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Google Patents Behavior-Based Game Advertising
May 14, 2007 2:35 pm
Google has patented the idea of analyzing in-game behavior to better target ads.
The patent says: “User dialogue (eg from role playing games, simulation games, etc) may be used to characterise the user (eg literate, profane, blunt or polite, quiet etc). Also, user play may be used to characterise the user (eg cautious, risk-taker, aggressive, non-confrontational, stealthy, honest, cooperative, uncooperative, etc).”
The information could be used to make adverts that appear inside the game more “relevant to the user”, Google says.
Players who spend a lot of time exploring “may be interested in vacations, so the system may show ads for vacations”. And those who spend more time talking to other characters will see adverts for mobile phones.
I, for one, look forward to the cosmetic surgery ads in character creation.
Aaron wrote:
I can see how that tech may help game developers in a variety of ways. A fresh perspective often leads to new insights. If Google, a non-gaming software developer tries to track and classify player behaviors, they may succeed in ways game developers have missed…thereby improving game developers’ capacity for coding games to respond to variables in player behavior. And Google will likely have a slightly different take on gamer demographics, which the game industry can then use.
I can’t say I’m looking forward to it in every way, as a gamer, but I like what Google’s done so far.
Posted on 16-May-07 at 8:07 pm | Permalink
Aufero wrote:
Somewhat off-topic rant:
When did we start being able to patent broad ideas instead of specific methodologies? Like many patents these days, that one appears to have been written so as to include any idea even vaguely related to the original notion, no matter how it’s implemented - weren’t patents supposed to encourage innovation and improvement, not prevent anyone else from engaging in it?
I can’t blame Google for writing their patent applications this way (in an environment where everyone else is doing it, not doing it is pointless) but broad patents of this kind should never be granted in the first place.
Back on topic: I hate targeted advertising of any kind. I suppose that means I’ll be seeing ads for ad-blocking software when this kind of thing becomes common.
Posted on 19-May-07 at 10:36 am | Permalink
JJ wrote:
I hate Google. I absolutely despise this company. They’ve just ignored copyright law and authors, creating this Catch-22 opt out if you don’t want your copyrighted work scanned into their database, just TRY to figure out how to keep their greedy paws off of it. You have to prove to THEM that you own your own copyright before they will deign not to violate it. Pfftt. Just more corporate SOB’s trying to act like they’re all for “freedom” as long as it convenient fills their coffers. They’ll squeal like pigs when it’s their property someone tries to grab. Of course they lure all the young types in to work for them with beguiling perks like free food, so of course nobody will actually question the ethics of what they do.
You will not like what Google becomes, but by then it will be too late. This is an old, old story.
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It is interesting.
I don’t know about that…
Very cool.
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