Any copyright / EULA issues aside (and there are some
interesting prior verdicts related to reverse engineering), "New City of Heroes" is committing active trademark infringement. Ignoring that is bad for NCSoft for a few reasons.
Disclaimer: I am not a lawyer. These are just quick pointers from research related to the subject I've done before for other purposes.
Apparently, if a company fails to
police a trademark (ie send cease & desist messages to infringers or pursue legal action against them),
Inaction in policing your trademark can lead to a bar to sue for trademark infringement. In addition, failure to prosecute infringers usually is evidence of a weak mark. As a result, challengers can petition the USPTO to cancel your trademark registration.
Now, Eschelbacher's little website and facebook page both misappropriate the City of Heroes trademark - both in form of name and logo.
However, there's also the other side of the coin - namely limitations of where trademarks can be applied:
Trademark rights only protect the particular type of goods and services that the mark owner is selling under the trademark. (...) generally, if you are selling goods or services that do not remotely compete with those of the mark owner, this is generally strong evidence that consumers would not be confused and that no infringement exists.
The mark owner (ie NCsoft) has rather publicly terminated sale of goods or services under the
City of Heroes trademark.
Also note:
Abandonment of trademark is understood to happen when a trademark is not used for three or more years, or when it is deliberately discontinued; trademark law protects only trademarks being actively used and defended.
Hmm. Could NCsoft's closure of the game and termination of all associated content, information websites and social media linked to it be construed as a deliberate discontinuation? Either way, the clock started ticking December 1st.
In other words? If NCsoft does not react, the trademark may end up losing value and consequently associated properties would also be taking a hit.