Using information from user-video game interactions to target advertisements, such as advertisements to be served in video games for example

Abstract

Information about a person's interests and gaming behavior may be determined by monitoring their online gaming activities (and perhaps making inferences from such activities). Such information may be used to improve ad targeting. For example, such information may used to target ads to be rendered in a video game being played by the person.

Description

§ 1. BACKGROUND OF THE INVENTION [0001]§ 1.1 Field of the Invention [0002] The present invention concerns targeting the serving of advertisements, such as advertisements to be rendered in virtual environments like video games for example. In particular, the present invention concerns determining user information for use in targeting ads, and determining and serving relevant ads in virtual environments such as video games. [0003]§ 1.2 Background Information [0004] In-game advertising is becoming extremely popular. This trend is expected to continue since the 18 to 34 year old male demographic in the U.S. is watching less TV and spending more time playing video games than ever before. The video game industry is becoming a media force on par with the television and motion picture industries. Consequently, ad agencies and game producers are collaborating to introduce more ads into video games. Presently, in-game ads are used to advertise real products and services in a manner analogous ...

AI Technical Summary

Benefits of technology

[0008] Embodiments consistent with the present invention allow information about a person's interests and gaming behavior to be determined by monitoring their online gaming activities (and perhaps making inferences from such activities). Such information may be used to improve ad targeting. For example, such information may used to target ads to be rendered in a video game being played by the person.

Problems solved by technology

Unfortunately, ads placed in various video games are typically determined while the game is developed and are therefore relatively static.

Consequently, in-game ads are often not as relevant and useful as they could be.

Presently, low end games often cost a few millions of dollars to develop, with high end games often costing even more.

Game development costs are increasing while game prices have hit a ceiling.

Although in-game ads help game publishers offset such development costs, revenue from such advertising has not increased fast enough to keep pace with development costs.

Images