Why M. Bison Has a Different Name in America: A Lesson in International IP

If you grew up playing Street Fighter II in the United States, you probably know M. Bison as the red-uniformed villain and leader of Shadaloo.

In Japan, however, M. Bison was a completely different character.

The boxer American players know as Balrog was originally named M. Bison, or Mike Bison, in the Japanese version of the game. The character also had an unmistakable resemblance to heavyweight boxing champion Mike Tyson.

That resemblance was not just something fans noticed years later.

In a 1991 interview with Street Fighter II director Akira Nishitani, Nishitani discussed several of the names Capcom used for characters while the game was being developed. The working name listed for M. Bison was simply “Tyson.”

When Capcom released Street Fighter II outside of Japan, the company changed the names of three characters. Mike Bison became Balrog. The Spanish fighter known as Balrog in Japan became Vega. The villain known as Vega in Japan became the M. Bison familiar to American players.

The name change has become an interesting piece of video game history, but it also points to a larger issue for businesses. A name that works in one country may not be as easy to use or protect when a business enters another country.

Why Does M. Bison Have a Different Name in America?

When Capcom developed Street Fighter II, Mike Tyson was one of the most recognizable boxers in the world. The connection between Tyson and the game’s boxer was also more than fan speculation.

In one account of the game’s development, Street Fighter II director Akira Nishitani identified “Tyson” as the working name for the character who eventually became M. Bison in Japan.

More importantly, Nishitani directly addressed the international name change in an October 1991 special issue of Gamest Magazine. During a discussion about how the Street Fighter II characters received their names, interviewer Akemi Kurihara pointed out that Bison had a different name in the overseas version of the game. Nishitani responded that Bison was too similar to Tyson and that Capcom could potentially “get into trouble” because of it.

Capcom ultimately changed the names of three characters for international versions of Street Fighter II. The boxer known as M. Bison in Japan became Balrog. The Spanish fighter known as Balrog became Vega, and the villain known as Vega became the M. Bison familiar to American players.

There does not appear to have been a lawsuit from Mike Tyson that forced Capcom to make the change. Instead, Nishitani’s comments suggest that Capcom recognized the potential legal risk and changed the name before it became a larger issue.

For businesses, that sequence provides a useful lesson. A name that works in one country may present different legal concerns when that brand enters another market.

Does a U.S. Trademark Protect You Internationally?

Generally, no. A U.S. trademark registration does not automatically give a business trademark protection everywhere in the world.

Trademark rights are largely based on individual countries and regions. Registering a trademark with the United States Patent and Trademark Office provides federal protection in the United States, but it does not create a trademark registration that applies automatically in every other country.

The United States Patent and Trademark Office specifically explains that there is no such thing as a worldwide trademark registration.

This means that a business planning to sell products or services in another country should consider whether its trademark is available and protectable in that market.

A company may successfully register and use a brand in the United States only to discover that another business has already registered a similar name somewhere else. Different countries may also have different rules that affect whether a mark can be registered.

The M. Bison story is not a straightforward trademark dispute, and we should not treat it as one. However, it demonstrates a broader point that applies to businesses expanding internationally. Entering a new market can introduce legal and branding concerns that were not present in your original market.

Can Two Companies Use the Same Trademark in Different Countries?

In some situations, yes.

Trademark rights are generally tied to the countries or regions where those rights exist. As a result, one business may have rights to a particular trademark in the United States while another business has rights to the same or a similar name in another country.

That does not mean businesses should assume that a name is safe to use simply because the other company operates somewhere else.

Several factors can affect whether a business can use or register a name in a new country. These can include existing trademark registrations, how similar the names are, what products or services the businesses offer, and the trademark laws of that particular country.

Some well-known brands may also have broader protections that make the situation more complicated.

For that reason, businesses should research the markets they plan to enter instead of assuming that their U.S. trademark registration settles the question.

How Can Businesses Protect Their Trademarks in Other Countries?

Businesses that plan to operate internationally have several ways to seek international trademark protection.

One option is to apply directly through the trademark office of each country where protection is needed. Another option may be to use the Madrid Protocol, an international filing system administered by the World Intellectual Property Organization.

For eligible U.S. trademark owners, the Madrid Protocol can make it easier to request trademark protection in several participating countries through one filing process.

However, using the Madrid Protocol does not mean that a business receives one trademark that is automatically valid everywhere.

The USPTO explains in its Madrid Protocol guidance that each country included in an international application still decides whether the trademark can receive protection under that country's laws.

A trademark may therefore receive protection in one country and be refused in another.

The important question for a business is not simply, “Do I own this trademark?” It is also, “Where do I need to protect this trademark?”

What Happens if Your Trademark Is Already Taken in Another Country?

Finding a similar trademark in another country does not always mean that a business has to abandon its plans to expand there.

The answer depends on the particular situation. The existing trademark may cover completely different products or services. The names may be different enough to coexist. In other cases, the existing trademark may create a serious obstacle to using or registering the proposed brand.

The earlier a business identifies that issue, the more options it may have.

Discovering a conflict before launching a product may allow the company to choose another name, adjust its branding, or reconsider how it enters that market.

Discovering the same conflict after launching can be much more difficult.

By that point, the business may have already invested money in packaging, advertising, inventory, websites, marketplace listings, signs, and other materials carrying the brand name. Customers may have also started recognizing the brand.

A naming problem can then become a much larger and more expensive rebranding problem.

A Name That Works in One Country May Not Work in Another

Expanding a brand internationally involves more than translating a website and making products available in another country.

Businesses should also consider whether their trademarks are available in the markets they plan to enter. A name may already belong to someone else. A translation or variation of the name may create an unexpected issue. Local laws may also treat certain names or trademarks differently.

Sometimes these differences can lead to very visible changes.

For Street Fighter II, American players received Balrog instead of Mike Bison. The Spanish fighter became Vega, and the game's main villain inherited the M. Bison name.

More than three decades later, those different names remain part of the Street Fighter franchise.

The story is unusual, but the underlying business issue is not.

What Can Businesses Learn From M. Bison?

The M. Bison story is an interesting piece of video game history, but it also provides a useful lesson for businesses considering international expansion.

Successfully using or registering a name in one country does not guarantee that the same name will work everywhere else.

Businesses should consider where they plan to sell their products or services and whether their trademarks can be used and protected in those markets.

Doing that research before entering a new country can help identify potential problems while there is still time to address them.

Capcom ultimately introduced Street Fighter II to international audiences with a different set of character names than the ones it used in Japan. Whether a business is launching a video game, selling products online, or expanding an existing brand, checking for potential conflicts before entering a new market can help avoid a much more difficult rebranding problem later.

If you are planning to expand your brand internationally or have questions about protecting your trademarks in other countries, Stockman & Poropat, PLLC can help you understand your options and develop a trademark strategy before entering a new market.