US20120214568A1

US20120214568A1 - Apparatus and method for supporting applications in a distributed network

Info

Publication number: US20120214568A1
Application number: US13/231,439
Authority: US
Inventors: Mark E. Herrmann
Original assignee: Individual
Current assignee: Individual
Priority date: 2010-09-13
Filing date: 2011-09-13
Publication date: 2012-08-23

Abstract

The methods and apparatus disclosed herein include a platform for providing loyalty, advertising and gaming functionality across multiple applications. Actions by users within applications and interactions with advertising may be rewarded via a loyalty program. In one implementation, functional elements are provided to application developers to enable their applications to communicate with a loyalty system, receive awards based on user behavior, among other functions. In another aspect, an interactive gaming and advertising platform is provided that may support multiplayer online computer games for prizes with elements of messaging and social networking between players embedded into the game play itself, whereby players may use mobile computing devices or traditional desk-top computing devices in order to verify their location and claim a measure of control over their location.

Description

RELATED APPLICATIONS

This application claims priority under 35 U.S.C. §119(e) to U.S. Provisional Application No. 61/382,216 entitled “APPARATUS AND METHOD FOR SUPPORTING LOCATION-BASED MOBILE GAMES”, filed on Sep. 13, 2010, the contents of which is incorporated by reference herein in its entirety.

FIELD OF INVENTION

The invention generally relates to electronic commerce and interactive direct marketing, and more particularly to online gaming, advertising and social networking.

BACKGROUND

Games for fun and prizes have been a popular pastime since recorded history. Nero was addicted to gambling on chariot races; Tutankhamen's tomb was stocked with ivory board games; the Mayflower sailed to the New World on lottery money. Closer to the present in 1972, Pong—the first electronic game—was unleashed on an unsuspecting public, spawning a myriad of game worlds and a menagerie of characters from Jet Set Willy to Lara Croft. The new millennium has been filled with fantastic new digital offerings replete with online casinos, immersive virtual worlds, high-end video games and a plethora of casual and social game venues to occupy one's time.
Historically, games have been played in real-time with other participants. Wei-qi in China (later called “Go” in Japan) was played in real-time between two players as far back as 2000 BC. Many different types of games have emerged since then but up until the emergence of the modern day telecommunication infrastructure all games where played in real-time at the location of the game.
Games have been played for their entertainment value and in some cases, the chance to win a prize, but it is also true that games are played as catalyst for social interaction, meaning people enjoy playing games but also enjoy the social interaction with friends and family that occur during the game play. The card game of Bridge is a good example of this phenomenon. It could be said that games and social interaction have gone hand-in-hand since recorded time.
Since the emergence of the modern day telecommunications (particularly the Internet), games no longer required participants to be in the same location. These days, it is not uncommon for players to compete against one another across vast distances. For example, in is not unusual for two people to play backgammon on Pogo.com even though one player resides in the UK while the other is living in the USA. Distance between players was rendered almost irrelevant for most games. Games have even incorporated virtual places like Zynga Inc.'s Farmville where players tend a virtual farm complete with tasks like watering and fertilizing their virtual crops. Up to 50 million Americans (and even more worldwide) play online casual and social games every day. Games for fun and prizes have been a popular pastime since recorded history. The Internet has allowed more players to connect through game play.
It is also true that modern day telecommunications have allowed humans to be more social. Starting with the telegraph and then the telephone and then eventually using the Internet. Couple the invention and maturation of the internet with the emergence of social networks like Facebook and people are now capable of maintaining ever larger groups of friends. More human social connections are made using the internet than could ever be established and maintained in the analog world alone.
Social media and networking has become an integral part of modern society. There are general social networks like Facebook that have membership bases larger than the population of most countries. There are niche sites for virtually every special interest out there. There are sites to share photos, videos, status updates, sites for meeting new people and sites to connect with old friends.
It seems there are social solutions to just about every need. However, despite their ability to target users in real time, based on the associative content of the social media site, very few of these sites have yet to make money commensurate with their massive membership bases.
However, as with all technological advances, there are limits. Specifically, limits to how many social connections one can maintain. Anthropological studies suggest that the maximum number is around 200. Facebook claims the average number of “friends” a person has on their system is 100. Clearly, people can have more virtual “friends” online than they can maintain in the real world. In fact, as social networks make one's life more transparent, there is movement towards having fewer “friends” online
The telecommunication infrastructure, until recently, has been mostly stationary (e.g., land line telephones and desktop computers connected to the internet). A person's location was where their telecommunications equipment and connections where implemented. The recent maturation of the mobile telecommunications industry along with the embedded location aware technology has changed that. In essence, person's location is no longer fixed to their home or office. People are free to roam while they use the telecommunications infrastructure.
Location-aware technology is a general term for technology that can determine its own geographical location. A familiar example is the Global Positioning System (GPS)—the navigation system that is installed in many cars today. A GPS uses satellites to triangulate its position on the surface of the Earth. It then displays this position on a map. Value is added when physical information is combined with descriptions about that location (e.g. street layouts, local landmarks, directions to a destination, etc.). Related terms include “georeferencing” and “geotagging,” which refer to specifying the geographic location associated with some piece of information. An example of this would be relating key events in history to points on a map, thus enabling a new way to navigate the content and discover relationships within it.
Almost all new phones are now location aware combined with access to the Internet and the general sophistication of the mobile device itself (e.g. computational speed, screen size, ease of use, etc. . . . ) has created a demand for new generation of social networking systems based on location as well as location-based games that are truly entertaining to the player. People it seems are coming full circle in their belief that most of their meaningful connections (e.g., friends and family) are local and most of their activities are local as well.
The explosive growth of location aware mobile devices including phones, personal digital assistants and pagers presents tremendous opportunities for companies to increase sales, improve productivity, and provide better service. But simply making existing applications available over mobile devices doesn't completely capitalize on the opportunities. Form factor, browsers, input/output limitations and even the type of transactions that are likely to be conducted all have to be considered. By leveraging location-based technologies within the mobile application, one can dramatically improve the adoption rate also take advantage of a whole new class of applications that aren't possible on desktop devices.
As the Internet has taken hold in mainstream society, a whole new way to advertise has emerged that is generally said to be better and more efficient than traditional media (radio, TV, outdoor billboards and print) and traditional direct mail. The difference the internet brings is a much finer level of targeting as well as the ability to target a prospective customer in real time. For example, when a potential customer does a search for a new car, automobile manufactures can buy keywords that target that potential customer while the potential consumer is conducting their search. This level of real-time targeting has revolutionized how marketers interact with potential customers and has generally led to higher levels of advertising efficiency.
With the emergence of location aware technologies and platforms along with internet-based social networking and gaming applications, the mobile channel has emerge from obscurity and matured dramatically as a marketing channel to consumers, a practice popularly referred to as mobile marketing. Mobile marketing is used for a number of purposes, including brand building, prospecting, commerce, customer relationship management and advertising.
Mobile advertising, unlike traditional advertising channels where the individual consumer is often anonymous, is extremely targeted to one's personal demographics, consumer preferences and one's location and its relation to a commercial establishment (even more powerful than non-mobile Internet advertising). Marketers can use the mobile channel to reach out and engage an individual directly, but it is clear, due to the degree by which a marketer can target and individual, that great care must be taken to insure that the individual isn't spooked by the advertising or turned off by it. Ideally, any system that can encourage a person to “opt-in” is preferable as it allows the individual to accept the terms by which they will be targeted. The emergence of online games has created tremendous player engagement and loyalty. This engagement has been crucial in allowing marketers the time, opportunity and permission to market messages to these potential customers.

SUMMARY

In one aspect of the present invention, the user is permitted to interact with an application or service (referred to hereinafter as the “the service”) on their computer system (e.g., a mobile device) with upon which the service is executed. One or more services may be integrated with an application (such as a location-based game or other application) that spans multiple applications or services that execute on the mobile device. According to one embodiment, an application such as a location-based game or other application permits a user to receive some benefit in the application based on actions performed by the user in the multiple applications or services. That is, an application that integrates with other multiple applications or services that execute on the system may provide a benefit to the user based on the user's actions performed in these multiple applications or services on the system.
In one example implementation, the application includes a loyalty-based system that spans multiple applications or services by, for instance, tracking user interaction within the multiple applications or services executing on the computer system. When users perform a desired action within the application or service executing on the computer system, the user may be awarded loyalty points that the user can redeem for one or more benefits.
In another implementation, the application may also integrate with an ad network to display ads to the user in real time, and to generate awards that can be provided to users. Users may be permitted to accrue loyalty points or other value types while interacting with the multiple applications or services, and may be permitted to redeem these accrued points for awards having some value to the user. For instance, loyalty points may be exchanged in the system for products/services, discounts on products/services, gift cards, entries to games, entries to sweepstakes, free product samples, points in other loyalty programs or any other thing having value. Loyalty points may be accrued, for instance, if the user views a particular advertisement, watches an advertising video, or receives other content from the advertiser.
According to one embodiment, the user may be awarded points that may be redeemed online via an interface of a mobile device (e.g., a smart phone). For instance, the user may be provided an interface that allows the user to check on his/her awards point balance, redeem points for various products, services, offers, discounts or any other thing of real value to the user. Further, because a standard interface is provided that permits a user to receive points from multiple providers and redeem points among a number of different reward providers, a more interesting and compelling rewards program is provided. Further, the cost of development for a particular application is reduced as the awards program can be easily integrated within an application by the developer.
Notably, actions performed by the user among multiple applications are monitored by a loyalty system that provides the loyalty awards responsive to those actions. In this way, loyalty programs may be standardized and easily implemented among application providers. In one implementation, an application programming interface (API) is provided that permits developers to define activities within their applications that should be monitored/rewarded by the loyalty system. The interface may be provided as a series of functions that, when executed, cause information to be communicated to a loyalty system regarding the behavior of the user. For instance, a developer may define a trigger that is activated when the user performs an action within an application, and a function signals the loyalty system when the action is performed (e.g., when the trigger is activated). To this end, an application platform may be provided which includes functions that can be included within an application that allow the application to communicate with the loyalty system.
Further, it is appreciated that applications provided on mobile computing systems such as smart phones have become very popular and that tracking of behavior among multiple applications is not currently possible. Advertisers that would like to target users based on their behaviors are not currently capable of viewing the behavior of a user across multiple applications. To this end, a system may be provided that tracks the behavior of the user across multiple applications and targets advertisements to be displayed to the user based on the knowledge of the user's behavior within each of the separate applications provided. Currently, application providers do not have a global view of the user's behavior, as they are limited only to their interactions with the user within their own application. Because behavior is tracked among multiple applications, that information may be communicated to an application provider.
For instance, in one embodiment, information relating to a user's behavior may be communicated to a social networking system and shared among other users in that particular user's social network. Thus, the social networking system may be provided a view of the user's behavior and the social networking system may perform functions based on the user's behavior. Also, a user may choose to share their activities within applications with their friends. In one example, a user may communicate their use of a particular application to another user in their social network and may provide their ratings of a particular application, share their preferences for particular applications, or share their usage of applications with others in their social network. For instance, a user's in-application activity may be communicated to users in the well-known Facebook social networking application/system or other social networking system. Award progress may be communicated to other people in the user's social network (e.g., in a leaderboard construct) to encourage increased application activity among people within the social network.
According to other embodiments, a system that provides communication connectivity between a loyalty program and a social networking system may provide other additional benefits. For example, a loyalty system may provide loyalty points to a user responsive to the user performing a beneficial action with respect to his/her social network. For instance, the user may be provided loyalty points by the loyalty system responsive to the user forwarding an advertisement to someone in their social network. Because a platform may be provided that links social networking platforms with both a loyalty system and an advertising network, such functions are now possible.
According to yet another aspect, a status of the user may be provided responsive to actions by the user within the application. For instance, the user may be awarded points, badges, or other status responsive to the user's actions performed among a number of applications. According to one embodiment, application developers may be provided a facility to determine what awards are provided for specific actions. In some implementations, the application developer may define their own awards or currency within the platform. To this end, interfaces may be provided for application developers to define their own awards based on user behavior. Similarly, advertisers may provide points, badges, or other status to the user based on their actions. Such an environment may provide a universal tool for implementing loyalty programs responsive to application behavior performed by the user over multiple applications.
In another embodiment, the platform may provide “skinnable” games that permit advertisers or application developers to more easily promote their applications, products, or services. Such games may provide additional entertainment value, promote brand awareness, and otherwise further the marketing goals of the provider.
In another implementation, the application includes a game that spans multiple services such as a location-based service. Similar to the loyalty program construct discussed above, a user may play a game that spans multiple location-based services or applications. The user may perform actions within these location-based services or applications that are location-aware, and the user may achieve some standing or other award in the location-based game (referred to hereinafter as “the game”).
The game may be a chance or skill-based game and, according to one embodiment the game can be a simple scavenger hunt game whereby players are collecting tokens and hiding tokens or other item or game element types. The player, based on their location as recorded and transmitted by their mobile device, can view their location based service and see prize tokens that are positioned on the map. The player, if within a defined range of the token (e.g., their current location is within a certain distance of the token), can collect or obtain that token. By doing so, they player could win points which could then advance their position on a leader board. Additionally, the player could leave tokens from an inventory of available tokens for other players to collect whereby they too could win points to the same or different leaderboard competition. One could appreciate all the different variations you could develop using the idea of player, location, game and collecting and leaving chances to play a game.
Further, given the above, clearly there also exists a need for a system and apparatus that leverages the emergence of location aware technology, the advances in mobile technology and the now the seemingly ubiquitous use of the mobile web, people's need to maintain meaningful and manageable social networks and games that entertain and strengthen those social networks.
New and more compelling game formats are needed for location based service providers that keep players' engaged in a service and ultimately more loyal to that service. According to one embodiment of the present invention, it is appreciated there is a great deal of effort and expense to introduce a location based service, especially if it is a dedicated application that needs approval by the operating system providers (Apple, Google, Microsoft, et al).
It is also appreciated that there is a lot of competition for each location based application and service. For example, Foursquare, facebook Places and many other location-based services compete for users to engage with their particular “check-in” location feature. These services differentiate themselves by layering on added benefits to not only checking in to real world locations but by offering users “to do” lists, tips about various places, the ability to capture “badges/stamps” among others.
It therefore would be beneficial to be able to reduce the application approval effort in introducing new game elements to a location based service that are exciting to players to play while at the same time allow users of the service to not only win prizes but also be the distributor of chances to win prizes in order to encourage more location based social interactions. To this end, according to one aspect of the present invention, a system offers an application interface (referred to hereinafter as the “API”) that allows a location based game, loyalty, and/or advertising functionality to be incorporated into any other application or service (e.g., location based services). Because this general functionality is provided to any application or service, the cost of developing applications with such functionality is reduced.
Because, according to one embodiment involving a location-based game, the game utilizes location as a primary element in its game play, it layers seamlessly into the other location based service or services. Also, because the location based game application has already been approved by the operating system providers, it therefore reduces the hurdles associated with releasing and updating the location based application.
Additionally, another aspect of the invention includes allowing users to play the game, which is primarily driven by their location, to distribute prize elements or chances to win prizes as part of the game play. This encourages not only game play and use of the location base service but also interaction between users of the game.
In one aspect of the present invention, the user is permitted to interact with a location-based application or service on their mobile device (referred to hereinafter as the “the service”) during which the service overlays the location-based game (referred to hereinafter as “the game”). The game may be a chance or skill-based game and, according to one embodiment the game can be a simple scavenger hunt game whereby players are collecting tokens and hiding tokens or other item or game element types. The player, based on their location as recorded and transmitted by their mobile device, can view their location based service and see prize tokens that are positioned on the map. The player, if within a defined range of the token (e.g., their current location is within a certain distance of the token), can collect or obtain that token. By doing so, they player could win points which could then advance their position on a leader board. Additionally, the player could leave tokens from an inventory of available tokens for other players to collect whereby they too could win points to the same or different leaderboard competition. One could appreciate all the different variations you could develop using the idea of player, location, game and collecting and leaving chances to play a game.
It should be appreciated that the game may be any other type of game where an outcome is location dependent and can be determined. The service may be any type of location-based service, including any mapping or navigation service, asset tracking and location, what's near, check-in service etc. The game may be any type of game including but not limited to games of skill and/or chance, such as card games, casino games, video games or any other type of game through which a result can be determined. In one aspect of the present invention, the use of the location based service does not affect the outcome of the game other than the use of the player's location to determine eligibility to play the game. In another aspect of the present invention, the game could be dependent on the location based service. For example, a business displayed on the location based service could buy the right to have their branded tokens and prizes made available to the players. In another example, the location based service itself could provide tokens and prizes that can only be found using that service. One skilled in the art can appreciate that there be many iterations to this basic construct.
In one example, the game involves traps and the placing of these traps to capture prey that virtually inhabit real locations. The player, as they travel across the real world using a location based service, could set traps in specific locations where prey (which may be expressed another metaphor for chances to win) can be caught. In this instance, the prey caught could unlock points, sweepstakes entries, coupons or actual cash or merchandise items. In one example, they player could catch the prey and accrue chances to win and could then release the prey to be caught by other players. In another example, some players could be the prey while others are the ones who set the traps. In another example, players could be allocated a certain number of traps to play and a certain number of prey to release. One skilled in the art can appreciate there are many ways to construct such a game following the premise of location-based prey that can be virally transmitted to other players.
According to one aspect of the invention, players could travel around to various locations and while using a location based service, the player may be permitted to collect and drop game pieces. According to one implementation, the player may operate an interface of a location based service application displayed to the player on a portable device (e.g., a smart phone). The interface may be modified to display game elements relating to the location-based game. For instance, the player may view a Google Maps interface having game pieces overlayed on the Google Maps interface.
According to one aspect of the invention, players could travel around to various locations and while using a location based service and collect and drop invitations to play in other games that are not dependent on location.
According to one aspect of the invention, players could travel around to various locations and while using a location based service and play one game which wins them entry in a secondary game. That game could be a single player game or multiplayer game.
According to one aspect of the invention, players could travel around to various locations and while using a location based service and play battleship style games with other players that are nearby.
According to one aspect of the invention, players could travel around to various locations and while using a location based service and construct a game where they are the prize. For instance, a player may participate in a dating game where they are the prize, and they leave clues as to their background, interests, etc. in locations they have been.
According to one aspect of the invention, players could travel around to various locations and while using a location based service and construct a game where they control who plays and what they are playing for. This may permit, for example, private competitions that could be set up by individual players, sponsors, and the like. For instance, private games may be set up for a neighborhood, or other location (e.g., a college or university) that may permit players to play within these locations.
According to one aspect of the present invention, a computer-implemented method is provided. The computer-implemented method comprises acts of monitoring user-initiated actions within a plurality of executing applications, the executing applications being executed on a computer system associated with a user, determining, by the computer system, that the user performed at least one application-related action, sending an indication of the application-related action to a loyalty system, determining an award based on the application-related action, communicating an indication of the award to the computer system, and displaying the indication of the award to the user. According to one embodiment of the present invention, the computer-implemented method further comprises an act of requiring the user to accept the award. According to another embodiment of the invention, the computer-implemented method further comprises an act of providing an interface to the plurality of executing applications to communicate events relating to user-initiated actions within the plurality of executing applications. According to another embodiment of the invention, the computer-implemented method further comprises acts of communicating an advertisement to the computer system, displaying the advertisement to the user in the display of the computer system, and providing an award to the user responsive to the user viewing the advertisement.
According to one embodiment of the present invention, the computer-implemented method further comprises an act of sending at least one event relating to at least one user-initiated action within the plurality of executing applications to the loyalty system. According to another embodiment of the invention, the computer-implemented method further comprises an act of storing, by the loyalty system, an indication of the at least one event relating to the at least one user-initiated action within the plurality of executing applications. According to another embodiment of the invention, the computer-implemented method further comprises an act of determining, by the loyalty system, if the at least one event relating to the at least one user-initiated action within the plurality of executing applications meets a predefined behavior defined by the loyalty system. According to another embodiment of the invention, if it is determined by the loyalty system that the at least one event meets the predefined behavior, the method comprises performing an act of providing content to an application that triggered the at least one event. According to another embodiment of the invention, the computer-implemented method further comprises an act of determining a location of the user based on a location of the computer system, and determining the award to the user responsive to the determined location of the user.
According to one embodiment of the present invention, the computer-implemented method further comprises an act of storing, by the loyalty system, a plurality of events, and storing, by the loyalty system, an association of the plurality of events with a predefined behavior. According to another embodiment of the invention, the computer-implemented method further comprises acts of determining if the predefined behavior is achieved by one or more application-related actions performed by the user, and if the predefined behavior is achieved, selecting content to be displayed to the user, and communicating the selected content to the computer system associated with the user. According to another embodiment of the invention, the predefined behavior is defined across a plurality of applications that are executed by the computer system associated with the user. According to another embodiment of the invention, the computer-implemented method further comprises acts of registering, by the loyalty system, at least one of the plurality of executing applications, generating, by the loyalty system, authentication information to be used by the application, using the authentication information to authenticate the application with the loyalty system, communicating, by the authenticated application to the loyalty system, that the user performed the at least one application-related action.
According to one embodiment of the invention, the computer-implemented method further comprising an act of storing an association between the predefined behavior and the at least one of the plurality of executing applications. According to another embodiment of the invention, the computer-implemented method further comprises acts of presenting an interface to an operator to define one or more awards based on one or more application-related actions, and presenting an interface targeting the one or more awards to one or more applications.
According to one aspect of the present invention, a distributed computer system is provided that comprises a component adapted to monitor user-initiated actions within a plurality of executing applications, the executing applications being executed on a computer system associated with a user, a component that is adapted to determine that the user performed at least one application-related action, a component that is adapted to send an indication of the application-related action to a loyalty system, wherein the loyalty system is adapted to determine an award based on the application-related action and communicate an indication of the award to the computer system associated with the user, and a component adapted to display the indication of the award to the user. According to one embodiment of the present invention, the system further comprises a component that requires the user to accept the award. According to another embodiment of the invention, the system further comprises an interface to the plurality of executing applications that is adapted to communicate events relating to user-initiated actions within the plurality of executing applications. According to another embodiment of the invention, the system further comprises a component adapted to communicate an advertisement to the computer system, a component adapted to display the advertisement to the user in the display of the computer system, and a component adapted to provide an award to the user responsive to the user viewing the advertisement. According to another embodiment of the invention, the system further comprises component adapted to send at least one event relating to at least one user-initiated action within the plurality of executing applications to the loyalty system.
According to one embodiment of the present invention, the system further comprises component adapted to store, by the loyalty system, an indication of the at least one event relating to the at least one user-initiated action within the plurality of executing applications. According to another embodiment of the invention, the system further comprises a component that is adapted to determine if the at least one event relating to the at least one user-initiated action within the plurality of executing applications meets a predefined behavior defined by the loyalty system. According to another embodiment of the invention, if it is determined by the loyalty system that the at least one event meets the predefined behavior, a component is adapted to perform an act of providing content to an application that triggered the at least one event. According to another embodiment of the invention, the system further comprises a component adapted to determine a location of the user based on a location of the computer system, and a component adapted to determine the award to the user responsive to the determined location of the user. According to another embodiment of the invention, the system further comprises a component adapted to store a plurality of events, and a component adapted to store an association of the plurality of events with a predefined behavior.
According to one embodiment of the present invention, the system further comprises a component adapted to determine if the predefined behavior is achieved by one or more application-related actions performed by the user, and if the predefined behavior is achieved, a component is configured to select content to be displayed to the user, and a component adapted to communicate the selected content to the computer system associated with the user. According to another embodiment of the invention, the predefined behavior is defined across a plurality of applications that are executed by the computer system associated with the user. According to another embodiment of the invention, the system further comprises a component adapted to register at least one of the plurality of executing applications, a component adapted to generate authentication information to be used by the application, a component adapted to use the authentication information to authenticate the application with the loyalty system, and a component adapted to communicate, that the user performed the at least one application-related action using the authentication information. According to one embodiment of the present invention, the system further comprises a component adapted to store an association between the predefined behavior and the at least one of the plurality of executing applications. According to another embodiment of the invention, the system further comprises an interface that is adapted to permit an operator to define one or more awards based on one or more application-related actions; and wherein the interface is further adapted to target the one or more awards to one or more applications.
According to one aspect of the present invention, a computer-implemented method is provided. The computer-implemented method comprises acts of providing a location-based game played by at least one user through a mobile device, determining a location of the at least one user, using the determined status of the at least one user to update a status of the location-based game, and communicating the status of the location-based game among a plurality of location-based services. According to another embodiment of the invention, the act of determining a location of the at least one user includes an act of determining the location of the at least one user by the mobile device. According to another embodiment of the invention, the method further comprises presenting a game element of the location-based game within the plurality of location-based services. According to another embodiment of the invention, the method further comprises providing an abstraction layer that communicates with the plurality of location-based services. According to another embodiment of the invention, the method further comprises an act of permitting the at least one user to observe the status of the location-based game using an interface of at least one of the plurality of location-based services.
According to one embodiment of the present invention, the method further comprises an act of creating, within the interface of at least one of the plurality of location-based services, at least one game element associated with the location-based game. According to another embodiment of the invention, the method further comprises an act of permitting the at least one user to place the at least one game element in a location represented within the location-based service. According to another embodiment of the invention, the method further comprises permitting at least one other user to interact with the at least one game element within the location-based game. According to another embodiment of the invention, the method further comprises an act of permitting the at least one user to move the at least one game element to another location. According to another embodiment of the invention, the method further comprises an act of restricting the at least one user to place a limited number of game elements. According to another embodiment of the invention, the method further comprises an act of permitting the at least one user to collect the at least one game element if the at least one user is located within a predetermined distance proximate to the at least one game element. According to another embodiment of the invention, the act of permitting the at least one user to collect the at least one game element further comprises an act of permitting the at least one user to collect the at least one game element if the at least one player is located within an area designated by a provider of the at least one game element.
According to one embodiment of the present invention, the at least one game element is a trap that enables the at least one user to capture a chance to win. According to another embodiment of the invention, the at least one game element represents an opportunity to win a prize across the plurality of location-based services. According to another embodiment of the invention, the method further comprises an act of permitting a prize sponsor to fund a prize that is located by the at least one user across the plurality of location-based services. According to another embodiment of the invention, the method further comprises an act of permitting a sponsor to place at least one game element in a location across the plurality of location-based services. According to another embodiment of the invention, the at least one game element represents an opportunity to win a prize. According to another embodiment of the invention, the method further comprises an act of permitting the at least one user to observe the status of the location-based game using a plurality of interfaces associated with respective ones of the plurality of location-based services, and permitting the at least one user to switch between the plurality of interfaces to the location-based game. According to another embodiment of the invention, the method further comprises an act of permitting the at least one user to create parameters used in performing the location-based game.
According to one embodiment of the present invention, the method further comprises an act of associating the at least one user with a unique identifier. According to another embodiment of the invention, the unique identifier includes at least one of a group of information comprising a geographic location, elevation, identifier associated with the mobile device, username and password, elements located near the geographic location, and other users located near the geographic location. According to one embodiment of the present invention, the method further comprises acts of transmitting the unique identifier from the mobile device to a system located at a geographic location, and verifying the location of the at least one user at the geographic location. According to one embodiment of the present invention, the method further comprises determining a prize available to the at least one user based on his/her verified location. According to another embodiment of the invention, the method further comprises permitting the user to play one or more location-based games within the interface of the mobile device. According to another embodiment of the invention, one or more of the location-based games includes one or more styles of play including a prize grabbing feature, a trapping game, a planting or seeding of prizes, shooting prizes, and user-based prizes.
According to one embodiment of the present invention, the method further comprises determining a value of the prize based on one or more of the group comprising an establishment at or near the location of the at least one user, demographic information of the at least one user, psychographic information of the at least one user, information associated with the mobile device, and contact information of the at least one user. According to another embodiment of the invention, the method further comprises wherein upon placing a prize, the at least one user can win based on the prize they placed. According to another embodiment of the invention, the at least one user can increase the range of gathering and placing prizes.
According to one aspect of the present invention, a computer-implemented method is provided. The computer-implemented method comprises acts of providing a location-based game played by at least one user through a mobile device, determining a location of the at least one user, permitting the at least one user to place the at least one game element in a location at or near the determined location of the at least one user, representing the at least one game element within at least one interface of a plurality of location-based services, and communicating the representation of the at least one game element among the plurality of location-based services. According to one embodiment of the present invention, the method further comprises an act of permitting the at least one user to observe the status of the location-based game using a plurality of interfaces associated with respective ones of the plurality of location-based services, and permitting the at least one user to switch between the plurality of interfaces to the location-based game. According to another embodiment of the invention, the act of determining a location of the at least one user includes an act of determining the location of the at least one user by the mobile device.
According to one aspect of the present invention, a distributed system is provided. The distributed system comprises a game playing computer adapted to provide a location-based game played by at least one user, the game playing computer having a game interface that represents the game to the at least one user, a component adapted to determine a location of the at least one user, wherein the game interface permits the at least one user to place at least one game element in a location at or near the determined location of the at least one user, a component that represents the at least one game element within at least one interface of a plurality of location-based services, and a component that is adapted to communicate the representation of the at least one game element among the plurality of location-based services. According to one embodiment of the present invention, the plurality of location-based services include a plurality of respective interfaces through which the location-based game is rendered, and wherein the game playing computer includes a component that permits the at least one user to switch between the plurality of respective interfaces. According to another embodiment of the invention, component adapted to determine a location of the at least one user includes a component of a mobile device associated with the at least one user.

BRIEF DESCRIPTION OF DRAWINGS

The accompanying drawings are not intended to be drawn to scale. In the drawings, each identical or nearly identical component that is illustrated in various figures is represented by a like numeral. For purposes of clarity, not every component may be labeled in every drawing. In the drawings:

FIG. 1 shows a block diagram of a system capable of implementing various aspects of the present invention;

FIG. 2 shows a block diagram of a system for performing an application platform that spans multiple applications and services according to one embodiment;

FIG. 3 shows a flow chart of an exemplary method for performing a mobile, location-based game according to one embodiment;

FIG. 4 shows a flow chart of an exemplary method for awarding a user responsive to an action performed within an application;

FIG. 5 shows an example process for incentivizing user behavior in an application according to one embodiment of the present invention;

FIG. 6 shows an example implementation of a platform that incentivizes user behavior in an application;

FIG. 7 shows various aspects of a loyalty system according to various embodiments of the present invention;

FIG. 8 shows one implementation of a system architecture that may be used to implement various aspects;

FIG. 9 shows a flow chart for monitoring user behavior according to one embodiment;

FIG. 10 shows a flow chart for monitoring user behavior according to another embodiment;

FIG. 11 shows a flow chart for determining the availability of a contest according to one embodiment;

FIG. 12 shows a flow chart for monitoring user behavior according to another embodiment;

FIG. 13 shows a flow chart for monitoring user behavior according to one embodiment;

FIG. 14 shows a flow chart for authenticating applications to a loyalty system according to one embodiment;

FIG. 15 shows a flow chart for integrating an application with a loyalty system platform according to one embodiment;

FIG. 16 shows a flow chart for providing awards and associating them with application behaviors according to one embodiment;

FIG. 17 shows a flow chart for monitoring user behavior according to one embodiment;

FIG. 18 shows a flow chart for monitoring user behavior according to another embodiment;

FIG. 19 shows a flow chart for monitoring user behavior according to another embodiment;

FIG. 20 shows an example user interface according to one embodiment;

FIG. 21 shows another example user interface according to one embodiment;

FIG. 22 shows an example implementation for monitoring and rewarding user behavior according to one embodiment;

FIGS. 23A-23C show various example user interfaces of a user device according to various embodiments;

FIGS. 24A-24C show further example user interfaces of a user device according to various embodiments; and

FIG. 25 shows another example embodiment of a user interface having social networking functions.

DETAILED DESCRIPTION

This invention is not limited in its application to the details of construction and the arrangement of components set forth in the following description or illustrated in the drawings. The invention is capable of other embodiments and of being practiced or of being carried out in various ways. Also, the phraseology and terminology used herein is for the purpose of description and should not be regarded as limiting. The use of “including,” “comprising,” “having,” “containing,” “involving,” and variations thereof herein is meant to encompass the items listed thereafter and equivalents thereof as well as additional items.
FIG. 1 shows a distributed system 100 in which various aspects of the present invention may be practiced. In particular, a distributed computer system 100 may be provided that allows a user 103 using one or more computer systems (e.g., a mobile device such as a tablet, laptop, smart phone, cell phone, or other device) to operate one or more application programs (e.g., application 104). For instance, the application may include applications that perform particular functions, and these applications may be downloaded and executed on a mobile device.
According to one embodiment, actions performed by the user in one or more applications (e.g., applications 104) may be tracked and integrated with one or more loyalty, advertising and/or game playing services provided by one or more systems (e.g., system 101). The applications may access interfaces provided by a loyalty system which allows users to receive awards based on actions taken by the users within the applications. Further, the loyalty system may be coupled with an advertising network that can deliver advertisements to the mobile device. In one embodiment, the user is provided some loyalty program benefit responsive to ads displayer to the user, other interaction with advertisement information (e.g., playing an advertisement-themed game), or interaction with the application itself (e.g., an “Angry Birds” badge).
In one embodiment, the application that spans multiple applications or services may be a location-based game The location-based game may be coupled with one or more location based services, such as, but not limited to mapping and/or navigation programs (e.g., the VZNavigator application provided by the Verizon Wireless network, Google maps, Yahoo! Maps or other application), location-based check-in services (e.g., Facebook Places), location based What's Near services (e.g., Where application), location-based asset tracking services, or any other type of location-aware application that is capable of processing location information. According to one embodiment, the location-based game may be associated with multiple location-based services 102.
According to one aspect, the location-based game may permit the user to interface with one or more of these location-based services to play the game. For instance, when the game relates to locating game elements in various locations, representations of those game elements may be presented within each of the interfaces associated with the respective location-based services. For instance, a representation of a game element may be displayed in a Google maps interface as well as a Foursquare interface. Players (users) may interact separately with the location-based applications, but yet still see and interact with common elements of the location-based game. For instance, when the game involves collecting items (e.g., prizes), graphical representations of the items may be displayed in each interface of the separate location-based applications. In another embodiment, a loyalty system may permit the user to interface with one or more applications and/or services to receive loyalty awards. In one embodiment, the user may interact with the applications in a traditional way, but may receive loyalty rewards which interacting with the applications and/or services.
Distributed system 100 may also include one or more computer systems (e.g., system 101) that are used to conduct loyalty program, advertising and game functions, save data between applications (e.g., loyalty information, advertising performance data and data relating to gaming sessions), persist data when mobile devices are not connected, interface to social networking systems (e.g., Facebook, Twitter) store triggers, events, behavior data, rules of any games, among other functions. According to other embodiments, computer systems may be provided that permit an application provider to integrate loyalty program functions and advertising functions within their applications, and define awards to be provided to users based on their actions within applications. Further, computer systems may be provided that enable a game sponsor to create and sponsor games on a game development system. In such a system, the game sponsor may define rules, define/input prizes, and other aspects of the location-based game.
FIG. 2 shows an example system for supporting an application according to one embodiment of the present invention. For instance, an application platform 201 may be provided that permits a user (e.g., a developer, sponsor, game player or other user type) to create, monitor, and participate in loyalty programs that span one or more applications or services. Platform 201 may include an abstraction layer 202 to hide details of the loyalty program, advertising delivery, social networking integration, and game implementations from application developers. Such details may include application or service implementation details that are specific to the application or service used. For instance, presentation of an item on a graphical user interface may be different from the VZNavigator application interface versus the interface used in Google Maps. Further, a communication in Twitter may be easily performed from different applications using a common interface.
Information may be passed through the abstraction layer 202 (e.g., via an Application Programming Interface (API)) back and forth between the application platform and any number of applications (e.g., applications A-Z (items 204A-Z)) or services (e.g., services 203A-203Z such as a location-based service or social networking service). Such information may include information relating to loyalty program information, events triggered by a users while performing actions within applications, ad content communicated to mobile devices, videos, or other ad data, game elements, location-based information relating to the user, actions performed within the interface (e.g., movement, creation, deletion, modification of game elements) that are translated between multiple destinations within the distributed computer system (e.g., system 100).
FIG. 3 shows a process 300 for performing a mobile, location-based game according to one embodiment. At block 301, process 300 begins. At block 302, the system (e.g., on a mobile device) presents a location-based game and corresponding interface to the user. For instance, the game may include an item collecting game wherein the user collects items within a predetermined range of the user's actual location as determined by a location function. This location function that determined the user's location may include a GPS function, cell tower triangulation function, GSM localization function, Bluetooth, Wifi, RFID or other location determining function performed by a mobile device (e.g., smart phone). Alternatively, a location-based function may be performed by systems other than the mobile device that place the user at a particular location.
At block 303, the system (e.g., the mobile device) may determine the location of the user, and at block 304, the system may update a status of the game based at least in part on the location of the user. In the example of the item collection game, an interface of the item collection game may be changed to show items that may be collected by the user based on the user's current location. The user may perform functions associated with that item at the location, and the game status may be further updated, and information may be sent to other location-based systems at block 305. In one example, state information relating to the game may be persisted to a memory of a game-playing computer, and state information may be downloaded as necessary to other game-playing devices when such devices are located at particular locations. State information may be communicated to other location-based services, and therefore the state of the game can be communicated to other users using the location-based services. Generally, blocks 302-305 may be performed repeatedly as the game persists, with the game state being updated in parallel by multiple players. At block 305, process 300 ends, such as when the game is terminated, there is/are one or more winners determined, or other game-terminating event.
As discussed above, the game may include an opportunity for a user to win and to place a chance to win within the location-based game. This may involve the user being permitted to place an item or other game element in a location where the user is located (e.g., as determined by a mobile device). In one embodiment, there is an opportunity for a user to win across a plurality of location-based systems (LBS) and to place a chance to win across a plurality of LBS systems. In this manner, the game may be shared among multiple applications and system types and interest in the game will be increased.
According to one embodiment of the invention shown in FIG. 4, a process 400 is provided that allows a loyalty system to provide an award based on user actions within an application program. At block 41, process 400 begins. At block 402, a user takes an action within an application. For instance, the user may open an application, perform a particular function within the application, or perform any other action that is desired by an application developer.
At block 403, in response to the action performed by the user within the application, a loyalty system may offer an award to the user. For instance, the application may display to a user within an interface of a mobile device that an award can be accepted based on the user's behavior within the application. At block 404, the user accepts the award (e.g., by selecting a control within the interface that causes the award to be associated with the user). After accepting the award, that award may be redeemed (e.g., at block 405) through one or more application interfaces. In one embodiment, a standard user interface is provided to the user for redeeming, monitoring, and interfacing with the loyalty system. At block 406, process 400 ends.
FIG. 5 shows an example process 500 for incentivizing user behavior in an application according to one embodiment of the invention. At block 501, process 500 begins. As discussed above, according to one aspect, a platform is provided for developers to incentivize certain behaviors performed by users within applications. For instance, at block 501, a developer is permitted to define in-application events (e.g., app events 1-6), when activated by a user 504, incentives and rewards may be provided to the user 504. Further, a developer may specify the number of times a particular event needs to occur before an incentive or an award is provided to the user.
A system may be provided that tracks the particular user and stores information regarding the user. For instance, the system may store and track the user's age, gender, location, or other parameters related to the user. Further, the system may observe behaviors of the user over time and store that information to determine what incentives and rewards may be provided to particular users. Incentives and rewards may be displayed to the user based on particular context or relevance scoring to the user. At block 502, the system may observe and measure the user's behavior over time. At block 503, the system may target the most relavant incentives to the user based on an achieved level of behavior.
FIG. 6 shows an example implementation of a platform that incentivizes user behavior in an application according to one embodiment of the present invention. For instance, as discussed above with respect to FIG. 5, a user 504 is observed, tracked and targeted while the user operates one or more applications. For instance, a developer may define an event (e.g., through a management interface that permits the developer to define events and their criteria) that, when triggered, notifies a loyalty system that the particular event occurred. Responses to this event, the loyalty system may record the event and provide any awards or incentives.
The platform may be capable of indicating when an application event occurs and monitor and record all user behavior that relates to particular events. Further, the platform may be capable of integrating with one or more systems and accounts related to the user, such as a twitter account, a Facebook account, a Foursquare account or similar account associated with an application or service. The system may also store account information for the user from the system, such as user credentials, application-specific identification information associated with the particular user, identifications of applications being tracked by the system, historical user behavior information, achieved awards, points, badges, or other player statuses, among other information.
Based on user behaviors, device information (e.g., location, application-specific information), and user data, content is driven by the system to the computing device operated by the user. For instance, as shown in FIG. 6, a number of application events may be defined that may be tracked by the system. For example, events may be tracked such as a user launching a particular game, a user signing into Facebook, the user reaching a certain level in a game, the user “Shazams” a song, a user achieving a vendor-specific achievement (e.g., Best Buy), or the user performing some other application-specific action. Also, the events may be complex, in that the user needs to perform certain events (and possibly in a certain sequence) before achieving an award or status. Content is delivered to the user within the interface of the system (e.g., a mobile device) based on the event or combination of events that are triggered. According to one embodiment, the content is delivered in an in-application context within the interface of the mobile device.
FIG. 7 shows various components of a loyalty system and processes performed by that system according to various embodiments of the present invention. At block 701, a number of actions may be performed by the loyalty system responses to a user performing some action and an event being triggered. For instance, a message may be displayed to the user, a badge may be unlocked, points may be awarded, any local currency defined may be awarded, any other type of award may be presented, and/or a call to action requiring the user to perform some additional action. At this point, the loyalty system may provide additional information to or require additional action from the user.
For instance, the loyalty system may display the user's point balance 702 display any badge/award info 703, provide information regarding any badge/award opportunities 704, display additional opportunities for a user to obtain more points in an offer 705, and/or provide redemption opportunities 706 to the user within the display of the mobile device.
In one embodiment, to obtain additional points, a user may be permitted to perform one or more additional activities that may permit them to obtain additional points. For instance, the loyalty system may associate a video, that when viewed by the user in its entirety, with an additional points earning opportunity for that particular user. The video may be related to some product being advertised and may be displayed to the user on the mobile device. In one embodiment, the system may track when viewing is completed (e.g., by the mobile device of the user) prior to awarding any points to the user.
In another opportunity, a user may be presented an “Advergame” 708 in which advertising content is displayed to the user while the user plays particular game. For instance, the user may be presented a “skinned” game where the game has some advertising content included within the game. Further, in another opportunity, the user may be permitted to provide additional data regarding the user's opinion, more detailed information about the user, or other information that is of interest to the advertiser. Once provided, the user may be awarded additional points. In yet another opportunity, the user may be awarded points based on actions taken within his/her social network as discussed above. For instance, the user may be presented some control that allows an advertisement to be directed to one or more people in the user's social network. When the advertisement is sent, that user may be awarded points.
The loyalty system may perform other functions such as displaying badge information 711 relating to badges that the user has achieved as well as badges yet to be achieved for particular actions. Badges may be created by developers, service providers, advertisers or other user types within the loyalty system. Further, the loyalty system may include a redemption wall 712 that displays that displays redemptions of points by the user. The loyalty system may provide functionality that allows the user to track redemptions and point totals on his/her mobile device.
FIG. 8 shows one implementation of a system architecture that may be used to implement various aspects of the present invention. A system 800 may include one or more computer systems that execute various components. In particular, there may be components 801 that execute on a client computer system that interface with one or more components of the loyalty system. An API is provided that permits the user device to register events that occur on the device, receives content from the loyalty system, received awards from the loyalty system, and maintain an overall communication session. According to one embodiment, the system may include one or more components that execute on a mobile device and communicate application event information to the loyalty system. In one embodiment, such components may be provided as part of a software development kit (SDK) to application developers to extend loyalty, ad delivery, and award incentive functionality to their applications. One or more functions may be stored on non-volatile computer-readable media (e.g., memory, disk, storage) in a distributed computing network.
System 800 may also include one or more web services 811 that perform such session management, registration of events, obtaining content to be the user's device, and awards to be presented to the user. System 800 may include components that perform advertisement and content targeting 805 to particular users based on information known about that user and the applications and actions performed by the user. As discussed above, the system may target particular behaviors and/or events that occur on the user device, and a component 806 may be provided that includes logic that targets certain behaviors and/or events.
System 800 may include a content management component 807 that manages content for a particular user. Content management component 807 may include logic that determines what content is provided to the user responsive to component 805. Component 807 may also include elements that manage the content provided from advertisers, application providers, or other users that may provide content to the system. Component 808 includes logic that targets particular awards to particular users based on information known about the user, their historical use of applications, and their behaviors. As discussed above, system 800 may permit the user to enter contests and sweepstakes, and therefore a component 809 may provide management of such activities. Further, system 800 may include an awards and offer redemption component 810 that manages the redemption and distribution of awards to particular users.
System 800 may have different components that interface with particular entities, and system may store information relating to those entities. For instance, system 800 may include one or more data stores and sources 815 of information relating to the various entities that interact with the loyalty system. For instance, there may be a developer's store 812 that contains information relating to particular developers. Further, there may be application specific information stored by an application store 813. There may also be a database relating to particular locations 814, in the case where the loyalty points are awarded based on location or site.
System 800 may also include a data store 816 for users and their points and any awards provided to a particular user. System 800 may also include an application events database 817 where particular application events are uniquely identified. System 800 may also include an advertisement store 818 which includes any advertising text and promotion information that an advertiser may provide. Store 819 may include any awards or offers that may be provided by an advertiser or application provider responses to actions performed by the user. System 800 may also include an advertiser data store 820 that stores information relating to a particular advertiser. As discussed above, system 800 may manage and provide user access to contests and sweepstakes, and therefore may include a store 821 that includes information relating to these activities. System 800 may also include a store 823 that records behaviors which need to be tracked in order to determine whether particular events are satisfied. For instance, a series of behaviors may be necessary to trigger a particular event.
System 800 may also include a number of third-party interfaces 824 that permit advertisers, developers, and other user types to access the system and provide any relevant content, advertisements, manage events and triggers, configure contests and sweepstakes, among other actions.
System 800 may also have a developer and publisher portal 802 that allows application developers to integrate their applications to system 800. Users may access system 800 via a user portal 803 to perform functions such as managing points, receiving awards, redeeming points, viewing activity, among other functions. System 800 may also include an advertiser portal 804 that permits the advertiser to monitor activity relating to their advertisements, such as for example, when advertisements are displayed, reports relating to the locations of devices to which advertisements are displayed, awards redeemed from that advertiser, statistical information relating to users that receive the advertisements, among other information that is useful for the advertiser.
FIGS. 9-19 show various processes that may be performed in association with a loyalty system (e.g., system 800). For instance, FIG. 9 shows a flowchart for monitoring user behavior according to one embodiment of the present invention. At block 901, process 900 begins. At block 902, a software development kit (SDK) component transmits an event with a keyword to the loyalty system (e.g., system 800). In one embodiment, the SDK may include a component that executes at the mobile device, and in one embodiment, components may be provided that are compiled along with an application that is executed on the device. The SDK component may, in one embodiment, be a component that is compiled with an application, or it may be a separate component or application on the user system (e.g., mobile device). At block 903, the system checks the received event against behaviors. At block 904, the system stores an event associated to an application. If a behavior is achieved, the system returns associated content to the SDK at block 905. In block 906, the SDK displays or caches content for later display on the mobile device.
FIG. 10 shows a flowchart for monitoring user behavior according to one embodiment of the present invention. At block 1001, process 1000 begins. At block 1002, the SDK transmits a request for content to the loyalty system (e.g., system 800). In one embodiment, the system may check a user account for eligibility at block 1003. If it is determined that the user account is eligible, the system returns the associated content to the SDK for display on the mobile device at block 1004. At block 1005, the SDK displays or caches content for later display on the mobile device. At block 1006, process 1000 ends.
FIG. 11 shows a flowchart for determining the availability of a contest according to one embodiment of the present invention. At block 1101, process 1100 begins. At block 1102, the SDK transmits a request to the loyalty system (e.g., system 800). The system checks the location received from the mobile device against any available contests that might relate to that particular location at block 1103. At block 1104, the system returns a list of available contests to the SDK to be rendered on the display on the mobile device at block 1105. At block 1106, process 1100 ends.
FIG. 12 shows a flowchart for monitoring user behavior according to another embodiment of the present invention. A block 1201, process 1200 begins. A block 1202, the SDK transmits an event with a keyword and application identifier (ID) to loyalty system (e.g., loyalty system 800). In one embodiment, the application ID uniquely identifies an application in the loyalty system, and is used to identify particular events with the application. At block 1203, the system checks the received event against preconfigured behaviors stored by the loyalty system. At block 1204, the system stores the event received and associates the event to a particular application identifier. For instance, the system may be capable of storing a history of actions performed by the user within particular applications. As discussed, multiple actions may be necessary to trigger a particular event. At block 1205, if a particular behavior is achieved, the system returns any associated content to the SDK. At block 1206, the SDK displays or caches content for later display on the mobile device. At block 1207, process 1200 ends.
FIG. 13 shows a flowchart for monitoring user behavior according to another embodiment of the present invention. At block 1301, process 1300 begins. At block 1302, the SDK transmits a display request with an application ID to the loyalty system (e.g., system 800). The system checks, at block 1303, against preconfigured behaviors. If a particular behavior is achieved, the system returns associated content at block 1304. At block 1305, the SDK displays or caches content for later display at the mobile device. At block 1306, process 1300 ends.
FIG. 14 shows a flowchart for authenticating applications to loyalty system according to one embodiment of the present invention. At block 1401, process 1400 begins. At block 1402, a developer registers an application with the loyalty system. This may be accomplished, for example, through a user interface to the loyalty system provided to developers to register their applications. At block 1403, the loyalty system generates an application key and application secret, which are then stored in a data store of the loyalty system. At block 1404, the developer uses the application key in the application secret to authenticate the application with the loyalty system. Once authenticated, the application can freely communicate with the loyalty system as the user uses the application. At block 1405, process 1400 ends.
FIG. 15 shows a flowchart for integrating an application with the loyalty system platform or to one embodiment of the present invention. In block 1501, process 1500 begins. At block 1502, a developer compiles an SDK or other software component into an application program. As discussed above, components may be provided to developers to easily integrate loyalty system functions and content delivery functions into applications. Otherwise, components and/or applications are made available to applications on the mobile device that include callable funcations. At block 1503, a developer implements “event” calls throughout the application. These event calls are correlated with actions that are performed within the application that are of interest to the loyalty system. At block 1504, a developer, within a portal, defined behaviors as multiple event calls with particular attributes. For instance, an event may be defined as an opening of a particular application. In this example, the developer may specify that when the user opens the particular application five times, that behavior should be awarded some benefit. Within the portal, the developer may associate particular behaviors that relate to events with different awards/prizes/contests or other benefit at block 1505. At block 1506, process 1500 ends.
FIG. 16 shows a flowchart for providing awards and associating these awards with application behaviors according to one embodiment of the present invention. At block 1601, process 1600 begins. At block 1602, an operator loads offers/awards/prizes into the system. For instance, the operator may include an advertiser, application provider, or some other user that is capable of configuring awards or other benefits to be provided to the user. At block 1603, and operator targets particular offers/awards/prizes based on location and/or other attributes in any combination. According to one embodiment, particular offers/awards/prizes are targeted to particular users and locations. For instance, some awards may be only applicable to particular geographic area or may be legal within that area. Further, an operator may target applications with which the offers/awards/prizes may be available at block 1604. According to one embodiment, particular offers/awards/prizes may be only associated with certain applications. At block 605, the system makes those offers/awards/prizes available to particular applications. At block 1606, process 1600 ends.
FIG. 17 shows a flowchart for monitoring user behavior according to one embodiment of the present invention. At block 1701, process 1700 begins. A block 1702, the advertiser loads offers/awards/prizes into the system. For instance, this information may be uploaded to the system via an advertiser portal or some other interface. At block 1703, the advertiser targets the offers/awards/prizes based on location and/or other attributes in any combination. At block 1704, an advertiser targets particular applications with which the offers/awards/prizes are available. At block 1705, and advertiser loads display content associated with particular offers/awards/prizes to the system. As discussed above, this may be accomplished using, for instance, a portal provided to the advertiser. At block 1706, the loyalty system makes the loaded offers/awards/prizes available to particular applications. At block 1707, process 1700 ends.
FIG. 18 shows a flowchart for monitoring user behavior according to one embodiment of the present invention. At block 1801, process 1800 begins. At block 1802, and operator loads advertiser information to the loyalty system (e.g., system 800). At block 1803, an operator creates an ad campaign and associates the campaign to the advertiser. According to one embodiment, interface tools may be provided to an operator (e.g., a user associated with the advertiser) that allow the advertiser to create and manage particular advertising campaigns. At block 1804, the operator creates an ad group and associates the group with the ad campaign. At block 1805, the operator creates an ad unit associates the ad unit to the ad group. At block 1806, the operator creates targeting attributes and associates these attributes to the ad group/unit combination. At block 1807, process 1800 ends.
FIG. 19 shows a flowchart for monitoring user behavior according to one embodiment of the present invention. At block 1901, process 1900 begins. At block 1902, an operator defines behaviors as multiple “event” calls with attributes in one application or cross multiple applications. According to one embodiment, behaviors defined in the system may encompass more than one application, allowing easier creation of events among many applications. For instance, an application developer may choose to define a behavior that encompasses more than one application provided by the application developer. Further, in another example, an advertiser may want to define an event that spans different applications but yet relates to the same type of activity that the advertising would like to encourage. At block 1903, the operator associates content to these behaviors. Block 1904, the operator associates one or more advertisements to the content. At block 1905, process 1900 ends.
FIG. 20 shows an example user interface according to one embodiment of the present invention. As shown, interface 2000 may include one or more areas (e.g., a pop-up window displayed in the interface of a mobile device) that may be displayed to a user upon the user triggering some event or otherwise exhibiting some behavior. In one embodiment, interface 2000 may indicate some level of status such as an indicator 2001 (e.g., a badge) that the user has achieved by exhibiting the behavior using one or more applications. Further, the interface may display to the user an amount of loyalty points that the user has accrued over time based on their actions as shown by indicator 2002. Further, according to one embodiment, an advertiser or developer may define some type of local currency that may be awarded to a particular user and that may be indicated by indicator 2003. According to one embodiment, the interface 2000 of the user device may display a control 2004, that when activated, permits the user to claim a particular award that is presented to the user.
FIG. 21 shows another example user interface according to one embodiment of the present invention. As shown, interface 2100 may include one or more areas (e.g., a pop-up window) that may be displayed to the user upon the user claiming particular award (e.g., by selecting control 2004). Interface 2100 may include a constant area 2101 which includes information in a predefined format and located in a number of fixed areas within the interface. For example, interface 2100 may include an indicator 2103 that provides an indication of some status award (e.g., a badge). A message 2104 may be provided that indicates what status was awarded by performing the action within the application. Further, message 2104 may indicate that the user has successfully claimed the award. Such messages may be standardized to encompass multiple applications, advertisers, and operators.
FIG. 22 shows an example of implementation for monitoring and rewarding user behavior according to one embodiment of the present invention. In particular, FIG. 22 shows a user 2201 interacting with the system 2202 (e.g., a loyalty system) in a number of example transactions. As discussed, user 2201 may operate a mobile device or other computer system type, and the user may interact with one or more applications that are being monitored by system 2202. In one example transactions 2203, the user performs some application or service activity which is communicated from the mobile device to system 2202. Responsive to that activity, a reward is communicated to the mobile device operated by the user and an indication of the reward is displayed to the user.
In another example transaction 2204, the user performs some activity within the application or service, and responses to activity and advertisement is transmitted to the mobile device and display to the user. After the user has viewed the advertisement, a reward may be provided to the user and communicated to the mobile device. In another example transaction 2205, a user plays a particular game and while playing that game receives an in-game advertisement. After the advertisement is viewed at the mobile device, a reward is provided to the user.
In another example transaction 2206, the user performs some location-based activity (e.g., the user “checks in” to a particular location within a location-based service) and receives a reward based on that activity. In another example transaction 2207, a user may be permitted to redeem points the user was awarded based on their application activity. As discussed, awards may include a purchase of products or services, discounts, a gift card, one or more entries to games or sweepstakes, free product samples, points awarded in other loyalty programs, or any other thing of value may be provided to the user. Also, the user may be provided a multiplier bonus that multiplies already-earned points, or otherwise increases an award already provide to the user. The message may require some other action, such as the user selecting a control that initiates a game or sends a message to other users. Further, the confirmation of the award may be communicated to the mobile device and presented to the user within the interface of the mobile device.
FIGS. 23A-23C show various examples of user interfaces according to various embodiments of the present invention. In particular, a mobile device may include one or more interfaces that are shown responsive to some action performed by a user within an application. For instance, as shown in FIG. 23A, a device 2301 (such as an iPhone or other mobile device capable of executing an application) may include an interface 2302A that is displayed when a user exhibits a desired behavior. For instance, interface 2302A may include an area that displays an award (a “Star” badge) awarded to the user for his/her 5th visit to tv.com. The example shown also displays a control, that when selected by the user, permits the user to play a bonus game (shown on interface 2302B) that awards additional points to the user. Interfaces 2302A-2302B may also include areas where sponsors may display any information associated with their brands or promotions. In this example, the advertiser is provided a tool that may be easily used to develop a loyalty program with advertising and interactive game elements.
FIG. 23B shows another example of interfaces that may be displayed on a mobile device of a user. For example, interfaces 2303A-2303B may be displayed on a device (e.g., device 2301) that shows an award for visiting tv.com three days in a row, along with an opportunity to achieve a double bonus for watching an advertisement by Ford Motor Company. If the user selects a control that begins a video (as shown within interface 2303B), and the user watches the video in its entirety, a point award may be awarded to the user.
FIG. 23C shows another example of a user interface that may be displayed on a mobile device of the user. For instance, interface 2304 may display an additional bonus (e.g., a “social” bonus) that is awarded to the user when the user performs an action with his/her social network. For instance, if the user selects a control that causes the user to “follow” Carnival Cruise Lines on Twitter, then the user may be awarded a point bonus or other award type.
FIGS. 24A-24C show further examples of user interfaces according to various embodiments of the present invention. For instance, FIG. 24A shows a user interface flow where some achievement is unlocked and an award is offered, and a user has to claim the award (e.g., an award of 3,000 M points and a “Newbie” badge). When the user unlocks the award, and interface as shown in FIG. 24B may be displayed that explains the achievement and confirms the award. In another example, the system may provide the opportunity to receive an additional reward or redeem points for particular rewards when selecting certain controls within the interface. As shown in FIG. 24C, there may be displayed a number of available awards, and as shown, these awards may be targeted to a particular user based on their behaviors in applications, what is known about the user, among other information. Such an interface may also permit the user to maintain their loyalty accounts, such as viewing what awards the user has received, manage profile settings, view points earned by the user, among other actions.
FIG. 25 shows another example of a user interface according to various embodiments of the present invention. For instance, in one example interface 2500, a user may be able to monitor his/her achievement as provided by the loyalty system. As discussed, a user interface displayed by a mobile device may provide an indication of the points earned through the loyalty program. Further, the interface (e.g., interface 2500) may also provide an indication 2501 of a status stream of all of the application activities that were performed by the user that contributed to advancement in the loyalty program. For instance, a control may be provided that permits the user to view the session activity related to any achievements. In another embodiment, the user may be permitted to view any badges awarded by selecting a control presented within the user interface. In one embodiment (2502), an achievement structure may be integrated within the user's social graph and a user may be able to view other's progress to encourage competition within the user's social network.
In one example implementation, the user may be permitted to manage their “friends” or other social network relationships using interface 2500. The interface may show current friends, permit the user to contact friends defined in other platforms or social networking services. The loyalty system may permit communication between social network platforms for the purpose of connecting the user with their network to share achievement information. In one example implementation, interface 2500 may include a “leaderboard” application and display area 2504 that shows point totals collected by various users in the user's social network. Further, additional bonus points may be awarded to particular leaders, depending on their status in the leaderboard.

Other Game Implementations

As discussed further below, variations of a location-based game may be provided. In one example game format, an opportunity may be provided by the system to a user to win and to place a chance to win within a “geofence” designated by the sponsor, the system, or a user. The geofence may be, for example, an area designated in which the chance to win (or other item type) can be acted on. For instance, there may be a special game conducted in a block party location, and only people located within that block can act on items positioned within that block.
In another example game format, an opportunity for a user to win may be provided to a user based on him or her placing that chance to win at some location. For instance, the act of placing an item at a particular location may trigger an opportunity to win for the player. In some cases, an opportunity to win may be determined based on a combination of actions performed by multiple players.
In yet another embodiment, an opportunity to receive or win an entry ticket into a real-time single or multiplayer game of skill or chance may be provided based on location of the player as well as to place an entry ticket into a real-time single or multiplayer game of skill or chance. In another game format, a user may be permitted to select from a plurality of chances to win and place them. For instance, if that particular user likes a particular prize (e.g., a coupon to a store of his/her choosing), that user may make the game more interesting to him or her, or others in his/her social network. For example, a user places a coupon to Talbots knowing that the user's friends shop at Talbots.
Further, there may be other game formats where sponsors are permitted to create chances to win that are placed by the user. In this example, a sponsor may be awarding particular prizes, and the users are responsible for placing the prizes in certain locations. This may be preferable to conventional forms of marketing, as the application uses the social networking and/or viral placement of items instead of more traditional forms of advertising (e.g., direct mail, print, etc.) which may not find the optimum targets. Rather, the social network is used to distribute advertisements and/or prizes.
In yet another game format, sponsors may be provided an opportunity to award chances to win based on a user's value. Such value may determined by information about the user (e.g., demographic information), behavioral information for the user (e.g., their browsing history, purchasing history, etc.), or other information.
Further, sponsors to create chances to win based on the value of the user's “friend list” or other network relations. If a person has a strong network or otherwise includes people that have large value to the sponsor, that person may have more value. Sponsors may target that value and make or modify prizes based on the determined value.
Other game formats may allow for a user to place a trap that captures a chance to win. For instance, a user may place a trap game element in a particular location, and when prizes are carried by other users, placed by a sponsor, or otherwise placed on or near the location, that user that placed the trap element may be awarded that particular prize. Along these lines, a sponsor may be permitted to release “prey” elements that can be trapped by a user. These “prey” may be stationary objects or may have some ability to autonomously move between locations. These prey may also be restricted by the game system to stay within a predefined area. This predefined area may be a series of borders defined by a sponsor or other user, some geographic location (e.g., a college campus, a ski area, etc.), radius from a defined location, building, neighborhood, location point or other defined area. This feature may allow, for example, private competitions to be set up for limited groups (e.g., Wellesley College students) that could foster greater interest because of locality of the game.
These “prey” may be autonomous elements that move about within game locations. Such movement may be based on one or more rules, artificial intelligence, algorithm, or some other criteria. The prey may also be reactionary to other's behaviors in the game (e.g., the prey may move based on other player movement, or interactions with other prey that may be autonomous or semi-autonomous). Prey may be restricted by certain criteria, such as the “geofence” construct described above. However, other restrictions may be imposed, such as time (e.g., prey expire after a predefined or semi-random lifespan), points/money (e.g., prey can have limited values, ranges, may increase/decrease in value, depending on any number of factors), or any other limitation.
Game elements such as the prey described above may be created using geotagged items. These items may be found in one or more location based services (e.g., Twitter). For instance, in Twitter, a user may be permitted to geotag their tweets. In one embodiment, geotagged items such as tweets may be represented within a location-based game as prey that interact with the location-based game after creation (e.g., after the “tweet”, the tweet begins to move around the location-based game). Other items may be created from a location-based service and may be represented in the online location-based game. For instance, photos can be geotagged in an application and then represented in the game (e.g., the photos may be items themselves, may be held or left by the player, or otherwise represent the player). In one aspect of the present invention, items created in one location based service may be translated into items represented in a different location based service (e.g., a Tweet may appear as an element displayed on a Google Maps representation).
In another embodiment, virtual items that are collected in a location based game have a real-world equivalent that may be used outside of the location-based game. For example, a player may collect game cards to be used in a real-time game competition, such as a geobingo game where players collect bingo cards as they go about their daily activities (i.e., visiting various locations where bingo cards are placed within the location-based game). The collected bingo cards from the location-based game may be used for an actual bingo game played by the player.
In yet another embodiment, a player may leave items such as a “gift” for other designated players to open across a plurality of location based services. For instance, a player may leave one of their friend or other people in their network a ringtone, a joke, a coupon, etc. in a designated place that only the gift recipient can open. The recipient may be permitted to open the gift irrespective of what location based service they use.
In yet another implementation, a player may leave a chance to win a specified item in a store by playing a game. For instance, a user sees a Microsoft XBox game that he/she knows his/her friend would like. Because it's his/her friend's birthday, the user takes a picture of the barcode at the store location of the Xbox game. By taking the picture, the game system establishes the item in a game database. The user may establish his/her own rules for winning the “gift.” For instance, the user may set the odds of winning the gift at 50%, select the game that his/her friend plays to win the gift, and the game playing system may be adapted to alert the store system that the friend, if he/she wins the game, gets this item for free when he/she returns to the store to claim the Xbox game and the store should bill the user's credit card. Other game formats are possible using such a location-based construct, such as an “Easter egg” hunt or other virtual prize game based on location. To this end, interfaces may be provided for the user to easily create such games, create virtual items associated with an actual location, and administer prizes.
In one implementation, the system associates a player when they choose to participate with a unique identifier or code. This identifier or code may include the following information, either alone or in combination with other information:

- The geographic location of the user (e.g., as determined by GPS, triangulation between cell towers, or other method)
- Elevation (above, below or at ground level)
- MAC address (or similar identifier) of the mobile device
- Mobile device phone number
- Username/Password
- Game elements, users, and/or physical attributes (e.g., businesses, buildings, mountains) near based on the location/elevation

This identifier may be used to identify the user uniquely in the network, and may be transmitted over a network to one or more locations. The code may be received electronically through the mobile network, may be given at a location to a computer system at a purchase location (e.g., a bar code or other identification). Receipt of the code at a particular location may be used to verify the user at the particular location. The code may also be used to verify that there are prizes eligible for the player to win or give away at the user's location or within a certain distance of the user's location based on the user's location information and/or status within the game.
The user may also may have an associated profile, which can include, for instance, the user's status in a location-based game. In one embodiment, the user may be permitted to unlock functionality in a location-based service depending on their status in the game. For instance, if a player achieves a “gold” or other certain level of status, the player may receive particular information form their location-based service (e.g., free speed trap updates, restaurant review information, real estate detail information, or other information on their mapping/navigation, or other location based service). Such status may be achieved in any number of ways, such as by continued participation in the game, achievement through collection of prizes, value of a person's social network or individual worth, payment of a fee, or other method of acquiring status.
Prizes that may be awarded by a sponsor of the game may include, for example, cash or merchandise/services, discounts on merchandise/services, points to a leaderboard contest, sweepstakes entries, tickets or chances to play in other games including real-time games, multiplayer turn-based or real-time games.
As discussed, aspects of the invention relate to integration with multiple location-based services. To this end, communication features may be provided that permit a verified player to be communicated to a network of players. For instance, when the player enters a location (e.g., as indicated by a mobile device associated with the player), a message may be communicated from a game system to one or more location based services. In one example, a tweet, Facebook message, instant message and/or other information may be communicated to other people in the verified player's network. Also, depending on a player's logical connection, that person may receive a directed message to the network their connected to (e.g., they are reachable/logged into Facebook, so a message is sent to his/her Facebook account). The player may also selectively choose which channels to communicate with different players.
In one implementation, the player may have control over communication with other players. One function that may be permitted includes the player selectively broadcasting a message including a prize location to a network of players, some of whom may be located/enrolled in different location based services. The player may also notify others of the location of the prizes that the player has placed for other players to a network. Such a notification may be directed to individual players, groups of players, players located in a specific location, or an entire network or subset thereof.
Another aspect relates to allowing a player to view game state across multiple aforementioned location based services. It is appreciated that a person may use multiple location based services throughout the day, and it may be beneficial to track progress in the location-based game while using such services. To this end, the system may permit the player to view game state in different location-based services in parallel.
Further, another aspect of game play may permit a player to toggle between different styles of play. For instance, a player may be permitted to toggle between a prize grabbing mode, a trapping mode or fishing mode, a planting or seeding mode where the player distributes prizes, a shooting mode where the player shoots at items, or a mode where the player themselves is a prize (e.g., a dating mode based on the location of the player).
In another example game format, the player, wherein upon placing a prize, can win based on the prize they placed. In another option, a player can increase the range of gathering and placing prizes among different locations. In yet another game play mode, groups of players can form teams to play and can compete as a group for prizes.
Some game formats may combine social networking with games that use the who as well as the where to create a robust advertising and marketing platform. For instance, a “Prizebagger” game may be offered that allows a player to collect prizes as they visit different locations, along with communicating with their network using a social networking application (e.g., Twitter, Facebook). In another game format, a Fishing/Hunting Game may be provided that allows individual players to compete with their friends in capturing prey, fish, and/or prizes. Other game formats may be location-aware games that involve only players at specific locations, such as a bingo, Scrabble, Battleship or other game type restricted to a particular location. Also, as discussed, games may be provided that relate to dating where the player is the actual prize, and the player leaves clues or other information at particular geographic locations. Other game types and formats are possible using location and multiple location-based services as discussed above.
According to another aspect, location based games and associated systems are provided that are initiated by the players and played out via a location. For instance, via a mobile application or through the API that plugs into other location based applications (LBSs), the player is permitted to leave a “challenge” for a person/player at a physical location. In one option, the player chooses how much time the person being challenged has to take the player up on the challenge.
The player may also be able to choose a topic for the challenge. In one implementation, a message may be sent to the challenged person/player via a social networking application or other messaging platform indicating the challenge. For instance, a message may be sent via Twitter, Facebook or some other platform. For instance, a message may be similar to:

- “You have been challenged to [topic] by [friend]. You have [time] to complete the challenge. http://bit.ly/rf5haz”

Notably, the message may include an indication or reference to a location associated with the challenge. For instance, the message may include a URL that points to a map where the challenge will take place. Further, the map, message, or other application may indicate the amount of time left for the challenge, what person(s)/player(s) were challenged, or any other information regarding the game.
Additionally, if the person/player who was challenged initiates any connected LBS system (e.g., on a portable device), the challenge may be displayed in the LBS interface also. If the LBS system is currently active, the challenge may be displayed to the player or the player may receive some other type of notification when the player arrives at or near the location. If the challenge takes place, the interface of the LBS (e.g., a web page or other interface type) may list the person who was challenged and their score. According to another embodiment, the game system may also update the state of the game across all LBSs (e.g., those that are linked via an API), any social networking or other types of applications (e.g., post to Twitter, Facebook, etc.)).
The challenge can include any number of games. For instance, the challenge may include a skill-based game, luck-based game, or combination thereof. In one implementation, the challenge may be a quiz on the topic selected by the player creating the challenge.
In the case of a quiz-based challenge, after the player completes the quiz, the player may be displayed his/her score (e.g., within the interface of the LBS). In one implementation, the game may then automatically challenge the challenger back in form of a duel. For instance, at that location, players could be locked in a head-to-head challenge for extended period of time.
Interest of such a location-based game may be high in places that friends frequent, but not always together (and/or at the same time). For instance, a game between players may be held at a subway, bus station, work, the local bar, walk to work, sports arena or stadiums, or any other location. Further, the location need not be the exact same location, but may be a logical designation (e.g., as determined by a player). For instance, any place on the subway or any location, within the stadium, along a path to work, or any set of locations may be used as locations that can be used for a challenge-based game.
After the player completes their challenge, the challenger may be notified via another message (e.g., the player's Twitter stream, Facebook, linked LBS systems, etc.) of his/her score. For instance, the challenger may be sent the following or similar message:

- “@mark_herrmann your challenge was completed. @sweller scored 1,250 points. You have been re-challenged! http://bit.ly/rf34daf”
  Such a challenge-based game using messages and locations may have other features in place of or in addition to the features described above.

Having thus described several aspects of at least one embodiment of this invention, it is to be appreciated various alterations, modifications, and improvements will readily occur to those skilled in the art. Such alterations, modifications, and improvements are intended to be part of this disclosure, and are intended to be within the spirit and scope of the invention. Accordingly, the foregoing description and drawings are by way of example only.

Claims

1. A computer-implemented method comprising acts of:

monitoring user-initiated actions within a plurality of executing applications, the executing applications being executed on a computer system associated with a user;

determining, by the computer system, that the user performed at least one application-related action;

sending an indication of the application-related action to a loyalty system;

determining an award based on the application-related action;

communicating an indication of the award to the computer system; and

displaying the indication of the award to the user.

2. The computer-implemented method according to claim 1, further comprising an act of requiring the user to accept the award.

3. The computer-implemented method according to claim 1, further comprising an act of providing an interface to the plurality of executing applications to communicate events relating to user-initiated actions within the plurality of executing applications.

4. The computer-implemented method according to claim 1, further comprising acts of:

communicating an advertisement to the computer system;

displaying the advertisement to the user in the display of the computer system; and

providing an award to the user responsive to the user viewing the advertisement.

5. The computer-implemented method according to claim 1, further comprising an act of sending at least one event relating to at least one user-initiated action within the plurality of executing applications to the loyalty system.

6. The computer-implemented method according to claim 5, further comprising an act of storing, by the loyalty system, an indication of the at least one event relating to the at least one user-initiated action within the plurality of executing applications.

7. The computer-implemented method according to claim 5, further comprising an act of determining, by the loyalty system, if the at least one event relating to the at least one user-initiated action within the plurality of executing applications meets a predefined behavior defined by the loyalty system.

8. The computer-implemented method according to claim 7, wherein if it is determined by the loyalty system that the at least one event meets the predefined behavior, performing an act of providing content to an application that triggered the at least one event.

9. The computer-implemented method according to claim 1, further comprising an act of determining a location of the user based on a location of the computer system, and determining the award to the user responsive to the determined location of the user.

10. The computer-implemented method according to claim 1, further comprising acts of:

storing, by the loyalty system, a plurality of events; and

storing, by the loyalty system, an association of the plurality of events with a predefined behavior.

11. The computer-implemented method according to claim 10, further comprising acts of:

determining if the predefined behavior is achieved by one or more application-related actions performed by the user; and

if the predefined behavior is achieved, selecting content to be displayed to the user; and

communicating the selected content to the computer system associated with the user.

12. The computer-implemented method according to claim 10, wherein the predefined behavior is defined across a plurality of applications that are executed by the computer system associated with the user.

13. The computer-implemented method according to claim 1, further comprising acts of:

registering, by the loyalty system, at least one of the plurality of executing applications;

generating, by the loyalty system, authentication information to be used by the application;

using the authentication information to authenticate the application with the loyalty system;

communicating, by the authenticated application to the loyalty system, that the user performed the at least one application-related action.

14. The computer-implemented method according to claim 11, further comprising an act of storing an association between the predefined behavior and the at least one of the plurality of executing applications.

15. The computer-implemented method according to claim 1, further comprising acts of:

presenting an interface to an operator to define one or more awards based on one or more application-related actions; and

presenting an interface targeting the one or more awards to one or more applications.

16. A distributed computer system comprising:

a component adapted to monitor user-initiated actions within a plurality of executing applications, the executing applications being executed on a computer system associated with a user;

a component that is adapted to determine that the user performed at least one application-related action;

a component that is adapted to send an indication of the application-related action to a loyalty system, wherein the loyalty system is adapted to determine an award based on the application-related action and communicate an indication of the award to the computer system associated with the user; and

a component adapted to display the indication of the award to the user.

17. The system according to claim 16, further comprising a component that requires the user to accept the award.

18. The system according to claim 16, further comprising an interface to the plurality of executing applications that is adapted to communicate events relating to user-initiated actions within the plurality of executing applications.

19. The system according to claim 16, further comprising a component adapted to communicate an advertisement to the computer system, a component adapted to display the advertisement to the user in the display of the computer system, and a component adapted to provide an award to the user responsive to the user viewing the advertisement.

20. The system according to claim 16, further comprising component adapted to send at least one event relating to at least one user-initiated action within the plurality of executing applications to the loyalty system.

21. The system according to claim 20, further comprising component adapted to store, by the loyalty system, an indication of the at least one event relating to the at least one user-initiated action within the plurality of executing applications.

22. The system according to claim 20, further comprising a component that is adapted to determine if the at least one event relating to the at least one user-initiated action within the plurality of executing applications meets a predefined behavior defined by the loyalty system.

23. The system according to claim 22, wherein if it is determined by the loyalty system that the at least one event meets the predefined behavior, a component is adapted to perform an act of providing content to an application that triggered the at least one event.

24. The system according to claim 16, further comprising a component adapted to determine a location of the user based on a location of the computer system, and a component adapted to determine the award to the user responsive to the determined location of the user.

25. The system according to claim 16, further comprising:

a component adapted to store a plurality of events; and

a component adapted to store an association of the plurality of events with a predefined behavior.

26. The system according to claim 25, further comprising:

a component adapted to determine if the predefined behavior is achieved by one or more application-related actions performed by the user; and

if the predefined behavior is achieved, a component is configured to select content to be displayed to the user; and

a component adapted to communicate the selected content to the computer system associated with the user.

27. The system according to claim 25, wherein the predefined behavior is defined across a plurality of applications that are executed by the computer system associated with the user.

28. The system according to claim 16, further comprising:

a component adapted to register at least one of the plurality of executing applications;

a component adapted to generate authentication information to be used by the application;

a component adapted to use the authentication information to authenticate the application with the loyalty system; and

a component adapted to communicate, that the user performed the at least one application-related action using the authentication information.

29. The system according to claim 26, further comprising a component adapted to store an association between the predefined behavior and the at least one of the plurality of executing applications.

30. The system according to claim 16, further comprising an interface that is adapted to permit an operator to define one or more awards based on one or more application-related actions; and wherein the interface is further adapted to target the one or more awards to one or more applications.

31. A computer-implemented method comprising acts of:

providing a location-based game played by at least one user through a mobile device;

determining a location of the at least one user;

using the determined status of the at least one user to update a status of the location-based game; and

communicating the status of the location-based game among a plurality of location-based services.

32. The method according to claim 31, wherein the act of determining a location of the at least one user includes an act of determining the location of the at least one user by the mobile device.

33. The method according to claim 31, further comprising presenting a game element of the location-based game within the plurality of location-based services.

34. The method according to claim 31, further comprising providing an abstraction layer that communicates with the plurality of location-based services.

35. The method according to claim 31, further comprising an act of permitting the at least one user to observe the status of the location-based game using an interface of at least one of the plurality of location-based services.

36. The method according to claim 35, further comprising an act of creating, within the interface of at least one of the plurality of location-based services, at least one game element associated with the location-based game.

37. The method according to claim 35, further comprising an act of permitting the at least one user to place the at least one game element in a location represented within the location-based service.

38. The method according to claim 37, further comprising permitting at least one other user to interact with the at least one game element within the location-based game.

39. The method according to claim 37, further comprising an act of permitting the at least one user to move the at least one game element to another location.

40. The method according to claim 37, further comprising an act of restricting the at least one user to place a limited number of game elements.

41. The method according to claim 37, further comprising an act of permitting the at least one user to collect the at least one game element if the at least one user is located within a predetermined distance proximate to the at least one game element.

42. The method according to claim 41, wherein the act of permitting the at least one user to collect the at least one game element further comprises an act of permitting the at least one user to collect the at least one game element if the at least one player is located within an area designated by a provider of the at least one game element.

43. The method according to claim 37, wherein the at least one game element is a trap that enables the at least one user to capture a chance to win.

44. The method according to claim 37, wherein the at least one game element represents an opportunity to win a prize across the plurality of location-based services.

45. The method according to claim 44, further comprising an act of permitting a prize sponsor to fund a prize that is located by the at least one user across the plurality of location-based services.

46. The method according to claim 35, further comprising an act of permitting a sponsor to place at least one game element in a location across the plurality of location-based services.

47. The method according to claim 46, wherein the at least one game element represents an opportunity to win a prize.

48. The method according to claim 31, further comprising an act of permitting the at least one user to observe the status of the location-based game using a plurality of interfaces associated with respective ones of the plurality of location-based services, and permitting the at least one user to switch between the plurality of interfaces to the location-based game.

49. The method according to claim 31, further comprising an act of permitting the at least one user to create parameters used in performing the location-based game.

50. The method according to claim 31, further comprising an act of associating the at least one user with a unique identifier.

51. The method according to claim 50, wherein the unique identifier includes at least one of a group of information comprising:

a geographic location;

elevation;

identifier associated with the mobile device;

username and password;

elements located near the geographic location; and

other users located near the geographic location.

52. The method according to claim 50, further comprising acts of transmitting the unique identifier from the mobile device to a system located at a geographic location, and verifying the location of the at least one user at the geographic location.

53. The method according to claim 52, further comprising determining a prize available to the at least one user based on his/her verified location.

54. The method according to claim 31, further comprising permitting the user to play one or more location-based games within the interface of the mobile device.

55. The method according to claim 54, wherein one or more of the location-based games includes one or more styles of play including:

a prize grabbing feature;

a trapping game;

a planting or seeding of prizes;

shooting prizes; and

user-based prizes.

56. The method according to claim 53, further comprising determining a value of the prize based on one or more of the group comprising:

an establishment at or near the location of the at least one user;

demographic information of the at least one user;

psychographic information of the at least one user;

information associated with the mobile device; and

contact information of the at least one user.

57. The method according to claim 31, further comprising wherein upon placing a prize, the at least one user can win based on the prize they placed.

58. The method according to claim 31, further comprising wherein the at least one user can increase the range of gathering and placing prizes.

59. A computer-implemented method comprising acts of:

determining a location of the at least one user;

permitting the at least one user to place the at least one game element in a location at or near the determined location of the at least one user;

representing the at least one game element within at least one interface of a plurality of location-based services; and

communicating the representation of the at least one game element among the plurality of location-based services.

60. The method according to claim 59, further comprising an act of permitting the at least one user to observe the status of the location-based game using a plurality of interfaces associated with respective ones of the plurality of location-based services, and permitting the at least one user to switch between the plurality of interfaces to the location-based game.

61. The method according to claim 59, wherein the act of determining a location of the at least one user includes an act of determining the location of the at least one user by the mobile device.

62. A distributed system comprising:

a game playing computer adapted to provide a location-based game played by at least one user, the game playing computer having a game interface that represents the game to the at least one user;

a component adapted to determine a location of the at least one user, wherein the game interface permits the at least one user to place at least one game element in a location at or near the determined location of the at least one user;

a component that represents the at least one game element within at least one interface of a plurality of location-based services; and

a component that is adapted to communicate the representation of the at least one game element among the plurality of location-based services.

63. The system according to claim 62, wherein the plurality of location-based services include a plurality of respective interfaces through which the location-based game is rendered, and wherein the game playing computer includes a component that permits the at least one user to switch between the plurality of respective interfaces.

64. The system according to claim 62, wherein component adapted to determine a location of the at least one user includes a component of a mobile device associated with the at least one user.