(12) Ulllted States Patent
`Uskela et al.
`
`(10) Patent N0.:
`(45) Date of Patent:
`
`US 8,002,617 B1
`Aug. 23, 2011
`
`US008002617B1
`
`(54) SPONSORED NETWORK GAMES
`
`5,937,037 A *
`5,948,061 A *
`
`8/1999 Kamelet al. ............. .. 379/88.19
`9/1999 Merriman et a1. .
`.. 709/219
`
`5,964,660 A * 10/1999 James et al. . . . . . . .
`
`5,974,398 A * “M999 Hanson et a1‘ '
`
`6,024,643 A *
`6,029,195 A *
`6,088,717 A *
`6,119,098 A *
`
`2/2000 Begis , , , , , , , , , ,
`2/2000 HerZ ..... ..
`7/2000 Reed et all
`9/2000 Guyotet a1.
`
`. . . . . .. 463/1
`
`705/14
`
`, , , ,, 463/42
`.. 709/219
`709/201
`. 705/14 X
`
`6,128,651 A * l0/2000 CeZar . . . . . . . . . .
`
`. . . . . .. 709/217
`
`709/228X
`6,128,663 A * l0/2000 Thomas ....... ..
`,,,,,,, ,, 705/14
`6,134,532 A * 10/2000 Lazarus et a1, ,
`6,141,010 A * l0/2000 Hoyle ..................... .. 345/356X
`6,144,944 A * 11/2000 Kultzman, 11 et a1. .... .. 705/14 X
`6,152,824 A * 11/2000 Rothschild et a1.
`463/42
`6,161,127 A * 12/2000 CeZar et al. ...... ..
`709/203
`6,179,713 B1 *
`1/2001 James et a1.
`463/42
`6,216,129 Bl* 4/2001 Eldering ...... ..
`. 707/10X
`6,224,486 B1 *
`5/2001 Walker et a1. ................. .. 463/42
`
`(Commued)
`
`EP
`
`FOREIGN PATENT DOCUMENTS
`0 752 678 A2 '
`l/l997
`(Con?rmed)
`
`OTHER PUBLICATIONS
`EP 001209154 Summons to attend oral proceedings, dated Apr. 4,
`2008.
`
`_
`(Commued)
`.
`.
`.
`.
`Primary Examiner * Plerre E Ellsca
`gé) Attorney, Agent, or Firm * Dltthavong Morl & Stelner,
`
`ABSTRACT
`(57)
`A system and method for supplying selected advertising to
`gamers accessing games suppliers over communications net
`Works including mobile networks. Data on the user’s geo
`graphic location and personal pro?le are used to select the
`advertising. The selected advertising is displayed in the game
`either on screen borders or at selected intervals in the game.
`
`20 Claims, 3 Drawing Sheets
`
`(75) Inventors. Sam1.Uskela,Helslnkl (F1),Aap0.
`
`_
`
`-
`
`-
`
`-
`
`_
`
`RaIItIaIIeIIiESPOO(F1);E"a-1\’Ial‘la
`Leppanen,Tampere (Fl); Mari K.
`Nieminen, Tampere (Fl); Lucia Tudose,
`ESPOO (FD
`
`.
`,
`,
`(73) Asslgnee? Nokla COI‘POI‘atIOEESPOO (F1)
`
`( * ) Notice:
`
`Subject to any disclaimer, the term of this
`patent is extended Or adjusted under
`
`U'S'C' 154(1)) by 0 days‘
`
`(21) APP1- N91 09/405,088
`
`(22) Filed:
`
`Sep.27, 1999
`
`(51) Int Cl
`(200601)
`A6§F Q24
`(52) us. Cl. ................ .. 463/1; 463/25; 463/29; 705/14;
`725/22; 725/23
`(58) Field 61 Classi?cation Search .................. .. 700/91,
`700/90; 463/1, 25, 29, 4&43; 725/30, 32,
`725/109,110,111,112,114,115,118,22,
`725/23, 33436; 705/14; 709/200, 2014203,
`709/208, 212, 213, 217, 218, 219, 220, 223,
`709/224, 225, 249, 250; 713/153,154; 395/50013,
`395/500'15
`See application ?le for Complete Search history'
`
`(56)
`
`References Cited
`
`U.S. PATENT DOCUMENTS
`
`5,245,656 A *
`
`9/1993 Loeb et a1. ................ .. 308/23X
`
`6/1997 Kostreski et a1. . . . .
`5,635,979 A *
`5/1998 Lightfootetal.
`5,748,493 A *
`5,823,879 A 10/1998 Goldberg et a1.
`5,838,790 A * 11/1998 McAuliffe et a1. ......... .. 380/4X
`5,862,325 A *
`1/1999 Reedetal. ......... ..
`. 395/20031
`5,918,213 A *
`6/1999 Bernardet a1. ..
`5,933,811 A *
`8/1999 Angles et a1. ............ .. 705/14.56
`
`. . . . . . .. 348/13
`.. 364/514C
`
`i
`
`GPRS
`NETWORK
`
`CHARGING
`EWAY
`
`BORDER
`GATEWAY
`
`FIREWALL
`
`F IREWALL
`
`ROUTER \=
`
`lNTER-PLMN
`NETWORK
`
`DATA
`NETWORK
`
`CORPORATE
`LAN
`
`Petitioners Ex. 1004 Page 1
`
`

`
`US 8,002,617 B1
`Page 2
`
`U.S. PATENT DOCUMENTS
`
`7/2001 Goldberg et al. ............. .. 463/42
`6,264,560 B1 *
`2005/0143169 A1* 6/2005 Nguyen et al. .
`463/25
`2007/0105607 A1* 5/2007 Russell et al. .................. .. 463/1
`
`FOREIGN PATENT DOCUMENTS
`
`5;
`
`JP
`JP
`JP
`JP
`
`'
`9'25 1296
`10240828 A
`10-309377
`11057209 A
`
`9/1997
`9/1998
`11/1998
`3/1999
`
`JP
`W0
`W0
`
`11-248484
`WO 97/07656
`WO 97/26061
`
`9/1999
`3/1997
`7/1997
`
`OTHER PUBLICATIONS
`
`Japanese Of?ce Action for corresponding JP Application No. 2000
`293436, Mar. 18, 2010, Japan, pp. 1-10.
`Japanese Of?ce Action for corresponding JP Application No. 2000
`293436, Aug. 6, 2009, Japan.
`Japanese Of?ce Action for corresponding JP Application No. 2000
`293436, 061. 14, 2010, Japan, pp. 14
`
`* cited by examiner
`
`Petitioners Ex. 1004 Page 2
`
`

`
`US. Patent
`
`Aug. 23, 2011
`
`Sheet 1 013
`
`US 8,002,617 B1
`
`FIG. 1
`
`GPRS
`TERMINAL
`
`GPRS
`NETWORK
`
`CHARGING
`GATEWAY
`
`% R o M C
`
`K K R R mm mm
`
`E E E N N T
`
`PT ADAT E55
`
`BORDER
`GATEWAY
`
`FIREWALL
`
`lNTER-PLMN
`NETWORK
`
`DATA
`NETWORK
`
`FIREWALL
`
`a A
`
`T WN w Wm
`
`Petitioners Ex. 1004 Page 3
`
`

`
`US. Patent
`
`Aug. 23, 2011
`
`Sheet 2 013
`
`US 8,002,617 B1
`
`FIG. 2
`
`SYMBIAN
`LINKS APPLICATIONS
`
`WAP
`LINKS INTERNET
`
`BLUETOOTH
`L'NKS DEVICES
`
`Petitioners Ex. 1004 Page 4
`
`

`
`U.S. Patent
`
`..uA
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`B0.5
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`1B
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`
`Petitioners Ex. 1004 Page 5
`
`Petitioners Ex. 1004 Page 5
`
`

`
`US 8,002,617 B1
`
`1
`SPONSORED NETWORK GAMES
`
`TECHNICAL FIELD
`
`The invention pertains to supplying games to gamers over
`communication networks that are either hard-wired, cellular,
`mobile, satellite or combinations thereof. Advertising is
`inserted into the game content as a revenue source. The adver
`tising is tailored to the speci?c gamer.
`De?nitions
`EDGE Enhanced Data Rates for GSM Evolution
`ETSI European Telecommunications Standardization Insti
`tute
`GSG Game Sponsoring Gateway
`GPRS General Packet Radio Service
`GSM Global System for Mobile Communications
`HSCSD High Speed Circuit Switched Data
`IP Internet Protocol
`ISDN Integrated Services Digital Network
`LAN Local Area Network
`SMS Short Message Service
`TDMA Time Division Multiple Access
`UMTS Universal Mobile Telecommunications System
`WAP Wireless Application Protocol
`WCDMA Wideband Code Division Multiple Access
`
`BACKGROUND OF THE INVENTION
`
`Multi-user games are being played over communications
`networks, including the Internet. Typically, a server supports
`each game. Game sessions are typically long in duration but
`the amount of data transferred between the game server and
`the gamer terminal during a session is limited.
`Games could be distributed over a mobile communications
`network including a mobile packet data network. Using
`mobile communications networks to support game distribu
`tion is more costly then using hard-wired landlines due to
`connection costs. The costs could be a barrier to the distribu
`tion of games over a mobile network.
`There are many games supplied over the Internet. They
`include game-land.com, hotgames.com, Future Games Net
`work, Moraff Games, Yahoo Games, Candystand.com, Pop
`Rocket, and BingoManiaTM to name a few. Generic advertis
`ing is displayed to the game user when signing onto the game
`site.
`
`OBJECTS OF THE INVENTION
`
`An object of the invention is to provide advertising to a
`gamer at selected intervals. Another object of the invention is
`to provide advertising to a gamer directed to him based on his
`demographic, geographic, preference or customiZed user
`database. Yet another object of the invention is to allow the
`network operator, including mobile networks, to provide
`advertising in the data stream of games at selected intervals.
`
`SUMMARY OF THE INVENTION
`
`A Game sponsoring Gateway (GSG) is a communication
`hub to route game requests to a Game Server and responds by
`supplying the requested game. Along with the game is sup
`plied selected advertising. Criteria for selection are refer
`enced to the geographic location of the gamer for geographic
`sensitive ads. Another set of criteria is the gamers’ prefer
`ences and pro?le as determined by reference to a database.
`
`2
`Advertisement selection and display is determined by user
`preferences or appropriate breaks in gaming.
`
`BRIEF DESCRIPTION OF THE DRAWINGS
`
`FIG. 1 is a graphical representation of the Assignee’s prior
`art GGSN connection to the GPRS Network.
`FIG. 2 is a graphical representation of the proposed prior
`art 3rd Generation mobile network.
`FIG. 3 is a graphical representation of the game sponsoring
`architecture of the present invention.
`
`DETAILED DESCRIPTION OF THE INVENTION
`
`Wireless data usage is doubling every year in advanced
`markets. Many cellular operators already earn over 5% of
`their revenues from data tra?ic. In addition to income from
`traditional service subscription and usage, wireless data
`brings new ways to generate revenue. These new revenue
`sources include content provisioning, value-added services,
`Internet access and services, advertising and vertical services
`for speci?c market segments. Successful operators will be the
`innovators and market makers for these new applications.
`GPRS Functionality
`General Packet Radio Service (GPRS) illustrated in FIG. 1
`is the best platform for mobile data networking services.
`GPRS is also an essential stepping-stone to third generation
`personal multimedia services. But for mobile operators and
`service providers, GPRS revolutioniZes business and working
`practices, a trend that is both driven and reinforced by the
`convergence of telecommunications and data networking.
`GPRS opens up new opportunities, but also introduces chal
`lenges, the most signi?cant of which are changes in the tariff
`model and introduction to the new IP infrastructure. A com
`plete GPRS solution features both comprehensive charging
`facilities as well as best-in-class GPRS core IP network.
`With the Internet and GSM coming ever closer together,
`people will want personaliZed wireless data services, creating
`an opportunity to generate new business by meeting these
`demands.
`Traditionally, GSM operators have offered value-added
`services by providing mobile access to existing telecommu
`nication services. With GPRS, mobile operators have a
`superb IP delivery vehicle that enables them to re-evaluate
`and transform their role in the value chain, not only by pre
`serve existing business but to grow revenue.
`Comprehensive end-to -end solutions will require new part
`nerships with solution and content providers. The Assignee is
`in the forefront of WAP development and a leading wireless
`datacom supplier, and is already helping to bring operators
`together with content providers, and 3rd party software devel
`opers.
`An example of use a commercial embodiment of the GPRS
`system is a mobile user that is a salesman getting an e-mail
`reminder for a customer meeting. The user double-checks the
`customer pro?le from the company database by typing its
`name into the GPRS terminal. The user does need to not place
`a call, as the user is constantly logged on to his LAN because
`his terminal is equipped with GPRS. The GPRS terminal
`connects to the corporate intranet via the mobile operator’s
`GPRS network. Quickly, the salesman briefs himself with the
`customer’s order history, personnel pro?les, current stock,
`product history and price level. All this is transmitted via short
`bursts of data. Customer queries can be answered immedi
`ately, enabling real-time, interactive sales and marketing.
`When the meeting concludes, the salesman types a short
`report and submits it with the click of a button.
`
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`Petitioners Ex. 1004 Page 6
`
`

`
`US 8,002,617 B1
`
`3
`GPRS brings true packet data connectivity to the GSM
`market, paving the Way for the next generation of Personal
`Multimedia services. GPRS integrates GSM and Internet Pro
`tocol (IP) technologies, adding convenience and immediacy
`to mobile data services. With peak data rates of over 100
`kbit/ s, GPRS offers instant packet-sWitched data connections
`to data networks, such as the Internet, Internet Service Pro
`viders (ISPs) and corporate intranets all delivered via GSM
`technology.
`GPRS is a superb bearer for different types of Wireless data
`applications With bursty data, especially WAP based informa
`tion retrieval and database access. GPRS Will bring cost effec
`tive packet data connectivity to the mobile mass market.
`Session set-up is nearly instantaneous, While higher bit rates
`enable convenient personal and business applications. Con
`sequently, GPRS not only makes Wireless applications more
`usable, but also opens up a variety of neW applications in
`personal messaging and Wireless corporate intranet access.
`GPRS packet-sWitched data technology makes ef?cient
`use of radio and netWork resources and is a key stepping stone
`to the third generation. The complete solution for creating and
`implementing GPRS data services includes an IP core and
`radio netWork infrastructure, as Well as integrated GPRS ser
`vice and billing solutions.
`To upgrade an existing GSM radio netWork for GPRS, the
`solution includes neW softWare that can be remotely doWn
`loaded to Nokia Base Stations, so no site visits are needed.
`In addition, the GPRS solution includes neW stand-alone
`netWork elements: the Serving GPRS Support Node (SGSN),
`the GateWay GPRS Support Node (GGSN) as shoWn in FIG.
`1 and the Charging GateWay.
`For operators, GPRS brings opportunities to capture more
`corporate business. With the GPRS solution, the corporate
`intranet can be securely connected directly to the operator’s
`GPRS netWork. GPRS has the highest security solution on the
`market for complete data protection.
`An end-to-end GPRS system provides a future-proof evo
`lution path to EDGE and third generation technologies.
`The GGSN connects the GPRS netWork to the Internet,
`Internet Service Providers (ISPs) and corporate intranets,
`alloWing simultaneous multiple secure data access points.
`The GGSN architecture is based on an IP routing platform,
`offering such advanced features as integrated ?reWall func
`tionality for excellent data security.
`The SGSN is a netWork element that converts protocols
`betWeen the IP core and the radio netWork, as Well as serving
`such functions as mobility management, user veri?cation and
`collection of billing data. Based on the proven the Assignee’ s
`DX 200 telecommunication sWitching platform, the SGSN is
`designed With built-in redundancy for excellent system reli
`ability and scalability.
`Unique to the solution is the stand-alone Charging Gate
`Way, Which provides a single access point from the GPRS
`netWork to the operator’s billing system. Charging informa
`tion generated by the SGSN and GGSN is relayed to this
`system, Which then consolidates and pre-processes the data
`records to reduce billing system processing for uninterrupted
`service.
`In September 1998, the ?rst call using a Third Generation
`terminal of the Assignee Was made on a test netWork in Japan.
`Testing continues and has reached an important milestone on
`its road to Third Generation mobile telephony. It is expected
`that by 2001, the ?rst commercial Third Generation mobile
`netWork Will be launched, and the World Will be introduced to
`digital mobile multimedia communications.
`Full-scale personal multimedia services set very demand
`ing requirements for the core netWork of 3rd generation
`
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`4
`mobile systems. GSM, as the most modern digital system in
`the market, is the best platform choice.
`Future netWorks Will be based on the GSM core netWork
`including future GPRS packet data functionality. The ATM
`interfaced WCDMA radio access Will be connected to the
`GSM/GPRS core netWork. Also EDGE Will be fully based on
`an evolution of the GSM system.
`From the user point of vieW, all current GSM services Will
`be provided in 3rd generation. Provisions that alloW users to
`seamlessly use their services When roaming from a 2nd gen
`eration netWork to a 3rd generation netWork Will be needed. In
`addition to that, full-scale multimedia services like imaging
`and video-on-demand Will be enabled. The enhanced data
`services help the operator to maintain a superior service offer
`ing as demand develops.
`The GSM netWork sub-system Will evolve in phases of
`?exible upgrades of existing GSM MSCs toWards a 3rd gen
`eration core netWork. The phased approach minimiZes infra
`structure investments and alloWs seamless service in GSM
`and WCDMA coverage areas.
`In the ?rst phase, a 2nd generation GSM MSC and GPRS
`system Will operate the WCDMA radio netWork through
`inter-Working functionality. For packet services, the GPRS
`structure Will be upgraded to accommodate much larger data
`throughputs. At this stage the end user Will see higher packet
`data rates and radio transmission capacity. Within 3rd gen
`eration the data speeds Will match or exceed PSTN modem
`data connections. Customers Will enjoy current GSM data
`services and enhancements such as HSCSD, GPRS and
`EDGE, and further bene?t from true Personal Multimedia via
`the neW 3rd generation WCDMA radio interface. A parallel
`evolution of services Will ensure a rich availability of appli
`cations.
`In the second phase, ATM functionality Will be added to the
`GSM MSC. This Will enable fast broadband ATM-sWitching
`of personal multimedia content toWards other netWorks such
`as ATM, IP, PSTN/N-ISDN.
`The core netWork internal architecture is distributed and
`thus Will provide modularity in increasing the capacity ?ex
`ibly. Only the necessary elements are added as capacity needs
`groW.
`On the application level, boundaries betWeen telecom and
`data communications, betWeen mobile and ?xed, and
`betWeen private and public netWorks are becoming increas
`ingly transparent.
`This development is most apparent in the of?ce environ
`ment. The mobile handset is already often the preferred phone
`for voice calls. Improving quality of service (QoS) capabili
`ties of IP may soon enable the use of IP as an alternative
`transport for voice connections. On the other hand the H.323
`standard supports combined transport of voice, video and
`data streams belonging to the same communication session.
`For mobile voice and live video, circuit sWitching Will
`remain for a longer time the mainstream technology. Service
`and netWork integration Will drive packet sWitched applica
`tions in netWorks Where QoS can be relied on.
`With 3rd generation these trends become more apparent,
`necessitating ATM transport to carry both circuit mode and IP
`packet mode tra?ic With guaranteed QoS. Firstly, GPRS Will
`support mobile connections to IP netWorks, forming a seam
`less gateWay toWards integration With the Internet. The appli
`cations can be such as intra/ Internet packet access at various
`data rates or IP conferencing including voice over IP net
`Works.
`Secondly, mobile and ?xed sWitches can be equipped With
`IP gateWays to intra/extranet. The IP networks transmission
`capacity can thus be used to carry interexchange voice traf?c
`
`Petitioners Ex. 1004 Page 7
`
`

`
`US 8,002,617 B1
`
`5
`in a compressed form, supporting IP telephony. GPRS and
`switch gateways together will allow seamless integration of
`mobile and IP networks.
`GSM is the most common Second Generation mobile tele
`phony standard. GSM is used throughout most of the world
`for mobile, digital telecommunications. If a mobile phone is
`used today, the chances are that GSM technology is used
`therein. GSM is found throughout Europe, Asia, in North and
`South America, in short, almost everywhere.
`GSM is the only standard that fully speci?es the complete
`network architecture, not just the radio access or air interface.
`This has promoted the creation of a multi-vendor, competitive
`market environment and unmatched services to the end users.
`Because of its many strengths, GSM has been chosen as one
`of the standards from which Third Generation mobile tele
`communications will evolve. In fact, the key element in the
`progression to third generation is GSM’s network capability
`rather than any new or enhanced air interface.
`Future networks will be based on the GSM core network
`evolved with GPRS packet data functionality. This evolved
`GSM will work in conjunction with WCDMA radio access to
`give undreamed of Personal Multimedia on the move.
`Mobile phones are no longer just phones. Mobile phones
`will have screens on which electronic multimedia postcards
`can be composed, send and receive text messages and visual
`messages, even cartoons. Increases in data transmission
`speeds, higher processing capacity and other technological
`advances will give enhanced audio and colorful visual
`images. The user will be able to receive not just still pictures,
`but video clips sent by friends, family, colleagues, clients and
`anyone who wants to create a visual message.
`The user will be able to compose multimedia messages.
`Bluetooth technology will make it easy to use a digital video
`recorder or camera and send the pictures or video to anyone
`else who has a 3rd generation terminal. The user will be able
`to create their own multimedia mes sage and send it anywhere.
`The key to this coming boom in wireless data is the Wire
`less Application Protocol (WAP). The ?rst truly open stan
`dard for intelligent messaging services for digital mobile
`phones and other mobile terminals, WAP will remove the
`barrier of proprietary solutions, accelerating the pace at
`which new and exciting services can be launched.
`Working with application developers, operators will be
`able to develop innovative services that will attract new users,
`who will bene?t from a wider choice of mobile applications,
`advanced services and Internet access.
`Multimedia Terminal for Digital Cable Services
`The cable version of the Assignee’s Mediamaster is iden
`tical to its satellite brother, with one exception, the front-end
`uses another demodulation technique, called QAM (Quadra
`ture Phase Modulation) which is the standard set by the Digi
`tal Video Broadcasting (DVB) group. This transmission tech
`nique is optimal for cable TV use, where the bandwidth is
`limited compared to satellite transmissions.
`The Assignee’s Mediamaster 9500 C enables CATV
`homes to get access to all of the digital TV and radio programs
`as well as the interactive services offered by the program
`providers. A CD-ROM player as well as other computer
`peripherals can be connected to the data communication
`ports.
`The Assignee’s Mediamaster 9500 C can handle l6.-256
`QAM signals within a 2-10 MHZ bandwidth transmitted via
`the standardized UHF band to ?t any CATV distribution
`network.
`There is a built-in telephone modem designed for V22bis
`fax or V32bis protocols. This connection is used as the return
`channel for interactive services. Using an electronic program
`
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`guide (EPG) the user can navigate throughout the services. So
`that with a home shopping channel, the user can select goods
`or items of his or her choice and then order them by pushing
`the buttons on the remote control. Signals are then sent via the
`telephone modem to the service provider who takes care of
`the order and delivers the appropriate products or services.
`The same scenario can be used for Pay-Per-View services.
`If the user decides to watch a sporting event, for example, they
`can con?rm the service ordered by simply pressing the but
`tons on the hand-set and the program is made available auto
`matically. Downloading of new software is easily done, offer
`ing upgrading and new services to the end user as they
`become available.
`The application system resources are comprehensive with
`a RAM memory of l Mbyte (2 Mbytes extension) and a Flash
`memory of l, l .5 or 2 Mbytes depending on the version of the
`Mediamaster 9500 C.
`Deliveries of this box began in March ’97 for the German
`speaking market, where the Kirch group is operating the DF-l
`programme bouquet.
`Third Generation
`Shown in FIG. 2 is the third generation of mobile commu
`nications that will combine a number of technologies. These
`technologies will work together seamlessly to give a high
`level of multi-media, personal and mobile communication.
`The technologies supporting this advance are WAP, Blue
`tooth and Symbian described below.
`WAP
`The Wireless Application Protocol (http://www.wapforu
`m.org) (WAP) will standardiZe access to Internet content
`from mobile phones. WAP provides a link between the Inter
`net and mobile telephony and will accelerate the growth of the
`market for wireless content services. WAP is compatible with
`all major cellular systems. In GSM, WAP has many transport
`options including SMS, GSM data at 9.6 kbit/ second,
`HSCSD and GPRS.
`Bluetooth
`Bluetooth is a new technology for wireless connectivity. It
`will allow wireless communications between mobile phones,
`laptops and other portable devices. Being a radio-based link,
`Bluetooth doesn’t require a line-of-sight connection in order
`to establish communication.
`The Assignee is a founding member of the Bluetooth Spe
`cial Interest Group (SIG), an industry group consisting of
`leaders in the telecommunications and computing industries
`that are driving development of the technology and bringing
`it to market. Today, there are nearly 700 companies who have
`joined the consortium. More information about Bluetooth is
`available at www.bluetooth.com.
`Symbian
`Symbian (http://www.symbian.com) is a joint venture set
`up to develop and promote an operating wireless information
`device called EPOC. This scalable operating system will
`allow customiZable user interfaces, color support, advanced
`Internet connectivity and accredited connectivity software.
`Sponsored Games
`The systems above described are an embodiment that also
`supports the delivery of sponsored games over a mobile net
`work. Other mobile networks will support sponsored games
`as will hardwire landlines and combinations of the networks.
`Existing Games supplied over the internet display adver
`tising generically. One such game provider, candystand.com,
`has the functionality of a gamer initiated advertisement break.
`The sponsor of this web site is the candy maker LifesaversTM.
`After the gamer has logged onto the site a home page ?ashes
`pre-selected advertising. The home page has a link to a list of
`candies and games from which the gamer may further select.
`
`Petitioners Ex. 1004 Page 8
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`US 8,002,617 B1
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`7
`The user clicks on the logo to see advertising messages for the
`sponsor’ s candy products. Viewing advertising is initiated by
`the gamer.
`In one embodiment of the present invention one service
`supplies games and a second tailors and supplies the adver
`tising to the gamer (user). The advertising presentation is
`dynamic. The advertising can be inserted into prede?ned
`placeholders for advertisements in the game screen and also
`be added to the borders of the screen on Which the game is
`being vieWed.
`One method of dynamically displaying advertising is to
`stop the game for a moment and display the commercial.
`After the commercial the game is restored. The game
`sequence may be tagged to identify the most convenient break
`points, or logical transitions, in Which to present the adver
`tising. In a War game environment, a logical game break could
`be betWeen missions but not in the heat of action.
`Referring to FIG. 3, a game supporting architecture of the
`present invention is depicted. The assembled components for
`this novel system are knoWn in the art. Game Sponsoring
`GateWay (GSG) 2 responds to a request for a game from
`Game Client terminal 4. The request is communicated over a
`GPRS Network 6 or other supporting communication net
`Work such as existing mobile communications netWorks
`including GSM netWorks. The GSG 2 communicates With a
`game server 8 to provide a game-to-game client 4 delivered
`over a GPRS netWork 6.
`The GSG 2 also communicates With additional servers to
`organiZe advertisements for presentation to the game client
`terminal 4. A location server 10 is contacted that provides
`information on the user of the game client terminal 4 current
`address. The GSG 2 also communicates With a sponsor Con
`tent Server 12 to provide advertisements to be included in the
`data stream from the game server 8 to the game client terminal
`4. The GSG 2 communicates With user data server 14 to
`access information on the user’ s preferences and pro?le. The
`information can include hoW much a advertisement the user
`accepts, subject matter of interest to the user, purchase his
`tory, demographic pro?le, income level, credit history, online
`purchase history, Web site access history, and like markers of
`purchasing conduct. There are existing consumer preference
`models for advertising including those modeled on point of
`sale databases to tailor advertising including coupons. The
`location server 10, sponsor content server 12 and user data
`server 14 are existing independent systems.
`As previously stated, When a user accesses a game over this
`system the initial connection from terminal 4 is via a GPRS
`system for mobile communications to the GSG 2. The GSG 2
`either identi?es the user by using authentication mechanisms
`on the underlying netWork or by using some other means such
`as an application level login With a passWord to the GSG. The
`GSG then checks the user data server 14 to determine if the
`user Will accept advertisements attached to the selected game.
`If the ansWer is af?rmative then the GSG 2 retrieves the user’ s
`pro?le from the user data server 14. The pro?le is accessed to
`select the appropriate advertisement based on the user pro?le,
`demographics, etc. The GSG 2 accesses the location server 10
`to get the current geographic location of the user for further
`use in selecting advertising.
`The GSG 2 is supplied advertising by the game sponsors by
`accessing sponsor content server 12. The information indi
`cates the content of the advertisement and Whether it is geo
`graphically dependent in appropriate circumstances and like
`criteria for usage of the advertisement. The GSG 2 uses the
`criteria supplied by user data server 14 and location server 10
`as to What advertising to present to the game user over his
`terminal 4.
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`When the GSG 2 receives the game data from the game
`server 8, it scans the data for advertisement placeholders. The
`GSG 2 inserts selected advertisements into the placeholders
`according to the user’s pro?le, preferences and current geo
`graphic location as appropriate.
`The game environment may contain prede?ned placehold
`ers to Which the GSG 2 may attach the advertisements. This
`enables advertisements inside the game scenery that are tai
`lored to the user of the game. For instance While playing a
`Formula 1 racing game, there may be personaliZed advertise
`ments placed on the inside of the race track. Also personaliZed
`ads may be placed in other physical places in the game such
`as in a dungeon of a game like Doom.
`The game environment may have prede?ned placeholders,
`e.g., a place for graphical advertisement of any siZe such as
`200x100 pixels.
`The GSG 2 detects the placeholder and replaces that With
`an advertisement personalized for the user of the game.
`The game sheet could be distributed in a traditional Way
`(e.g., using CD-ROM). The client may contain additional
`intelligence as part of the netWork gaming functionality. The
`additional functionality may be able to communicate With the
`GSG 2 While the game if played in the netWork modes. Thus,
`the game client may fetch advertisements from the GSG 2 and
`insert them in the appropriate places in the game.
`While this method and system for supplying sponsored
`advertising has been described as delivered over particular
`mobile communication netWorks, GPRS and GSM, any
`mobile communication netWork or any communication net
`Work Will support this application. This description of the
`invention is illustrative and not exclusive of the means of
`implementing it.
`
`What We claim is:
`1. A system comprising:
`a game sponsoring gateWay con?gured to receive game
`data for presentation of a game from a game server, and
`to receive advertising from a sponsor content server,
`Wherein the game sponsoring gateWay is further con?gured
`to,
`insert the advertising in the game data,
`scan the game data to identify a placeholder,
`insert an instruction in the game data to instruct a user
`terminal to cause presentation of the advertising dur
`ing a break point in game play,
`insert, at the game sponsoring gateWay, the advertising
`at the placeholder, and
`initiate transmission of the game data to the user termi
`nal.
`2. A system of claim 1, Wherein the system comprises the
`game server and the sponsor content server.
`3. A system of claim 1, further comprising:
`a location server con?gured to communicate With the game
`sponsoring gateWay and to determine l