(12) United States Patent
`Chu
`
`(10) Patent No.:
`(45) Date of Patent:
`
`US 7.698,178 B2
`Apr. 13, 2010
`
`US007698178B2
`
`(54) ONLINE GAME ADVERTISING SYSTEM
`(75) Inventor: Viva Chu, San Leandro, CA (US)
`(73) Assignee: Massive Incorporated, New York, NY
`(US)
`
`(*) Notice:
`
`Subject to any disclaimer, the term of this
`patent is extended or adjusted under 35
`
`(21) Appl. No.: 11/285,676
`(22) Filed:
`Nov. 22, 2005
`
`e Afaf 9
`
`(65)
`
`Prior Publication Data
`US 2006/OO85261 A1
`Apr. 20, 2006
`
`6,196.920 B1
`6,205,432 B1
`6,243,104 B1
`6,264,560 B1
`6,285,985 B1
`6,539,544 B2
`6,601,041 B1
`
`3/2001 Spaur et al.
`3/2001 Gabbard et al.
`6/2001 Murray
`7/2001 Goldberg et al.
`9, 2001 Horstmann
`3/2003 Ebisawa
`7/2003 Brown et al.
`
`6,615,039 B1
`6,616,533 B1
`6,625,578 B2
`
`9/2003 Eldering
`9/2003 Rashkovskiy
`9/2003 Spaur et al.
`
`(Continued)
`
`Related U.S. Application Data
`(63) Continuation of application No. 10/351,031, filed on
`Jan. 24, 2003.
`
`OTHER PUBLICATIONS
`Gordon, Paul. ADWatch. (Industry Trend or Event). Mar. 2001. New
`Media Age, p. 32.*
`
`(51) Int. Cl.
`(2006.01)
`G06O 10/00
`(52) U.S. Cl. ............................. 705/28; 705/14; 705/26:
`705/27; 463/40: 463/41: 463/42
`(58) Field of Classification Search .................... 705/28
`See application file for complete search history.
`References Cited
`
`(56)
`
`U.S. PATENT DOCUMENTS
`5,105,184 A
`4, 1992 Pirani et al.
`5,446,919 A
`8, 1995 Wilkins et al.
`5,643,088 A
`7/1997 Vaughn et al.
`5,823,879 A 10/1998 Goldberg et al.
`5,946,664 A
`8, 1999 Ebisawa
`5,964,660 A 10/1999 James et al.
`6,012,984. A
`1/2000 Roseman
`6,026,368 A
`2/2000 Brown et al.
`6,036,601 A
`3, 2000 Heckel
`6,061,659 A
`5/2000 Murray
`6,102,406 A
`8, 2000 Miles et al.
`6,179,713 B1
`1/2001 James et al.
`6,183,366 B1
`2/2001 Goldberg et al.
`
`Primary Examiner F. Zeender
`Assistant Examiner Fawaad Haider
`(74) Attorney, Agent, or Firm Perkins Coie LLP
`
`(57)
`
`ABSTRACT
`
`In one embodiment an online game advertising system pro
`vides an architecture for enabling the definition, sales, distri
`bution, and management of interactive advertisements, spon
`sorships, 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 advertise
`ments or product placements for real life engine oils and game
`publishers and advertisers may manage what specific adver
`tisements to place in these locations.
`
`2 Claims, 20 Drawing Sheets
`
`
`
`
`
`110. Remote Server
`
`3rd party
`multimedia
`sewer
`(e.g., video,
`text, graphics)
`
`130.database
`105. Transplay Computer
`
`
`
`190. AP
`
`180. User computer
`
`Software module
`executable program
`component
`add-on component
`andlor ,
`i programming of the
`managed area
`
`Playrix Ex. 1007, Page 1 of 31
`
`

`

`US 7.698,178 B2
`Page 2
`
`U.S. PATENT DOCUMENTS
`
`10/2003 Ebisawa
`6,640,336 B1
`6,656,042 B2 12/2003 Reiss et al.
`6,674.995 B1
`1/2004 Meyers et al.
`6,709,335 B2
`3, 2004 Bates et al.
`6,712,702 B2
`3/2004 Goldberg et al.
`6,782,533 B2
`8/2004 Ebisawa
`6,790,142 B2
`92004 Okada et al.
`6,928,414 B1
`8/2005 Kim et al.
`2002/0004743 A1
`1/2002 Kutaragi et al.
`2002fOO13174 A1
`1/2002 Murata
`
`4/2002 Ebisawa
`2002/0040322 A1
`5/2003 Adams et al.
`2003/0083943 A1
`5.2003 Fuller et al.
`2003/0101092 A1
`9, 2003 Prabhu et al.
`2003/0171985 A1
`2003/019 1690 A1 10/2003 Mclntyre et al.
`2004/OO30595 A1
`2, 2004 Park
`2004/011 1317 A1
`6/2004 Ebisawa
`2004/0143495 A1
`7/2004 Koenig
`2004O162759 A1
`8, 2004 Willis
`2004/0186771 A1
`9/2004 Squires
`* cited by examiner
`
`Playrix Ex. 1007, Page 2 of 31
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`

`

`U.S. Patent
`
`Apr. 13, 2010
`
`Sheet 1 of 20
`
`US 7.698,178 B2
`
`
`
`eeue pe6eueu
`
`uuelfioud
`
`
`
`
`
`Playrix Ex. 1007, Page 3 of 31
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`

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`U.S. Patent
`
`Apr. 13, 2010
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`Sheet 2 of 20
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`US 7.698,178 B2
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`
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`Playrix Ex. 1007, Page 4 of 31
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`

`

`U.S. Patent
`
`Apr. 13, 2010
`
`Sheet 3 of 20
`
`US 7.698,178 B2
`
`Game Developers
`
`Define and Register Ad Locations
`
`1. Program the game in the
`specific platform's native
`language.
`
`
`
`Gate Console Native Code:
`PS2, XBox, Ga?Tecube, etc.
`
`
`
`
`
`
`
`Garne Service AP
`
`
`
`
`
`
`
`Transplay Advertising Server
`
`2. identify locations within the
`game at which advertisements
`may appear using the Ga The
`Service AP.
`
`3. Register the ad locations with
`the Transplay Advertising
`Sever.
`
`
`
`4. Persist the location Theta data
`in a database.
`
`
`
`
`
`Playrix Ex. 1007, Page 5 of 31
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`

`

`U.S. Patent
`
`Apr. 13, 2010
`
`Sheet 4 of 20
`
`US 7.698,178 B2
`
`a
`
`Gar The Publishers
`andor Advertisers
`
`
`
`Transplay Advertising Server
`
`
`
`
`
`Multine dia Serfer
`
`Define Ad Assets and Campaign
`
`Display Rules
`
`1. Upload image, video, and
`multimedia assets and define
`ad canpaign properties and
`display rules.
`
`2. Transfer and store ad assets
`on Multine dia (video, intage,
`audio) Senyers.
`
`
`
`
`
`3. Persist Tetadata into relational
`database.
`
`Playrix Ex. 1007, Page 6 of 31
`
`

`

`U.S. Patent
`
`Apr. 13, 2010
`
`Sheet 5 of 20
`
`US 7.698,178 B2
`
`View Advertisement
`
`1. Play the game and select a
`location at which
`advertisements display.
`
`Game Players
`
`8. Display advertisement at
`specified location.
`
`Gane Console Natire Code:
`PS2, XBox, Gane cube, etc.
`
`2. identify locations within the
`garne at tauhich advertisements
`may appear using the Gia The
`Service API.
`
`
`
`
`
`7. Return canpaign metadata
`and ad assets in their native
`for that.
`
`Gate Service AF
`
`3. Query the Transplay
`Advertising Server for ad
`CarTpaigns for a specific
`location.
`
`
`
`
`
`6. Send response back to the
`client.
`
`Transplay Advertising Server
`
`4. Call the Thutirth edia server to
`resize and format the ad asset
`for delivery to the client.
`
`
`
`Multimedia Server
`
`5. Retrieve campaign and ad
`Thetadata fron database and
`record request record for
`reporting.
`
`
`
`Database
`
`Playrix Ex. 1007, Page 7 of 31
`
`

`

`U.S. Patent
`
`Apr. 13, 2010
`
`Sheet 6 of 20
`
`US 7.698,178 B2
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`Playrix Ex. 1007, Page 8 of 31
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`

`

`U.S. Patent
`
`Apr.13, 2010
`
`Sheet 7 of 20
`
`US 7,698,178 B2
`
`<?xmi version="1.0" encoding="UTF-8" ?>
`500 - <CampaignListing xmins: xsi="http://www.w3.org/2001/XMLSchema-instance"
`xsi: noNamespaceSchemaLocation="CampaignListing.xsd">
`- <Campaign>
`<ID>2147483647</ID>
`<AdUsting interval="30">
`- <Ad>
`
`510
`
`520
`
`525
`
`530
`
`<ID>2147483647</ID>
`<Type>image</Type>
`<Width>200</Width>
`<Height>200</Height>
`<Media>/advertising/media/2147483647.jpg</Media>
`</Ad>
`- <Ad>
`<1ID>2147483648</ID>
`<Type>video</Type>
`<Width>200</Width>
`<Height>200</Height>
`<Media>/advertising/media/2147483648.jpg</Media>
`</Ad>
`,
`~- <Ad>
`
`<ID>2147483648</ID>
`<Type>image</Type>
`<Width>200</Width>
`<Height>200</Height>
`<Media>Penzoil engine go. Go with the best!</Media>
`</Ad>
`</AdListing>
`<Location>
`<ID>2147483647</ID>
`<Name>Engine Oil Pitstop</Name>
`</Location>
`</Campaign>
`</CampaignListing>
`
`I
`
`Playrix Ex. 1007, Page 9 of 31
`
`Playrix Ex. 1007, Page 9 of 31
`
`

`

`U.S. Patent
`
`Apr. 13, 2010
`
`Sheet 8 of 20
`
`US 7,698,178 B2
`
`;
`
`| euen,
`
`f=**************
`
`099
`
`****
`
`* • • • • • ~ ~ ~ ~ ~ ~
`
`******æ?.
`
`9290Z9
`
`??ž,%%******************
`
`0,9
`
`009
`
`
`
`
`
`008
`
`Playrix Ex. 1007, Page 10 of 31
`
`

`

`U.S. Patent
`
`Apr. 13, 2010
`
`Sheet 9 of 20
`
`US 7.698,178 B2
`
`
`
`Gale locations
`
`Game Locations
`A. A B C D EFG H K LMNOP QRSTUWWXY 7
`Nes
`e
`
`Showing 1-4 of 200 First Prew Next Last
`
`Billboard
`
`lectronic Sican
`
`Signage on a city wall. 300 x 400
`
`billboard.cif
`
`Stock ticker
`
`200 x 400
`
`m
`
`aftine show
`
`Oa
`
`Football game
`
`SOOx 800
`
`Gane Locations
`
`New?Edit Game Location
`se
`Cade
`
`Location Profile
`
`Location D.
`Description.
`
`hurtonal Media File:
`Properties
`
`location Type:
`
`Dinehsions:
`
`Walid Advertisement Types:
`Walid Garne Compone
`Types:
`Wax Garne Cornponent or
`Advertisernet file Size:
`
`WW
`
`mmM
`
`Wr
`
`Image
`
`Video
`
`Text
`
`a
`mor-
`
`Upload New File.
`
`3D Area
`LoacPause Screer
`
`All
`list all unique garne
`Cornponent types from
`co.
`
`Contination
`
`Are you sure you want to delete the
`selected ad locations? Doing so wil
`permanently remove thern from the
`system.
`
`Yes
`
`Cance
`
`Playrix Ex. 1007, Page 11 of 31
`
`

`

`U.S. Patent
`
`Apr. 13, 2010
`
`Sheet 10 of 20
`
`US 7.698,178 B2
`
`
`
`Gaine Players
`
`Game Players
`A- A B C DEFG HKLMNOPQRSTUVW XYZ
`Nes
`elete
`
`Game Player ID
`
`lame
`
`Showing 1-4 of 200 First Prev Next Last
`
`Phone number
`
`- was souvrwi
`ep Postal
`
`cotyT
`
`New Edit Game Player
`State
`cance
`
`ldentification
`
`HoTe Acdress:
`
`Billing Address:
`
`— Street
`L. H.
`
`... Use Home Address
`
`city
`
`asterCard
`Card Type
`
`Sir
`
`2Postal
`
`County
`
`Playrix Ex. 1007, Page 12 of 31
`
`

`

`U.S. Patent
`
`Apr. 13, 2010
`
`Sheet 11 of 20
`
`US 7.698,178 B2
`
`AdMertisements
`
`Advertisements
`Al-AECO EFG HKLMNOPG RSTUVWXYZ
`
`Showing 1-4 of 200 First Prew Next Last
`
`Etrade 1
`
`Sign up for a free trial
`10 free trades
`
`3GOx 400
`
`Nascar pitstop
`
`Sepsil Thunb.cif
`
`AdMetisements
`
`Newiclit Advertisement
`
`Advertisnet Profile
`
`Ayertisernet D.
`
`Thurnona Media File:
`
`thuno Naici (SK)
`
`Ad Media file
`
`Ad Text:
`
`adclifSOK)
`
`upload New file.
`
`Upload New Fre.
`
`Ernail Click-through:
`
`Pepsi Promotional.htm
`
`Uploader Fle.
`
`n Upload New File.
`
`Upload New File
`
`Specify the media file on your local computer to upload to the serve.
`Walid file types include: gif, inpg, png, and mov.
`
`
`
`
`
`Corination
`
`Are you sure you want to delete the
`selected advertisements? Doing so
`will permanently renowethern front
`systern.
`
`Yes
`
`Playrix Ex. 1007, Page 13 of 31
`
`

`

`U.S. Patent
`
`Apr. 13, 2010
`
`Sheet 12 of 20
`
`US 7,698,178 B2
`
`Campaigns
`
`New
`Ot
`Canpaign D
`
`characters
`
`uipment
`
`vehicles
`
`Campaigns
`New Campaign
`Campaign Settings
`
`Advertiserne?ts
`
`Display Rules
`
`Calpaigns
`Stock Ticke
`Campaign Settings
`
`Advertisements
`
`Display Rules
`
`Campaign Settings
`
`Campaign Profile
`Campaign D
`Description.
`
`i
`
`Advertisements
`
`A"type Dimensions description
`trade 1
`Text
`sign up for a free trial
`Trade 2
`Text
`10 tree trades
`
`Thumbnail
`
`Confirmation
`
`Are you sure you want to delete the
`selected campaign? Doing so will
`permanently remove them from the
`system.
`
`
`
`Select Advertisements for the Stock Ticker Campaign
`Select Advertisements
`Showing 2 ads that meet the filter criteria of the Electronic Billboard location of the Stock
`Ticker campaign.
`
`Yes
`
`Connation
`
`Are you sure you Ward to remove the
`selected ads from the campaign?
`
`YeS
`
`ance
`
`Text
`
`Sign up for a free trial
`
`Playrix Ex. 1007, Page 14 of 31
`
`

`

`U.S. Patent
`
`Apr. 13, 2010
`
`Sheet 13 of 20
`
`US 7,698,178 B2
`
`
`
`Campaigns
`Stock Ticker
`Campaign settings - is
`
`a
`
`r.
`
`-
`
`- - -
`
`-
`
`- - - - - - - - - - - - - - - -
`
`- -
`
`Display Rules
`
`Advertisements
`Display Rules
`
`canoe
`Sae
`Properties
`
`Display. Each Ad:
`Display Type:
`
`Secuence:
`
`Display if Display
`Type is Sequential
`
`-
`
`Display if Display
`Type is Weighted-
`
`Etrade 1:
`Etrade 2:
`
`Seconds
`
`Loading Game...
`
`Interstitial
`Advertisement
`
`Send me email about this ad...
`Resume Game
`
`14OO
`
`Playrix Ex. 1007, Page 15 of 31
`
`

`

`U.S. Patent
`
`Apr. 13, 2010
`
`Sheet 14 of 20
`
`US 7.698,178 B2
`
`
`
`Game Paused...
`
`Interstitial
`Advertisement
`1510
`
`Send me email about this ad...
`Resume Game
`End Game
`
`1520
`1530
`1540
`
`Playrix Ex. 1007, Page 16 of 31
`
`

`

`U.S. Patent
`
`Apr. 13, 2010
`
`Sheet 15 of 20
`
`US 7.698,178 B2
`
`
`
`Type your email address below:
`
`{ A B C D EFGHIJKLMNO >
`
`Submit and resume game (O) Cancel and resume game
`
`Playrix Ex. 1007, Page 17 of 31
`
`

`

`U.S. Patent
`
`Apr. 13, 2010
`
`Sheet 16 of 20
`
`US 7.698,178 B2
`
`
`
`E. Character viewing
`bi
`
`board.
`
`1720. Billboard Managed Area
`
`1700. Game Play Space
`
`Playrix Ex. 1007, Page 18 of 31
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`

`

`U.S. Patent
`
`Apr. 13, 2010
`
`Sheet 17 of 20
`
`US 7,698,178 B2
`
`
`
`You must login before proceeding:
`
`gameplayed Dk-cd EFGHIJK Le
`
`Password:
`
`Login
`Create NeW ACCOUnt
`
`(X) Select
`
`Login
`
`(A) Back
`
`(C) Create New Account
`
`Playrix Ex. 1007, Page 19 of 31
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`

`

`U.S. Patent
`
`Apr. 13, 2010
`
`Sheet 18 of 20
`
`US 7,698,178 B2
`
`
`
`Create/Edit Game Player Account
`
`esc D EFGHIJK Le
`
`Gameplayed
`
`Password:
`
`Confirm Password A.
`
`Middle Name:
`
`Zip/Postal Code:
`
`Playrix Ex. 1007, Page 20 of 31
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`

`

`U.S. Patent
`
`Apr. 13, 2010
`
`Sheet 19 of 20
`
`US 7,698,178 B2
`
`
`
`Create/Edit Game Player Account
`
`Credit Cactrformation
`Credit Card Type:
`Account Number.
`
`<o Mastercard Y
`
`kic DEFGHIJKL)
`
`Name on Card:
`Billing Address:
`Street Address 1:
`
`Street Address 2.
`
`City:
`
`Zip?postal Code":
`
`...
`
`< Same as home >
`
`I
`
`Game Player Account
`
`Congratulations you have successfully created edited your game player account.
`
`Game Player ID: rasputin
`
`(X) Resume Game
`
`Playrix Ex. 1007, Page 21 of 31
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`

`

`U.S. Patent
`
`Apr. 13, 2010
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`Sheet 20 of 20
`
`US 7.698,178 B2
`
`2110
`
`2100
`
`GAME LOCATION
`D: NUMBER
`CREATED DATE: DATE
`MODIFIED DATE: DATE
`NAME: VARCHAR2O56)
`DESCRIPTION: VARCHAR2C256)
`TYPE WARCHAR2(256)
`WOTH: NUMBER
`HEIGHT: NUMBER
`DEPH: NUMBER
`THUMBNAILURL: VARCHAR20256)
`ADVERTISEMENT TYPES: VARCHAR2056)
`GAME COMPONENT TYPES:VARCHAR2O56)
`MAX FILE SIZE: NUMBER
`
`d
`
`CAMPAIGN
`ID: NUMBER
`CREATED DATE: DATE
`MODIFIED DATE: DATE
`NAME: VARCHAR2256)
`d
`DESCRIPTION VARCHAR2056)
`TYPE. VARCHAR2O56)
`GAME LOCATION NUMBER
`
`
`
`DISPLAY RULE
`D: NUMBER
`CREATED DATE: DATE
`MODIFIED DATE: DATE
`TYPE. VARCHAR2O56)
`SECUENCE: NUMBER
`WEIGHT: NUMBER
`8
`CAMPAIGN: NUMBER
`ADWERTISEMENT: NUMBER
`
`2130
`
`
`
`
`
`
`
`ADVERTSEMENT
`D: NUMBER
`CREATED DATE: DATE
`MODIFIED DATE: DATE
`NAME: WARCHAR20256)
`DESCRIPTION: WARCHAR2256)
`TYPE: WARCHAR2(256)
`CWDTH: NUMBER
`HEIGHT: NUMBER
`DEPTH: NUMBER
`THUMBNAILURL: VARCHAR2O56)
`MEDIA URL VARCHAR2(256)
`AD_TEXT WARCHAR2056)
`CLICK THROUGH URL VARCHAR2256)
`o
`
`
`
`
`
`Playrix Ex. 1007, Page 22 of 31
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`

`

`1.
`ONLINE GAME ADVERTISING SYSTEM
`
`CROSS-REFERENCE TO RELATED
`APPLICATIONS
`
`This is a continuation application of U.S. application Ser.
`No. 10/351,031, filed Jan. 24, 2003, which claims the benefit
`of U.S. application Ser. No. 10/317,371, filed Dec. 12, 2002.
`
`COPYRIGHT NOTICE
`
`A portion of the disclosure of this patent document con
`tains material which is Subject to copyright protection. The
`copyright owner has no objection to the facsimile reproduc
`tion by anyone of the patent document or the patent disclo
`sure, as it appears in the Patent and Trademark Office patent
`file or records, but otherwise reserves all copyright rights
`whatsoever.
`
`BACKGROUND OF THE INVENTION
`
`10
`
`15
`
`1. Field of Invention
`The present invention relates to an online game advertising
`system, which in one embodiment serves as an architecture
`for enabling the definition, sales, distribution, and manage
`ment of interactive advertisements, sponsorships, and place
`ments that appear within an online video game as part of the
`game experience or during idle load, wait, and pause Screens.
`2. Discussion of Background
`The primary business model of traditional offline video
`games is that game publishers generate revenues through the
`unit sales of games on the wholesale market. With the advent
`of pervasive Internet and broadband connectivity, Video game
`publishers are adding online capabilities to their games in
`order to attract more gameplayers and to explore new revenue
`models.
`Existing online games allow players to play against other
`live players. Some of these games display banner advertise
`ments that border the main viewable area of the screen in
`which the game is played. Game players often find these
`advertisements intrusive and annoying as they distract from
`the main focus of playing the game.
`Video game play is an immersing experience in which
`game players interact with the characters, Scenery, and chal
`lenges of the game itself and with other live persons who are
`also playing the game. Like television and movies, playing
`Video games is a highly engaging experience that often
`requires the attention of its participants.
`
`SUMMARY OF THE INVENTION
`
`The present inventor has realized that advertising that
`occurs within a video game is less annoying to users if it
`occurs transparently without distracting the attention of the
`game player from the game itself. This transparency can be
`achieved by placing advertisements within an online video
`game as part of the game experience or during idle load, wait,
`and pause screens.
`The present inventor has also realized the need to provide
`dynamic updates and real time management of various parts
`of programs in general and gaming systems in particular. In
`one embodiment, the present invention provides a game,
`comprising, a game playing program wherein at least one part
`of the game playing program is configured to be populated
`with an add-on component. The invention may also be prac
`ticed as a System, comprising, a game playing program
`wherein at least one part of the game playing program is
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`US 7,698,178 B2
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`configured to be populated with an add-on component, a
`remote server configured to store and serve at least one add
`on component compatible with the game playing program,
`and an interface coupled to the game playing program, the
`interface configured to interact with the remote server and
`facilitate importation of an add-on component from the
`remote server into said at least one part of the game playing
`program.
`In another embodiment, the invention is a server config
`ured to manage an area within a program hosted on a user
`computer, wherein the server is remotely located from the
`user computer.
`The invention may also be practiced as one or more meth
`ods, for example, a method of on-line advertising, comprising
`the steps of registering a user of a gaming system, uploading
`an advertisement to a game program of the registered user,
`wherein the game program is configured to accept and install
`the advertisement as an add-on game component, and man
`aging activities of the user during interactions of the user with
`the uploaded add-on component. As another example, the
`invention is a method of producing advertisements for games,
`comprising the steps of preparing an executable program
`component capable of being imported into a game program
`and configured to interact with a game being played by a user
`of the game program.
`In yet other embodiments, the invention is a component
`comprising, a Software module configured to be imported into
`a commercially available gaming program, wherein said soft
`ware module is configured to implement an additional feature
`of the gaming program, the additional feature comprising at
`least one of an advertisement sponsorship, placement, cou
`pon, gift certificate, announcement, text, graphics, video, and
`objects used by the game program.
`These and other embodiments and features of the invention
`may be conveniently implemented in programming on agen
`eral purpose computer, or networked computers, and the
`results may be displayed on an output device connected to any
`of the general purpose, networked computers, or transmitted
`to a remote device for output or display. In addition, any
`components of the present invention represented in a com
`puter program, data sequences, and/or control signals may be
`embodied as an electronic signal broadcast (or transmitted) at
`any frequency in any medium including, but not limited to,
`wireless broadcasts, and transmissions over copper wire(s),
`fiber optic cable(s), and co-ax cable(s), etc.
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`BRIEF DESCRIPTION OF THE DRAWINGS
`
`A more complete appreciation of the invention and many of
`the attendant advantages thereof will be readily obtained as
`the same becomes better understood by reference to the fol
`lowing detailed description when considered in connection
`with the accompanying drawings, wherein:
`FIG. 1 is a block diagram of a gaming system according to
`an embodiment of the present invention;
`FIG. 2 is a screenshot of a program play space output
`according to an embodiment of the present invention;
`FIG. 3 is a flowchart example of how game locations are
`defined and registered according to an embodiment of the
`present invention;
`FIG. 4 is a flowchart example of how advertisement assets,
`campaigns, and display rules are defined according to an
`embodiment of the present invention;
`FIG. 5 is a flowchart example of how advertisements are
`viewed by a game player within a game according to an
`embodiment of the present invention;
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`FIG. 6 is a block diagram example of the online advertising
`system according to an embodiment of the present invention;
`FIG. 7 is a printout example of XML code of a campaign
`advertisement listing according to an embodiment of the
`present invention;
`FIG. 8 is a schematic example of an ad campaign data
`structure according to an embodiment of the present inven
`tion;
`FIG.9 is a screenshot example of using the Game Manager
`Management Console to register game locations according to
`an embodiment of the present invention;
`FIG. 10 is a screenshot example of how a game player is
`defined using the Game Manager Management Console
`according to an embodiment of the present invention;
`FIG. 11 is a screenshot example of how an advertisement is
`defined using the Advertising Manager Management Console
`according to an embodiment of the present invention;
`FIG. 12 is a screenshot example of how an advertisement
`campaign is defined using the Advertising Manager Manage
`ment Console according to an embodiment of the present
`invention;
`FIG. 13 is a screenshot example of how display rules for an
`advertisement campaign are defined using the Advertising
`Manager Management Console according to an embodiment
`of the present invention;
`FIG. 14 is a screenshot example of how an advertisement
`from a load screen within a game is viewed according to an
`embodiment of the present invention;
`FIG. 15 is a screenshot example of how an advertisement
`from a pause screen within a game is viewed according to an
`embodiment of the present invention;
`FIG.16 is a screenshot example of how a game player may
`request to be sent additional information regarding the ad
`through email according to an embodiment of the present
`invention;
`FIG. 17 is a screenshot example of how an advertisement
`placement within a game is viewed according to an embodi
`ment of the present invention;
`FIG. 18 is a screenshot example of how a game player is
`prompted with a login screen when attempting to view a
`secured or personal area such as requesting product informa
`tion or gift certificates that are mailed to the game players
`home address;
`FIG. 19 is a screenshot example of how a game player may
`define a user account for him/herself through the use of the
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`game according to one embodiment of the present invention;
`and
`FIG.20 is a screenshot example of how a game player may
`define a credit card that is tied to one’s user account for
`purchases made within the game according to one embodi
`ment of the present invention.
`FIG. 21 is a relational database schema for metadata stor
`age according to an embodiment of the present invention;
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`hosted on the user computer 180. The add-on component
`115A (initially stored in database 130 or other storage device)
`is, for example, served to the user computer 180 by the remote
`server 110 via an Internet connection, and installed in the
`program 185 via the API. As shown in FIG. 1, add-on com
`ponent 115A has been served to user computer 180, installed
`by API 190, and is shown residing within program 185 as
`add-on component 115B.
`The add-on component is, for example, an executable pro
`gram component, interpretable source code, or other Software
`module, that, when executing within the program 185, imple
`ments a feature or otherwise adds value to the program 185.
`The program 185 may be any type of computer program,
`including any of games, business programs, entertainment
`programs, etc.
`A publisher of program 185 releases program 185 with
`facilities or other hooks (e.g., programming techniques, API.
`interface, etc.) in the program 185 that are needed to accept
`additional new components (e.g., game pieces, area updates,
`etc.). The API 190 accepts incoming new components from
`an Internet or other connection and provides the incoming
`component to the programina manner needed by the program
`to accept additional programming. For example, the API
`saves a new component in an appropriate directory that is
`accessible to the program, or invokes a specific routine pro
`vided by the program to install the component.
`We now turn to a specific example in which the program
`185 is a game playing program of the type in which users
`select characters or other icons and then control movement of
`the selected character or icon via joystick or other input
`devices attached to the user computer 180. An example output
`play space 200 of an example game playing program as
`shown in FIG. 2. The game includes characters 205 and 210
`that represent users of the game. In one embodiment, the
`game is an on-line game, and, for example, character 210
`represents a remote on-line user and character 205 represents
`a local user of user computer 180.
`In this example, the add-on component is configured to
`provide a billboard, and the add-on component includes all
`the data and programming to place “Freeway Billboard 220
`in the game as a managed area. The program 185 has been
`programmed to have facilities to allow updates to a portion of
`the game playing space, and upon installation of the add-on
`component 115B, the “Freeway Billboard' appears in the
`game playing space. As illustrated in this example, a part of
`the program 185 is updated with add-on component 115B
`(e.g., updates programming of the game), and the programs
`output, or play space, is also updated with an additional
`feature (e.g., “Freeway Billboard’ 220) provided by the add
`on component.
`In one embodiment, “Freeway Billboard’ 220 is a virtual
`advertisement display that cycles through various video and
`animated advertisements (FIG. 2, Advertisement 225). The
`advertisements may be selected by local and/or remote users
`based on interaction of their respective characters with the
`virtual billboard. When selecting the billboard, the interact
`ing user may further have the option to enter his/her own
`email or home address to request additional information
`regarding the product being advertised. Moreover, the user
`may have the option to immediately purchase the product
`being advertised. Payment is made, for example, via real cash
`or credit monetary transactions or via points, health, or other
`value accumulated through play of the game. The characters
`may select the virtual billboard by pointing or looking at the
`billboard or other means of selection provided by the add-on
`component and use various ways to select advertisements
`from the virtual billboard. In one embodiment, once selecting
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`DESCRIPTION OF THE PREFERRED
`EMBODIMENTS
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`Referring now to the drawings, wherein like reference
`numerals designate identical or corresponding parts, and
`more particularly to FIG. 1 thereof, there is illustrated a
`drawing of a gaming system according to an embodiment of
`the present invention. A remote server stores an add-on com
`ponent 115A that is configured to be uploaded and installed in
`a program 185 on a user computer 180. The program 185
`includes an Application Programming Interface (API) 190
`that allows the program 185 to communicate with the remote
`server 110 through a standard network or Internet connection
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`the virtual billboard, a virtual “advertainment experience is
`provided, where the game player's character enter a special
`game level, room, or area and may interact directly with
`animated characters, objects, and videos that represent the
`various products being advertised. In another embodiment, a
`traditional video-based, TV-like advertisement is provided
`and in another embodiment a traditional image-based, web
`like advertisement is provided. In one embodiment, game
`play is Suspended during “viewing the advertisement. In
`other embodiments, gameplay continues while the characters
`view the advertisement—thus, while viewing the billboard or
`walking through the virtual "advertainment” area, a player in
`a shoot-em-up style game may be in peril of getting shot. In
`one embodiment, a motif of the add-on component 115B is
`programmed to match a motif of the program being updated
`(e.g., in an old west style game, the billboard appears as a
`large ranch sign—an O.K. Corral style sign, or, in technology
`related games, the billboard appears in a futuristic motif).
`In one embodiment, a virtual billboard within a specific
`game playing program will advertise equipment, ammo, char
`acters, etc that are compatible with the game playing pro
`gram. Thus, upon selection of the billboard advertisement,
`the game character will enter a virtual store, and will be able
`to “purchase' his own game equipment, such as a particular
`model of a gun (pistol, rifle, machine gun, etc.), and character
`210 may, for example, if the virtual store allows trading, trade
`up from a handgun to a more Sophisticated weapon.
`In another embodiment, a virtual billboard within a specific
`game playing program will advertise real world products Such
`as clothing, sports gear, movie tickets, food products, etc.
`Upon selection of the billboard advertisement, the game char
`acter will enter a virtual store in which he/she may purchase
`the advertised product or enter contact information to be sent
`additional information regarding the advertised product.
`Game advertisements are generally produced by the game
`publishers or advertisers to which the game publisher has sold
`the ad locations and opportunities. The publishers or adver
`tisers may require gameplayers to match a preferred profile or
`to fulfill certain game requirements before game players may
`view specific advertisements or promotions. For example, a
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`player must have accumulated a certain amount of points or
`playing time before being allowed to view an advertisement
`for a more Sophisticated weapon to be used within the game or
`a player must 21 years or older to be allowed to view the
`advertisement that contains a free coupon for a six pack of
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`beer. Such requirements are enforced via encrypted keys or
`other secure methods to check a users qualification before
`displaying of certain advertisements. Such checks may be
`made, for example, by the remote server 110, or the program
`185, and the necessary qualifications are, for example, stored
`in metadata in the database and are retrievable by either the
`remote server or program. Other advertisements are available
`to all players willing to view them. Some advertised products
`are available for “purchase' using points, but others require
`the use of real currency.
`Advertisements displayed within the virtual billboard are
`viewed according to rules established by either the advertisers
`or game publishers. The rules are accessible and enforced by
`either the remote server or the program 185. Example rules
`include, for example, that advertisements may only be viewed
`during specified time intervals, according to fluctuating Sup
`ply levels, or determined by a sequence of actions taken by the
`game character in relationship to the advertisement. For
`example, a beer ad may be specified to viewed in the evening,
`whereas a coffee ad is displayed in the morning and an ad
`displaying a coupon for a free movie ticket may be displayed
`only to the first 1000 game players who select the advertise
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`ment. In another example, an advertisement containing a
`coupon for a free movie ticket is only displayed if a game
`player directs his character to jump three times around the
`circumference of the billboard displaying the ador throws a
`tomato at the center of the billboard.
`In one embodiment, an on-line connection between the
`add-on component and the remote server provides up to date
`information on the display schedule and stock availability of
`specified advertisements. The remote server 110 includes a
`manager program 120 that is configured to manage advertise
`ment display schedules and rules presented in the virtual
`billboard. The manager program 120 includes all the neces
`sary programming to enforce game publish