AUTOMATED BIDDING PLATFORM FOR DIGITAL INCENTIVES

• US 20130006734A1
• Filed: 09/26/2011
• Published: 01/03/2013
• Est. Priority Date: 06/30/2011
• Status: Abandoned Application

• Current Assignee: Zynga Incorporated
• Original Assignee: Zynga Incorporated
• Inventors: Ocko, Matthew Adam, Marsland, John
• Application Number:
  US13/244,713
• Publication Number:
  US 20130006734A1
• Time in Patent Office: Days
• US Class Current: 705/14.12
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/08 Auctions

Abstract

An automated bidding system accepts offers for an advertising opportunity within a computer-implemented game. The advertising opportunity may indicate an opportunity to place a branded virtual object in a virtual environment of the computer-implemented game. This bidding system may receive advertising offers for the advertising opportunity from multiple entities, where an advertising offer may include offer attributes that indicate at least a virtual object for the advertising opportunity. The bidding system may also determine opportunity constraints of the advertising opportunity, which are used to select an advertising offer that is appropriate for the advertising opportunity. The bidding system may then selectively accept an advertising offer from an advertising entity based on the offer attributes and the opportunity constraints.

Claims

1. A computerized method for processing offers for an advertising opportunity in one of a plurality of computer-implemented games, the method comprising:

receiving, from an advertising entity via a network, an advertising offer for the advertising opportunity, the advertising opportunity indicating an opportunity to place a virtual object in a virtual environment of a computer-implemented game of the plurality of computer-implemented games, and the advertising offer including offer attributes that indicate at least the virtual object for the advertising opportunity and the computer-implemented game;

determining opportunity constraints of the advertising opportunity;

automatically using at least one processor, accepting the advertising offer from the advertising entity based on the offer attribute indicating the computer implemented game and the opportunity constraints; and

including the virtual object of the advertising offer in the virtual environment of the computer-implemented game.

2. The method of claim 1, wherein the including of the virtual object in the virtual environment comprises:

receiving, from a user of the computer-implemented game, a placement position for placing the virtual object in the virtual environment; and

placing the virtual object at the placement position of the virtual environment.

3. The method of claim 1, wherein the opportunity constraints include at least one of:

an inventory constraint of the advertising opportunity; and

an entity constraint applicable to an entity from which an offer is received.

4. The method of claim 1, wherein the opportunity constraints include an inventory constraint including at least one of:

a number of advertising opportunities available for displaying a branded virtual object within an in-game market;

a number of advertising opportunities available for displaying a branded virtual object within the virtual environment;

a number of branded virtual objects available to an advertiser; and

a number of pop-up views available to present offers to users of the computer-implemented game.

5. The method of claim 1, wherein the opportunity constraints includes an entity constraint including at least one of:

a virtual object category;

a minimum dimension for a virtual object or image;

a maximum dimension for a virtual object or image;

a list of restricted image content categories;

a list of menu positions within an in-game menu at which a branded virtual object may not be displayed;

a list of placement positions within the virtual environment at which a branded virtual object may not be displayed;

a list of restricted words;

a list of restricted brand names;

a list of restricted products; and

a list of restricted physical redemption locations.

6. The method of claim 1, wherein the advertising opportunity is selected from the group consisting of:

a menu position within an in-game menu for displaying a branded virtual object;

a placement position within the virtual environment for displaying a branded virtual object;

a digital coupon to redeem against a price of a physical good or a service;

an incentive to purchase a physical good or a service;

an advert for a physical good or a service; and

a pop-up offer that is presented to a user of the computer-implemented game.

7. The method of claim 6, wherein the offer attributes further indicate at least one of:

a unique identifier for a physical good or a service associated with the advertising offer;

a market restriction that indicates a set of venues at which the digital coupon is not to be presented;

a game state of the computer-implemented game at which the digital coupon is to be presented to a user;

a coupon price for the physical good or service of the digital coupon;

a bid price for an advertising event associated with a user of the computer-implemented game; and

a bid price for an incentive that is offered to the user to encourage the user to perform an action associated with the advertising event.

8. The method of claim 1, wherein the offer attributes indicate a bid price for an advertising event associated with a user of the computer-implemented game, the advertising event being selected from the group consisting of:

receiving a confirmation that the user has visited a physical location associated with a digital coupon;

receiving a confirmation that the user has scanned a code attached to the physical good provided by an entity associated with the service;

receiving a confirmation that the user has purchased the physical good or service;

displaying a point-of-sale (POS) message to the user in response to the user purchasing the physical good or service; and

sending a follow-up message to the user in response to the user performing an action that causes a first advertising event.

9. The method of claim 8, wherein the follow-up message is selected from a group consisting of:

an electronic-mail message; and

a message provided to the user via a computer-implemented social network; and

wherein the follow-up message includes an incentive to encourage the user to perform an action associated with a second advertising event.

10. The method of claim 8, wherein the method further comprises:

based on receiving a confirmation that the user has purchased the physical good, providing the user with a virtual object version of the physical good.

11. The method of claim 6, wherein the offer attributes include a bid price for an incentive that is offered to the user to encourage the user to perform an action associated with the advertising event, the incentive being selected from the group consisting of:

a virtual object;

virtual currency; and

character energy.

12. The method of claim 7, wherein the offer attributes further indicate at least one of:

a number of users required to purchase the physical good or service before the incentive is distributed;

an expiration date for the incentive;

an on-line relationship required between two users in the required number of users;

a game state associated with a user in the required number of users; and

a minimum level of in-game social interaction from the required number of users.

13. The method of claim 7, further comprising generating analysis data based on advertising events associated with a plurality of users of the computer-implemented game, the analysis data including at least one of:

the unique identifier for the physical good or service;

a scan frequency for the physical good or service;

a purchase frequency for the physical good or service;

a purchase repetition period for the physical good or service;

context information associated with scans of the physical good or service; and

context information associated with purchases of the physical good or service.

14. The method of claim 1, wherein the selectively accepting of the advertising offer from the advertising entity comprises:

determining that the advertising offer is appropriate for a user of the computer-implemented game based on one or more of;

a game state associated with the user;

demographic information for the user; and

an expected redemption value of an incentive that is offered to the user; and

determining that the advertising offer is appropriate for the computer-implemented game based on one or more of;

an inventory constraint;

metadata that describes the computer-implemented game; and

a unique identifier for the physical good or service.

15. The method of claim 14, wherein the determining that the advertising offer is appropriate for the computer-implemented game comprises:

determining classification data for the physical good or service identified by the unique identifier;

determining that the inventory constraint indicates an available inventory for an advertising offer associated with the classification data; and

determining that the classification data is in-line with a game theme or marketing strategy indicated by the metadata.

16. The method of claim 1, wherein the virtual object includes a virtual object that is provided by the computer-implemented game, and is customized by an advertising entity from which an advertising offer is received;

and

wherein the offer attributes further indicate a skinning image used to customize the branded virtual object.

17. The method of claim 1, wherein the selectively accepting of the advertising offer from the advertising entity comprises determining that the advertising offer does not violate an opportunity constraint of the advertising opportunity.

18. The method of claim 1, wherein the receiving of the advertising offer comprises:

receiving an offer-placing script from the advertising entity, wherein the offer-placing script includes a condition indicating when to generate the advertising offer, and includes an action to perform to generate the advertising offer; and

responsive to determining that the condition of the offer-placing script is met, executing the action to determine a set of offer attributes for the advertising offer.

19. The method of claim 18, further comprising executing the offer-placing script to update offer attributes of an existing advertising offer.

20. The method of claim 1, wherein the advertising opportunity is a complex advertising opportunity comprising a sequence of advertising opportunities, a subsequent advertising opportunity being presented in the virtual environment in the event of a player interacting with the complex advertising opportunity.

21. The method of claim 1, wherein the advertising offer for the advertising opportunity is auctioned in an advertising market place.

22. An apparatus comprising:

a storage module to digitally store opportunity constraints for an advertising opportunity, the advertising opportunity indicating an opportunity to place a virtual object in a virtual environment of a computer-implemented game;

an interface module configured by at least one processor to receive, from an advertising entity via a network, an advertising offer for the advertising opportunity, the advertising offer including offer attributes that indicate at least a virtual object for the advertising opportunity and the computer-implemented game; and

an offer-processing module to accept, automatically using at least one processor, the advertising offer from the advertising entity based on the offer attribute indicating the computer implemented game and the opportunity constraints, the interface module being further configured to provide the virtual object of the advertising offer to a client device for inclusion in the virtual environment of the computer-implemented game.

23. The apparatus of claim 22, wherein the storage module includes a database configured to process a search query for an advertising opportunity, the search query indicating at least one opportunity constraint.

24. The apparatus of claim 23, wherein the storage module is further configured to store a plurality of advertising offers, and to process a search query for an advertising offer based on a search query indicating at least one offer attribute;

and

wherein the interface module is further configured to use the storage module to store the advertising offer from the advertising entity.

25. The apparatus of claim 24, wherein the selectively accepting of the advertising offer comprises:

generating the search query for the advertising offer based on the opportunity constraints of the advertising opportunity;

processing the search query using the storage module to generate search results that include at least one advertising offer; and

selecting the advertising offer from the search results.

26. The apparatus of claim 22, wherein the selectively accepting of the advertising offer comprises determining that the offer attributes of the advertising offer do not violate an opportunity constraint of the advertising opportunity.

27. A computing system to process offers for an advertising opportunity in one of a plurality of computer-implemented games, the system comprising:

means for storing opportunity constraints for an advertising opportunity, the advertising opportunity indicating an opportunity to place a branded virtual object in a virtual environment of a computer-implemented game;

means for receiving, from an advertising entity, via a network an advertising offer for the advertising opportunity, the advertising offer including offer attributes that indicate at least a virtual object for the advertising opportunity and the computer-implemented game;

processor means for accepting the advertising offer from the advertising entity based on the offer attribute indicating the computer implemented game and the opportunity constraints; and

processor means for including the virtual object of the advertising offer in the virtual environment of the computer-implemented game.