U.S. patent application number 10/981342 was filed with the patent office on 2006-05-04 for method and apparatus for dynamic enhancement of video games with vendor specific data.
Invention is credited to George Polchin.
Application Number | 20060094504 10/981342 |
Document ID | / |
Family ID | 36262755 |
Filed Date | 2006-05-04 |
United States Patent
Application |
20060094504 |
Kind Code |
A1 |
Polchin; George |
May 4, 2006 |
Method and apparatus for dynamic enhancement of video games with
vendor specific data
Abstract
An enhancement system for videogames employs data captured from
a delivery vehicle associated with a vendor supplied product as a
keycode to obtain or to directly provide data to enhance the
videogame. Statistics on use of the enhancement data is then
accumulated and reported to the vendor for marketing analysis.
Opportunities for cross marketing for the vendor supplied product,
the video game and the device on which the video game operates is
provided by the system.
Inventors: |
Polchin; George; (Santa
Barbara, CA) |
Correspondence
Address: |
FELIX L. FISCHER, ATTORNEY AT LAW
1607 MISSION DRIVE
SUITE 204
SOLVANG
CA
93463
US
|
Family ID: |
36262755 |
Appl. No.: |
10/981342 |
Filed: |
November 3, 2004 |
Current U.S.
Class: |
463/36 |
Current CPC
Class: |
A63F 2300/1031 20130101;
A63F 13/10 20130101; A63F 2300/206 20130101; A63F 13/69 20140902;
A63F 13/63 20140902; A63F 13/12 20130101; A63F 2300/1087 20130101;
A63F 2300/532 20130101; A63F 13/335 20140902; A63F 13/95 20140902;
A63F 2300/1025 20130101; A63F 2300/609 20130101; A63F 13/213
20140902; A63F 13/71 20140902 |
Class at
Publication: |
463/036 |
International
Class: |
A63F 9/24 20060101
A63F009/24 |
Claims
1. A video game enhancement system comprising: means for operating
a video game including a computer processing system, game
controller and a display; a data capture device interfaced to the
operating means and having means for capturing data from a delivery
vehicle associated with a vendor supplied product; means for
integrating new capability into the video game responsive to the
captured data.
2. A system as described in claim 1 further comprising means for
transmitting data reflecting usage of the captured data to an
external collection means.
3. A system as described in claim 1 wherein the data capture device
comprises a video camera.
4. A system as described in claim 3 wherein the delivery vehicle
comprises packaging for the product having a machine readable
pattern imprinted thereon.
5. A system as described in claim 4 wherein the means for capturing
data comprises a decoding module responsive to the machine readable
pattern.
6. A system as described in claim 5 wherein the machine readable
pattern is decoded by the decoding module as a keycode.
7. A system as described in claim 1 wherein the means for
integrating new capability comprises: a remote server storing
enhancement data for the video game; a communications module
incorporated in the operating means for communication with the
remote server responsive to the data capturing means; a processing
module in the remote server responsive to a keycode from the
communications module, the keycode captured from the delivery
vehicle; a delivery module in the remote server enabled by the
processing module to transmit enhancement data corresponding to the
keycode to the communications module; and, means for incorporating
the enhancement data into the video game.
8. A system as described in claim 1 wherein the delivery vehicle
incorporates a readable data storage medium and the capture means
comprises means for reading enhancement data stored on the readable
storage medium, and the means for integrating new capability
comprises a module in the operating means responsive to the reading
means for incorporating the enhancement data into the video
game.
9. A system as described in claim 8 wherein the readable data
storage medium comprises a Radio Frequency Identification (RFID)
tag and the capture means comprises a RFID reader.
10. A system as described in claim 8 further comprising means for
transmitting data reflecting usage of the enhancement data to an
external collection means.
11. A system as described in claim 2 wherein the transmitting means
comprises a reporting module in the operating means for
transmitting identifying characteristics of the operating means and
enhancement data derived from the captured data and wherein the
external collection means comprises a remote server and a
communications module incorporated in the operating means for
communication with the remote server responsive to the reporting
module.
12. A system as described in claim 11 further comprising an access
data pack incorporated in the remote server for access by the
vendor of the supplied product, the access data pack receiving the
identifying characteristics transmitted by the reporting
module.
13. A system as defined in claim 5 wherein the machine readable
pattern comprises a barcode.
14. A system as defined in claim 5 wherein the machine readable
pattern comprises a data matrix.
15. A system as defined in claim 1 wherein the means for
integrating new capability comprises: locked enhancement data
pre-stored within the video game; a processing module in the
operating means responsive to a keycode from the communications
module, the keycode captured from the delivery vehicle; and, means
for enabling operating means to access locked enhancement data
corresponding to the keycode.
16. A method for enhancement of a video game comprising the steps
of: providing a vendor supplied product including a delivery
vehicle carrying data for capture; interfacing a data capture
device to an operating system for the video game; exposing the
delivery vehicle to the data capture device; and, enhancing the
video game responsive to the captured data.
17. A method as defined in claim 16 further comprising the step of
providing information reflecting usage of the captured data to an
external collection server.
18. A method as defined in claim 16 wherein the step of providing a
vendor supplied product including a delivery vehicle carrying data
for capture includes printing a machine readable code on the
delivery vehicle.
19. A method as defined in claim 16 wherein the step of enhancing
the video game responsive to the captured data includes the steps
of: decoding the captured data as a keycode; accessing enhancement
data responsive to the keycode; and, incorporating the enhancement
data into the videogame.
20. A method as defined in claim 19 wherein the step of accessing
enhancement data comprises the steps of: transmitting the keycode
to a remote server; and, supplying enhancement data from the remote
server to the operating system responsive to the keycode.
21. A method as defined in claim 19 wherein the step of accessing
enhancement data comprises the step of: unlocking locked
predetermined enhancement data in the videogame responsive to the
keycode.
22. A method as defined in claim 19 wherein the enhancement data
comprises a predetermined selection from character appearance data
and performance enhancement data.
23. A method as defined in claim 19 wherein the step of
incorporating the enhancement data further comprises the step of
selecting desired enhancements from a menu of predetermined
enhancement data presented responsive to the keycode.
24. A method as defined in claim 17 further comprising the steps
of: accumulating usage data in a data access pack; and providing
the data access pack to the vendor of the supplied product.
Description
BACKGROUND OF THE INVENTION
[0001] 1. Field of the Invention
[0002] This invention relates generally to the field of video game
data and displays and more specifically to aftermarket enhancement
of such data and displays using vendor supplied keycodes and data
for inserting product marketing related information into the
game.
[0003] 2. Description of the Related Art
[0004] Video games have become an entrenched mode of entertainment
for a wide variety of users from young children to retired persons.
The complexity and variety of videogames is increasing rapidly and
the interaction of such games with general life experience of the
players is becoming important as a marketing tool. Many videogames
portray realistic scenery and game settings. Product marketing has
been inserted into videogames as a portion of the scenery or
setting much as use of products and product advertising materials
in movies and television.
[0005] The use of the Internet for downloading of videogames as
well as for interactive gaming between multiple players has
provided means for rapid dissemination of new games and ongoing
derivatives or sequels to existing games. Many video games allow
the user to customize the appearance of the game, the characters
which participate in the game or their abilities, the virtual
locations in which the game play occurs and so on. Other more
advanced modifications ("MODs";), such as for Valve Corporation's
Half-Life game series can be achieved through offline use of a
software development kit (SDK) which is made publicly available
typically by the game developer for use by advanced users.
Organizations of game players have been formed for sharing (or
purchasing) tips, instruction and supplemental software downloads.
Existing videogame enhancement opportunities require considerable
manual input from the user such as entering a long string of
alphanumeric characters using a keyboard or worse, a game joystick.
Recent advancements in integration into videogames of digital
cameras and video pattern recognition software such as the Sony
Eyetoy and Eyetoy-enabled games have become widely available and
widely used, providing an installed, proven base upon which to
build a simplified method of data input (namely, pattern
recognition of an image.)
[0006] Additionally, the insertion of product marketing information
has largely been limited to: Static insertion of mostly static
information at time of game development (for example, stadium
billboard ads in sports games and equipment decals and brands in
racing games); more game-relevant objects and information inserted
at time of development (for example, Jeep used in Tony Hawk's Pro
Skater 2); and dynamic insertion of static information (for example
as will be offered by Massive, Inc beginning October 2004.) A means
of inserting more interesting product marketing-related information
is lacking, as is a method of associating purchase of consumer
goods with providing a benefit to the videogame user.
[0007] It is therefore desirable to provide an integrated system
for supplying videogame players with means of and motivation for
enhancing videogame play through the use of keycodes or tokens that
are provided through the purchase of a separate consumer product
and which require minimal effort on the part of the user to
initiate the acquisition of such enhancements
[0008] It is also desirable that the integrated system create
multi-tiered cross marketing opportunities between videogame
producers, videogame machine manufacturers and consumer product
suppliers in providing the game enhancements to users.
SUMMARY OF THE INVENTION
[0009] The present invention incorporates a machine for operating a
videogame, commonly known as a "game player" including a computer
processing system, a game controller and a display. A data capture
device is interfaced to the operating game player and the capture
device or processing system includes modules for capturing data
from a delivery vehicle associated with a vendor supplied consumer
product. The videogame or processing system incorporates modules
for integrating new capability into the video game responsive to
the captured data either directly or through an Internet connection
to a server supplying enhancement data to the processing system and
videogame software. The enhancement data is or can be keyed to the
data delivered with the vendor supplied consumer product and can be
branded with the product's or a cross-promoted product's
identity.
[0010] Return data reflecting usage of the captured data and
demographics associated with the user and the product providing the
delivery vehicle are transmitted to an external collection
program.
BRIEF DESCRIPTION OF THE DRAWINGS
[0011] These and other features and advantages of the present
invention will be better understood by reference to the following
detailed description when considered in connection with the
accompanying drawings wherein:
[0012] FIG. 1 is a system diagram of the elements of a first
embodiment of a system employing the present invention;
[0013] FIG. 2 is a block diagram flow chart of the operation of a
system employing the present invention as embodied in FIG. 1;
[0014] FIG. 3a is a system diagram of the elements incorporated in
a remote server for a system employing the present invention;
[0015] FIG. 3b is a block diagram flow chart of related functions
incorporated in the operation of the present invention for
employing provided data and obtained statistical data;
[0016] FIG. 4 is a system diagram of the elements of a second
embodiment of a system employing the present invention;
[0017] FIG. 5 is a block diagram flow chart of the operation of a
system employing the present invention as embodied in FIG. 4;
and,
[0018] FIG. 6 is a block diagram flow chart of functions employed
in the operation of the present invention with enhanced interaction
for supplemental enablement of the videogame.
DETAILED DESCRIPTION OF THE INVENTION
[0019] Referring to the drawings, FIG. 1 shows a first embodiment
of the present invention. A videogame machine 10, such as a
personal computer or dedicated game machine like the XBox.RTM.,
Playstation.RTM., GameCube.RTM. or GameBoy.RTM., is employed to
operate videogame software with a user operated controller 12. A
display 14 presents the visual and, with associated speakers, the
audio aspects of the game to the user. A data capture device 16 is
interfaced to the videogame machine.
[0020] A product supplied by an outside vendor provides a delivery
vehicle 18 for a keycode or other data, as will be described in
greater detail subsequently, which is presented by the user to the
data capture device. The data captured from the delivery vehicle is
employed by the videogame machine to enhance the videogame software
to provide additional or modified characters, capabilities or
presentation within the video game. For example, modification of a
character in the video game for presentation as a character
associated with the product carrying the delivery vehicle or
providing a "special bullet", "special sound" or visual
presentation such as background texture in the game can be
accomplished using extension data obtained by the videogame through
use of the captured data. Additional elements such as display of
the product or promotional materials regarding the product in the
videogame display during operation are derived from the captured
data in suitably configured videogame software.
[0021] For the embodiment shown in FIG. 1, the delivery vehicle
supplies a pattern or barcode which is readable by the data capture
device. The universal product code (UPC) or Data Matrix (ECC200)
are exemplary existing formats operable with the present invention.
The pattern or barcode is imprinted on the product itself, the
product packaging or a token such as a "prize" card contained
within the product packaging and provides a keycode, such as a
hexadecimal code, with sufficient digits for unique assignment to
multiple different products or different temporal and/or special
versions of a given product. Such special versions include
geographic territory specific distributions of the product. In
certain embodiments, the code is sufficient to identify each
product instance, i.e. each copy/version of the product sold.
[0022] Referring to FIG. 2, the software for the videogame being
operated by the videogame machine or hardware within the machine
itself is configured with a data capture device interface 20 having
a module to sense presentation of the delivery vehicle or allow the
user to specify such presence to the capture device and a module
for downloading the keycode into a data buffer 22. A configuration
employing a digital camera device such as the Eye Toy.RTM. in
combination with pattern recognition software such as that
available from Matrox, Inc. or Montivision Inc. to process the
image data from the camera to recognized imprinted machine readable
code within the field of view of the camera and decode the
imprinted code is applicable for embodiments of the present
invention.
[0023] The keycode is interpreted by a pattern recognition module
24, in the initially defined embodiment. The recognition module in
the alternative embodiments only requires keycode identification
with interpretation conducted by the server. The videogame machine
is in communication with a server 26 over a communication link
interface 28 to a communications link 30 such as the internet or
other cable or satellite service. The server incorporates a module
for receiving the keycode presented by the videogame machine. The
server interprets the keycode and provides videogame enhancement
data corresponding to the keycode to the videogame machine. The
availability of unique keycodes for each product instance allows
the server to limit the access using that keycode to the specific
game player originally submitting the keycode.
[0024] The enhancement data is provided or specified by the product
vendor or an associated agent 32. The server is configured with a
communications module for secure access and update of the
enhancement data by the vendor and a module for distribution of the
enhancement data to the videogame machine in response to the
receipt of the keycode, as will be described in greater detail
subsequently.
[0025] The enhancement data is received through the communications
link interface by a control module 34 which interprets the
enhancement data for use by the videogame and stores the
interpreted data in a memory 36. Creation of the enhancement data
is accomplished using industry standard tools and converted as
necessary to an interim open standard format that is readable by
any entity for compatibility with existing videogame capability. An
exemplary videogame for use with the invention employs a hard
memory or removable storage 38 for game functions and includes a
module for dynamic expansion of the game capability based on the
interpreted data. As previously described, such expansion of
capability may be the addition or substitution of characters
(adversarial and/or cooperative), enhancement of a game function
such as additional "fuel" or "life" for a character, enhanced speed
or weapons, vehicles; targets; levels; worlds or cheats. Such
enhancements can be branded with the vendor's product or
cross-promoted product information. Visual presentations including
the product or promotional information such as logos, trademarks,
audio associated with the product or cross-promoted product in a
passive or active/dynamic part of the videogame "world" in the
scenery of the game or modification of the "look and feel" of the
game are also accomplished based on the interpreted data. The
enhancement data non-trivially extends the game while having the
potential for incorporating product or cross-promotional product
information into the extensions. Additionally, the enhancement data
optionally inserts direct or indirect opportunities for "click
through" to purchase products or obtain rewards. In alternative
embodiments with greater complexity, the user selects from a menu
of enhancements available based on the interpreted data to modify
the videogame.
[0026] In certain embodiments, to allow the use of inexpensive
digital cameras, which typically have a fixed focal length, as the
data capture device in conjunction with a desire to keep code
imprinting size to a minimum, a small imprinted code may not be
readable by the pattern recognition module when the imprinted code
is held in front of the camera such that the image of the imprinted
code is in focus. Therefore to determine which product and which
version of the product is being offered by the user for use as the
delivery vehicle in this system, an image of the product or product
container in whole or in part is captured and then processed as an
image to recognize the actual product, or its container or other
image-carrying vehicle delivered with the product.
[0027] Such processing takes place on a remote processor associated
with the server by sending the captured image to that remote
processor. This avoids complexity in the videogame machine and
videogame software which need have no prior knowledge of which
products are capable of being used in the system described. The
remote processor has access to the data required to recognize every
individual product and version of product in use in the system. In
alternative embodiments where greater complexity in the game player
system is allowable, elements of basic feature extraction or image
compression are accomplished in the game player prior to
communication to the server.
[0028] Such a product or container or other image-carrying vehicle
is then marked with an easily changed shape, color or other type
code which contains less data than the DataMatrix code example
described above, because the code need only differentiate
variations within that particular product, and does not need to be
able to differentiate among all possible products and product types
able to function within the system. Such a code can also be unique
for each product and variation and need not adhere to any standard
other than that it (solely or in conjunction with the rest of the
product, container or other image-carrying vehicle) be recognizable
by the pattern recognition module. Therefore such a code can be
more readily integrated into packaging design of a product, for
example by changing the shape of a special mark on the front of the
product packaging that can be interesting and relevant to the
product promotion instead of just a barcode or data matrix code.
The mark is typically an addition to or alteration of the existing
product packaging "look" which is also recognizable by the consumer
to differentiate the available enhancements from various product
units.
[0029] For the embodiment shown, to supply the enhancement data and
quantify the amounts of usage of the videogame enhancement data, a
data quantification module 40 runs on the server, as shown in FIG.
3a. As shown in FIG. 3b for an exemplary embodiment, an encoded
request based on the keycode is received from the videogame machine
42. The access request is decoded and the user identification and
keycode is extracted 44. The access request is authenticated 46 and
the keycode is used to look up an associated keycode data record in
the database 48. The record is evaluated to determine if a user ID
field is present in the record 50 and, if not, stores the incoming
user ID in the keycode data record 52. The temporal information
associated with the request is stored and an access count filed is
incremented 54. The access count is evaluated to determine if the
user has already had access to the enhancement data a predetermined
number of counts 56. If not, the system determines if an expiration
date for the keycode has passed 58. If not, the enhancement data is
delivered to the videogame machine from which the request
originated 60. If either the access count or the expiration date
has been exceeded, the system delivers a "sorry" message with
appropriate explanation and customer service contact information
62.
[0030] If an entry in the ID field for the user was identified in
step 50, a determination is made if the user ID matches the stored
user ID 64. If so, the storage step 54 is entered as previously
defined. If the user ID does not match, a fraud attempt handling
protocol is initiated 66. If the fraud handling protocol includes
storage of a new user ID and normal data delivery 68, the
tabulation step 54 is entered.
[0031] The tabulation steps described with respect to FIG. 3b
measure and record in an access data pack 70 (FIG. 3a) the various
access information for each set of videogame enhancement data 72
that is accessed, as described, from all of the videogame machines
that are used over a given period. Such access information
includes, but is not limited to, product identification, variation
within product, date, time, internet protocol (IP) address and/or
geographic location of videogame machine making data request,
videogame machine identification number, authentication that the
request for videogame access data came from an authorized user,
videogame name, videogame developer name. The access information is
also gathered for specific user identification and, in various
embodiments, is obtained upon first use of the system or a
predetermined alternative time such as when a "reward" is offered.
Such access information is enhanced by the data quantification
module using standard statistical data gathering and reporting
methods, for example, accumulated over time; broken out by day,
week, month, etc, and can be combined with the videogame
enhancement database, but does not need to be so combined.
[0032] An access module 74 running on the server allows secure
access to the access data pack by the product vendor or associated
agent or agents who desire such data. Further statistical analysis
is possible offline once the data is gathered.
[0033] Additionally, a compression module 76 for compressing the
videogame enhancement data resides on the server and operates on
uncompressed videogame enhancement data stored on the server or is
used by the product vendor or vendor's agent or agents to compress
the videogame enhancement data before uploading such data to the
server. A corresponding decompression module 78 in the videogame
machine provides decompression of the enhancement data for entry in
to the memory.
[0034] Also for the embodiment shown, the videogame machine
incorporates a module for collection of usage data 80 reflecting
the usage of the enhancement data within the videogame which is
transmitted by the control module through the communications link
to the server as additional statistical data for addition to the
access data pack.
[0035] A second embodiment of the invention is shown in FIG. 4
wherein the delivery vehicle 18 contains an embedded memory 82. A
data reading device 84 is connected to the videogame machine,
substituted for the capture device of the first embodiment, to read
data contained in the embedded memory of the delivery vehicle. The
data reading device is a separate unit interfaced to the videogame
machine in certain embodiments, while in alternative embodiments,
the data reading device is incorporated directly into the videogame
machine.
[0036] A Radio Frequency Identification (RFID) tag is exemplary of
data storage device suitable for the embodiment herein and would be
incorporated into the delivery vehicle as the keycode/data storage
device with a RFID reader employed as the data reading device. As
with conventional RFID usage, placement of the RFID in proximity to
the reader allows automatic sensing of the RFID as presentation of
the product delivery vehicle with download of the data carried by
the RFID as the enhancement data.
[0037] As shown in FIG. 5, the data received from the reading
device is transferred through a data reading device interface 85
through a buffer 86 to a memory 36 by videogame control module 34.
In certain embodiments, a timing control module for integrating the
uploading of videogame enhancement data from the delivery vehicle
under the control of the videogame control module is employed. The
timing control module drives a "polling" method for checking the
data capture device for presence of readable medium in the image
capture mode. As described for prior embodiments, once present in
the memory of the videogame machine, the enhancement data is
employed by the videogame control module for providing additional,
modified or extended operation of the video game.
[0038] For the embodiment of FIGS. 4 and 5, communication between
the videogame control module and the server 26 over the
communication link 30 provides usage incidence information to the
server regarding the entry and use of the enhancement data for
contribution to the access data pack as previously described.
[0039] The purchase of product to obtain the keycode delivery
vehicle, the ability to place product specific advertising or
recognition element into the game scenario directly increases the
consumer purchase and awareness of the product associated with the
enhancement. The present invention further provides capability for
cross marketing and associated revenue streams at three separate
but related levels; the product manufacturer or distributor, the
videogame producer and the videogame machine manufacturer. The
ability of the videogame to be enhanced by the purchase of products
otherwise desired by the consumer encourages the purchase of both
the "enhanceable" videogame and the product to obtain the
enhancement keycode/data. The integration of the data capture
device or interface modules for such a device into the videogame
machine for operation of the "enhanceable" videogame increases the
appeal of the videogame machine to the consumer and also provides a
potential secondary revenue stream for the videogame machine
manufacturer through incorporation of the communications link
interface module to allow transfer of usage data to the product
manufacturer through the server supported access data pack as
marketing/demographics data.
[0040] The videogame producer can market to various consumer
product companies for hooks in the videogame software for
enhancement code obtained through the delivery vehicle or server in
response to a keycode from the delivery vehicle. In alternative
embodiments of the invention, the enhancement data is provided as
locked data in the original videogame hard memory or removable
storage medium which is accessible only after entry of the keycode
from the delivery vehicle through the data capture device similar
to code enhancements currently available in game software through
the use of "cheat codes". Since the videogame producer will likely
supply the code for the enhancement data, the opportunity for
revised sets of enhancement data to promote additional sales of the
consumer product provides a marketing opportunity for the videogame
producer with trickle down to the consumer product company for
additional product sales to allow the consumer to obtain the latest
enhancement data update. Similarly, the consumer product companies
may offer the use of trademarks or other images within the game
software in exchange for the hooks provided by the videogame
producer for game enhancements responsive to the delivery vehicle
obtained through purchase of the product.
[0041] Operation of an embodiment of the invention is described
with respect to FIG. 6. The consumer employs the videogame machine
that can run videogame soft programs as well as access the
Internet, along with a peripheral digital camera that is able to be
connected to the videogame console. The consumer then uses the
videogame console to run a videogame enabled with the invention's
technology 100. The consumer can use the software in the "as
purchased state" 99. To alter or extend the videogame by adding
new, more or differing game elements such as new characters,
levels, capabilities, music, etc., 101 the consumer purchases a
consumer product 102 which has packaging or other related delivery
vehicle that has been marked 104 with a special machine-readable
pattern (hereafter referred to as the "code marking") and delivered
to a distribution outlet 103 for purchase by consumers. The
consumer transports the product to the location of the enabled
videogame machine 105. Note that in certain alternative
embodiments, the purchase of the product could occur on line and
the transmission of a delivery vehicle could be direct to the
consumers internet access port.
[0042] The consumer places the code marking in front of the camera
106. A control module working with the videogame soft program
continually monitors the data coming from the camera 108. When the
control module detects the presence of the code marking, the
control module decodes the code marking using a pattern recognition
module 110. A keycode is the result of the decoding 112. A remote
database is then accessed using this keycode 114 to fetch
enhancement data 116 which is then used to alter or extend the
videogame 118 as described above. The enhancement data has been
created by the consumer product vendor (or by the video game
producer, an advertising agent or other agent on the vendor's
behalf) and uploaded to the server 120 in a desired format
including, as an example, compression of the data. The database is
stored at a remote site which is accessed via the Internet using
the videogame console's Internet access module. The product vendor
communicates with the server to obtain statistics regarding the
access and usage of enhancement data 122
[0043] The enhancement data fetched can contain any data and may be
altered for dated or otherwise specially identified versions of the
consumer product. For example one set of enhancement data might be
supplied based on the purchase of a single bottle or can of a soft
drink while a second set of enhancement data is provided based on
the purchase of a 12-pack. In the exemplary embodiment, the
videogame software contains hooks for the use of such data to
extend or alter itself, such as by adding a new character which the
user can use or by replacing some parts of the game with which the
user interacts with new elements described by the data. Such new
game characters or game elements or other alterations or additions
to the videogame contain or display consumer product promotional
information such as logos or other trademarks, audio, or
representations of the products themselves enabled to act as a
passive or active/dynamic part of the videogame world.
[0044] For example, if the videogame is a "target practice and
enemy avoidance" game such as the classic videogame "Space
Invaders", the user can play the game normally, as purchased,
wherein the user is represented with a certain appearance specific
to the game as shipped, and the targets and enemy combatants are
each represented as their certain appearance also specific to the
game as shipped. The capabilities (such as moving back and forth,
surrounding oneself with a protection field etc.), weapons (guns,
bullets, etc.), and so forth of the user, targets and enemies are
also as shipped with the videogame. The user then follows the steps
described above to enhance the videogame.
[0045] For example the user buys a can of soft drink beverage which
is imprinted with a pattern-containing keycode, and places it in
front of the camera. After the videogame process the keycode data
and transacts with the server, the videogame receives from the
server the videogame enhancement data related to this particular
version of this particular brand and occurrence of soft drink
beverage. Such enhancement data can be in the form of the data
representing a "3D" (three-dimensional, intended to mean that which
is used by "3D" videogames) entity which resembles the can of soft
drink beverage, complete with logo, look and any other branding
information, in color. The data can be represented in a
standardized way that all enabled videogames can understand and/or
include custom information that only certain enabled (enabled, but
differently abled) videogames can understand allowing segmented
marketing to various videogame producers as described previously.
The videogame in this example uses such data to replace some of the
targets with this new look. For example, if the original targets
were meant to look like asteroids in space, some or all of the
asteroids are replaced by cans of soft drink beverage. Similarly,
if the user's representation was meant to look like a spaceship,
the spaceship is replaced with a two liter bottle of soft drink
beverage or other stylized entity either relating to or showing
product-related markings of this product or other product which the
vendor of the primary product wishes to cross-promote.
[0046] The limits on the possibilities of game element usage are
defined only by the game developers, product vendors, ad clients
and other third parties developing the videogame enhancement data.
In an exemplary embodiment, the enabled videogame is a "first
person shooter" type game such as HalfLife.RTM. by Valve
Corporation wherein a player or team of players can battle other
single players or team of players. An exemplary participant in the
program is Frito-Lay, Inc. and one of the videogame enhancement
instances changes the bullets of a player's gun to one of
Frito-Lay's products. An opponent player facing such an "enhanced"
player and losing is heard to remark "I got killed by a
Cheeto.RTM.!"
[0047] Additional marketing incentives are placed within the
enhancement data for the game in certain embodiments whereby the
game player can access reward data associated with the vendor
supplied product from which the enhancement data was obtained. As
an example, upon playing the enhanced video game where the
enhancement incorporates the addition of a new opposing character
and by defeating the character or fighting the character until it
relinquishes a reward, a discount coupon is made available through
the operating system, or provided by mail or e-mail to the user
based on previously or presently entered identification, for
purchase of additional product. As previously described, the
relinquished reward from the system includes in alternative
embodiments opening of click-through capability allowing the user
to access a website providing the prize and/or allowing purchases
by the user from the website. Alternatively, defeat of the
character(s) or multiple use of the enhanced game resulting in
multiple exposures to the newly embedded data related to the
product builds points which are accumulated to result in production
of the coupon upon reaching a predetermined point level. As an
alternative to direct production of a coupon by the operating
system of the game, the usage data transmitted to the server on a
continuing basis is employed to remotely generate the coupon for
delivery to the game player.
[0048] Having now described the invention in detail as required by
the patent statutes, those skilled in the art will recognize
modifications and substitutions to the specific embodiments
disclosed herein. Such modifications are within the scope and
intent of the present invention as defined in the following
claims.
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