Indie game hosting site Itch.io was briefly taken down due to a misunderstanding between Funko, the owner of Funko Pop merchandise, and Itch.io’s brand protection software. The issue began when an AI-powered system called Brand Shield mistakenly flagged the site for potential phishing attempts.
Itch.io’s creator Leafo explained that the mistake occurred because someone created a fan page for a Funko Pop video game on their site, which triggered the Brand Shield system to send reports to Itch.io’s registrar. The software incorrectly identified the page as “unauthorized” use of Funko’s trademark and demanded its removal.
Leafo claimed that he had already removed the disputed page days in advance but was not notified by his host or the registrar. Itch.io later confirmed that they took down the site to avoid escalating the situation, but their domain host, Linode, failed to respond promptly.
The incident highlights the limitations of AI-powered brand protection systems and their potential for overreaction. Itch.io has since restored its services, but not before it lost hours of potential revenue due to the downtime. The website’s creators expressed disappointment with the entire process, citing a lack of communication from both their host and the registrar.
The incident serves as a reminder that automated technology can sometimes malfunction, leading to unintended consequences for those involved. As Leafo noted, “it’s not worth fighting stuff like that” when mistakes are made, but it is essential to ensure that such incidents do not happen in the future.
Source: https://www.pcgamer.com/gaming-industry/indie-games-site-itch-io-temporarily-taken-down-by-funko-due-to-ai-powered-brand-protection-company-that-created-some-bogus-phishing-report