🎮 Nice Class 28: Games, Toys & Sporting Goods
The EUIPO register holds 199,626 trademarks in Class 28, the class for games, toys and sporting articles (as of July 2026). (as of July 2026).
199,626
Marks in the EU register
120,082
Registered with the EUIPO
+13 %
Growth 2020–2024
56 %
Word mark share
Class 28 is the play class of the trademark register: it covers games and toys, video game apparatus, and gymnastic and sporting articles. The EUIPO register holds 199,626 trademarks in Class 28, of which 120,082 are registered (as of July 2026, EUIPO register data). The class is growing strongly: new registrations climbed from 10,147 in 2020 to 11,438 in 2024, a 13 percent increase, with another 11,494 added in 2025. If toy makers are the first thing that comes to mind, the list of top filers holds a surprise: the class is led by gambling groups Novomatic (1,409 trademarks) and adp Merkur (1,019), because slot machines are Class 28 goods too. They are followed by wrestling promotion WWE (779), slot machine maker Euro Games Technology (774) and video game group Konami (656). At 56 percent word marks, the class is clearly name-driven: this is where game titles and franchise names are fought over.
What belongs in Class 28?
Class 28 covers games and playthings of every kind: board and card games, puzzles, action figures and plush toys, plus video game apparatus such as consoles and controllers, slot machines, gymnastic and sporting articles from dumbbells to footballs, and even Christmas tree decorations. The key distinctions: downloadable game software and apps belong in Class 9, sports clothing and footwear in Class 25, and services around gaming, such as operating online games, tournaments or esports events, in Class 41.
Typical examples: Games, toys, sporting and gymnastic articles
New EUIPO registrations per year in Class 28
Most active applicants in Class 28
| # | Applicant | Marks |
|---|---|---|
| 1 | Novomatic Ag | 1,409 |
| 2 | Adp Merkur Gmbh | 1,019 |
| 3 | World Wrestling Entertainment Llc | 779 |
| 4 | Euro Games Technology Ltd | 774 |
| 5 | Konami Digital Entertainment Co Ltd | 656 |
| 6 | Igt A Nevada Corporation | 639 |
| 7 | Hasbro Inc | 541 |
| 8 | Volkswagen Aktiengesellschaft | 538 |
| 9 | Zitro International Sà Rl | 534 |
| 10 | Spin Master Ltd | 471 |
Word mark or figurative mark?
Often combined with
Think of Class 28 as part of an ecosystem: in practice it is most often combined with Class 9 (software, video games), Class 25 (clothing, merchandising) and Class 41 (entertainment, events, esports). A board game with a planned app and community tournaments needs all four areas. Test your game title early as a word mark, because names dominate this class. And search the register thoroughly before filing: with Novomatic (1,409 trademarks), adp Merkur (1,019) and Konami (656), Class 28 is home to some of the most active filers in the entire register.
Common mistakes with Class 28
The most common mistake among games founders: filing only Class 28 when the product is digital. A downloadable app or game software falls under Class 9, and running an online game or tournaments is a Class 41 service, so a 28-only filing protects almost nothing here. Board game publishers make the opposite mistake: they forget the digital version they might build later, and since the list of goods and services cannot be extended afterwards, the app would need a fresh filing. Third classic: merchandising. T-shirts and hoodies carrying your game brand belong in Class 25 and stay unprotected without it.
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Frequently Asked Questions
What belongs in Nice Class 28?
Class 28 covers games and toys, meaning board and card games, puzzles and action figures, plus video game apparatus such as consoles and controllers, slot machines, gymnastic and sporting articles, and Christmas tree decorations. It does not cover downloadable game apps (Class 9), sports clothing (Class 25) or gaming services such as online operation and esports events (Class 41).
Why do gambling companies lead the "toy class"?
Because slot machines are Class 28 goods. According to EUIPO register data (as of July 2026), slot machine groups Novomatic (1,409 trademarks) and adp Merkur (1,019) lead the class, and Euro Games Technology (774) comes from the same industry. Between them sit WWE (779) with merchandising and Konami (656) with video games. Classic toy makers do not appear in the top five at all.
I'm building a video game, is Class 28 enough?
Usually not. Class 28 covers hardware such as consoles and controllers, but the downloadable game itself is software under Class 9. If you run the game online or host tournaments and esports events, Class 41 comes into play as well. For most game studios, the combination of 9, 41 and 28 forms the sensible core.
Which classes are typically combined with Class 28?
Most often Class 9 for software and video games, Class 25 for clothing and merchandising, and Class 41 for entertainment, tournaments and events. A board game publisher planning an app and selling fan shirts closes the typical gaps with 28, 9, 41 and 25.
Sources
EUIPO – European Union Intellectual Property Office: register data on EU trade marks and international registrations with EU protection, as of July 2026.
WIPO – Nice Classification: class definitions and headings (11th edition).
Methodology: own analysis by markencheck.ai; counted per filing entity, name variants merged.
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