数字营销场景中游戏直播画面的著作权规制

Copyright Regulation of Gaming Live Streams in Digital Marketing Contexts

摘要: 随着游戏直播在数字营销中的广泛应用，相关著作权问题日益凸显。本文聚焦数字营销这一特定场景，系统界定游戏直播画面的著作权边界并构建相应法律规制体系。游戏直播画面在法律属性上兼具游戏“视听作品”与主播“直播流”的双重特征，这种权利并存的内在张力在营销资本介入后显化，直接引发各方主体的利益博弈。本文核心论证在于，通过对“合理使用”原则的剖析，证成在数字营销场景下，强烈的商业性目的、受限的“转换性使用”及对游戏潜在授权市场的替代效应，共同导致合理使用抗辩难以成立。本文创新性地指出合理使用抗辩在此领域具有高度不确定性，进而提出以法定许可模式为核心方案，辅以司法标准明晰化与多元共治框架的综合治理路径，以期为产业合规发展提供理论支撑。

Abstract: With the widespread application of game live streaming in digital marketing, relevant copyright issues have become increasingly prominent. This study focuses on this specific scenario to systematically define the copyright boundaries of game live streaming content and establish a corresponding legal regulatory framework. The research indicates that game live streaming content possesses dual legal characteristics comprising the game’s “audiovisual work” and the streamer’s “live broadcast content”. The inherent tension of this coexisting rights structure becomes evident with the involvement of marketing capital, directly triggering interest conflicts among various stakeholders. The core argument of this study, through analysis of the “fair use” doctrine, demonstrates that in digital marketing scenarios, strong commercial purposes, limited “transformative use”, and the substitution effect on the game’s potential licensing market collectively make it difficult to establish a successful fair use defense. The study innovatively points out the high uncertainty of relying on fair use defense in this field, and consequently proposes statutory licensing as the core solution, supplemented by clarified judicial standards and a multi-stakeholder governance framework, aiming to provide theoretical support for the compliant development of the industry.