Knock-Off Apps Launch Alongside the Xbox One

2 Weeks Post-Launch, Brand Poachers Already After the Xbox One

Amid much fanfare, Microsoft officially announced its new video game console on May 21st, Xbox One. Not only did the announcement quash long-standing “Xbox 720” name rumors, it also ushered in the much anticipated new generation of entertainment systems.

Though Microsoft was quick to act on protecting Xbox One related domain names, they failed to proactively monitor the app marketplaces and safeguard the Xbox One brand. During the launch event on May 21st, IP Lasso indexed all major app stores for apps containing the keywords “Xbox One” and “Xbox 1”. At the time, these two search terms yielded zero results across the five major app marketplaces. IP Lasso ran the same daily search over the course of the next two weeks and found 22 apps containing references to the Xbox One, including 10 apps containing Xbox One in the title. The full list of apps can be found below.

In stark contrast to Apple’s well-documented “walled-garden” philosophy, Google’s relaxed policies enable unlicensed app developers to freely develop and modify apps. Product launches like the Xbox one release present an opportunity for developers to upload apps and ride the success of popular brands. Three Xbox One apps were live in the Google Play store before Microsoft’s launch event, but relabeled three days after the launch to match the name of the newly released gaming console.

The hastily made “Xbox One Plus” app features a countdown to a  fictional release date wrapped in advertisements.

“The xbox One” was updated immediately following the announcement on the 21st, “XBOX One Plus” changed on the 22nd and “XBOX One News” was renamed on the 26th. Click here to view before and after snapshots of “The xbox One”.

Product launches like the Xbox One announcement generate buzz and excitement among consumers, but also attract interest from fraudulent app developers looking to cash in on the new technology. It is imperative that brands proactively monitor the mobile marketplaces around high profile product launches, because as the Xbox One example shows, unlicensed developers often react faster than the brand owners themselves.