward greater use of gamification. The challenge is towards more effective use of it – but that is happening.
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If I had a startup w/ some game-mechanics in the biz model, what would your top 3 pieces of legal advice be?
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Get_SET_Law James Gatto
@stogiemonster (1) Seek competent legal counsel; (2) Seek competent legal counsel; (3) Seek competent legal counsel. [But realistically: ] ensure regulatory compliance; assess whether you have any protectable IP; align your business and legal strategy.
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Rounding up our questions, in <140 chars, how is #gamification important within your practice?
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Since it’s an important and pervasively used tool with our clients, it is important for us to stay on top of emerging legal issues.
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Great finish! Thanks to @Get_SET_Law for the time and insight! Be sure to catch James at #GSummit Sep 15-16 http://gsummit.com
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Get_SET_Law James Gatto Thanks! Hope to see you all there!
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Check out our past interviews:
- Daniel Debow, CEO and Founder of Rypple. Visit Daniel’s G-List page for the full interview, and come back for more updates!
- We held our second tweetchat with Kiip CEO, Brian Wong. Check out the full interview on the G-List.
- Bunchball founder, Rajat Paharia shared his unique insight into gamification’s roots and its future. Check the full interview.
- Keith Smith, Founder of BigDoor, spoke with us about the engagement economy and fostering connections to consumers with gamification.
- Kris Duggan, Founder of Badgville gave insight into the gamification in startup competitions, and the fast growing gamification space.
Gamification Co will be hosting it’s second Gamification Summit in New York on September 15-16. Join keynotes and design intensives from top businesses and creative professionals to learn how the new science of engagement is rewriting the rules of product design. For Gamification Blog readers, use discount code GCOBLOG for 25% off athttp://gsummit.com/register. We look forward to seeing you there!
