Google Patents In-Game Advertising, Tracking Methods

A United States patent filed by Google and published this March has revealed details of extensive in-game advertising strategies that are apparently under consideration by the company. The patent summary reads, "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." It then goes on to describe fairly specific scenarios where in-game ads might be used to not only generate revenue, but to track and target consumers using information databases. "User dialogue (eg from role playing games, simulation games, etc) may be used to characterize the user (eg literate, profane, blunt or polite, quiet etc). Also, user play may be used to characterize the user (eg cautious, risk-taker, aggressive, non-confrontational, stealthy, honest, cooperative, uncooperative, etc)." Google acquired Adscape Media in March of this year. Adscape, a small advertising company focusing on in-game ads, is described by Google as providing "dynamic delivery of advertising with plot and storyline integration." In light of AdscapeÂ’s acquisition, this patent may seem to be mounting evidence towards an impending invasion of in-game advertising. However, the patent in question was first filed in 2005, suggesting that this is a long-term plan. For example, the patent cites only past-generation consoles in its claims, despite the fact that many of the plans would be impractical on those systems. Even so, the possibilities outlined could be a sign of things to come. In one particularly chilling claim, the patent describes a scenario where a player might encounter a character in a "Sims type game." "The character then would ask, 'Want to listen to the new Coldplay album?' A response such as 'yes', 'sure', 'absolutely', 'you bet', etc. could indicate a positive user response to the ad (like a selection of a text or banner ad on a Webpage), while a response such as 'no', 'nah', etc. could indicate a negative user response to the ad (like clicking the close box of an ad on a Webpage). Such user-ad actions may be tracked and used for various purposes such as billing, billing conditions, ad scoring, etc." The patent also provides for an offline solution, for those games that may not always need to be played online: "For example, games may come with hundred or even thousands of ads of all different types already installed or loaded. ... Thus, ads, and perhaps targeting criteria and other ad information, may be provided on the same storage media (e.g., CD, ROM, DVD, etc.) as the video game." According to an article published by The Guardian, a representative for Google commented that the company does not have any specific plans to implement the technology described in the patent, saying, "Google registers different patents irrespective of whether we actually intend to use them."