PERSONALIZED STIMULUS PLACEMENT IN VIDEO GAMES

• US 20100249636A1
• Filed: 03/27/2009
• Published: 09/30/2010
• Est. Priority Date: 03/27/2009
• Status: Abandoned Application

• Current Assignee: Nielsen Company (US) LLC (RR Donnelley & Sons Company)
• Original Assignee: NeuroFocus Inc. (Nielsen Holdings plc)
• Inventors: Pradeep, Anantha, Knight, Robert T., Gurumoorthy, Ramachandran
• Application Number:
  US12/413,297
• Publication Number:
  US 20100249636A1
• Time in Patent Office: Days
• US Class Current: 600/544
• CPC Class Codes: A61B 3/113 for determining or recording eye movement
• CPC Class Codes: A61B 5/0533 Measuring galvanic skin response
• CPC Class Codes: A61B 5/055 involving electronic [EMR] or nuclear [NMR] magnetic resonance, e.g. magnetic resonance imaging
• CPC Class Codes: A61B 5/369 Electroencephalography [EEG] devices for psychotechnics A61B5/16
• CPC Class Codes: A61B 5/377 using evoked responses
• CPC Class Codes: A61B 5/398 Electrooculography [EOG], e.g. detecting nystagmus; Electroretinography [ERG]
• CPC Class Codes: A61B 5/7207 of noise induced by motion artifacts
• CPC Class Codes: A61B 5/7278 Artificial waveform generation or derivation, e.g. synthesising signals from measured signals A61B5/327 takes precedence
• CPC Class Codes: A63F 13/10 Control of the course of the game, e.g. start, progess, end
• CPC Class Codes: A63F 13/45 Controlling the progress of the video game
• CPC Class Codes: A63F 2300/1012 involving biosensors worn by the player, e.g. for measuring heart beat, limb activity
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: G06Q 30/0209 Incentive being awarded or redeemed in connection with the playing of a video game
• CPC Class Codes: H04N 21/42201 biosensors, e.g. heat sensor for presence detection, EEG sensors or any limb activity sensors worn by the user input arrangements for interaction with the human body based on nervous system activity detection G06F3/015
• CPC Class Codes: H04N 21/44218 Detecting physical presence or behaviour of the user, e.g. using sensors to detect if the user is leaving the room or changes his face expression during a TV program methods or arrangements for recognising human body or animal bodies or body parts G06V40/10; methods or arrangements for acquiring or recognising human faces, facial parts, facial sketches, facial expressions G06V40/16; methods or arrangements for recognising movements or behaviour G06V40/20; arrangements for identifying users in broadcast systems H04H60/45
• CPC Class Codes: H04N 21/458 Scheduling content for creating a personalised stream, e.g. by combining a locally stored advertisement with an incoming stream; Updating operations, e.g. for OS modules ; time-related management operations arrangements for replacing or switching information during the broadcast or during the distribution H04H20/10

Abstract

A system analyzes neuro-response measurements from subjects exposed to video games to identify neurologically salient locations for inclusion of stimulus material and personalized stimulus material such as video streams, advertisements, messages, product offers, purchase offers, etc. Examples of neuro-response measurements include Electroencephalography (EEG), optical imaging, and functional Magnetic Resonance Imaging (fMRI), eye tracking, and facial emotion encoding measurements.

Claims

1. A method, comprising:

receiving personalized stimulus material;

identifying a plurality of candidate locations in a video game for insertion of the personalized stimulus material, wherein the plurality of candidate locations are evaluated using neuro-response data;

selecting a location in the video game for insertion of the personalized stimulus material based on characteristics associated with the location;

transmitting video game scenes to the user, the video game scenes including personalized stimulus material.

2. The method of claim 1, wherein neuro-response data includes electroencephalography (EEG) data.

3. The method of claim 1, wherein the characteristics associated with the location are generated using neuro-response data.

4. The method of claim 3, wherein characteristics associated with the location include priming, attention, retention, and resonance metrics.

5. The method of claim 1, wherein the personalized stimulus material is a parental or community oriented message.

6. The method of claim 1, wherein the personalized stimulus material is a user generated message.

7. The method of claim 1, wherein the personalized stimulus material is a video.

8. The method of claim 1, wherein a neuro-response data comprises neurophysiological, autonomic, and effector data.

9. The method of claim 1, wherein the plurality of candidate locations comprise a plurality of temporal and spatial locations.

10. A system, comprising:

an interface operable to receive personalized stimulus material;

a processor operable to identify a plurality of candidate locations in a video game for insertion of the personalized stimulus material, the plurality of candidate locations evaluated using neuro-response data, wherein the processor is further operable to select a location in the video game for insertion of the personalized stimulus material based on characteristics associated with the location;

an output interface operable to transmit video game scenes to the user, the video game scenes including personalized stimulus material.

11. The system of claim 10, wherein neuro-response data includes electroencephalography (EEG) data.

12. The system of claim 10, wherein the characteristics associated with the location are generated using neuro-response data.

13. The system of claim 12, wherein characteristics associated with the location include priming, attention, retention, and resonance metrics.

14. The system of claim 10, wherein the personalized stimulus material is a parental or community oriented message.

15. The system of claim 10, wherein the personalized stimulus material is a user generated message.

16. The system of claim 10, wherein the personalized stimulus material is a video.

17. The system of claim 10, wherein a neuro-response data comprises neurophysiological, autonomic, and effector data.

18. The system of claim 10, wherein the plurality of candidate locations comprise a plurality of temporal and spatial locations.

19. An apparatus, comprising:

means for receiving personalized stimulus material;

means for identifying a plurality of candidate locations in a video game for insertion of the personalized stimulus material, wherein the plurality of candidate locations are evaluated using neuro-response data;

means for selecting a location in the video game for insertion of the personalized stimulus material based on characteristics associated with the location;

means for transmitting video game scenes to the user, the video game scenes including personalized stimulus material.

20. The apparatus of claim 19, wherein neuro-response data includes electroencephalography (EEG) data.