Trademarking it doesn't mean it will actually be done this way. Take a look at Runescape to say an example.
I have yet to see blank USB sticks with a Runescape brand, yet it's there.Word Mark RUNESCAPE
Goods and Services IC 009. US 021 023 026 036 038. G & S: Interactive entertainment game software; computer games programs; video games programs; computer game software; computer application role-playing game software; computer game software for wireless hand-held devices; electronic game application software for hand-held devices; downloadable telephone ring tones; downloadable screen-savers; downloadable wallpapers; laptop protective sleeves; laptop protective covers; protective covers for PDAs; portable tablet computer protective sleeves; computer mouse; mouse pads; keyboards; headphones; blank USB sticks; downloadable electronic books in the field of computer games and role-playing games
So does this trademark mean something? No, it can be anything, that it is registered as non-downloadable game content can also be seen as how you look at it. Your character is online, you do not download it, hence it's non-downloadable game content.
On the other side, everything you do online, even in a browser game, you download it to your cache folder. So you can not trademark something as non-downloadable, because even browsing mmo-c, you download data.