USOO849 1395 B2
(12) United States Patent (10) Patent No.: US 8.491,395 B2 Auterio et al. (45) Date of Patent: *Jul. 23, 2013
(54) GAME-BASED INCENTIVES FOR (58) Field of Classification Search LOCATION-BASED ACTIONS USPC ...... 463/42; 705/14.12 See application file for complete search history. (75) Inventors: Kathleen Auterio, San Francisco, CA (US); Deniz Ersever, San Francisco, CA (56) References Cited (US); Hardik Kheskani, San Francisco, CA (US); Serena Lam, San Francisco, U.S. PATENT DOCUMENTS CA (US); Christopher Joseph 6,040,783 A 3/2000 Houvener et al. Makarsky, San Francisco, CA (US); 6,299,534 B1 10/2001 Breeding et al. Donald C.s Mosites, San Francisco,s CAs 6,325,2926,569,011 B1 12/20015/2003 LynchSehr et al. (US); Benjamin Mullin, San Francisco, 7,343,317 B2 3/2008 Jokinen et al. CA (US); Shantanu Talapatra, San 7,493.267 B1 2/2009 Walker et al. Francisco, CA (US); Justin Waldron, 7,689.452 B2 3/2010 Lam et al. San Francisco, CA (US); Jackson Wang, 7,716,053 B2 5, 2010 Shimoda et al. San Francisco, CA (US) (Continued) (73) Assignee: Zynga Inc., San Francisco, CA (US) FOREIGN PATENT DOCUMENTS WO WO-2012O21305 A1 2, 2012 (*) Notice: Subject to any disclaimer, the term of this OTHER PUBLICATIONS patent is extended or adjusted under 35 U.S.C. 154(b) by 0 days. "About Foursquare'. Search Results retrieved on Jan. 17, 2012). Retrieved from {3me Networking System S Location Networking system US 8,491,395 B2 Page 2 U.S. PATENT DOCUMENTS 2012/0040761 A1 2/2012 Auterio et al. 2012/0040763 A1 2/2012 Auterio et al. 7,783, 183 B2 8, 2010 Garg et al. 2012/0066040 A1 3/2012 Farraro et al. 7,856,360 B2 12, 2010 Kramer et al. 2012/O1241.76 A1 5, 2012 Curtis et al. 7,895,076 B2 2, 2011 Kutaragi et al. 2012/0142429 A1 6, 2012 Muller 7,955, 175 B1 6, 2011 Holloway et al. 2012/0203619 A1 8/2012 Lutnicket al. 8,029.359 B2 10, 2011 Cheng 2012/0215667 A1* 8/2012 Ganz et al...... 705/27.2 8,226,472 B2 T/2012 Van Luchene 2012fO232971 A1 9/2012 Pabstet al. 8,282,491 B2 10, 2012 Auterio et al. 2012fO233158 A1 9/2012 Braginsky et al. 8,287,383 B1 10, 2012 Etter et al. 2013,0004932 A1 1/2013 Mahajan et al. 8,287,384 B2 10, 2012 Auterio et al. 2013,0005437 A1 1/2013 Bethke et al. 8,292,743 B1 10, 2012 Etter et al. 2013,0005466 A1 1/2013 Mahajan et al. 8,348,768 B2 1, 2013 Auterio et al. 2013,0005473 A1 1/2013 Bethke et al. 8,388,451 B2 3/2013 Auterio et al. 2013,0005474 A1 1/2013 Bethke et al. 8,388,452 B2 3/2013 Auterio et al. 2013,0005475 A1 1/2013 Mahajan et al. 2001.0049304 A1 12, 2001 Orui 2013,0005480 A1 1/2013 Bethke et al. 2002fOOO6825 A1 1, 2002 Suzuki 2013,0006735 A1 1/2013 Koenigsberg et al. 2002fOO26321 A1 2, 2002 Faris et al. 2013,0006736 A1 1/2013 Bethke et al. 2002/0090985 A1 T/2002 Tochner et al. 2002/01112.01 A1 8, 2002 Lang OTHER PUBLICATIONS 2003/OO32476 A1 2, 2003 Walker et al. 2003/006O247 A1 3, 2003 Goldberg et al. “U.S. Appl. No. 12/856,508, Non Final Office Action mailed Apr. 10, 2005.0049022 A1 3, 2005 Mullen 2012”, 7 pgs. 2005/0055115 A1 3, 2005 Gerrard et al. 2005/O137015 A1 6, 2005 Rogers et al. “U.S. Appl. No. 12/856,508, Response filed Jul. 10, 2012 to Non 2005/0177428 A1 8, 2005 Ganz Final Office Action mailed Apr. 10, 2012, 11 pgs. 2006, OO73809 A1 4, 2006 Juetten et al. “U.S. Appl. No. 12/856,508, Response filed Aug. 24, 2012 to Restric 2006, O105838 A1 5, 2006 Mullen tion Requirement mailed Jul. 24, 2012”, 13 pgs. 2006.0128469 A1 6, 2006 Willis et al. “U.S. Appl. No. 12/856,508, Restriction Requirement mailed Mar. 7, 2006/0235747 A1 10, 2006 Hammond et al. 2012”, 7 pgs. 2007, OO18952 A1 1/2007 Arseneau “U.S. Appl. No. 12/856,508, Restriction Requirement mailed Jul. 24. 2007/0021166 A1 1/2007 Mattila 2012”, 6 pgs. 2007/O149286 A1 6, 2007 Bemmel “U.S. Appl. No. 12/856,508, Response filed Mar. 30, 2012 to Restric 2007/O190494 A1 8, 2007 Rosenberg tion Requirement mailed Mar. 7, 2012”, 14pgs. 2008/0059304 A1 3, 2008 Kimsey 2008, OO86261 A1 4, 2008 Robinson et al. “U.S. Appl. No. 13/174,720, Non Final Office Action mailed Jan. 20, 2008.OO96665 A1 4, 2008 Cohen 2012, 13 pgs. 2008. O146338 A1 6, 2008 Bernard et al. “U.S. Appl. No. 13/174,720, Response filed Apr. 20, 2012 to Non 2008/O163055 A1 T/2008 Ganz et al. Final Office Action mailed Jan. 20, 2012, 11 pgs. 2008.0167129 A1 T/2008 Aaron et al. “U.S. Appl. No. 13/174.724. Examiner Interview Summary mailed 2009,0005140 A1 1/2009 Rose et al. Feb. 8, 2012, 3 pgs. 2009, OO17913 A1 1/2009 Bell et al. “U.S. Appl. No. 13/174,724. Non Final Office Action mailed Jan. 9, 2009,0248544 A1 10, 2009 Ganz 2012”, 6 pgs. 2010, OOO9758 A1 1, 2010 Twitchell, Jr. “U.S. Appl. No. 13/174.724. Notice of Allowance mailed May 1, 2010, OO16080 A1 1, 2010 Garden et al. 2012', 9 pgs. 2010.0062840 A1 3, 2010 Herrmann “U.S. Appl. No. 13/174,724, Response filed Apr. 9, 2012 to Non Final 2010. O151940 A1 6, 2010 Borge 2010, 0160038 A1 6, 2010 Youm et al. Office Action mailed Jan. 9, 2012”, 8 pgs. 2010/02O3933 A1 8, 2010 Eyzaguirre et al. “U.S. Appl. No. 13/174,729, Final Office Action mailed Jun. 7, 2010/02O3963 A1 8, 2010 Allen et al. 2012, 11 pgs. 2010/0216553 A1 8, 2010 Chudley et al. “U.S. Appl. No. 13/174,729. Non Final Office Action mailed Jan. 4, 2010/02231.15 A1 9, 2010 Chodosh et al. 2012', 10 pgs. 2010/0227675 A1 9, 2010 Luxton et al. “U.S. Appl. No. 13/174.729, Response filed Apr. 4, 2012 to Non Final 2010/0279764 A1 11, 2010 Allen et al. Office Action mailed Jan. 4, 2012', 10 pgs. 2010/0287011 A1 11, 2010 Muchkaev “U.S. Appl. No. 13/174,735, Non Final Office Action mailed Apr. 6, 2010/0304804 A1 12, 2010 Spivack 2012', 12 pgs. 2010/0317392 A1 12, 2010 Davis et al. “U.S. Appl. No. 13/174,735, Response filed Aug. 6, 2012 to Non 2010/0317419 A1 12, 2010 Osborne Final Office Action mailed Apr. 6, 2012, 11 pgs. 2010/0331089 A1 12, 2010 Priebatsch et al. “U.S. Appl. No. 13/174.737, Non Final Office Action mailed Feb. 29, 2010/0332301 A1 12, 2010 Higgins et al. 2011 OO39622 A1 2, 2011 Levenson 2012”, 8 pgs. 2011 OO396.23 A1 2, 2011 Levenson “U.S. Appl. No. 13/174.737, Response filed Jun. 29, 2012 to Non 2011/OO53692 A1 3, 2011 Farr-Jones et al. Final Office Action mailed Feb. 29, 2012', 9 pgs. 2011/OO933.49 A1 4, 2011 Drescher et al. “U.S. Appl. No. 13/174.741. Examiner Interview Summary mailed 2011 0112892 A1 5, 2011 Tarantino Feb. 8, 2012, 3 pgs. 2011 0124399 A1 * 5, 2011 Dutilly et al...... 463,25 “U.S. Appl. No. 13/174.741. Examiner Interview Summary mailed 2011/O145137 A1 6, 2011 Driemeyer et al. Jul. 31, 2012, 4pgs. 2011/0148061 A1 6, 2011 Johnson et al. “U.S. Appl. No. 13/174.741. Final Office Action mailed Jun. 12, 2011/02O7531 A1 8, 2011 Gagner et al. 2012, 18 pgs. 2011/0212762 A1 9, 2011 Ocko et al. “U.S. Appl. No. 13/174.741, Non Final Office Action mailed Dec. 23, 2011/0212783 A1 9, 2011 Dale et al. 2011”, 16 pgs. 2011/0223895 A1 9, 2011 Wagda et al. 2011/0238755 A1 9, 2011 Khan et al. “U.S. Appl. No. 13/174,741, Response filed Mar. 23, 2012 to Non 2011/0312423 A1 * 12/2011 Mosites et al...... 463/42 Final Office Action mailed Dec. 23, 2011”, 15 pgs. 2011/0313840 A1 12, 2011 Mason et al. “U.S. Appl. No. 13/174.747. Non Final Office Action mailed Jan. 31, 2012, OO15730 A1 1, 2012 Watkins, Jr. et al. 2012”, 7 pgs. 2012,004O745 A1 2, 2012 Auterio et al. “U.S. Appl. No. 13/174.747. Notice Non-Compliant Amendment 2012/0040746 A1 2, 2012 Auterio et al. mailed Jun. 19, 2012', 9 pgs. 2012,004O747 A1 2, 2012 Auterio et al. “U.S. Appl. No. 13/174.747. Response filed May 30, 2012 to Non 2012,004O760 A1 2, 2012 Auterio et al. Final Office Action mailed Jan. 30, 2012', 10 pgs. US 8,491,395 B2 Page 3 “U.S. Appl. No. 13/244,681. Non Final Office Action mailed Mar. 14. “U.S. Appl. No. 13/244.932, Notice of Allowance mailed Aug. 16. 2012, 17 pgs. 2012', 9 pgs. “U.S. Appl. No. 13/244,681, Response filed Jun. 14, 2012 to Non “U.S. Appl. No. 13/244.932, Response filed Mar. 30, 2012 to Restric Final Office Action mailed Mar. 14, 2012, 13 pgs. tion Requirement mailed Mar. 1, 2012”, 7 pgs. “U.S. Appl. No. 13/244.726, Non Final Office Action mailed Jan. 31. “U.S. Appl. No. 13/244.932, Response filed Jul. 10, 2012 to Non 2012, 16 pgs. Final Office Action mailed Apr. 11, 2012', 10 pgs. “U.S. Appl. No. 13/244,726, Response filed Apr. 30, 2012 to Non “U.S. Appl. No. 13/244.932, Restriction Requirement mailed Mar. 1, Final Office Action mailed Jan. 31, 2012, 11 pgs. 2012”, 6 pgs. “U.S. Appl. No. 13/244,763 Response filed May 17, 2012 to Non “U.S. Appl. No. 13/244.934, Final Office Action mailed May 16, Final Office Action mailed Feb. 17, 2012', 9 pgs. 2012”, 7 pgs. “U.S. Appl. No. 13/244.763, Final Office Action mailed Jun. 21. “U.S. Appl. No. 13/244.934, Non Final Office Action Mailed Feb. 7, 2012”, 8 pgs. 2012”, 7 pgs. “U.S. Appl. No. 13/244,763, Non Final Office Action mailed Feb. 17, “U.S. Appl. No. 13/244.934. Response filed Jan. 30, 2012 to Restric 2012”, 8 pgs. tion Requirement mailed Dec. 29, 2011”, 14pgs. “U.S. Appl. No. 13/244,773, Non Final Office Action Mailed Jan. 31, “U.S. Appl. No. 13/244.934, Response filed May 7, 2012 to Non 2012, 16 pgs. Final Office Action mailed Feb. 7, 2012”, 7 pgs. “U.S. Appl. No. 13/244,773, Response filed Apr. 30, 2012 to Non “U.S. Appl. No. 13/244.934. Response filed Aug. 16, 2012 to Final Final Office Action mailed Jan. 31, 2012”, 13 pgs. Office Action mailed May 16, 2012', 10 pgs. “U.S. Appl. No. 13/244,780, Non Final Office Action mailed Jan. 25, “U.S. Appl. No. 13/244.934. Restriction Requirement mailed Dec. 2012, 15 pgs. 29, 2011”, 6 pgs. “U.S. Appl. No. 13/244,780, Response filed Apr. 25, 2012 to Non “U.S. Appl. No. 13/244.937, Final Office Action mailed Jun. 29, Final Office Action mailed Jan. 25, 2012”, 13 pgs. 2012', 9 pgs. “U.S. Appl. No. 13/244,801. Examiner Interview Summary mailed “U.S. Appl. No. 13/244.937, Non Final Office Action mailed Mar. 21, Feb. 10, 2012, 3 pgs. 2012', 9 pgs. “U.S. Appl. No. 13/244,801. Examiner Interview Summary mailed “U.S. Appl. No. 13/244.937, Response filed Mar. 7, 2012 to Restric Apr. 16, 2012', 1 pg. tion Requirement mailed Feb. 6, 2012”, 8 pgs. “U.S. Appl. No. 13/244,801. Non Final Office Action mailed Jan. 9. “U.S. Appl. No. 13/244.937, Response filed Jun. 21, 2012 to Non 2012”, 6 pgs. “U.S. Appl. No. 13/244,801. Notice of Allowance mailed May 1, Final Office Action mailed Mar. 21, 2012', 12 pgs. 2012', 9 pgs. “U.S. Appl. No. 13/244.937. Restriction Requirement mailed Feb. 6. “U.S. Appl. No. 13/244,801, Response filed Apr. 9, 2012 to Non Final 2012”, 6 pgs. Office Action mailed Jan. 9, 2012', 9 pgs. “U.S. Appl. No. 13/244.939, Final Office Action mailed Jun. 28, “U.S. Appl. No. 13/244,809, Final Office Action mailed Jun. 18, 2012, 8 pgs. 2012, 11 pgs. “U.S. Appl. No. 13/244.939, Non Final Office Action mailed Mar. 21, “U.S. Appl. No. 13/244,809, Non Final Office Action mailed Jan. 3. 2012', 9 pgs. 2012', 9 pgs. “U.S. Appl. No. 13/244.939, Response filed Mar. 7, 2012 to Restric “U.S. Appl. No. 13/244,809, Response filed Apr. 3, 2012 to Non Final tion Requirement mailed Feb. 7, 2012”, 8 pgs. Office Action mailed Jan. 3, 2012', 9 pgs. “U.S. Appl. No. 13/244.939, Response filed Jun. 19, 2012 to Non “U.S. Appl. No. 13/244,814, Response filed Jul. 9, 2012 to Non Final Final Office Action mailed Mar. 21, 2012, 14pgs. Office Action mailed Apr. 9, 2012', 10 pgs. “U.S. Appl. No. 13/244.939, Restriction Requirement mailed Feb. 7, “U.S. Appl. No. 13/244,814. Non Final Office Action mailed Apr. 9. 2012”, 6 pgs. 2012', 9 pgs. "Axis and Allies', 'Axis and Allies: Pacific Gameplay Manual, “U.S. Appl. No. 13/244,826, Non Final Office Action mailed Feb. 29, retrieved from “New Bigger Swarm Badges'. Online). Retrieved from the Internet: “U.S. Appl. No. 13/244.726, Notice of Non-Compliant Amendment “U.S. Appl. No. 13/174,747, Response filed Jun. 10, 2013 to Final “U.S. Appl. No. 13/244.773, Decision on Pre-Appeal Brief Request Office Action mailed Jan. 8, 2013”. 10 pgs. mailed May 3, 2013', 2 pgs. “U.S. Appl. No. 13/244.726, Advisory Action mailed Jun. 13, 2013”. “U.S. Appl. No. 13/244.773, Pre-Appeal Brief Request filed Apr. 3, 3 pgs. 2013, 5 pgs. “U.S. Appl. No. 13/244,726, Response filed May 31, 2013 to Final Office Action mailed Jan. 1, 2013”.9 pgs. * cited by examiner U.S. Patent Jul. 23, 2013 Sheet 1 of 10 US 8.491,395 B2 U.S. Patent Jul. 23, 2013 Sheet 2 of 10 US 8.491,395 B2 A GAM NETWORKNG SYSTEM ACCESSES A GAVE ACCON OF A SER C EMY 2 A GAME SA. Or ONE OR WORE COMPER-wi-WiNED GAVES ASSOCAEW E SER E GAVE NEWORKNG SYSE? CENERAES AN NCENTVE REWARD FOR 2 E. S.K BASED A EAS N AR ON - GAVE SAE OF ONE OR WORE DENFE GAMES E GAVE NEWORKENG SYSEV RANS:VSA v. SSAGE O - SER COyrSNGA ESCRPON OF E NCENTIVE REWARD, A DESCRIPTION OF A OCAON-BASED ACTION, AND AN OFFER Or - NCNWE REWARD FOR - SER'S ERFORMANCE O - CCACN BASE ACON F.G. 2A U.S. Patent Jul. 23, 2013 Sheet 3 of 10 US 8.491,395 B2 A GAME NETWORKING SYSTEM ACCESSES A LOCATION ACCOUNT OF A LOCATION TO 220 IDENTIFY ONE OR MORE ATTRIBUTES ASSOCATED WITH THE LOCATION THE GAME NETWORKING SYSTEM GENERATES AN INCENTIVE REWARD FOR A 222 USER BASEDAT LEAST IN PART ON THE ATTRIBUTES ASSOCATED WITH THE LOCATION THE GAME NETWORKING SYSTEM TRANSMTS A MESSAGE TO THE USER COMPRISING A DESCRIPTION OF THE INCENTIVE REWARD, ADESCRIPTION OF A 224 LOCATION-BASED ACTION, AND AN OFFER OF THE INCENTIVE REWARD FOR THE USERS PERFORMANCE OF THE LOCATION BASED ACTION FIG. 2B U.S. Patent Jul. 23, 2013 Sheet 4 of 10 US 8.491,395 B2 A GAVE NEWORKNG SYSE, ACCESSES A GAVE ACCOM OF A SER O EN.Y A GAME SA. Or ONE OR WOR COMPER-wi-fi NED GAVES ASSOCAEW E SER E GAVE NEWORKNG SYSE? GENERAESA OCAON-3ASE ACON OR -- SR 3ASE) A. EAS N AR ON E GAVE SA, C, ONE OR WOR ENE GAMES E GAVE NEWOKKNG SYSEV KANSAS A VSSAGE O - SER CORSNGA ESCRON OF E OCAON-BASED ACTION, A DESCRIPTION OF AN NCENTVE REWARD, AND AN OFFER C - NCNWE REWARD -OR SER'S PERFORMANCE O - CCACN BASE ACON F. C. U.S. Patent Jul. 23, 2013 Sheet 5 of 10 US 8.491,395 B2 A GAME NETWORKING SYSTEM ACCESSES A LOCATION ACCOUNT OF A LOCATION TO 240 IDENTIFY ONE OR MORE ATTRIBUTES ASSOCATED WITH THE LOCATION THE GAME NETWORKING SYSTEM GENERATES A LOCATION-BASED ACTION 242 FOR A USER BASED AT LEAST IN PART ON THE ATTRIBUTES ASSOCATED WITH THE LOCATION THE GAME NETWORKING SYSTEM TRANSMTS AMESSAGE TO THE USER COMPRISING A DESCRIPTION OF THE LOCATION-BASED ACTION, A DESCRIPTION 244 OF AN INCENTIVE REWARD, AND AN OFFER OF THE INCENTIVE REWARD FOR THE USERS PERFORMANCE OF THE LOCATION BASED ACTION FIG. 2D U.S. Patent Jul. 23, 2013 Sheet 6 of 10 US 8.491,395 B2 A GAVE NEWORKNG SYSTEM RECEIVES A 25;} MESSAGE ENT FYNG ASE3 E GAVE NEWORKNG SYSE? ACCESSES A GAyr ACCON OF - 2 5 SER O NY ONE OR fre COWERVEVENED GAMES ASSOCAEO W. E SER E GAVE NEWORKMCG SYSEV S. {ENERAESA OCAON-3ASEO ACON 25. ORE SER -E GAVE NEWORKNG SYSEW RANSM'S A WSSAGE O - SER CORSNGA ESCON OF E 256 OCAON-BASED ACON, A DESCR-ON A. OF AN NCENTIVE REWAR, AND AN OFFER Or - NCENWE REWARD OR SERS -ERFORMANCE O - OCAON BASE ACON F.C. 2E U.S. Patent Jul. 23, 2013 Sheet 7 of 10 US 8.491,395 B2 A CAM NETworkix SysEM RECEIVES A MESSAGE ENTFYNG ASER AND 260 CORRESPONDNG O A OSAON-BASE} ACT ON - GAVE NEWORKNG SYSEV ACCESSES A GAVE ACCON OF - 262 jSR O NY ONE OR WORE COPER-ff GAfES ASSOCAEW E SER E GAVE MEWORKNG SYSEM 264. {GENERAES AN NCNWE REWARD FOR E SER E GAVE NEAORKNG SYSEf CREOS 266 E GAVE ACCON OF E Sr Wi NCENWE REWAR FC, 2 F U.S. Patent Jul. 23, 2013 Sheet 8 of 10 US 8.491,395 B2 3 6 S AME BAEA SR 3 2 3 S. GA&AE :NPJ.S. GAME BSAYSAA Garne 328i Networking System Cient O} FERS, EAA Ave SAE REQUESS. NFO, AESEC. yS E. OCA, SORAGE location 3203 Networking Systeia LCAX BAA SORE F.G. U.S. Patent Jul. 23, 2013 Sheet 9 of 10 US 8.491,395 B2 40 420a 42: Location Networking 424 System 422 422 424. 426 A24. 424. 422 43{} Cicini 33. Network U.S. Patent Jul. 23, 2013 Sheet 10 of 10 US 8.491,395 B2 2-2. Processor 54 Hosi Bridge interface High Performance I/O Bus fC 3 is Bridge Stasidiard / RS Mass Storage fC Pris F. US 8,491,395 B2 1. 2 GAME-BASED INCENTIVES FOR physical location systems, etc. Online systems can typically LOCATION-BASED ACTIONS be accessed using browser clients (e.g., Firefox, Chrome, Internet Explorer). Locations may also include network CROSS REFERENCE TO RELATED addressable systems that can communicate over a wide area APPLICATIONS network environment, Such as the Internet. This application is a continuation of U.S. application Ser. BRIEF DESCRIPTION OF THE DRAWINGS No. 12/856,508, filed Aug. 13, 2010, entitled "GAME BASED INCENTIVES FOR LOCATION-BASED FIG. 1 illustrates an example of a system for implementing ACTIONS, which is incorporated herein by reference in its 10 various disclosed embodiments. entirety. FIG. 2A shows a flowchart illustrating an example method for generating an incentive reward based on game state. TECHNICAL FIELD FIG. 2B shows a flowchart illustrating an example method for generating an incentive reward based on location The present disclosure generally relates to games and 15 attributes. applications in general and in particular to computer-imple FIG. 2C shows a flowchart illustrating an example method mented online games, such as online role-playing games for generating a location-based action based on game state. (RPGs), playable by more than one person from more than FIG. 2D shows a flowchart illustrating an example method one location. for generating a location-based action based on location attributes. BACKGROUND FIG. 2E shows a flowchart illustrating an example method for proposing a location-based action to a user. In many games, there is a virtual world or some other FIG. 2F shows a flowchart illustrating an example method imagined playing space where a player of the game controls for transferring an incentive reward to a user for performing a one or more player characters (herein “characters.” “player 25 location-based action. characters, or "PCs'). Player characters can be considered FIG. 3 illustrates a schematic of a system and data flow. in-game representations of the controlling player. As used FIG. 4 illustrates an example network environment. here, the terms player, user, entity, and friend may refer to the FIG. 5 illustrates an example computer system architec in-game player character controlled by that player, user, ture. entity, or friend, unless context Suggests otherwise. A game 30 display can display a representation of the player character. A DESCRIPTION OF EXAMPLE EMBODIMENTS game engine accepts inputs from the player, determines player character actions, decides outcomes of events, and FIG. 1 illustrates an example of a system for implementing presents the player with a game display illuminating what various disclosed embodiments, in various embodiments, happened. In some games, there are multiple players, wherein 35 system 100 comprises User 101, location 115, verification each player controls one or more player characters. system 118, location networking system 120a, gaming sys In many computer games, there are various types of in tem 120b, client system 130, and network 160. The compo game assets (aka “rewards” or “loot) that a player character nents of system 100 can be connected to each other in any can obtain within the game. For example, a player character Suitable configuration, using any suitable type of connection. may acquire game points, gold coins, experience points, char 40 The components may be connected directly or over a network acter levels, character attributes, virtual cash, or other in 160, which may be any suitable network (e.g., the Internet). game items of value. In some games, the goal of the game may User 101 is a player of one or more online computer games. be to acquire in-game rewards. For example, a player may Game system 120b is a network addressable computing sys strive to achieve a high score by accumulating points that are tem that hosts the one or more online games. Game system granted for performing in-game tasks or overcoming in-game 45 120b can generate, store, and transmit game account data and obstacles. game state data associated with one or more users. An online Many online computer games are operated on an online game can be accessed by client system 130 directly, via net social network. Such a network allows both users and other work 160, or via a third-party system (e.g., a Social network parties to interact with the computer games directly, whether ing site). Client system 130 can be any Suitable computing to play the games or to retrieve game- or user-related infor 50 device. Such as a personal computer, laptop, cellular phone, mation. Smartphone, computing tablet, etc. Location 115 is a physical Many operators of physical (i.e., “real-world') locations place that has one or more location attributes associated with allow users to conduct a variety of actions on their property, it. User 101 can visit location 115 and perform one or more Such as visiting the location, performing certain tasks or location-based actions there. Location 115 can contain one or actions at the location, purchasing goods and services at the 55 more verification systems 118, which can verify if and when location, etc. Goods can include items that are physical and User 101 has performed a location-based action at location tangible, items that are delivered electronically to the user 115. Verification system 118 can generate, store, and transmit over the Internet, and items that are delivered through con action verification data, which is data comprising information ventional distribution channels (e.g., a common carrier). on one or more users and one or more location-based actions As used herein, a user is a player of an online computer 60 associated with the users. Location system 120a is a network game. Additionally, as used herein, an item can include a addressable computing system that can receive, store, and good or service offered by a location operator. Similarly, as transmit location attribute data, action verification data, and used herein, a purchase (or order) can include buying, renting, other data associated with location 115 and verification sys or licensing an item from a location operator. tem 118. Location system 120a can be accessed by the other Internet users may maintain one or more accounts with 65 components in system 100 either directly or via network 160. various service providers, including online gaming systems, In some embodiments, User 101 can physically bring his online Social networking systems, online merchant systems, client system 130 to location 115 (e.g., if client system 130 is US 8,491,395 B2 3 4 a smartphone). Client system 130 may then be able to interact with it, including verification system 118 and location system directly with location 115 or verification system 118. 120a. As used herein, the operator of location 115 is the Game Systems person or entity that owns, possesses, operates, or otherwise In an online game, a game engine manages the game state controls location 115. Furthermore, as used herein, a user of of the game. Game state comprises all in-game parameters, location 115 is a person who can enter, visit, use, purchase, or including player character state, non-player character (NPC) perform some other action at location 115. This can include state, in-game assets and other virtual items, in-game past, present, and future users of location 115. In various obstacles, game parameters (e.g., internal game clocks, game embodiments, a player of an online game may also be a user environment), and other in-game elements or features. Each of location 115. player controls one or more player characters (PCs). The 10 In various embodiments, location 115 can have one or game engine controls all other aspects of the game, including more devices for communicating with game system 120b. non-player characters (NPCs), in-game obstacles, and other Verification system 118 or location system 120a can commu game elements. The game engine also manages game state, nicate with game system 120b, either directly or via network including player character state for currently active (online) 160. In some embodiments, verification system 118 and loca and inactive (offline) players. 15 tion system 120a are part of the same computing system. A player character can have a set of attributes associated Location Attributes with the player character. As used herein, player character In various embodiments, location 115 can have one or state can refer to one or more in-game attributes of a player more attributes associated with it. These location attributes character, such as in-game location, assets, levels, condition, include a variety of details about location 115. Location health, status, inventory, skill set, name, orientation, affilia attributes can include, for example: details regarding goods tion, specialty, and so on. The game engine may use player and services available at the location, such as the type, price, character state to determine the outcome of game events, quantity, quality, brand, size, description, and other details of Sometimes also considering set or random variables. Gener the goods and services available at the location; the purchase ally, a player character's probability of having a more favor history of good and services at the location; corporate and able outcome is greater when the player character has a better 25 intellectual property information of the location, Such as any state. For example, a healthier player characteris less likely to brands, trademarks, logos, and other such information asso die in a particular encounter relative to a weaker player char ciated with the location; the location-based action history of acter or non-player character. players of one or more online games at the location, Such as In various embodiments, an online game can provide a the type of location-based actions, proposed location-based mechanism for player characters to acquire in-game assets, 30 actions, performed location-based actions, and other infor which are a type of virtual item or thing that provide some mation regarding location-based actions associated with the type of in-game benefit to a player character. In some embodi location; personal and demographic information of users of ments, an in-game asset can provide an in-game benefit for the location, such as name, sex, race, ethnicity, age, income, the player character by improving the player character's state. education, employment status, address, credit information, The improved player character state could increase the player 35 purchase history, and other personal or demographic infor character's likelihood or ability to advance in the game, or mation of the users of the location; geographic information of otherwise improve game play. For example, in-game assets the location, such as the position, elevation, size, orientation, could be character levels, ability points, skill points, hit GPS coordinates, relation to other locations, local terrain, points, mana points, combat bonuses, etc. In-game assets can weather, and other geographic information of the location; also be virtual representations of real life things Such as cash, 40 and other descriptive information associated with the loca chattel, precious valuables, personal property, real property, tion. weapons, vehicles, titles, jobs, etc. In-game assets can also In various embodiments, the location attributes of location include mythical and fantasy things, such as manna, magical 115 can be stored in a location account. The examples items, potions, relics, artifacts, etc. described herein assume that the location account is stored on An online game can be hosted by game networking system 45 location system 120a, however this is not intended to be 120b, which can be accessed using any suitable connection limiting. The location account can be stored on any Suitable with an appropriate client system 130. A player may have a data store, including location system 120a, game system game account on game system 120b, wherein the game 120b, a third-party system, a distributed data store, or any account can contain a variety of information associated with combination of two or more of the above. the player (e.g., the player's personal information, financial 50 In some embodiments, the location attributes of location information, purchase history, player character state, game 115 can be determined by accessing a website or other net state). In some embodiments, a player may play multiple work addressable system that contains details about location games on game networking system 120b, which may main 115. For example, a computing system can access a website tain a single game account for the player with respect to all the associated with location 115, such as a corporate website or games, or multiple individual game accounts for each game 55 an online shopping catalog, and analyze the website for text, with respect to the player. In some embodiments, game sys keywords, prices, concepts, meta tags, and other details asso tem 120b can assign a unique identifier to each player of an ciated with location 115. online game hosted on game system 120b. Game system 120b User Identification can determine that a user is accessing the online game by In various embodiments, location system 120a can identify reading the user's cookies, which may be appended to HTTP 60 users of location 115 by a variety of methods. The methods requests transmitted by client system 130, and/or by the user described below are not intended to be limiting, and one of logging onto the online game. ordinary skill in the art would recognize that other methods Locations can be used to identify a user. As used herein, a location is a specific physical place in the In some embodiments, location system 120a can identify a real world. For example, location 115 could be a store, res 65 user when the user purchases an item at location 115. When a taurant, mall, business office, building, park, Street venue, user purchases an item at location 115, location system 120a library, etc. Location 115 can have various systems associated may collect purchase information from the user, including the US 8,491,395 B2 5 6 user's name, credit card number, billing address, shipping other unique identifier. Location system 120a can also utilize address, email address, etc. For example, if User 101 visits a any unique identifier assigned to the user by game system store and purchases an item with a credit card, location sys 120b. tem 120a could use the information contained on the credit Offering Incentive Rewards for Performing Location-Based card to identify User 101. Actions In Some embodiments, location system 120a can identify a A user of an online game hosted by game system 120b can user based on some form of identification presented by the also be a user of location 115. Location operators may find it user at location 115. A user could present a membership card, desirable to provide Some type of incentive to encourage discount card, coupon, ticket, code, driver's license, passport, these users to perform one or more location-based actions. or other item that contains identifying information about the 10 Some users may be incentivized to perform certain location user at location 115. For example, User 101 may have a ticket based actions when offered an in-game asset for an online with a scannable QR code that contains identifying informa game. As used herein, an incentive reward is an in-game asset tion. The ticket can be scanned at location 115, thereby allow in an online game that is offered to a user of the online game ing location system 120a to identify User 101. 15 for completing one or more location-based actions. For In Some embodiments, location system 120a can identify a example, the incentive reward could be a specific in-game user based on the user's proximity to location 115. A user's asset (e.g., a Sword of Destruction +5) that provides a par proximity can be determined using various devices or appli ticular in-game benefit (e.g., increasing a player character's cations, such as a GPS device, a social networking site (e.g., ability to defeat in-game opponents). As used herein, a loca Facebook, Twitter), a location tracking site (e.g., Foursquare, tion-based action is a type of action that can be performed at Google Latitude), a location reservation site (e.g., OpenT one or more locations by a user of an online game, wherein the able, Expedia), etc. Location system 120a could then access action is proposed to the user as part of an offer for an this proximity information to identify the user. For example, incentive reward. For example, a location-based action could if User 101 enters a store, he could access Foursquare via any be entering, Visiting, using, purchasing, or performing some Suitable computing device to indicate that he is at the store, 25 other action at location 115. and Foursquare could transmit this information to location In some embodiments, a distributor or manufacturer of an system 120a, thereby informing it that User 101 is at the store. item can incentivize users of an online game to purchase the In another example, location 115 could have a QR code item from a location. For example, the distributor or manu printed inside the location, which User 101 could photograph facturer of a specific soft drink may offer an in-game incen with a mobile client system 130 (e.g., a Smart phone) and 30 tive for purchasing a can of the Soft drink from any location. transmit to location system 120a. In yet another example, if While this disclosure generally discusses location-based User 101 makes a reservation to dine at a restaurant on actions with respect to a location, the embodiments disclosed OpenTable, location system 120a could identify User 101 herein are also applicable to location-based actions with when he checks in with the maitred at the restaurant. respect to a distributor or manufacturer of an item, unless In Some embodiments, location system 120a can identify a 35 context Suggests otherwise. user when the user provides an indication of the user's pres Incentive Rewards ence at location 115. A user could check-in with a host, log-in An incentive reward is an in-game asset in an online game to a computing device, activate abutton or Switch, or perform hosted by game system 120b that is offered to a user of the Some other type of action to indicate the user's presence at online game for completing one or more location-based location 115, which could then be transmitted to location 40 actions. An incentive reward could be, for example, game system 120a, For example, if User 101 visits a hotel, location points, virtual currency, experience points, character levels, system 120a could identify User 101 when he checks in with character attributes, virtual items, or other in-game assets. the hotel clerk. In another example, if User 101 accesses a Incentive Offer Search Systems computing system at location 115, location system 120a In various embodiments, game system 120b can include an could identify User 101 when he logs into the computing 45 incentive offer search system, which is a network addressable system. computing system that is operative to generate and/or select In some embodiments, location system 120a or game sys an incentive reward in response to a request from another tem 120b or can identify a user based on a search engine query computing system, such as location system 120a, game sys made by the user. For example, if User 101 queries a search tem 120b, or client system 130. The incentive offer search engine (e.g., Google or Yahoo) that has information that iden 50 system may be a central system accessible to one or more tifies User 101, that information can be transmitted to location systems over a wide area network, or a local system acces system 120a or game system 120b along with any other sible to a single domain. The present disclosure assumes the relevant information (e.g., the search query made by User incentive offer search system is a Subsystem of game system 101) so either system could to identify User 101. 120b, however it is possible that the incentive offer search In some embodiments, while identifying a user, location 55 system is part of location system 120a or even an independent system 120a may also collect information related to one or remote system. more game accounts associated with the user, including any In one embodiment, the incentive offer search system unique game account identifiers assigned to the user. For includes one or more physical servers and an incentive offer example, User 101 may gain entrance to location 115 by data store. The incentive offer data store can store content presenting a ticket with a scannable QR code, which contains 60 information containing incentive offer creative content and information identifying User 101 and information about User URLs or identifiers to content or other resources hosted by 101's unique identifier on an online game. After this ticket is game system 120b or location system 120a. The content may scanned at location 115, the identifying information can be be stored in association with a game engine or game account transmitted to location system 120a. information on game system 120b. In some embodiments, location system 120a can assign a 65 In various embodiments, the incentive offer search system unique identifier to each user of location 115. Location sys determines an appropriate incentive reward to offer to a user tem 120a can assign a username, identification number, or for performing one or more location-based actions. The US 8,491,395 B2 7 8 incentive reward can be determined by a variety of methods plays Zynga Mafia Wars on average five hours per week, the (e.g., statically, randomly, dynamically). incentive offer search system may determine that User 101 In some embodiments, the incentive reward can be deter prefers playing Zynga Poker and may only generate an incen mined statically, such that the incentive reward offered is the tive reward for that game. Alternatively, the incentive offer same for all users. For example, User 101 might be offered an search system may generate an incentive reward for Zynga incentive reward of $20,000 in virtual poker chips for pur Mafia Wars instead as a means of encouraging User 101 to chasing a lawnmower at location 115, and this same incentive increase his game play time in that game. The offer search reward would be offered to all other users. system may also considera user's Social network information In Sonic embodiments, the incentive reward can be deter for multiuser online games that interface with Social network mined dynamically, such that the incentive reward offered 10 may vary based on a variety of factors. For example, the ing systems. For example, if User 101 has twenty friends who incentive reward can be determined based on location play Zynga Poker but fifty friends who play Zynga Mafia attributes, game state, or other parameters. Wars, the incentive offer search system may determine that Determining Incentive Rewards Based on Game State User 101 prefers playing Zynga Mafia Wars and only generate In various embodiments, the incentive offer search system 15 an incentive reward for that game. can determine an appropriate incentive reward based on game In some embodiments, the incentive offer search system state data stored on game system 120b. The incentive offer can generate incentive rewards for two or more games. In one search system can access the user's game account to retrieve embodiment, the incentive offer search system can generate various game state data (e.g., the games played by the user, incentive rewards for a plurality of games. For example, if the user's player character state) and then identify an incen User 101 plays both Zynga Poker and Zynga Mafia Wars, the tive reward appropriate for that user based on that data. offer search system may offer an incentive reward of S10,000 In some embodiments, the incentive offer search system in virtual poker chips (for Zynga Poker) and a virtual Subma can consider thematic, topical, or categorical relationships chine gun (for Zynga Mafia Wars). In another embodiment, between a possible incentive reward and a game state variable the incentive offer search system can generate incentive to determine an appropriate incentive reward. For example, 25 rewards for a plurality of games, but the offer requires the user the incentive offer search system may query game system to choose which game he wants to receive the incentive 120b to determine that User 101 is a player in Zynga Dragon reward in. For example, using the previous example, the Wars and that User 101’s player character is a 5th level elf. incentive offer search system might offer User 101 an incen The incentive offer search system may then determine that an tive reward of S10,000 in virtual poker chips and a virtual Elven Invisibility Cloak is an appropriate incentive reward for 30 a 5th level elf based on the thematic relationship between and machine gun, but require User 101 to choose which of the two player character's race and the incentive reward. rewards he wants. In yet another embodiment, the incentive In some embodiments, the incentive offer search system offer search system can generate a single incentive reward can consider player character state. Such as in-game assets that can be used in a plurality of games. For example, in a and other attributes of a player character, to determine an 35 variation of the previous example, the incentive offer search appropriate incentive reward. For example, if User 101 has system might offer User 101 an incentive reward of S10,000 S25,000 in virtual poker chips in Zynga Poker, the incentive in virtual cash, wherein this cash can be used in either Zynga. offer search system may determine that an incentive reward of Poker or Zynga Mafia Wars. S10,000 in virtual poker chips is appropriate, but if User 101 In some embodiments, the offer search system can gener has S100,000 in virtual poker chips, an incentive reward of 40 ate an incentive reward for a game hosted by game system S30,000 may be determined appropriate based on his current 120b that a user has never played or that has no game account in-game assets, wherein the incentive reward is scaled to User associated with the user. An incentive reward for an unplayed 101's current in-game assets. in another example, if User 101 game can be generated even if the user plays other games on has five purple gems and Zero orange gems in Zynga Treasure game system 120b. For example, if User 101 has only played Isle, the incentive offer search system may determine that two 45 Zynga Poker on game system 120b, the incentive offer search orange gems is an appropriate incentive reward for User 101 system may generate an incentive reward for another game based on his current in-game assets, wherein the incentive hosted by game system 120 b (e.g. Zynga Mafia Wars, Zynga reward is selected so that User 101 is not offered a redundant YoVille) to encourage User 101 to try a new game. in-game asset. FIG. 2A shows a flowchart illustrating an example method In some embodiments, where a user plays more than one 50 for generating an incentive reward based on game State. In game hosted by game system 120b, the incentive offer search various embodiments, game networking system 120b system can generate incentive rewards corresponding to one accesses a game account of a user to identify one or more or more of the games. Game system 120b can host a plurality computer-implemented games associated with the user at of online games, and a particular user may play one or more step 210. Game networking system 120b then generates an of these games and control one or more player characters in 55 each game. If the user plays more than one game on game incentive reward for the user based at least in part on the game system 120b, the incentive offer search system may generate state of the one or more identified games at step 212. The an incentive reward corresponding to one or more of these game networking system 120b then transmits a message to games. The incentive offer search system can determine the user comprising a description of the incentive reward, a which games to generate incentive rewards for by examining 60 description of a location-based action, and an offer of the the user's game account information with respect to each incentive reward for the user's performance of the location game and analyzing a variety of factors (e.g., the users fre based action at step 214. The example method illustrated in quency of play, duration of play, play preferences, social FIG. 2A and described above is provided for illustration network information). In a particular embodiment, the incen purposes only and is not meant to be limiting. One of ordinary tive offer search system can generate an incentive reward for 65 skill in the art would appreciate that the steps described above one game from the plurality of games. For example, if User can be performed in any reasonable order, and that various 101 plays Zynga Poker on average ten hours a week, but only steps can be reordered, added, and removed. US 8,491,395 B2 9 10 Determining Incentive Rewards Based on Location In some embodiments, the incentive offer search system Attributes can consider the location-based action history of players of In various embodiments, the incentive offer search system one or more online games at the location to determine an can determine an appropriate incentive reward based on loca appropriate incentive reward. This can include the type of tion attribute data. The location attributes of location 115 can location-based actions, proposed location-based actions, per be stored in a location account, which can be stored and formed location-based actions, and other information regard accessed on any suitable computing system, including loca ing location-based actions associated with the location. For tion system 120a, game system 120b, a third-party system, a example, if some users often fail to performa certain location distributed computing system, or any combination of two or based action when offered an incentive reward of S10,000 in more of the above. The incentive offer search system can 10 virtual poker chips in Zynga Poker, the incentive offer search access location 115’s location account to retrieve various system may determine an incentive reward of S30,000 in location attribute data (e.g., the goods and services available virtual poker chips is an appropriate incentive reward to at the location, personal and demographic information of incentivize performance of this location-based action. users of the location) and then identify an incentive reward In some embodiments, the incentive offer search system appropriate for a user based on that data. 15 can consider the geographic information of the location to In some embodiments, the incentive offer search system determine an appropriate incentive reward. This can include can consider thematic, topical, or categorical relationships the position, elevation, size, orientation, GPS coordinates, between a possible incentive reward and a location attribute to relation to other locations, local terrain, weather, and other determine an appropriate incentive reward. For example, the geographic information of the location. For example, if loca incentive offer search system may query the location account tion 115 is near a beach, the incentive offer search system may associated with location 115 to determine that location 115 is determine that a virtual beach towel in Zynga Treasure Isle is a grocery store with organic Strawberries on sale. The incen an appropriate incentive reward for performing a location tive offer search system may then determine that 100 servings based action at location 115. of virtual strawberry shortcake in Zynga Cafe World is an FIG. 2B shows a flowchart illustrating an example method appropriate incentive reward for performing a location-based 25 for generating an incentive reward based on location action at location 115 based on the thematic relationship attributes. In various embodiments, game networking system between and goods available at location 115 and the incentive 120b accesses a location account of location 115 to identify reward. one or more attributes associated with location 115 at step In some embodiments, the incentive offer search system 220. Game networking system 120b then generates an incen can consider details of the goods or services available at the 30 tive reward for a user based at least in part on the attributes location to determine an appropriate incentive reward to offer. associated with location 115 at step 222. The game network This can include the type, price, quantity, quality, brand, size, ing system 120b then transmits a message to the user com description, and other details of the goods and services avail prising a description of the incentive reward, a description of able at location 115. For example, the incentive reward for a location-based action, and an offer of the incentive reward purchasing a toaster from a particular appliance store might 35 for the user's performance of the location-based action at step be a virtual toaster in Zynga YoVille. In one embodiment, the 224. The example method illustrated in FIG. 2B and incentive reward may improve based on the price of the item. described above is provided for illustration purposes only and For example, the incentive reward for a $50 boombox may be is not meant to be limiting. One of ordinary skill in the art S5000 in virtual poker chips in Zynga Poker, but the incentive would appreciate that the steps described above can be per reward for a S1000 home stereo system may be $200,000 in 40 formed in any reasonable order, and that various steps can be virtual poker chips. reordered, added, and removed. In some embodiments, the incentive offer search system Determining Incentive Rewards Based on Other Factors can consider any brands, trademarks, logos, and other corpo In various embodiments, the incentive offer search system rate or intellectual property information associated with the can determine an appropriate incentive reward based on fac location to determine an appropriate incentive reward. For 45 tors other than game state or location attributes. example, if location 115 is a Sears department store, the In some embodiments, the incentive reward can be deter incentive offer search system may determine that a virtual mined based in part on the location-based action generated by item affixed with the Sears logo is an appropriate incentive the action proposal search system. For example, if the action reward for performing a location-based action at the location. proposal search system generates a location-based action for In some embodiments, the incentive offer search system 50 User 101 ofbuying a barbecue from a specific hardware store, can consider personal and demographic information of users the incentive offer search system may determine that a virtual of the location to determine an appropriate incentive reward. Super oven in Zynga Cafe World is an appropriate incentive This can included the name, sex, race, ethnicity, age, income, reward based on the thematic relationship between the incen education, employment status, address, credit information, tive reward and the location-based action. In another purchase history, and other personal or demographic infor 55 example, the incentive reward for purchasing a bottle of mation of the users of the location. For example, if User 101 Coca-Cola from any location might be a virtual item affixed is female, the incentive offer search system may determine with a Coca-cola logo. that a virtual Barbie doll in Zynga YoVille is an appropriate In Some embodiments, the incentive reward for performing incentive reward for User 101 based on her sex. a location-based action can vary over time. The incentive In some embodiments, the incentive offer search system 60 offer search system may generate multiple possible incentive can consider the purchase history of goods and services at the rewards, wherein the actual reward received by the user is location to determine an appropriate incentive reward. For based on when the location-based action is completed. For example, if visitors to location 115 often buy fertilizer, the example, an incentive reward for purchasing a lawnmower at incentive offer search system may determine that five appli location 115 within the next hour may be $20,000 in virtual cations of fertilizer in Zynga FarmVille is an appropriate 65 poker chips, but the incentive reward may decrease to only incentive reward for performing a location-based action at S10,000 in virtual poker chips if the lawnmower is purchased location 115 based on the purchase history there. afterwards. In one embodiment, the incentive reward may US 8,491,395 B2 11 12 only be offered for a limited time. For example, an incentive a user in exchange for one or more incentive rewards. The reward of a virtual sports car might only be offered to the first location-based action can be determined by a variety of meth one hundred users who purchase a toaster from location 115. ods (e.g., statically, randomly, dynamically, etc.). In a variation of this embodiment, the incentive reward may In some embodiments, the location-based action can be become less attractive for Subsequent purchasers. For determined statically, such that the location-based action example, the first user to purchase a toaster from location 115 offered is the same for all users. For example, the action will get a virtual Porsche 911, while later users will be offered proposal search system may propose that User 101 purchase virtual Ford Pintos. The incentive offer search system may a cup of coffee at location 115 in exchange for an incentive present offers such that it is not apparent to the user of the reward of S100 in virtual cash, and this same location-based gaming system whether he will get the better item or not. For 10 action would be proposed to all other users. example, User 101 might be presented with an offer that In some embodiments, the location-based action can be states, “Limited time offer. The first person to buy a toaster determined dynamically, Such that the location-based action today will receive a virtual Porsche 911 in Zynga YoVille proposed may vary based on a variety of factors. For example, (subsequent buyers will receive a virtual Ford Pinto). In this the location-based action can be determined based on loca case, the user viewing this offer may not know whether he will 15 tion attributes, game state, or other parameters. be the first purchaser and may only find out after the item is Determining Location-Based Actions Based on Game purchased (e.g., when handed the receipt for the purchase). State In some embodiments, the incentive offer search system In various embodiments, the action proposal search system can generate an incentive reward that is only a percentage can determine an appropriate location-based action based on chance of receiving an in-game asset. For example, an incen game state data on game system 120b. The action proposal tive reward could be a specific percentage chance (e.g., 20%, search system can access the user's game account to retrieve 40%, 75%) to receive a particular in-game asset (e.g., a virtual various game state data (e.g., the games played by the user, Porsche 911). After the user has earned the incentive reward, the user's player character state) and then identify a location game system 120b could then determine if the user actually based action appropriate for that user based on that data. receives the in-game asset. 25 In some embodiments, the action proposal search system In some embodiments, the incentive offer search system can consider thematic, topical, or categorical relationships may generate an incentive reward for an unknown or undis between a possible location-based action and a game State closed in-game asset. For example, the incentive offer search variable to determine an appropriate location-based action. system may generate an incentive reward for a “mystery For example, the action proposal search system may query prize’ for User 101 and present an offer that states “Purchase 30 game system 120b to determine that User 101 is a player in this item at location 115 now and receive a mystery prize in Zynga FarmVille and that User 101’s player character has a Zynga Dragon Wars!' The user may not discover what the virtual barn, the action proposal search system may then “mystery prize' is until the incentive reward is earned by determine that visiting a particular barn at the Sonoma performing an associated location-based action, or possibly County Fair is an appropriate location-based action for the even later (e.g., the next time the user logs into game system 35 user based on the thematic relationship between User 101s 120b). virtual barn and the proposed location. Location-Based Actions In some embodiments, the action proposal search system A location-based action is a type of action that can be can consider player character state. Such as in-game assets performed at location 115 by a user of an online game hosted and other attributes of a player character, to determine an by game system 120b, wherein the action is proposed to the 40 appropriate location-based action. For example, if User 101 user as part of an offer for an incentive reward. A location has $25,000 in virtual poker chips in Zynga Poker, the action based action could be, for example, entering, visiting, using, proposal search system may determine that playing a hand of purchasing, or performing some other action at location 115. real poker in Las Vegas at a S10 limit table is appropriate, but Action Proposal Search Systems if User 101 has S100.00 in virtual poker chips, playing five In various embodiments, game system 120b can include an 45 hands of real poker at a S50 limit table may be determined action proposal search system, which is a network address appropriate based on User 101’s current in-game assets. In able computing system that is operative to generate and/or another example, if User 101 has a virtual barn with no virtual select a location-based action in response to a request from chickens in it in Zynga FarmVille, the action proposal search another computing system, such as location system 120a, system may determine that visiting the chicken coop at the game system 120b, or client system 130. The action proposal 50 Sonoma County Fair is an appropriate location-based action search system may be a central system accessible to one or for User 101 based on his current in-game assets. more systems over a wide area network, or a local system In some embodiments, where a user plays more than one accessible to a single domain. The present disclosure assumes game hosted by game system 120b, the action proposal search the action proposal search system is a Subsystem of game system can generate location-based actions corresponding to system 120b, however it is possible that the action proposal 55 one or more of the games. Game system 120b can host a search system is part of location system 120a or even an plurality of online games, and a particular user may play one independent remote system. or more of these games and control one or more player char In one embodiment, the action proposal search system acters in each game. If the user plays more than one game on includes one or more physical servers and an action proposal game system 120b, the action proposal search system may data store. The action proposal data store can store content 60 generate a location-based action corresponding to one or information containing action proposal creative content and more of these games. The action proposal search system can URLs or identifiers to content or other resources hosted by determine which games to generate location-based actions game system 120b or location system 120a. The content may for by examining the user's game account information with be stored in association with game account information or respect to each game and analyzing a variety of factors (e.g., location account information on game system 120b. 65 the users frequency of play, duration of play, play prefer In various embodiments, the action proposal search system ences, social network information). For example, the action determines an appropriate location-based action to propose to proposal search system may determine that buying a cup of US 8,491,395 B2 13 14 coffee from a specific café is an appropriate location-based the location account and analyze the location’s current inven action to receive an incentive reward in Zynga Cafe World. In tory to dynamically determine an appropriate item. For another example, the action proposal search system may example, if location 115 is an ice cream shop with an over determine that donating S10 to an animal cruelty charity is an Supply of vanilla ice cream, the action proposal search system appropriate location-based action to receive an incentive may determine that purchasing a Scoop of vanilla ice cream at reward in Zynga FarmVille. location 115 is an appropriate location-based action based on FIG. 2C shows a flowchart illustrating an example method the inventory of goods available there. for generating a location-based action based on a game state. In some embodiments, the action proposal search system In various embodiments, game networking system 120b can consider any brands, trademarks, logos, and other corpo accesses a game account of a user to identify one or more 10 rate or intellectual property information associated with the computer-implemented games associated with the user at location to determine an appropriate location-based action. step 230. Game networking system 120b then generates a For example, if the operator of location 115 has a patent on a location-based action for the user based at least in part on the certain method, the action proposal search system may deter game state of the one or more identified games at step 232. mine that performing that patented method is an appropriate Game networking system 120b then transmits a message to 15 location-based action. the user comprising a description of the location-based In some embodiments, the action proposal search system action, a description of an incentive reward, and an offer of the can consider personal and demographic information of users incentive reward for the user's performance of the location of the location to determine an appropriate location-based based action at step 234. The example method illustrated in action. This can include the name, sex, race, ethnicity, age, FIG. 2C and described above is provided for illustration pur income, education, employment status, address, credit infor poses only and is not meant to be limiting. One of ordinary mation, purchase history, and other personal or demographic skill in the art would appreciate that the steps described above information of the users of the location. For example, if a can be performed in any reasonable order, and that various particular user of location 115 is a mechanical engineer, the steps can be reordered, added, and removed. action proposal search system may determine that purchasing Determining Location-Based Actions used on Location 25 a textbook on thermodynamics at location 115 is an appro Attributes priate location-based action based on the user's employment In various embodiments, the action proposal search system information. In another example, if User 101 has never pur can determine an appropriate location-based action based on chased a sandwich from location 115, the action proposal location attribute data. The location attributes of location 115 search system may determine that purchasing a sandwich can be stored in a location account, which can be stored and 30 from location 115 is an appropriate location-based action for accessed on any suitable computing system, including loca User 101 based on his purchase history. In yet another tion system 120a, game system 120b, a third-party system, a example, if User 101 is 18-years old, the action proposal distributed computing system, or any combination of two or search system may propose to the user to purchase a can of more of the above. The action proposal search system can soda, but if User 101 is 22-years old, the action proposal access location 115’s location account to retrieve various 35 search system may propose to the user to purchase a bottle of location attribute data (e.g., the good and services available at Scotch. the location, personal and demographic information of users In some embodiments, the action proposal search system of the location, etc.) and then identify a location-based action can consider the purchase history of goods and services at the appropriate for a user based on that data. location to determine an appropriate location-based action. In some embodiments, the action proposal search system 40 For example, if visitors to location 115 rarely buy a particular can consider thematic, topical, or categorical relationships item, the action proposal search system may determine that between a possible location-based action and a location purchasing that item at location 115 is an appropriate loca attribute to determine an appropriate location-based action. tion-based action based on the purchase history of that item, For example, the action proposal search system may query wherein the location-based action is selected to incentivize the location account associated with location 115 to deter 45 purchase of that item. mine that location 115 is a grocery store with organic straw In some embodiments, the action proposal search system berries on sale. The incentive offer search system may then can consider the location-based action history of players of determine that buying a basket of organic strawberries is an one or more online games at the location to determine an appropriate location-based action to perform at location 115 appropriate location-based action. This can include the type based on the categorical relationship between the goods avail 50 of location-based actions, proposed location-based actions, able at location 115 and the location-based action. performed location-based actions, and other information In some embodiments, the action proposal search system regarding location-based actions associated with the location. can consider details of the goods or services available at the For example, if a small fraction of users perform a certain location to determine an appropriate location-based action. location-based action, such as playing at a high-stakes poker This can include the type, price, quantity, quality, brand, size, 55 table at a particular casino, the action proposal search system description, and other details of the goods and services avail may determine that an easier version of that location-based able at the location. For example, if location 115 is an amuse action is an appropriate location-based action, Such as playing ment park, the action proposal search system may determine at a lower-stakes poker table. In another example, if User 101 that riding a specific roller coaster is an appropriate location has never visited Bozo's Amusement Park, the action pro based action based on the type of services available there. In 60 posal search system can propose that User 101 purchase a particular embodiments, the action proposal search system summer pass. If User 101 has already visited Bozo's Amuse can generate a location-based action to incentivize the pur ment Park, and it had already been proposed to User 101 to chase of particular goods or services, such as buying items purchase a Summer pass, the action proposal search system that are on sale or items the location operator wants to clear can propose that User 101 purchase cotton candy inside the from inventory. The location operator can provide prefer 65 park. In a particular embodiment, the action proposal search ences for the items that it wants associated with location system can determine a location-based action based on any based offers, or the action proposal search system can query previous actions that have been proposed to the user based on US 8,491,395 B2 15 16 locations besides the one that is currently specified. For In Some embodiments, the incentive reward for performing example, if the action proposal search system had previously a location-based action can vary over time. The action pro proposed that the user buy a grill at a general store, the action posal search system may generate multiple possible location proposal search system could then propose that the user pur based actions, wherein the location-based action the user has chase steaks or hotdogs at a Supermarket. to perform to receive an incentive reward is based on when the In some embodiments, the action proposal search system location-based action is completed. For example, the action can consider the geographic information of the location to proposal search system may determine that Swimming 10 determine an appropriate location-based action. This can laps at a particular Swimming pool is an appropriate location include the position, elevation, size, orientation, UPS coordi based action in the Summer, but may determine that visiting 10 an ice rink is an appropriate location-based action in the nates, relation to other locations, local terrain, weather, and winter. In another example, the difficulty of the location other geographic information of the location. For example, if based action may vary over time. User 101 may have to swim location 115 is a store that sells bread and the store is near a 10 laps in a Swimming pool if the location-based action is duck pond, the action proposal search system may determine performed within two hours of being generated by the action that purchasing bread and feeding the ducks is an appropriate 15 proposal search system, but after two hours User 101 may location-based action based on the geographic information of have to swim 50 laps. location 115. In one embodiment, the action proposal search Presenting Incentive Reward Offers to Users system can determine a location-based action based on the A variety of methods can be used to determine and present local terrain. For example, if location 115 is near a beach, the incentive reward offers to a user. In one embodiment, User action proposal search system may determine that purchasing 101 can access, via the user's client system 130, an online a Swimsuit from location 115 is an appropriate location-based game hosted by game system 120b. The user's browser client action based on the proximity of the location to the beach. In can load and render the content of the webpage. Game system another embodiment, the action proposal search system can 120b may also access the user's game account information consider the current weather at the location. For example, if and/or the location account of one or more locations. This the current temperature at an amusement park is 90°F., the 25 account information may be accessed in a variety of ways. For action proposal search system may determine that riding a example, game system 120b could access data stored in a water slide at the park is an appropriate location-based action cookie on client system 130 that is appended to messages based on the current weather there. In yet another embodi transmitted from client system 130 to game system 120. This ment, the action proposal search system can consider the allows game system 120b to identify User 101 and access the historical weather at the location. For example, if the daytime 30 appropriate game account information. To access location temperature outside location 115 is typically 50 F. in the account information, game system 120b may directly query winter, the action proposal search system may determine that location system 120a. Alternatively, the online game purchasing a Sweatshirt at location 115 in the winter is an webpage may include code (e.g., HTML, etc.) instructing the appropriate location-based action based on the historical client system 130 to call location system 120a to retrieve weather there. 35 HTML code and/or script. For example, the online game FIG. 2D shows a flowchart illustrating an example method webpage provided by game system 120b may be imple for generating a location-based action based on location mented in an iframe with a “src tag identifying the URL of attributes. In various embodiments, game networking system location system 120a. When client system 130 consumes the 120b accesses a location account of location 115 to identify HTML or other code of the page, client system 130 transmits one or more attributes associated with location 115 at step 40 a request to location system 120a. In one embodiment, the 240. Game networking system 120b then generates a loca request includes a browser cookie or other state object tion-based action for a user based at least in part on the appended there to that allows location system 120a to resolve attributes associated with location 115 at step 242. Game the identity of User 101 (and possibly all or a subset of game networking system 120b then transmits a message to the user state information associated with that user). If a script is used comprising a description of the location-based action, a 45 (e.g., JavaScript), the Script when downloaded and executed description of an incentive reward, and an offer of the incen might be operative to scan various attributes of webpages tive reward for the user's performance of the location-based hosted by location system 120a to identify the one or more action at step 244. The example method illustrated in FIG. 2D location attributes and transmit this location attribute data to and described above is provided for illustration purposes only game system 120b. For example, the webpage hosted by and is not meant to be limiting. One of ordinary skill in the art 50 location system 120a may include semantic tags that identify would appreciate that the steps described above can be per elements of the page that correspond to the types and prices of formed in any reasonable order, and that various steps can be items available for sale at location 115. Game system 120b reordered, added, and removed. may use this information to consider what type of incentive Determining Location-Based Actions Based on Other Fac reward to offer User 101. As mentioned above, in response to tOrs 55 the call from client system 130, game system 120b may In various embodiments, the action proposal search system access data stored in the cookie corresponding to the game can determine an appropriate location-based action based on system 120b, thereby allowing the game system to identify factors other than game state or location attributes. User 101. If game system 120b is able to successfully identify In some embodiments, the location-based action can be User 101 as a player in one or more online games hosted by determined based in part on the incentive reward generated by 60 game system 120b, it can then trigger the incentive offer the incentive offer search system. For example, if the incen search system and the action proposal search system. tive offer search system generates a virtual ice cream machine In some embodiments, even if User 101 is not a user of as an incentive reward for User 101, the action proposal game system 120b, the method may include offering an alter search system may determine that buying a quart of premium native type of incentive reward to User 101, such as an in ice cream from a specific grocery store is an appropriate 65 game benefit or asset that is not normally provided to new location-based action based on the thematic relationship players. This might be done, for example, to encourage User between the incentive reward and the location-based action. 101 to establish a user account on game system 120b. For US 8,491,395 B2 17 18 example, if User 101 is not a user of any game hosted by game action at step 256. FIG. 2F shows a flowchart illustrating an system 120b, User 101 might be presented. with an incentive example method for transferring an incentive reward to a user reward offer of S100,000 in virtual poker chips if he performs for performing a location-based action. In various embodi a certain location-based action at location 115 and joins ments, a game networking system 120b receives a message Zynga Poker, where a typical new poker player only receives identifying a user and corresponding to a location-based S20,000 in virtual poker chips in that game. action at step 260. The game networking system 120b then The incentive offer search system and action proposal accesses a game account of the user to identify one or more search system can determine an appropriate incentive reward computer-implemented games associated with the user at and location-based action to present to User 101. An appro step 262. The game networking system 120b then generates priate incentive reward and location-based action can be 10 determined in a variety of ways. Once an appropriate incen an incentive reward for the user at step 264. The game net tive reward and location-based action have been determined, working system 120b then credits the game account of the game system 120b can respond to the call from client system user with the incentive reward at step 266. The example 130 with content that includes details of the incentive reward methods illustrated in FIG.2E and 2F and described above are and the location-based action to be displayed on the browser 15 provided for illustration purposes only and are not meant to be client of client system 130. The incentive reward offer may be limiting. One of ordinary skill in the art would appreciate that rendered, for example, in a discrete section of the online game the steps described above can be performed in any reasonable interface viewed by User 101. The offer can include a variety order, and that various steps can be reordered, added, and of information about the incentive reward and location-based removed. action, including a description of the in-game reward, an Verification of Location-Based Actions image, a description of the location and the action to be In various embodiments, location 115 can have one or performed, and other details, as instructed by the script and more verification systems 118that can verify when a user has other content transmitted in the response received from game performed one or more location-based actions. Verification system 120b. In one embodiment, game system 120b may system 118 can verify performance of a location-based action generate a unique offer identifier that is associated with the 25 using a variety of methods. Verification system 118 can gen offer transmitted to client system 130. The offer identifier can erate, store, and transmit action verification data, which is be included in the HTML code that becomes part of a Docu data comprising information on one or more users and one or ment Object Model (DOM) of the webpage as maintained by more location-based actions associated with the users. Action the browser client or other client application. If User 101 verification data can be transmitted to location system 120a, performed the location-based action, game system 120b and/ 30 game system 120b, or client system 130, either directly or via or location system 120a may record the unique offer identifier in association with the offer. After User 101 performs the network 160. In some embodiments, the action verification location-based action, location system 120a may transmit data can be generated by another system, Such as client sys data to game system 120b indicating that the location-based tem 130, game system 120b, or location system 120a. This action has been performed. This can be done in a variety of 35 disclosure assumes that the action verification data is gener ways. Once game system 120b has confirmed that User 101 ated by verification system 118 and transmitted to location has completed the location-based action, game system 120b system 120a, however this is not intended to be limiting. can then provide the incentive reward to User 101 or his Action verification data can include a variety of information player character. For example, game system 120b may update regarding a location-based action, including information User 101’s account to add the in-game reward to his in-game 40 indicating: the user; the location-based action; if the action asset list, which will be presented or available to the user the was performed by the user; when the location-based action next time he accesses the game. The entities associated with was performed; where the location-based action was per the game system 120b and location system 120a, to the extent formed; how the location-based action was performed; and they are separate, can contract to achieve a variety of revenue other information related to the location-based action. The exchange or sharing paradigms that arise out of the incentive 45 methods described below are not intended to be limiting, and offers described herein. For example, the entity associated one of ordinary skill in the art would recognize that other with game system 120b may receive a payment for each methods can be used to Verify performance of a location performed location-based action. In another embodiment, the based action. entity associated with game system 120b may receive a pay In some embodiments, if the location-based action is pur ment when User 101 redeems the award. 50 chasing an item at location 115, verification system 118 can Other methods are possible for determining and presenting verify the purchase using a variety of methods. When a user an incentive reward offer and location-based action to a user. purchases an item at location 115, location system 120a may For example, a variety of method steps and data flows are collect purchase information from the user, including the possible. The methods and data flows described above, as user's name, credit card number, billing address, shipping well as alternatives, are described in more detail below. 55 address, email address, etc. For example, if User 101 visits a FIG. 2E shows a flowchart illustrating an example method store and purchases an item with a credit card, location sys for proposing a location-based action to a user. In various tem 120a could use the information contained on the credit embodiments, game networking system 120b receives a mes card to identify the User 101. sage identifying a user at step 250. Game networking system In some embodiments, if the location-based action is veri 120b then accesses a game account of the user to identify one 60 fying the presence of a user at location 115, verification or more computer-implemented games associated with the system 118 can verify the user's presence at the location using user at step 252. Game networking system 120b then gener a variety of methods. For example, verification system 118 ates a location-based action for the user at step 254. Game can verify a user's location based on some form of identifi networking system 120b then transmits a message to the user cation presented at location 115; based on the user's proxim comprising a description of the location-based action, a 65 ity to location 115; when the userprovides an indication of the description of an incentive reward, and an offer of the incen user's presence at location 115; and by using other location tive reward for the user's performance of the location-based verification methods. US 8,491,395 B2 19 20 Data Flow In various embodiments, location system 320a or game FIG. 3 depicts a schematic of system 300 and data flow system 320b can receive messages identifying a user. For between the components of system 300. System 300 can example, game system 320b can receive a digital message include client system 330, location networking system 320a, through a network, wherein the message contains informa and game networking system 320b. Client system 330, loca tion about the identity of the user. This message can be sent tion networking system 320a, and game networking system using any suitable communications protocol. 320b can each have a corresponding data store Such as local In one embodiment, messages with identifying informa storage medium 325, location data storage medium 345, and tion received by location system 320a or game system 320b game data storage medium 365, respectively. Client system will have been sent from the user. For example, the user could 330 can communicate with location networking system320a 10 to receive messages, location information, etc. Additionally, actively use a digital communication device (e.g., a computer client system 330 can transmit data to and receive data 323 or a Smartphone) to send a message to game system 320b. In (e.g., game inputs, incentive offerinformation, data transfers) another example, the user could passively use a digital com from game networking system 320b. In a similar fashion, munication device (e.g., a computer or Smartphone) to send game networking system 320b and location networking sys 15 a message to game. System 320b by instructing the digital tem320a can communicate HTTP packets 343 including data communication device to send a message to game system requests, transaction information, updates, etc. At some other 320b if the device comes within a specified proximity of time, or at the same time, game networking system 320b can location 115. The user's proximity can be determined by a communicate data 347 (e.g., game state information, game variety of methods (e.g., through the use of a Global Posi system account information, page info, messages) with loca tioning System (GPS)). tion networking system 320a. In another embodiment, messages with identifying infor Communication between client system 330, location net mation received by game system 320b will have been sent working system320a, and game networking system320b can from location 115 or location system 320a. For example, occur over any appropriate electronic communication location 115 could use a computing system to send a message medium or network using any Suitable communications pro 25 to game system 320b. tocols. For example, client system 330, as well as various In various embodiments, a user can receive messages iden servers of the systems described herein, may include Trans tifying both a location-based action and an offer for an incen port Control Protocol/Internet Protocol (TCP/IP) networking tive reward. For example, a user could receive from game stacks to provide for datagram and transport functions. Of system 320b a message describing a location-based action course, any other Suitable network and transport layer proto 30 cols can be utilized. and an incentive reward through client system 330. In another In addition, hosts or end-systems described herein may use example, a user could receive a similar message from location a variety of higher-layer communications protocols, includ system 320a. In another example, a user could receive a ing client-server for request-response) protocols, such as the message directly from location 115 (e.g., through the use of a HyperText Transfer Protocol (HTTP) and other communica 35 physical receipt or through the use of a computer at the tions protocols, such as HTTP-S, FTP, SNMP, TELNET. In location). addition, a server in one interaction context may be a client in In various embodiments, location system 320a or game another interaction context. Still further, in particular system 320b can receive a message verifying that a user embodiments, the information transmitted between hosts performed a proposed location-based action. For example, may be formatted as HyperTextMarkup Language (HTML) 40 game system 320b can receive the message in a digital form documents. Other structured document languages or formats transmitted over a network. In some embodiments, the mes can be used, such as XML and the like. Executable code sage verifying that a user performed a location-based action objects, such as JavaScript and ActionScript, can also be could have been transmitted by location 115 or location sys embedded in the structured documents. tem320a to game system320b through the use of verification In some client-server protocols, such as the use of HTML 45 system 118. over HTTP, a server generally transmits a response to a In various embodiments, location system 320a or game request from a client. The response may comprise one or more system 320b can verify the presence of a user relative to data objects. For example, the response may comprise a first location 115. For example, the user could directly inform data object, followed by subsequently transmitted data game system 320b that he is present at location 115 (e.g., by objects. In one embodiment, for example, a client request 50 contacting the game networking system directly through the may cause a server to respond with a first data object, such as use of a digital communications device owned by the user). In an HTML page, which itself refers to other data objects. A another example, the user could indirectly inform game sys client application, Such as a browser, will request these addi tem320b that he is present at location 115 (e.g., by permitting tional data objects as it parses or otherwise processes the first the game networking system to track his location through the data object. 55 use of Global Positioning Service (GPS) positioning based on The example data flows in this section are presented with a communications device owned by the user). respect to data flow between location networking system In one embodiment, game system 320b can verify the 320a and game networking system 320b. One skilled in the presence of a user at location 115 through the use of a Global art would appreciate that these are presented merely as an Positioning Service (GPS) device. For example, the user example of a data flow between two types of online systems. 60 could own a mobile client system 330 (e.g., cellphone, pager, However, the present disclosure is intended to encompass laptop, or tablet) that is in communication with a GPS system data flows between a game networking system and a variety and game system320b through a network. Game system320b of other online systems, such as online merchant systems, could then track the physical presence of the user relative to online media systems, online reviewing systems, online one or more locations. In another example, the mobile client search engines, and online advertising systems. The example 65 system 330 could be in communication with a GPS system data flows described herein function analogously with these and location system 320a through a network. Location sys online systems as with location networking systems. tem 320a could then track the physical presence of the user US 8,491,395 B2 21 22 relative to one or more locations. Location system320a could Hyper-text Preprocessor (PHP), Active Server Pages (ASP), then inform game system320b of the physical presence of the HyperTextMarkup Language (HTML), Extensible Markup user relative to the location. Language (XML), Java, JavaScript, Asynchronous JavaS In another embodiment, game system 320b can verify the cript and XML (AJAX), Flash, ActionScript, and the like. presence of a user at location 115 through the use of a third Physical servers 422 may host functionality directed to the party application, such as a social networking site (e.g., Face operations of networking system 420. Hereinafter servers 422 book, Twitter), a location tracking site (e.g., Foursquare, may be referred to as server 422, although server 422 may Google Latitude), a location reservation site (e.g., OpenT include numerous servers hosting, for example, networking able, Expedia), etc. For example, the application could notify system 420, as well as other content distribution servers, data game system320b of the physical position of the user relative 10 stores, and databases. Data store 424 may store content and to a location based on data received from the site. In another data relating to, and enabling, operation of networking sys example, the application could notify location system320a of tem 420 as digital data objects. A data object, in particular the physical position of the user relative to the location based embodiments, is an item of digital information typically on data received from the site. Location system 320a could stored or embodied in a data file, database, or record. Content inform game system320b of the physical position of the user 15 objects may take many forms, including: text (e.g., ASCII. relative to the location. SGML, HTML), images (e.g., jpeg, tif and gif), graphics In yet another embodiment, game system 320b can verify (vector-based orbitmap), audio, video (e.g. mpeg), or other the presence of a user at location 115 through the use of codes multimedia, and combinations thereof. Content object data (e.g., numerical codes, QR Codes, bar codes). For example, may also include executable code objects (e.g., games execut game system320b could provide the user with a code that the able within a browser window or frame), podcasts, etc. Logi user can take to location 115 that the user can input into a cally, data store 424 corresponds to one or more of a variety of computing system (e.g., a cash register, computer), which can separate and integrated databases, such as relational data be transmitted to location system 320a and/or game system bases and object-oriented databases, that maintain informa 320b to indicate the location of the user. In another example, tion as an integrated collection of logically related records or the location operator can provide the user with a code that the 25 files Stored on one or more physical systems. Structurally, user can input into his client system 330, which will transfer data store 424 may generally include one or more of a large an indication of the user's location to location system 320a class of data storage and management systems. In particular and/or game system 320b. embodiments, data store 424 may be implemented by any Systems and Methods Suitable physical system(s) including components, such as In various example embodiments, one or more described 30 one or more database servers, mass storage media, media webpages may be associated with a networking system or library systems, storage area networks, data storage clouds, networking service. However, alternate embodiments may and the like. In one example embodiment, data store 424 have application to the retrieval and rendering of structured includes one or more servers, databases (e.g., MySQL), and/ documents hosted by any type of network addressable or data warehouses. Data store 424 may include data associ resource or web site. Additionally, as used herein, a user may 35 ated with different networking system 420 users and/or client be an individual, a group, or an entity (Such as a business or devices 430. third party application). Client device 430 is generally a computer or computing Particular embodiments may operate in a wide area net device including functionality for communicating (e.g., work environment, Such as the Internet, including multiple remotely) over a computer network. Client device 430 may be network addressable systems. FIG. 4 illustrates an example 40 a desktop computer, laptop computer, personal digital assis network environment, in which various example embodi tant (PDA), in- or out-of-car navigation system, Smartphone ments may operate. Network cloud 460 generally represents or other cellular or mobile phone, or mobile gaming device, one or more interconnected networks, over which the systems among other suitable computing devices. Client device 430 and hosts described herein can communicate. Network cloud may execute one or more client applications, such as a web 460 may include packet-based wide area networks (such as 45 browser (e.g., Microsoft Internet Explorer, Mozilla Firefox, the Internet), private networks, wireless networks, satellite AppleSafari, Google Chrome, and Opera), to access and view networks, cellular networks, paging networks, and the like. content over a. computer network. In particular embodi AS FIG. 4 illustrates, particular embodiments may operate in ments, the client applications allow a user of client device 430 a network environment comprising one or more networking to enter addresses of specific network resources to be systems, such as location networking system 420a and game 50 retrieved, such as resources hosted by networking system networking system 420b, and one or more client devices 430. 420. These addresses can be Uniform Resource Locators The components of location networking system 420a and (URLs) and the like. In addition, once a page or other resource game networking system 420b operate analogously; as such, has been retrieved, the client applications may provide access hereinafter they may be referred to simply at networking to other pages or records when the user'clicks' on hyperlinks system 420. Client devices 430 are operably connected to the 55 to other resources. By way of example, Such hyperlinks may network environment via a network service provider, a wire be located within the webpages and provide an automated less carrier, or any other Suitable means. way for the user to enter the URI, of another page and to Networking system 420 is a network addressable system retrieve that page. that, in various example embodiments, comprises one or A webpage or resource embedded within a webpage, more physical servers 422 and data stores 424. The one or 60 which may itself include multiple embedded resources, may more physical servers 422 are operably connected to com include data records, such as plain textual information, or puter network 460 via, by way of example, a set of routers more complex digitally encoded multimedia content, such as and/or networking Switches 426. In an example embodiment, Software programs or other code objects, graphics, images, the functionality hosted by the one or more physical servers audio signals, videos, and so forth. One prevalent markup 122 may include web or HTTP servers, FTP servers, as well 65 language for creating webpages is the Hypertext Markup as, without limitation, webpages and applications imple Language (HTML). Other common web browser-supported mented using Common Gateway Interface (CGI) script, PHP languages and technologies include the Extensible Markup US 8,491,395 B2 23 24 Language (XML), the Extensible Hypertext Markup Lan Advanced Micro Devices (AMD), Inc., of Sunnyvale, Calif., guage (XHTML), JavaScript, Flash, ActionScript, Cascading as well as any other Suitable processor. Style Sheet (CSS), and, frequently, Java. By way of example, The elements of hardware system 500 are described in HTML enables a page developer to create a structured docu greater detail below. In particular, network interface 516 pro ment by denoting structural Semantics for text and links, as vides communication between hardware system 500 and any well as images, web applications, and other objects that can of a wide range of networks, such as an Ethernet (e.g., IEEE be embedded within the page. Generally, a webpage may be 802.3) network, a backplane, etc. Mass storage 518 provides delivered to a client as a static document; however, through permanent storage for the data and programming instructions the use of web elements embedded in the page, an interactive to perform the above-described functions implemented in 10 servers 422, whereas system memory 514 (e.g., DRAM) pro experience may be achieved with the page or a sequence of vides temporary storage for the data and programming pages. During a user session at the client, the web browser instructions when executed by processor 502. I/O ports 520 interprets and displays the pages and associated resources are one or more serial and/or parallel communication ports received or retrieved from the website hosting the page, as that provide communication between additional peripheral well as, potentially, resources from other websites. 15 devices, which may be coupled to hardware system 500. When a user at a client device 430 desires to view a par Hardware system 500 may include a variety of system ticular webpage (hereinafter also referred to as target struc architectures and various components of hardware system tured document) hosted by networking system 420, the user's 500 may be rearranged. For example, cache 504 may be web browser, or other document rendering engine or Suitable on-chip with processor 502. Alternatively, cache 504 and client application, formulates and transmits a request to net processor 502 may be packed together as a “processor mod working system 420. The request generally includes a URL or ule with processor 502 being referred to as the “processor other document identifier as well as metadata or other infor core.” Furthermore, certain embodiments of the present dis mation. By way of example, the request may include infor closure may not require nor include all of the above compo mation identifying the user, such as a user ID, as well as nents. For example, the peripheral devices shown coupled to information identifying or characterizing the web browser or 25 standard I/O bus 508 may couple to high performance I/O bus operating system running on the user's client computing 506. In addition, in Some embodiments, only a single bus may device 430. The request may also include location informa exist, with the components of hardware system 500 being tion identifying a geographic location of the user's client coupled to the single bus. Furthermore, hardware system 500 device or a logical network location of the user's client may include additional components, such as additional pro device. The request may also include a timestamp identifying 30 cessors, storage devices, or memories. when the request was transmitted. An operating system manages and controls the operation of The example network environment described above and in hardware system 500, including the input and output of data FIG. 4 is presented with respect to location networking sys to and from Software applications (not shown). The operating tems and game networking systems. One skilled in the art system provides an interface between the Software applica would appreciate that these are presented merely as an 35 tions being executed on the system and the hardware compo example of a network environment between two types of nents of the system. Any Suitable operating system may be online systems. However, the present disclosure is intended to used, such as the LINUX Operating System, the Apple encompass network environments that include a game net Macintosh Operating System, available from Apple Com working system and a variety of other online systems, such as puter Inc of Cupertino, Calif., UNIX operating systems, online media systems, online reviewing systems, online 40 Microsoft (r) Windows(r) operating systems, BSD operating search engines, and online advertising systems. The example systems, and the like. Of course, other embodiments are pos network environment described above performs analogously sible. For example, the functions described herein may be with these other online systems as with location networking implemented in firmware or on an application-specific inte systems. grated circuit. FIG. 5 illustrates an example computing system architec 45 Furthermore, the above-described elements and operations ture, which may be used to implement a server 422 or a client can be comprised of instructions that are stored on non device 430. In one embodiment, hardware system 500 com transitory storage media. The instructions can be retrieved prises a processor 502, a cache memory 504, and one or more and executed by a processing system. Some examples of executable modules and drivers, stored on a tangible com instructions are software, program code, and firmware. Some puter readable medium, directed to the functions described 50 examples of non-transitory storage media are memory herein. Additionally, hardware system 500 may include a devices, tape, disks, integrated circuits, and servers. The high performance input/output (I/O) bus 506 and a standard instructions are operational when executed by the processing I/O bus 508. A host bridge 510 may couple processor 502 to system to direct the processing system to operate in accord high performance I/O bus 506, whereas I/O bus bridge 512 with the disclosure. The term “processing system” refers to a couples the two buses 506 and 508 to each other. A system 55 single processing device or a group of inter-operational pro memory 514 and one or more network/communication inter cessing devices. Some examples of processing devices are faces 516 may couple to bus 506. Hardware system 500 may integrated circuits and logic circuitry. Those skilled in the art further include video memory (not shown) and a display are familiar with instructions, computers, and storage media. device coupled to the video memory. Mass storage 518 and Miscellaneous I/O ports 520 may couple to bus 508. Hardware system 500 60 One or more features from any embodiment may be com may optionally include a keyboard, a pointing device, and a bined with one or more features of any other embodiment display device (not shown) coupled to bus 508. Collectively, without departing from the scope of the disclosure. these elements are intended to represent a broad category of A recitation of “a”, “an, or “the' is intended to mean “one computer hardware systems, including but not limited togen or more unless specifically indicated to the contrary. eral purpose computer systems based on the X86-compatible 65 The present disclosure encompasses all changes, Substitu processors manufactured by Intel Corporation of Santa Clara, tions, variations, alterations, and modifications to the Calif., and the x86-compatible processors manufactured by example embodiments herein that a person having ordinary US 8,491,395 B2 25 26 skill in the art would comprehend. Similarly, where appropri based action determined based on retrieved game state ate, the appended claims encompass all changes, Substitu data of the computer-implemented game; and tions, variations, alterations, and modifications to the provide a virtual item based on the indication received example embodiments herein that a person having ordinary from the device at the physical location that is distinct skill in the art would comprehend. from a client system used by the player indicating the For example, the methods described herein may be imple performance of the location-based action at the physical mented using hardware components, Software components, location by the player of the computer-implemented and/or any combination thereof. By way of example, while game, the virtual item being usable within the computer embodiments of the present disclosure have been described as implemented game. operating in connection with a networking website, various 10 embodiments of the present disclosure can be used in con 8. The system of claim 7, wherein the game networking nection with any communications facility that Supports web system is further configured to provide the virtual item to a applications. Furthermore, in Some embodiments the term player character controlled by the player in a virtual world of “web service' and “website' may be used interchangeably the computer-implemented game. and additionally may refer to a custom or generalized API on 15 9. The system of claim 7, wherein the game networking a device, such as a mobile device (e.g., a cellular phone, Smart system is further configured to select the virtual item based on phone, personal GPS, personal digital assistant, personal intellectual property information associated with the physical gaming device), that makes API calls directly to a server. The location of the location-based action. specification and drawings are, accordingly, to be regarded in 10. The system of claim 7, wherein the game networking an illustrative rather than a restrictive sense. It will, however, system is further configured to offer the virtual item to the be evident that various modifications and changes may be player as a mystery prize. made thereunto without departing from the broader spirit and 11. The system of claim 7, wherein the game networking scope of the disclosure as set forth in the claims and that the system is further configured to select the location-based disclosure is intended to cover all modifications and equiva action based on a preference of an operator of the physical lents within the scope of the following claims. 25 location of the location-based action. What is claimed is: 12. The system of claim 11, wherein the game networking 1. A method comprising: system is further configured to determine the preference of receiving, from a device at a physical location that is dis the operator of the physical location of the location-based tinct from a client system used by a player of a computer action based on an accessing of an inventory system of the implemented game, an indication of a performance of a 30 location-based action at the physical location by the operator of the physical location of the location-based action. player of the computer-implemented game, the location 13. The method of claim 1, wherein the virtual item is an based action determined based on retrieved game state in-game asset awarded for performing the location-based data of the computer-implemented game, the receiving action at the physical location. is performed by a processor of a machine; and 35 14. The method of claim 1, wherein the location based providing a virtual item based on the indication received action is determined based on at least one attribute associated from the device at the physical location that is distinct with the physical location. from a client system used by the player indicating the 15. A non-transitory machine-readable storage medium performance of the location-based action at the physical embodying a set of instructions that, when executed by a location by the player of the computer-implemented 40 processor, cause the processor to perform operations, the game, the virtual item being usable within the computer operations comprising: implemented game. receiving, from a device at a physical location that is dis 2. The method of claim 1, wherein the providing of the tinct from a client system used by a player of a computer virtual item includes providing the virtual item to a player implemented game, an indication of a performance of a character controlled by the player in a virtual world of the 45 location-based action at the physical location by the computer-implemented game. player of the computer-implemented game, the location 3. The method of claim 1, further comprising selecting the based action determined based on retrieved game state virtual item based on intellectual property information asso data of the computer-implemented game; and ciated with the physical location of the location-based action. providing a virtual item based on the indication received 4. The method of claim 1, further comprising offering the 50 from the device at the physical location that is distinct virtual item to the player as a mystery prize. from a client system used by the player indicating the 5. The method of claim 1, further comprising selecting the location-based action based on a preference of an operator of performance of the location-based action at the physical the physical location of the location-based action. location by the player of the computer-implemented 6. The method of claim 5, further comprising determining 55 game, the virtual item being usable within the computer the preference of the operator of the physical location of the implemented game. location-based action based on an accessing of an inventory 16. The non-transitory-readable storage medium of claim system of the operator of the physical location of the location 15, wherein the providing of the virtual item includes provid based action. ing the virtual item to a player character controlled by the 7. A system comprising: 60 player in a virtual world of the computer-implemented game. a processor-implemented game networking system config 17. The non-transitory machine-readable storage medium ured to: of claim 15, further comprising selecting the virtual item receive, from a device at a physical location that is distinct based on intellectual property information associated with the from a client system used by a player of a computer physical location of the location-based action. implemented game, an indication of a performance of a 65 18. The non-transitory-readable storage medium of claim location-based action at the physical location by the 15, further comprising offering the virtual item to the player player of the computer-implemented game, the location as a mystery prize. US 8,491,395 B2 27 28 19. The non-transitory-readable storage medium of claim 15, further comprising selecting the location-based action based on a preference of an operator of the physical location of the location-based action. 20. The non-transitory-readable storage medium of claim 19, further comprising determining the preference of the operator of the physical location of the location-based action based on an accessing of an inventory system of the operator of the physical location of the location-based action. k k k k k 10