Delivery Of Advertising Into Multiple Video Games

• US 20080102947A1
• Filed: 03/08/2005
• Published: 05/01/2008
• Est. Priority Date: 03/08/2004
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Inventors: Hays, Katherine, Sturman, David J., Skeen, J. Richard, Melfi, Daniel, Batten, Claudia I.
• Application Number:
  US10/592,296
• Publication Number:
  US 20080102947A1
• Time in Patent Office: Days
• US Class Current: 463/31
• 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 13/332 using wireless networks, e.g. cellular phone networks
• CPC Class Codes: A63F 13/61 using advertising information
• CPC Class Codes: A63F 13/71 using secure communication between game devices and game servers, e.g. by encrypting game data or authenticating players
• CPC Class Codes: A63F 13/79 involving player-related data, e.g. identities, accounts, preferences or play histories
• CPC Class Codes: A63F 2300/407 Data transfer via internet
• CPC Class Codes: A63F 2300/5506 using advertisements

Abstract

An advertisement delivery scheme and associated facility provide targeted advertisements for multiple video games without advertisers having to specify specific game titles in which they would like their advertisements placed. The targeted advertisements may be provided via a network connection while the video game applications are executed on gaming devices, or via other means. Advertisements may be targeted to groupings of one or more games, and or groupings of one or more players. Data about the presentation of advertisements, such as impression data, may be collected and reported on, along with other information tracked through a game playing device.

Claims

1. A system for playing computer or video games and displaying advertising to an audience playing the computer or video games, the system comprising:

multiple electronic game platforms, wherein each game platform includes;

a display screen;

an input device;

a network connection;

memory at least temporarily storing game elements under multiple computer or video games, and storing an advertising presentation process; and

a data processor coupled to the display screen, input device, network connection, and memory, wherein the processor is programmed;

to execute elements of the computer or video game as a player plays the computer or video game, wherein the computer or video game includes multiple advertising locations to receive advertisements,

to receive advertisements via the network connection under direction of the advertising presentation process,

to insert advertisements into the advertising locations under direction of the advertising presentation process, and,

to provide reporting data regarding impressions of the advertisements provided to the player under direction of the advertising presentation process; and

a game advertising system for broadcasting multiple advertisements associated with advertisement campaigns across multiple games to the multiple electronic game platforms, wherein at least some of the broadcasted advertisements are matched to at least some of the multiple games based on establishing a correspondence between a genre or category associated with the broadcasted advertisements and a genre or category assigned to the multiple games, and wherein the game advertising system includes;

an advertising database containing the multiple advertisements, wherein at least one advertisement is associated with each of the advertisement campaigns;

an advertising location database identifying multiple advertising locations within each of the multiple games; and

,

an advertising server in communication with the advertising and advertising location databases and at least at times in network communication with the multiple electronic game platforms;

wherein the advertising server is programmed;

to provide the least one advertisement associated with each of the advertisement campaigns to the advertising presentation process of the multiple electronic game platforms via the network connection, and

to count the delivery of each of the advertisements based on the reporting data received.

2. The system of claim 1 wherein the advertisements include audiovisual advertisements and animation advertisements, wherein the data processor is also configured to insert advertisements into the advertising locations under direction of the advertising presentation process when the electronic game platform is not connected to a network, and,

wherein the multiple games include a first set of games sharing a first common game classification, and a second set of games sharing a second, different game classification, and wherein each advertising campaign can designate or exclude:

the first or second game play classification, a time parameter, a geographic parameter, or a player parameter.

3. The system of claim 1 wherein the advertising server is programmed to count impressions of advertisements based on a size of an advertising image displayed, a view angle of the advertising image, a visibility duration of the advertising image, and a percent occlusion of the advertising image.

4. A method for delivering advertisements within a computer or video game or games running on a player'"'"'s computer or game console, the method comprising:

providing an update request to a remote server;

downloading data with respect to new advertising media associated with multiple inventory elements associated with the game or games, wherein the inventory elements represent locations within the game or games where at least one of the advertising media may be displayed or replayed to the player via the computer or game console, and wherein the new advertising media is selected for the game or games based on at least one genre or type classification associated with the game or games;

during a session of game play, displaying or replaying to the player via the computer or game console at least some of the advertising media with respect to the multiple inventory elements; and

uploading reporting data associated with the displaying or replaying to the player of the advertising media.

5. The method of claim 4, further comprising:

uploading parameters with respect to the game or games;

receiving client authentication from the remote server; and

,

setting default media for default displaying or replaying to the player with respect to at least some of the inventory elements.

6. The method of claim 4 wherein the update request occurs in relation to a zone change within the game, and wherein the downloading data with respect to new advertising media includes downloading pointers to memory locations storing the advertising media.

7. The method of claim 4 wherein the advertising media includes advertising images, wherein an impression of any one of the advertising images is considered as being viewed to the player only if the one advertising image is displayed to the user and meets time viewed and other parameters or other parameter thresholds, and wherein another impression of the one advertising image cannot be counted until the one advertising image has been not displayed for a minimum length of time.

8. The method of claim 4, further comprising:

intermittently and automatically connecting to the remote server; and

,

periodically pulling new advertising data and/or advertising media from the remote server and passing the new advertising media to the game or games to be displayed in appropriate inventory elements.

46. The method of claim 4, further comprising inserting into the inventory elements advertisements locally stored in the computer or game console when the computer or game console is in an off-line mode.

9. A system for displaying ads in electronic games, wherein the electronic games are played on computers, game consoles, or both, which are coupled to a network, the system comprising:

an ad server configured to exchange data with the computers or game consoles via the network, wherein the ad server includes;

a game development module, wherein the game development module is configured to specify inventory elements in electronic games for ad placement, and to provide a display of details of inventory elements;

a game advertisement module, wherein the game advertisement module is configured to receive ads and provide the received ads to the computers or game consoles for display or replay within inventory elements of the electronic games, wherein for at least one of the received ads and for at least one of the electronic games, providing the received ad is based, at least in part, on matching a classification associated with the electronic game with a classification or target specified by an advertiser associated with the received ad; and

a game publishing module, wherein the game publishing module is configured to provide a display of reporting data with respect to ads presented within the inventory elements of the electronic games.

10. The system of claim 9 wherein the details of inventory elements includes, for each inventory element of a particular electronic game, at least two of the following:

a name, a description of the inventory element with respect to the particular electronic game, an image size, and a bit depth.

11. The system of claim 9 wherein each of the requests to insert ads includes at least two of the following:

a client name, an ad campaign name, an ad media, a campaign time frame, a target number of impressions, a game zone or zones, and an inventory element or elements.

12. The system of claim 9 wherein the impression report includes at least two of the following:

a client name, a campaign name, a date range, male/female demographics, computer/game console demographics, impressions served, and average impression duration.

13. The system of claim 9 wherein the game publishing module is configured to permit electronic game publishers to approve or reject requests to insert ads into their electronic individual games.

14. The system of claim 9 wherein the details of inventory elements includes, for each inventory element of a particular electronic game, an identifier and at least one parameter related to a kind of, or format for, an advertisement acceptable for that inventory element.

51. The method of claim 9 further comprising:

an administrative module providing an interface for controlling and configuring the ad server.

15. An apparatus for providing ads in electronic games, wherein the electronic games are played on multiple computers, game consoles, or both, which are coupled to a network, the apparatus comprising:

advertising server means for serving ads to inventory elements within electronic games played on the multiple computers or game consoles, wherein for at least one of the ads and for at least one of the electronic games, serving the ad is based, at least in part, on matching a classification associated with the electronic game with a classification selection specified by an advertiser associated with the ad;

media server means for providing, via the network, electronic advertising media to the multiple computers or game consoles; and

impression server means for receiving, via the network, ad presentation data from the multiple computers or game consoles and determining which ads delivered during play of the electronic games count as impressions.

16. The apparatus of claim 15 wherein the impression server means includes means for receiving time data, game location data, game identifying data, and data regarding a visibility or audibility of electronic advertising.

17. The apparatus of claim 15 wherein the advertising media includes at least two different advertising images associated with a common advertising campaign, and wherein the impression server means includes means for receiving presentation data associated with amounts of time each of the two advertising images were viewable during electronic game play, and for adding the amounts of time to overcome a time threshold and count as an impression.

18. The apparatus of claim 15 wherein the advertising server means includes means for providing data associated with advertising for each new zone of electronic games.

19. The apparatus of claim 15 wherein the advertising server means includes means for defining a set of characteristics for inventory elements.

20. A method for delivering advertisements within computer or video games, the method comprising:

receiving an ad campaign request to place an ad within computer or video games, without specifying a specific computer or video game title; and

broadcasting at least one electronic ad associated with the advertising campaign for substantially simultaneous display in multiple, different computer or video games, wherein for at least one of the ads and for at least one of the electronic games, the broadcasting is based, at least in part, on matching a classification associated with the electronic game with a target classification specified by an advertiser associated with the ad.

21. The method of claim 20 wherein the broadcasting includes providing a uniform resource locator (“

URL”

) to a memory location on a remote server that stores the at least one electronic ad.

22. The method of claim 20 wherein the advertising campaign is based on at least one time criterion, geographic criterion, or audience demographic.

23. The method of claim 20 wherein the one electronic ad associated with the advertising campaign is displayed differently in the multiple computer or video games depending upon a type of advertising location within the multiple computer or video games.

24. The method of claim 20 wherein the one electronic ad is presented before or after the multiple computer or video games start or end, respectively, between discrete game play zones, or during a pause screen within the multiple computer or video games.

25. The method of claim 20, further comprising:

receiving ad presentation data that includes ad viewing time;

accumulating the ad viewing time to achieve cumulative lengths of view time that exceed a threshold, and

counting an ad if a cumulative length of view time exceeds the threshold.

26. The method of claim 20, further comprising:

receiving revenue from an advertiser for an ad campaign based on a total number of ad impressions provided by the multiple computer or video games;

retaining a portion of the revenue and generating a revenue remainder; and

providing at least a portion of the remainder to multiple game publishers or game developers based on a pro rata portion each of the multiple computer or video games provided to the total ad impressions.

27. The method of claim 20 wherein the advertising campaign is based on at least one time game criterion exclusion, or advertising category exclusive, across multiple computer or video games.

28. The method of claim 20 wherein the ad comprises a mini game that can be played at the beginning of the multiple computer or video games, at the end of the multiple computer or video games, in between levels of the multiple computer or video games, or any combination thereof.

29. The method of claim 20 wherein the ad includes an input feature, and wherein the input feature allows game players to enter product codes to provide a game playing advantage and/or enhanced experience in the multiple computer or video games.

30. The method of claim 20 wherein the broadcasting is conducted in association with a scheduled game playing tournament, and wherein the advertisement campaign is associated with a sponsor of the game playing tournament.

31. An method for displaying or replaying advertisements in electronic games played, wherein the electronic games are played on multiple gaming devices, the method comprising:

receiving advertisement campaign information, wherein the advertisement campaign information includes data for presenting at least one advertisement and data for automatically targeting sub-channels associated with the electronic games; and

receiving information regarding available advertisement units associated with at least some of the electronic games, wherein the available advertisement unit information includes information to allow targeting of advertisements to the sub-channels, including targeting by game genre; and

dynamically and automatically serving the at least one advertisement to available advertisement units within all of the electronic games played on the multiple gaming devices, or within a targeted sub-channel of electronic games played on the multiple gaming devices.

32. The method of claim 31 wherein the dynamically serving the at least one advertisement includes serving a group of related advertisements to a grouped set of available advertising units.

33. The method of claim 31 further comprising collecting information about presentation of the dynamically served advertisement.

34. The method of claim 31 further comprising tracking information about game playing, wherein the information about the game playing includes one or more of:

information about a number of players that play the electronic games over a given time period, information about times of day that players play the electronic games, information about days of the week that players play the electronic games, information about average game play times, information about game levels or game elements that receive high amounts of play, or information about game levels or game elements that receive low amounts of play.

47. The method of claim 31, further comprising designating or excluding, for each advertising campaign, a game play classification, a time parameter, a geographic parameter, or a player parameter.

35. A method for delivering advertisements within electronic games, the method comprising:

aggregating locations for advertisements from an aggregation of multiple, different electronic games; and

defining a subset of advertisement locations from the aggregated advertisement locations for delivery of advertisements to the subset of advertisement locations, wherein the subset of advertisement locations targets a game playing audience having a common characteristic.

36. The method of claim 35 wherein the common characteristic is age, gender, playing habits, geographic location, or purchasing habits.

37. A computer-readable medium containing a data structure associated with tracking presentation of an electronic advertisement delivered via a network connection comprising:

first information element identifying the advertisement delivered via the network connection, wherein the advertisement is selected for delivery to at least one electronic game based, at least in part, on matching a genre or topic associated with the at least one electronic game with a genre or topic specified by an advertiser associated with the advertisement; and

second information element providing a count of a number of times the advertisement was presented during play of the at least one electronic game.

38. The computer-readable medium of claim 37 wherein at least the second information element is collected based on feedback data gathered while the advertisement is presented during network play of the electronic game,

wherein the feedback data includes time data associated with multiple time segments in which the advertisement was presented, presentation data associated with an angle of presentation or relative size of presentation for each of the time segments in which the advertisement was presented, and visibility data associated with an amount of occlusion associated with presentation of the advertisement;

and

wherein the time, presentation, and occlusion data is employed to determine whether a quality of presentation of the advertisement was satisfactory enough to be included in the number of times the advertisement was presented.

39. The computer-readable medium of claim 37, further comprising third information element associated with demographics of players playing the electronic game.

40. The computer-readable medium of claim 37 wherein the computer-readable medium is a memory of an impression counting component at an advertisement delivery facility.

41. The computer-readable medium of claim 37 wherein the second information element is associated with aggregating information from multiple sequential or non-sequential time segments of presenting the advertisement during play of the electronic game.

42. The computer-readable medium of claim 37 wherein the second information element is associated with determining a quality of presenting the advertisement during play of the electronic game before incrementing the number of times the advertisement was presented.

43. The computer-readable medium of claim 37 wherein the computer-readable medium is a logical node in a computer network receiving the contents.

44. The computer-readable medium of claim 37 wherein the computer-readable medium is a computer-readable disk or tape.

45. The computer-readable medium of claim 37 wherein the computer-readable medium is a data transmission medium carrying a generated data signal containing the contents.

48. A method of providing information from a computer or video game running on a player'"'"'s computer or game console, the method comprising:

identifying multiple electronic elements within the computer or video game, where at least some of the multiple electronic game elements may be displayed or replayed to a player via the computer or game console;

during a session of game play, tracking a player'"'"'s interaction with at least some of the identified electronic game elements; and

,

uploading reporting data to a remote server, wherein the reporting data is associated with the tracking of the player'"'"'s interaction with the at least some of the identified electronic game elements.

49. The method of claim 48, further comprising providing to a developer of the computer or video game, in exchange for compensation, a report regarding the reporting data, and wherein the computer or game console forms one of multiple the computer or game consoles all coupled via a network and all uploading reporting data.

50. The method of claim 49 wherein the computer or game console is a mobile device.