The brand, the IP, is the whole company. Once a court rules that people can recreate the rules of Tetris and make money, then they will have to compete against

The brand, the IP, is the whole company. Once a court rules that people can recreate the rules of Tetris and make money, then they will have to compete against generic brands, and probably lose millions of annual revenue. The thing is that they don't have copyrights on playfield dimensions and the shapes of the blocks, since those are actually functional elements of the game. However, they have been able to protect their brand by claiming that these things fall under trade dress. What they've argued in court is like Ford saying that Chevy infringed on their trade dress by also using wheels, an engine, a steering wheel, etc.