Online game advertising system

• US 20060085261A1
• Filed: 11/22/2005
• Published: 04/20/2006
• Est. Priority Date: 01/24/2003
• Status: Active Grant

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Viva Chu
• Inventors: Chu, Viva
• Granted Patent: US 7,698,178 B2
• Time in Patent Office: Days
• US Class Current: 705/14.120
• CPC Class Codes: A63F 13/12 involving interaction between a plurality of game devices, e.g. transmisison or distribution systems protocols for networked virtual reality, networked games H04L29/06034
• CPC Class Codes: A63F 13/30 Interconnection arrangements between game servers and game devices; Interconnection arrangements between game devices; Interconnection arrangements between game servers
• CPC Class Codes: A63F 13/61 using advertising information
• CPC Class Codes: A63F 2300/209 characterized by low level software layer, relating to hardware management, e.g. Operating System, Application Programming Interface
• CPC Class Codes: A63F 2300/5506 using advertisements
• CPC Class Codes: A63F 2300/6009 for importing or creating game content, e.g. authoring tools during game development, adapting content to different platforms, use of a scripting language to create content
• CPC Class Codes: G06Q 10/087 Inventory or stock management, e.g. order filling, procurement or balancing against orders
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0209 Incentive being awarded or redeemed in connection with the playing of a video game
• CPC Class Codes: G06Q 30/0226 Incentive systems for frequent usage, e.g. frequent flyer miles programs or point systems
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0252 based on events or environment, e.g. weather or festivals
• CPC Class Codes: G06Q 30/0253 During e-commerce, i.e. online transactions
• CPC Class Codes: G06Q 30/0264 based upon schedule
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/0623 Item investigation
• CPC Class Codes: G07F 17/3227 Configuring a gaming machine, e.g. downloading personal settings, selecting working parameters
• CPC Class Codes: G07F 17/3255 Incentive, loyalty and/or promotion schemes, e.g. comps, gaming associated with a purchase, gaming funded by advertisements

Abstract

In one embodiment an online game advertising system provides an architecture for enabling the definition, sales, distribution, and management of interactive advertisements, sponsorships, and placements that appear within an online video game as part of the game experience or during idle load, wait, and pause screens. For example, in a race car game, when a driver pulls in for a pit stop, the engine oil brand that the game player may choose may be defined as locations for advertisements or product placements for real life engine oils and game publishers and advertisers may manage what specific advertisements to place in these locations.

Claims

1-53. -53. (canceled)

54. A system for importing aspects of game enhancements into a game program played on a user device, the system comprising:

a user device configured for executing game programs, including a game program having at least one portion configured to be populated with one or more add-on components from a remote source, wherein at least one of the one or more add-on components is associated with advertising; and

a management component for managing at least some aspects of user interactions with the one or more add-on components.

55. The system of claim 54 wherein at least one of the one or more add-on components is selected from the group consisting of an advertisement, a game object, a display area in which to show advertisements, a gift certificate, a video, a graphic, and text.

56. The system of claim 54 wherein the management component is part of a server that is located remotely from the user device.

57. The system of claim 54 wherein managing at least some aspects of user interactions with the one or more add-on components includes determining which add-on components are presented to the user at the user device.

58. The system of claim 54 wherein managing at least some aspects of user interactions with the one or more add-on components includes determining a user'"'"'s response to presentation of the one or more add-on components at the user device.

59. The system of claim 54 wherein managing at least some aspects of user interactions with the one or more add-on components includes dynamically updating contents of the one or more add-on components at the user device.

60. The system of claim 54 wherein managing at least some aspects of user interactions with the one or more add-on components includes managing display schedules for the presentation of the one or more add-on components at the user device.

61. The system of claim 54 wherein managing at least some aspects of user interactions with the one or more add-on components includes managing enforcement of rules associated with displaying and selecting the one or more add-on components at the user device.

62. The system of claim 54 wherein managing at least some aspects of user interactions with the one or more add-on components includes maintaining hierarchies or other organizations used to present the one or more add-on components at the user device in an efficient way.

63. The system of claim 54 wherein managing at least some aspects of user interactions with the one or more add-on components includes sending a management message to an add-on component at the user device, wherein the management message comprises information used to implement at least one feature of the one or more add-on components.

64. The system of claim 54 wherein managing at least some aspects of user interactions with the one or more add-on components includes receiving a response message about selection of an aspect of the one or more add-on components.

65. The system of claim 54 wherein managing at least some aspects of user interactions with the one or more add-on components includes receiving a response message about a user inquiring into or purchasing a product or service advertised using the one or more add-on components.

66. The system of claim 54 further comprising a second a user gaming device configured for executing game programs, including a second game program having at least one portion configured to be populated with one or more add-on components from a remote source.

67. The system of claim 54 wherein at least one of the one or more add-on components implements a feature or otherwise adds value to the game program and is selected from the group consisting of an executable program component, interpretable source code, and a software module.

68. The system of claim 54 wherein the game program is published by a publisher, and wherein the game program includes facilities that accept incoming new components from the publisher.

69. The system of claim 54 wherein managing at least some aspects of user interactions with the one or more add-on components is performed via the Internet or another network.

70. The system of claim 54 wherein managing at least some aspects of user interactions with the one or more add-on components includes coordinating purchases of products or services advertised using the one or more add-on components, and wherein the purchases are made from the user device using a credit card, bank account, or electronic purchasing service.

71. The system of claim 54 wherein managing at least some aspects of user interaction with the one or more add-on components includes coordinating interaction of the game program with a multimedia server that samples, filters, resizes, and/or returns multimedia assets for use in association with the one or more add-on components as presented at the user device.

72. The system of claim 54 wherein managing at least some aspects of user interaction with the one or more add-on components includes managing a hierarchical organization and grouping of related advertisements within an advertising campaign for presentation in association with the one or more add-on components.

73. The system of claim 54 wherein managing at least some aspects of user interactions with the one or more add-on components includes receiving a response message about a user earning points during game play.

74. A system for importing aspects of game enhancements into a game played by a game player, the system comprising:

means for executing at least one game program comprising the game, wherein the at least one game program is associated with one or more add-on components, including at least one add-on component associated with advertising; and

means for managing at least some aspects of the game player'"'"'s interactions with the one or more add-on components.

75. The system of claim 74 wherein the at least one add-on component associated with advertising provides a virtual billboard configured to display, distribute, advertise, or promote products and services and link to an online auction or store that is accessible as part of the game playing program and through which the game player may purchase the advertised products or services.

76. The system of claim 74 wherein the at least one add-on component associated with advertising provides a user-selectable advertisement that the game player can select via a game character action.

77. The system of claim 74 wherein the at least one add-on component associated with advertising provides an interactive advertisement through which the game player requests additional information relating to an advertised product or service.

78. The system of claim 74 wherein the at least one add-on component associated with advertising provides an interactive advertisement through which the game player request additional information relating to an advertised product or service, wherein the additional information is provided based on user contact information provided prior to game play.

79. The system of claim 74 wherein the at least one add-on component associated with advertising provides an interactive advertisement through which the game player can enter contact information to request a coupon or announcement relating to an advertised product or service.

80. The system of claim 74 wherein the at least one add-on component associated with advertising provides an interactive advertisement through which the game player has an option to immediately purchase a product being advertised.

81. The system of claim 74 wherein the at least one add-on component associated with advertising provides an interactive advertisement through which the game player has an option to express intent to purchase a product being advertised, and wherein expressing intent to purchase provides an opportunity for the game player to purchase the product at a later time.

82. The system of claim 74 wherein the at least one add-on component associated with advertising provides an interactive advertisement through which the game player has an option to purchase the product being advertised and wherein payment is made via a monetary transaction.

83. The system of claim 74 wherein the at least one add-on component associated with advertising provides an interactive advertisement through which the game player has an option to immediately purchase a product being advertised and wherein payment is made via an exchange of points or other criteria accumulated during game play.

84. The system of claim 74 wherein the at least one add-on component associated with advertising provides an interactive advertisement through which the game player has an option to enter a virtual advertainment experience comprising a character controlled by the game player entering a special game level, room, or area and interacting directly with animated characters, objects, and/or videos that represent one or more products being advertised.

85. The system of claim 74 wherein the at least one add-on component associated with advertising provides a traditional video-based TV-like advertisement.

86. The system of claim 74 wherein the at least one add-on component associated with advertising provides an image-based, web-like advertisement.

87. The system of claim 74 wherein game play is suspended when the add-on component is presented.

88. The system of claim 74 wherein game play is not suspended when the add-on component is presented.

89. The system of claim 74 wherein the at least one add-on component associated with advertising is programmed so that a motif associated with contents of the add-on component is consistent with a motif of the game in which the add-on component is presented.

90. The system of claim 74 wherein the at least one add-on component associated with advertising is programmed to advertise equipment for use by characters in the game.

91. The system of claim 74 wherein the at least one add-on component associated with advertising is programmed to, upon its selection during game play, allow a game character to enter a virtual store and acquire equipment or objects for use by the character in the game.

92. The system of claim 74 wherein the at least one add-on component associated with advertising provides a virtual billboard or display that advertises real world products, and wherein the add-on component is programmed to, upon selection during game play, allow a game character to enter a virtual store, and wherein the game player may purchase or acquire more information about products in the virtual store by performing actions in the virtual store via the game character.

93. The system of claim 74 wherein the at least one add-on component associated with advertising provides a virtual billboard or display that advertises one or more real-world auto dealerships and wherein the add-on component is programmed to include a virtual link, that, when selected links the game player to an on-line store for the one or more real-world auto dealership.

94. The system of claim 74 wherein the at least one add-on component associated with advertising provides a virtual billboard or display that cycles through various video and/or animated advertisements, which cycle in a specified format or based upon actions occurring within the game.

95. The system of claim 74 wherein the at least one add-on component associated with advertising provides a display that presents a ticket purchasing opportunity for an entertainment event and a preview of the entertainment event.

96. The system of claim 74 wherein the at least one add-on component associated with advertising is presented in association with a pit stop within a racing car game and wherein the add-on component integrates with a game object representing engine oil.

97. The system of claim 74 wherein the at least one add-on component associated with advertising is presented in association with a pit stop within a racing car game, wherein the add-on component integrates with a game object representing engine oil, wherein the game player has the option to select a preferred brand of engine oil for use in the game, and wherein selecting a specific brand of engine oil allows the game player to click on a special pop-up to be sent a coupon for the selected brand of engine oil.

98. The system of claim 74 wherein the at least one add-on component associated with advertising is associated with a secret bonus level that allows the game player to navigate a character through a maze to collect product coupons and gift certificates, wherein the coupons and gift certificates are for real products and are hidden within specified locations and objects within the secret bonus level, and wherein after completion of the bonus level, the game player is presented with the option of viewing details about the product coupons and gift certificates for real world products associated with the product coupons and gift certificates the game player collected during the bonus round.

99. The system of claim 74 wherein the at least one add-on component associated with advertising provides a virtual store, which the game player may enter after the game ends to purchase real-life advertised products.

100. A method for incorporating game enhancements into games played on user devices, the method comprising:

populating games with one or more advertisements, wherein the populating includes;

receiving from the user device, a request for one or more advertisements for at least one identified location in a game, wherein the at least one identified location is configured to display at least one advertisement;

retrieve information associated with the requested one or more advertisements; and

format the retrieved information for presentation in the identified location; and

sending the formatted information for presentation; and

managing enforcement of rules associated with selecting which advertisements to populate the game with based on an applicable condition set.

101. The method of claim 100 wherein the populating occurs prior to game play so that the game can be played offline.

102. The method of claim 100 wherein the populating occurs in near-real time during game play, shortly before game play, and/or shortly after game play.

103. The method of claim 100 wherein the retrieved information includes metadata and media information allowing for the presentation of the one or more advertisements in the game.

104. The method of claim 100 wherein the populating further includes recording the received request for later reporting.

105. The method of claim 100 wherein the advertisements are for presentation during an idle load time that occurs when the game is loading into memory of a user device.

106. The method of claim 100 wherein the advertisements are for presentation during an idle load time that occurs between levels of the game.

107. The method of claim 100 wherein the one or more advertisements are for display during a time when the game is paused or at the beginning or end of the game.

108. The method of claim 100 wherein the applicable condition set include conditions relating to demographic information about a game player or conditions occurring while a game is played.

109. A computer-readable medium comprising a data structure for importing aspects of game enhancements into a game program played on a user device, the data structure comprising:

information for populating a game program with one or more add-on components from a remote source, wherein at least one of the one or more add-on components is associated with advertising; and

information for managing at least some aspects of user interactions with the one or more add-on components, wherein the management includes enforcing rules associated with selecting which advertisements to populate the game with based on an applicable set of conditions, including conditions about game player demographics, conditions occurring while a game is played, or both conditions about game player demographics and conditions occurring while a game is played.