Advertising with an influential participant in a virtual world

• US 8,600,779 B2
• Filed: 10/09/2007
• Issued: 12/03/2013
• Est. Priority Date: 10/09/2007
• Status: Active Grant

• Current Assignee: Zhigu Holdings Limited
• Original Assignee: Microsoft Corporation
• Inventors: Booth, Ernest A., Titus, Tobin R., Porter, Erik, Robbins, Daniel C, Carnahan, Jeffrey D
• Primary Examiner(s): Badii, Behrang
• Application Number:
  US11/868,972
• Publication Number:
  US 20090091565A1
• Time in Patent Office: 2,247 Days
• Field of Search: 705/26, 705/14.61, 705/14.69, 705/14.17, 705/1.1, 705/319, 705/14.42, 705/14.71, 379/114.13
• US Class Current: 705/4
• CPC Class Codes: A63F 2300/5506 using advertisements
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

Technologies are described herein for advertising with an influential participant in a virtual world. A facilitator rating is determined for each of a plurality of participants in the virtual world. The facilitator rating may indicate an influence of each of the plurality of participants on other participants in the virtual world. One or more participants are identified from the plurality of participants based on the facilitator rating. The one or more participants are utilized to provide an advertisement in the virtual world.

Claims

1. A computer-readable medium having computer-executable instructions stored thereon which, when executed by a computer, cause the computer to:

receive, by way of a network, a facilitator search criterion and a target search criterion;

determine a facilitator rating for each of a plurality of participants in a virtual world based on the facilitator search criterion, the facilitator rating indicating an influence of each of the plurality of participants on other participants in the virtual world;

determine a target rating for each of the plurality of participants in the virtual world based on the target search criterion, the target rating indicating a relevance of each of the plurality of participants to receive an advertiser supplied advertisement;

provide a first list of participants ranked in order of influence in the virtual world according to the facilitator rating;

provide a second list ranked in order of relevance to receive the advertisement according to the target rating;

receive, by way of the network, a first user selected participant from the first list and a second user selected participant from the second list;

upon receiving the first user selected participant from the first list and the second user selected participant from the second list, utilize the first user selected participant to provide the advertiser supplied advertisement to the second user selected participant in the virtual world;

wherein the facilitator rating comprises a popularity level for each of the plurality of participants from a viewpoint of the advertiser;

wherein the computer-executable instructions further cause the computer to determine the popularity level for each of the plurality of participants based on a number of friends associated with each of the plurality of participants, an amount of area roamed in the virtual world by each of the plurality of participants, and a chat frequency of each of the plurality of participants;

wherein the facilitator rating comprises a popularity level for each of the plurality of participants from a viewpoint of an administrator of the virtual world;

wherein the computer-executable instructions further cause the computer to determine the popularity level for each of the plurality of participants based on a login frequency of each of the plurality of participants, an amount of time spent by each of the plurality of participants in the virtual world, and an amount of content created by each of the plurality of participants for the virtual world;

wherein the facilitator rating comprises a popularity level for each of the plurality of participants from a viewpoint of other participants in the virtual world; and

,

wherein the computer-executable instructions further cause the computer to determine the popularity level for each of the plurality of participants based on a quality of content created by each of the plurality of participants for the virtual world, an amount of participation by each of the plurality of participants in the virtual world, an amount of technical support provided by each of the plurality of participants for other participants in the virtual world, and a level of adoption of content created by each of the plurality of participants in the virtual world.

2. The computer-readable medium of claim 1, wherein to utilize the first user selected participant to provide the advertiser supplied advertisement to the second user selected participant in the virtual world, the computer-executable instructions further cause the computer to place the advertiser supplied advertisement onto a virtual object owned by the first user selected participant and viewable by the second user selected participant within the virtual world.

3. The computer-readable medium of claim 1, wherein to receive, by way of the network, the facilitator search criterion and the target search criterion, the computer-executable instructions further cause the computer to:

provide, by way of the network, a graphical user interface adapted to receive user input of the facilitator search criterion;

receive the user input of the facilitator search criterion via the interface; and

determine the facilitator rating for each of the plurality of participants in the virtual world based on the facilitator search criterion.

4. The computer-readable medium of claim 1, wherein to receive, by way of the network, the facilitator search criterion and the target search criterion, the computer-executable instructions further cause the computer to:

provide, by way of the network, a graphical user interface adapted to receive user input of the target search criterion;

receive the user input of the target search criterion via the interface; and

determine the target rating for each of the plurality of participants in the virtual world based on the target search criterion.

5. The computer-readable medium of claim 1, wherein to determine the target rating for each of the plurality of participants in the virtual world, the computer-executable instructions further cause the computer to determine the relevance of each of the plurality of participants with respect to a demographic criterion.

6. The computer-readable medium of claim 5, wherein the demographic criterion comprises an age of each of the plurality of participants, a gender of each of the plurality of participants, and a location of each of the plurality of participants.

7. A computer-implemented method for advertising with an influential participant in a virtual world, the method comprising computer-implemented operations for:

receiving, at a computer and by way of a network, a facilitator search criterion and a target search criterion;

determining, by the computer, a numeric facilitator rating for each of a plurality of participants in the virtual world based on the facilitator search criterion, the numeric facilitator rating indicating an influence of each of the plurality of participants on other participants in the virtual world;

determining, by the computer, a numeric target rating for each of the plurality of participants in the virtual world based on the target search criterion, the numeric target rating indicating a relevance of each of the plurality of participants to receive an advertiser supplied advertisement;

providing, by the computer, a first list of participants ranked in order of influence in the virtual world according to the numeric facilitator rating;

providing, by the computer, a second list ranked in order of relevance to receive the advertisement according to the numeric target rating;

receiving, at the computer and by way of the network, a first user selected participant from the first list and a second user selected participant from the second list;

upon receiving the first user selected participant from the first list and the second user selected participant from the second list, utilizing, by the computer, the first user selected participant to provide the advertiser supplied advertisement to the second user selected participant in the virtual world;

wherein the facilitator rating comprises a popularity level for each of the plurality of participants from a viewpoint of the advertiser;

determine the popularity level for each of the plurality of participants based on a number of friends associated with each of the plurality of participants, an amount of area roamed in the virtual world by each of the plurality of participants, and a chat frequency of each of the plurality of participants;

wherein the facilitator rating comprises a popularity level for each of the plurality of participants from a viewpoint of an administrator of the virtual world;

determine the popularity level for each of the plurality of participants based on a login frequency of each of the plurality of participants, an amount of time spent by each of the plurality of participants in the virtual world, and an amount of content created by each of the plurality of participants for the virtual world;

wherein the facilitator rating comprises a popularity level for each of the plurality of participants from a viewpoint of other participants in the virtual world; and

,

determine the popularity level for each of the plurality of participants based on a quality of content created by each of the plurality of participants for the virtual world, an amount of participation by each of the plurality of participants in the virtual world, an amount of technical support provided by each of the plurality of participants for other participants in the virtual world, and a level of adoption of content created by each of the plurality of participants in the virtual world.

8. The computer-implemented method of claim 7, wherein the virtual world comprises a massively multiplayer online (MMO) environment.

9. The computer-implemented method of claim 7, wherein the virtual world comprises a massively multiplayer online role playing game (MMORPG) environment.