Information processing system, information processing device, information processing method, and program

Abstract

The present invention provides an information processing system, information processing device, information processing method, and program that can suppress the discrepancy between what users expect from what they see in advertisements and the actual game experience immediately after installation. [Solution] The system includes a database that stores identification information for identifying an advertisement in association with at least one of multiple game contents; an acquisition unit that acquires the identification information of an advertisement when the app is installed on the user's terminal and launched for the first time via an advertisement referenced on the user's terminal; a content extraction unit that extracts game content corresponding to the identification information of an advertisement from among multiple game contents based on the database; and a content provision unit that, at least in the initial play sequence when the app is launched for the first time, provides the game content extracted by the content extraction unit to the user's terminal in priority to other game contents among the multiple game contents.

Description

Technical Field

[0001] The present disclosure relates to an information processing system, an information processing apparatus, an information processing method, and a program.

Background Art

[0002] In recent years, so-called mobile games that are installed with application programs (hereinafter referred to as "apps") on information processing terminals such as smartphones and played have become widespread. Along with this, advertisements for acquiring users of mobile games have been actively developed.

[0003] In the marketing of mobile games, advertising strategies for user acquisition are very important. Therefore, game providers are trying to attract customers by giving various functions to the advertisements themselves. Specifically, playable advertisements that allow users to experience specific mini-game parts or operations of the game within the advertisement, limited privilege offering-type advertisements that provide limited items or in-game privileges to users who have installed the app via a specific advertising campaign or medium, etc. can be mentioned.

[0004] Also, as a technology related to game advertisements, for example, Patent Document 1 discloses that a server system selects advertisement content to be provided along with the execution of the content of a selected reproduction image from among pre-prepared advertisement contents in accordance with the selection of the content of the reproduction image.

Prior Art Documents

Patent Documents

[0005]

Patent Document 1

Summary of the Invention

Problems to be Solved by the Invention

[0006] While such advertisements contribute to increased installation rates, they present problems in terms of consistency between the user experience after installation and the content of the advertisement. For example, mobile game advertisements sometimes use attractive and flashy elements of the game, or separate mini-games and other content distinct from the main game, as video material. However, when users install the app and actually start playing the game, the content shown in the advertisement may not be playable until quite late in the game, or it may not appear as part of the main game content for a long time.

[0007] When there is a significant discrepancy between what users expect from advertisements and their actual game experience immediately after installation, users may perceive it as "ad fraud," potentially leading to a negative impression of the game or causing them to abandon it prematurely.

[0008] Therefore, this disclosure aims to provide an information processing system, information processing device, information processing method, and program that can suppress the discrepancy between what users expect from what they see in advertisements and the actual game experience immediately after installation. [Means for solving the problem]

[0009] The information processing system relating to this disclosure is an information processing system capable of providing multiple game contents to a user's terminal, comprising: a database that stores identification information for identifying an advertisement in association with at least one of the multiple game contents; an acquisition unit that acquires identification information of an advertisement when an application program is installed on the user's terminal and launched for the first time via an advertisement referenced on the user's terminal; a content extraction unit that extracts game contents corresponding to the identification information acquired by the acquisition unit from among the multiple game contents based on the database; and a content provision unit that, at least in the initial play sequence when the application program is launched for the first time on the user's terminal, provides the game contents extracted by the content extraction unit to the user's terminal in priority to other game contents among the multiple game contents.

[0010] The game server relating to this disclosure is an information processing device capable of providing multiple game contents to a user's terminal, comprising: a database that stores identification information for identifying an advertisement in association with at least one of the multiple game contents; an acquisition unit that acquires identification information of an advertisement when an application program is installed on the user's terminal and launched for the first time via an advertisement referenced on the user's terminal; a content extraction unit that extracts game contents corresponding to the identification information acquired by the acquisition unit from among the multiple game contents based on the database; and a content provision unit that, at least in the initial play sequence when the application program is launched for the first time on the user's terminal, provides the game contents extracted by the content extraction unit to the user's terminal in priority to other game contents among the multiple game contents.

[0011] Furthermore, the information processing method relating to this disclosure includes the steps of: a computer capable of providing multiple game contents to a user's terminal storing identification information for identifying an advertisement in a database in association with at least one of the multiple game contents; an acquisition step when an application program is installed on the user's terminal and launched for the first time via an advertisement referenced on the user's terminal, acquiring identification information for the advertisement; a content extraction step of extracting game contents from the multiple game contents that correspond to the identification information acquired in the acquisition step, based on the database; and a content provision step of providing the game contents extracted in the content extraction step to the user's terminal, in priority to other game contents among the multiple game contents, at least in the initial play sequence when the application program is launched for the first time on the user's terminal.

[0012] Furthermore, the program relating to this disclosure causes a computer to execute the following steps in an information processing system capable of providing multiple game contents to a user's terminal: storing identification information for identifying an advertisement in a database in association with at least one of the multiple game contents; acquiring identification information for an advertisement when an application program is installed on the user's terminal and launched for the first time via an advertisement referenced on the user's terminal; extracting game contents from the multiple game contents that correspond to the identification information acquired in the acquisition step, based on the database; and providing game contents to the user's terminal in at least the initial play sequence when the application program is launched for the first time on the user's terminal, prioritizing the game contents extracted in the content extraction step over other game contents among the multiple game contents. [Effects of the Invention]

[0013] According to the present disclosure having the above-described configuration, it is possible to provide an information processing system, an information processing apparatus, an information processing method, and a program that can suppress the divergence between the content expected by the user when viewing an advertisement and the game experience immediately after installation.

Brief Description of the Drawings

[0014] [Figure 1] It is a schematic diagram showing an information processing system according to an embodiment of the present disclosure. [Figure 2] It is a table showing a configuration example of game content. [Figure 3] It is a functional block diagram of a game server according to an embodiment of the present disclosure. [Figure 4] It is a table showing an example of advertisement-corresponding information. [Figure 5] It is a functional block diagram of a user terminal according to an embodiment of the present disclosure. [Figure 6] It is a diagram showing an example of a screen displayed on a user terminal according to an embodiment of the present disclosure. [Figure 7] It is a diagram showing an example of a screen displayed on a user terminal according to an embodiment of the present disclosure. [Figure 8] It is a diagram showing an example of a screen displayed on a user terminal according to an embodiment of the present disclosure. [Figure 9] It is a diagram showing an example of a screen displayed on a user terminal according to an embodiment of the present disclosure. [Figure 10] It is a flowchart showing game content display processing by an information processing system according to an embodiment of the present disclosure. [Figure 11] It is a flowchart showing game content display processing by an information processing system according to an embodiment of the present disclosure. [Figure 12] It is a block diagram showing the basic configuration of a computer. [Figure 13] It is a table showing an example of advertisement-corresponding information in Modification 1.

Modes for Carrying Out the Invention

[0015] Hereinafter, the information processing system 1 according to the embodiments of the present disclosure will be described with reference to the drawings. In all the drawings for describing the embodiments, the same reference numerals are assigned to common components, and repeated descriptions are omitted.

[0016] <Regarding the game> The information processing system 1 according to the embodiments of the present disclosure is a system that provides a game G to a user (player). In this embodiment, each term related to the game G is defined as follows.

[0017] The game G is assumed to be a browser game that is operated on a browser or a native application game that is downloaded and used on a storage medium of a user terminal such as a smartphone. However, it may also be a game that is operated on a game terminal equipped with operation input means such as a touch panel other than these.

[0018] A "character" refers to a digital entity that is operated and controlled by a user or a game system within the virtual space of the game G and has a specific role or function. A character is composed of a graphic model, animation, sound, and attribute data (e.g., name, race, occupation, ability value, equipment, action pattern), forms the worldview of the game, and is an existence that affects the user's game experience.

[0019] An "item" refers to a digital object that can be acquired, possessed, used, or traded by a user within the virtual space of the game G. Items have a wide range of functions, such as equipment that improves the abilities of characters, consumables that restore physical strength and status, keys that enable specific actions, in-game currency, or visual customization elements. These are provided to the user through game play or in exchange for a consideration including real currency (legal currency).

[0020] "Lottery" is a system in which users pay a fee within the game to randomly acquire digital content, and is equivalent to a so-called "gacha" function. The probability of acquiring items is controlled by the system. In Game G, the probability of digital content appearing is set and controlled.

[0021] Game G can be any type of game (as long as it is a game that the user interacts with), such as an RPG (Role Playing Game), simulation game, puzzle game, or battle game.

[0022] "Game content" is a general term for the partial content that makes up Game G. Figure 2 is a table showing an example of the composition of game content. Game content includes standard game content that progresses along the game's storyline (the so-called main game flow, such as a typical tutorial or the first chapter of the main story; hereinafter also referred to as "standard content") and game content that is derived from the game's storyline but is constructed independently of the storyline (hereinafter also referred to as "sub-content"). Standard content is content that allows the user to experience the storyline from beginning to end, and includes multiple game contents that are executed in a predetermined order. Standard content may also include, for example, a game introduction flow such as a tutorial common to all users or an opening movie. On the other hand, sub-content is prepared to let the user experience the world of the game, to let them learn the general rules of the game, or conversely, to guide the user to new content separate from the game in question. Sub-content may also include experiential content that allows the user to experience a part of the game referenced in the advertisement, introductory content to the game referenced in the advertisement, and guidance content that guides the user from the game referenced in the advertisement to new content. Specifically, sub-content may include mini-games, introductory scenarios featuring specific characters, tutorial quests allowing players to try out specific items, and shortcuts to specific game features. Furthermore, sub-content may include mini-games that have little (or no) relation to the main game content. For example, if the main game content is an RPG, mini-games such as card games, puzzles, quizzes, and riddles may be included as sub-content.

[0023] "Charging" refers to the act of a user paying real currency, or in-game currency, points, or other digital assets acquired through real currency, to the game operator or a payment system designated by the operator, as consideration for specific services, digital content, features, or other value provided in Game G, and the entire system in which specific value is granted to the user as a result of such payment. Through this act, the user gains benefits such as an enhanced game experience, accelerated progress, or differentiation from other users.

[0024] <About advertising> In this specification, “advertisement” means any form of informational content delivered to a user to encourage the installation or use of a specific application program (e.g., Game G). Advertisements include videos, still images, banners, or playable advertisements (such as mini-games) that allow users to experience a specific action.

[0025] Each advertisement is assigned identification information to uniquely identify it. Furthermore, if an advertisement contains multiple advertising elements (e.g., multiple scenes), each advertising element within a single advertisement may also be assigned identification information to uniquely identify that element. In this specification, the term "identifying information for identifying an advertisement" includes both the identification information assigned to each advertisement (hereinafter also referred to as "advertising ID") and the identification information assigned to each advertising element (hereinafter also referred to as "advertising element ID").

[0026] The advertising ID includes, for example, at least one of the following pieces of information, or is associated with the following pieces of information: • Ad Creative ID: This is information used to uniquely identify a version of a specific ad creative, such as a video, still image, or playable ad. • Ad campaign ID: This is information used to identify the marketing campaign to which the ad material belongs. • Advertiser ID (Media ID, Platform ID): This is information used to identify the advertising medium (media) on which the advertisement was delivered.

[0027] Furthermore, an advertising element ID can be constructed, for example, by adding or associating a code to the advertising ID to identify individual advertising elements such as characters, scenes, minigames, captions, and sound effects.

[0028] <System Overview> Figure 1 is a schematic diagram showing an information processing system 1 according to an embodiment of this disclosure.

[0029] The information processing system 1 comprises a game server 100, a user terminal 200, an advertising distribution server 300, a measurement server 350, and a platform server 400. The game server 100, user terminal 200, advertising distribution server 300, measurement server 350, and platform server 400 are connected to a network NW and can communicate with each other via the network NW. The network NW includes the Internet. The network NW may also include a LAN (Local Area Network) and / or a WAN (Wide Area Network). In Figure 1, only one example is shown for each of the game server 100, user terminal 200, advertising distribution server 300, measurement server 350, and platform server 400, but there may be multiple instances of each.

[0030] The game server 100, user terminal 200, advertising delivery server 300, measurement server 350, and platform server 400 are each composed of one or more computers 900. The basic configuration of the computers 900 will be described later.

[0031] Game Server 100 is a server device operated by the operator of Game G. Game Server 100 provides game content and related data to the Game G application running on the user terminal 200. Furthermore, Game Server 100 has a function to control the order and content of the game content provided according to the advertisements viewed by the user. The detailed functional configuration of Game Server 100 will be described later.

[0032] The user terminal 200 is an information processing terminal used by the user. The user terminal 200 may be, for example, a smartphone, tablet, personal computer (PC), portable game console, or other wearable device. A dedicated application program (hereinafter sometimes referred to as "app") for using the game service according to this embodiment is installed on the user terminal 200. The user can play various game content provided by the game server 100 through this app. The user terminal 200 also has the function of viewing advertisements delivered from the advertisement delivery server 300 using functions such as a browser.

[0033] As described later, the Game G app installed on the user terminal 200 incorporates a Software Development Kit (SDK) for measuring advertising effectiveness in cooperation with the measurement server 350. This SDK runs on the user terminal 200 as part of the app and is responsible for processes such as detecting the app's first launch and notifying the measurement server 350 (sending installation information).

[0034] In this embodiment, the information used to identify the user terminal 200 is referred to as "terminal identification information." Terminal identification information may include an advertising identifier issued by the operating system (OS) of the user terminal 200. For example, IDFA (Identifier for Advertisers) in iOS® and GAID (Google Advertising ID) in Android® are examples of this identifier. Of course, terminal identification information is not necessarily limited to such explicit identifiers. For example, it may be a combination of all or part of attribute information such as the IP address assigned to the user terminal 200, user agent (UA), terminal model name, OS version, or language settings. By using a combination of this information (so-called fingerprint information), even if the above-mentioned advertising identifier cannot be obtained (for example, if the user has restricted tracking ads), it is possible to identify the user terminal 200 with a certain degree of accuracy and compare it with other information.

[0035] The ad delivery server 300 is a server device that has the function of delivering advertising content to the user terminal 200. The ad delivery server 300 is managed, for example, by an ad network operator, an advertising agency, or the game provider itself. The ad delivery server 300 delivers advertisements that encourage the installation of the game G application according to this embodiment to various websites and other applications. The advertisements delivered by the ad delivery server 300 are assigned the above-mentioned ad ID as identification information for uniquely identifying the advertisement.

[0036] The measurement server 350 is a server device that has the function of measuring the effectiveness (attribution) of ad delivery by the ad delivery server 300. The measurement server 350 is managed by, for example, a third-party provider (MMP: Mobile Measurement Partner, etc.) that provides ad effectiveness measurement tools. When an ad is clicked or tapped on the user terminal 200, the measurement server 350 receives access from the user terminal 200 and records information related to that click or tap. This information includes information that associates the ad ID with the terminal identification information of the user terminal 200, and is hereinafter also referred to as "click information". Subsequently, the measurement server 350 is responsible for transitioning (redirecting) the user terminal 200 to the app delivery platform (for example, an app store). The measurement server 350 also has the function of responding to inquiries from the game server 100 by comparing the recorded click information with the information at the time of installation, identifying which ad ID the installation is associated with, and providing a response.

[0037] Platform Server 400 is a server device operated by a so-called platform provider. Platform Server 400 provides an application distribution platform that manages various applications, including applications compatible with Game G, to make them available for download.

[0038] The platform server 400 provides the game server 100 with a function to link with a platform-specific payment infrastructure (also known as platform payment, IAP: In-App Purchase). The platform server 400 also provides the game server 100 with a function to enable payments within or outside the app (referred to as off-platform payment). When a user purchases goods or services available within the app, the game server 100 can present the user with the option to choose between platform payment services and / or off-platform payment.

[0039] <System Configurations> Figure 3 is a functional block diagram of a game server 100 according to an embodiment of the present disclosure. The game server 100 comprises a communication unit 110, a storage unit 120, and a processing unit 130. The game server 100 is a server that provides game G to a user terminal 200 accessed via a network NW. In this embodiment, the user terminal 200 is a smartphone, and the following description will be based on the example of a case where the user installs the game G application on the user terminal 200 and plays game G.

[0040] The communication unit 110 is a network interface and communicates with the user terminal 200 via the network NW. The communication unit 110 passes the user terminal 200 and the data received from the user terminal 200 to the processing unit 130, and also transmits the data generated by the processing unit 130 to the user terminal 200.

[0041] The storage unit 120 is configured using a storage device such as a magnetic hard disk or a semiconductor storage device. The storage unit 120 stores various information necessary for the game server 100 to function. For example, the storage unit 120 stores an application program 121 and a database 122 for managing various information used in game G. Information managed in the database 122 includes user information of users who have game G accounts, play information for each user, and advertising correspondence information showing the relationship between advertisements and game content.

[0042] User information includes information such as the user's identification information (user ID), authentication information, and payment information used for billing (e.g., credit card information) for users who have an account with Game G.

[0043] Play information includes the user's username (nickname, etc.) in Game G, the character name used in Game G, and information such as progress and scores in Game G.

[0044] Figure 4 is a table showing an example of ad-related information stored in database 122. In the ad-related information, an identification information (ad ID) for identifying an ad is associated with one of the multiple game contents that make up game G. The ad ID is information for uniquely identifying ad videos, ad media, ad campaigns, etc., and is an identifier consisting of, for example, a string, a number, or a combination thereof.

[0045] In the ad correspondence information shown in Figure 4, an ad ID assigned to a particular ad is associated with a game content ID that represents a specific game content within game G (for example, game content S3).

[0046] Here, an advertisement identified by an advertising ID may contain multiple advertising elements such as multiple scenes, multiple mini-games, characters, text overlays, and sound effects. In such an advertisement, the game content associated with the advertising ID may be game content corresponding to the elements emphasized in that advertisement. Specific examples of emphasized elements include the element with the longest playback time allocated to the entire length of the advertisement video (a specific character or game scene), an element that is visually emphasized with text overlays, or an element that has a distinctive sound effect.

[0047] Furthermore, the memory unit 120 may store user evaluation information for advertisements obtained by the evaluation acquisition unit 136, which will be described later.

[0048] Furthermore, the storage unit 120 may store log data acquired by the log recording unit 137, which will be described later, and a database generated based on this log data.

[0049] The processing unit 130 comprises, as functional units, a game provision unit 131, a user management unit 132, an acquisition unit 133, a content extraction unit 134, a content provision unit 135, an evaluation acquisition unit 136, and a log recording unit 137. The processing unit 130 realizes each of these functional units by executing the application program 121 stored in the storage unit 120, and performs various processes for displaying game content within the game G. Details of these processes will be described later.

[0050] The game provision unit 131 provides the user terminal 200 with a game G that the user can view and operate on the user terminal 200. Game G is, for example, an online game.

[0051] The user management unit 132 manages user information and user gameplay information. Specifically, the user management unit 132 issues user accounts (user IDs) to new users and receives information such as the user's account name, authentication information, and payment information entered on the user terminal 200, and manages it in the database 122. In addition, the user management unit 132 manages each user's gameplay information, such as the username (nickname, etc.), character name, and game progress and scores in game G.

[0052] The acquisition unit 133 acquires the advertising ID of an advertisement when the Game G app is installed on the user terminal 200 via an advertisement referenced on the user terminal 200 and is launched for the first time. Specifically, when the acquisition unit 133 receives access from the user terminal 200 to launch the Game G app, it queries the measurement server 350 using the terminal identification information of the user terminal 200 as a key (attribution request) and acquires the advertising ID associated with the terminal identification information from the measurement server 350. The acquisition unit 133 may store the acquired advertising ID in the storage unit 120, linked to the user's account information.

[0053] The content extraction unit 134 extracts game content from among multiple game contents of game G that corresponds to the advertising ID obtained by the acquisition unit 133, based on the database 122 which stores advertising-related information. Specifically, the content extraction unit 134 searches the database 122 using the obtained advertising ID as a search key, and identifies the game content to be extracted using the game content ID associated with that advertising ID.

[0054] Here, if an advertisement contains multiple advertising elements, as described above, the advertising ID of such an advertisement may be associated in the advertising information with game content corresponding to a specific advertising element (for example, a highlighted advertising element) within the advertisement. Therefore, the content extraction unit 134 extracts game content associated with the advertising ID, thereby extracting game content corresponding to a specific advertising element.

[0055] The content provision unit 135 provides the game content extracted by the content extraction unit 134 to the user terminal 200, prioritizing it over other game content among the multiple game contents of game G, at least during the initial play sequence when the game G app is first launched on the user terminal 200. This "prioritized provision" means, for example, skipping, altering, or interrupting the original flow provided by standard content to allow the user to play the extracted game content. This allows the user to experience the content they saw in the advertisement and became interested in immediately after starting the game.

[0056] The content provision unit 135 provides such priority game content (hereinafter also referred to as priority content) to each user. Specifically, the content provision unit 135 provides individual initial experiences to users who arrived at game G from one advertisement and to users who arrived at the same game G from another advertisement, according to the source advertisement (advertising ID).

[0057] After the content provision unit 135 has finished providing game content, the game provision unit 131 provides the user with standard game content (i.e., a normal tutorial and the first chapter of the main story) in a predetermined order within the game G app.

[0058] The evaluation acquisition unit 136 obtains evaluations from the user regarding the relevance between the priority content and the content of the advertisement after the game content (priority content) extracted by the content extraction unit 134 has been provided by the content provision unit 135. For example, immediately after the user finishes playing the priority content, the evaluation acquisition unit 136 displays a questionnaire form on the user terminal 200 asking, "Were you able to experience what you saw in the advertisement?" and requests feedback from the user, such as "yes / no" or a 5-point rating. The evaluation acquisition unit 136 may acquire the evaluation results sent from the user terminal 200 in this way and manage them in a database.

[0059] The logging unit 137 records user actions and processing results in the information processing system 1 as logs. Specifically, the logging unit 137 records the user's play logs for game content provided by the content provision unit 135, generates play history information based on these play logs, and manages this information in association with the advertising ID acquired by the acquisition unit 133. The generated play history information may include information such as play time for priority content, completion status, dropout points, subsequent play continuation rate for standard content (e.g., retention rates after 1 day and 7 days), whether or not charges were made, and the amount. The logging unit 137 may also store and manage the play history information in a database.

[0060] Furthermore, the log recording unit 137 may manage play history information by advertising material, advertising campaign, or advertising medium based on the advertising material ID, advertising campaign ID, or advertising medium ID included in the advertising ID. In addition, the log recording unit 137 may further associate the play history information managed in association with the advertising ID with the evaluation results from users obtained by the evaluation acquisition unit 136. This information can be used for measuring the effectiveness of each advertising material, each advertising campaign, each advertising medium, evaluating the effectiveness of the correspondence between advertisements and game content in advertising correspondence information, and for automatic optimization of this correspondence using machine learning.

[0061] Figure 5 is a functional block diagram of a user terminal 200 according to an embodiment of the present disclosure. The user terminal 200 comprises a communication unit 210, a storage unit 220, a control unit 230, a display unit 240, and an operation unit 250. The communication unit 210, storage unit 220, control unit 230, display unit 240, and operation unit 250 are electrically connected to each other via a communication bus 260. The user terminal 200 is a terminal that can play game G by accessing the game server 100 via an installed program, such as a smartphone, tablet terminal, or PC.

[0062] <Screen example> Figures 6 to 9 show examples of screens displayed on the user terminal 200.

[0063] Figure 6 shows an example of a search screen D10 displayed on the user terminal 200. The search screen D10 displays the search results D12 for the word entered in the search term input field D11 (for example, "game app"). In addition, the search screen D10 has advertising display fields D13 and D14. Each of the advertising display fields D13 and D14 displays an advertisement related to the search term. When either of the advertising display fields D13 or D14 on the search screen D10 is operated (for example, by tapping; the same applies hereafter), the screen on the user terminal 200 transitions to the advertisement's website. Note that the screen on which the advertisement is displayed is not limited to the search screen D10, but may be the execution screen of another application.

[0064] Figure 7 shows an example of an advertising screen D20 that the user transitions to when the advertising display area D13 is operated on the search screen D10. The advertising screen D20 displays a video featuring the character D21 from game G, as well as text overlays D22, etc. The advertising screen D20 also has an install button D23. When the install button D23 is operated on the advertising screen D20, the screen on the user terminal 200 transitions to the app installation screen.

[0065] Figure 8 shows an example of the installation completion screen D30 displayed after the installation of the Game G application is complete. The installation completion screen D30 includes an installation completion message D31, a login button D32, and a new registration button D33. When the login button D32 is pressed on the installation completion screen D30, the screen of the user terminal 200 transitions to the authentication information input screen. When the user enters their authentication information on this input screen and authentication is successful, the Game G application is launched for the first time. On the other hand, when the new registration button D33 is pressed on the installation completion screen D30, the screen of the user terminal 200 transitions to the account registration screen. After the user enters the necessary information on the account registration screen and completes account registration, the Game G application is launched for the first time when the user logs in.

[0066] Figure 9 shows an example of the initial launch screen D40 of an installed game G application. On the initial launch screen D40, the user can play game content D41 that corresponds to the content of the advertisement on the advertisement screen D20 (see Figure 7). Game content D41 is, for example, a mini-game in which the story unfolds with character D21, which was displayed on the advertisement screen D20, as the main character.

[0067] <System Operation> Next, the operation of the information processing system 1 having the above-described configuration and functions will be explained using a flowchart. Figures 10 and 11 are flowcharts of the game content display process by the information processing system 1 according to the embodiment of this disclosure. Of these, Figure 10 shows the process up to the installation of the game G application on the user terminal 200. Figure 11 shows the process from the first launch of the game G application installed on the user terminal 200.

[0068] In step S101, when the user terminal 200 detects a tap operation on, for example, the ad display area D13 on the search screen D10, it requests the ad delivery server 300 to access the ad's web page. In response, in step S102, the ad delivery server 300 sends ad data (image data, audio data, etc.) to the user terminal 200.

[0069] In step S103, the user terminal 200 displays the advertisement screen D20 based on the received advertisement data.

[0070] In step S104, when the user terminal 200 detects a tap operation on the install button D23 provided on the advertisement screen D20, it sends a request to access the URL of the measurement server 350 associated with the install button D23. This URL contains an advertisement ID to identify the advertisement in question.

[0071] In step S105, the measurement server 350 receives access from the user terminal 200 and records click information in the database, associating the advertisement ID included in the URL with terminal identification information related to the user terminal 200 that accessed it.

[0072] In step S106, the measurement server 350 redirects the user terminal 200 to the application distribution platform. Specifically, the measurement server 350 sends a redirect response to the user terminal 200 instructing it to access the application distribution platform. This redirect response contains the URL of the download page for game G on the application distribution platform provided by the platform server 400.

[0073] In step S107, the user terminal 200 accesses the platform server 400 (the download page for game G) based on the received redirect response.

[0074] In step S108, the platform server 400 sends the game G application to the user terminal 200. As described above, this game G application includes an SDK for measuring advertising effectiveness in cooperation with the measurement server 350.

[0075] In step S109, the user terminal 200 installs the received game G application.

[0076] In step S110, the user terminal 200 launches the game G application for the first time. As a result, in step S111, the SDK embedded in the application is executed, and the terminal identification information of the user terminal 200 is transmitted from the user terminal 200 to the measurement server 350.

[0077] In step S112, the measurement server 350 records the received terminal identification information in the database. This allows the measurement server 350 to detect that the game G application has been launched for the first time on the user terminal 200 corresponding to the click information recorded in step S105.

[0078] Meanwhile, in step S113, the user terminal 200 sends a login request to the game server 100. The login request includes the user's account information (username, password, etc.). At this time, the user terminal 200 sends its own terminal identification information to the game server 100 along with the login request (or together with the login request).

[0079] In step S114, the game server 100 performs authentication, and if authentication is successful, logs in the user terminal 200 (the user's account).

[0080] In step S115, the game server 100 sends an inquiry (attribution request) to the measurement server 350 using the terminal identification information of the user terminal 200 as the key.

[0081] In step S116, the measurement server 350 compares the click information (terminal identification information, advertising ID) recorded in step S105 with the terminal identification information recorded in step S112, based on the terminal identification information received from the game server 100.

[0082] In step S117, the measurement server 350 sends to the game server 100 the advertising ID associated with the terminal identification information in the click information for which the terminal identification information has been confirmed to match as a result of the matching.

[0083] In step S118, the game server 100 obtains the advertisement ID.

[0084] In the following step S119, the game server 100 (content extraction unit 134) extracts the game content corresponding to the advertisement ID (priority content) from among the multiple game contents of game G based on the database of advertisement-compatible information.

[0085] In the subsequent step S120, the game server 100 (content provision unit 135) provides the priority content extracted in step S112 to the user terminal 200. Specifically, the game server 100 transmits the content data (image data and audio data) of the priority content to the user terminal 200.

[0086] In step S121, the user terminal 200 displays priority content based on the received content data. While displaying priority content, the user terminal 200 sends log data to the game server 100.

[0087] In step S122, the game server 100 (logging unit 137) records the log data received from the user terminal 200, generates user play history information based on this log data, and manages it in association with the advertising ID.

[0088] When the display of the priority content on the user terminal 200 is finished, in step S123, the game server 100 (evaluation unit 136) sends a questionnaire to the user terminal 200 regarding the relationship between the priority content and the advertisement content.

[0089] In step S124, the user terminal 200 sends the survey response to the game server 100.

[0090] In step S125, the game server 100 (evaluation acquisition unit 136) records the received responses as user evaluations regarding the relevance between the preferred content and the advertisement content.

[0091] In step S126, the game server (game provider unit 131) provides standard game content (standard content) configured in a predetermined order within the game G application. Accordingly, in step S127, the user terminal 200 displays the standard content. This completes the process of displaying game content when the Game G app is first launched.

[0092] <Basic Computer Configuration> Figure 12 is a block diagram showing the basic hardware configuration of computer 900. Computer 900 includes a control unit 901, a storage unit 902, a communication unit 903, an input unit 904, and an output unit 905. The control unit 901, storage unit 902, communication unit 903, input unit 904, and output unit 905 are electrically connected to each other via a communication bus 910.

[0093] The control unit 901 includes a CPU (Central Processing Unit, also called a processor) and controls various parts of the computer 900, as well as reading and executing various programs stored in the storage unit 902.

[0094] The memory unit 902 includes a main memory such as DRAM (Dynamic Random Access Memory) and an auxiliary memory such as a hard disk, and is a device that stores various programs for running the operating system and various applications of the computer 900, as well as data used by these programs. The processes shown in the flowcharts described above are realized by the control units 901 of each computer constituting the game server 100, user terminal 200, and advertising distribution server executing the programs stored in their respective memory units 902.

[0095] The communication unit 903 is a device for communicating with external devices and sends and receives data according to instructions from the control unit 901. Each computer comprising the game server 100, user terminal 200, and advertising distribution server uses this communication unit 903 to communicate with other devices, including the network NW shown in Figure 1.

[0096] The input unit 904 is a device that receives input from an external source and supplies it to the control unit 901, and includes, for example, a keyboard, mouse, touch panel, and camera. The output unit 905 is a device that outputs the processing results of the control unit 901 to the outside, and includes, for example, a display and speaker.

[0097] <Program> Here, we will describe the programs for realizing each functional unit of the game server 100 according to this embodiment.

[0098] The game server 100 is implemented in the computer 900. The operation of each component of the game server 100 is stored in the auxiliary storage device of the storage unit 902 in the form of a program. The control unit 901 reads the program from the auxiliary storage device of the storage unit 902, loads it into the main memory of the storage unit 902, and executes the above processing according to the program. The control unit 901 also reserves a storage area in the main memory of the storage unit 902 corresponding to the storage unit 120 described above, according to the program.

[0099] Specifically, the program is a program to be executed by a computer 900, which is equipped with a processor and a memory unit, and the program causes the computer to execute the following steps in an information processing system capable of providing multiple game contents to a user's terminal: storing identification information for identifying an advertisement in a database in association with at least one of the multiple game contents; acquiring identification information for an advertisement when an application program is installed on the user's terminal and launched for the first time via an advertisement referenced on the user's terminal; a content extraction unit that extracts game content from the multiple game contents corresponding to the identification information acquired in the acquisition step based on the database; and a content provision step that provides the game content extracted in the content extraction step to the user's terminal, in priority to other game contents among the multiple game contents, at least in the initial play sequence when the application program is launched on the user's terminal for the first time.

[0100] The auxiliary storage device of the memory unit 902 is an example of a tangible medium that is not temporary. Other examples of tangible mediums that are not temporary include magnetic disks, magneto-optical disks, CD-ROMs, DVD-ROMs, and semiconductor memory connected via the input unit 904. Furthermore, if this program is distributed to the computer 900 via the network NW, the computer 900 that receives the program may load it into the main memory of the memory unit 902 and execute the above processing.

[0101] Furthermore, the program may be intended to implement some of the functions described above. In addition, the program may be a so-called differential file (differential program) that implements the functions described above in combination with other programs already stored in the auxiliary storage device of the memory unit 902.

[0102] According to the information processing system 1 of this embodiment described above, in at least the initial play sequence when the game G application is first launched, the game content extracted by the content extraction unit 134 is provided to the user terminal 200 in priority to other game content. Therefore, it is possible to suppress the discrepancy between the game experience in the early stages of the game and what the user expected from what they saw in the advertisement. This increases the user's trust in the advertisement and game G, as well as the user's satisfaction when introducing game G, and makes it possible to prevent users from abandoning game G prematurely.

[0103] Furthermore, according to this embodiment, if an advertisement contains multiple advertising elements, game content corresponding to a specific advertising element (for example, a highlighted element) among the multiple advertising elements is extracted and provided to the user terminal 200. As a result, at least in the initial game sequence upon first launch, game content corresponding to advertising elements that are likely to leave a lasting impression on the user or that are likely to attract the user's interest is provided to the user terminal 200, thereby satisfying the expectations of users who have been attracted by the advertisement.

[0104] Furthermore, according to this embodiment, after the game content extracted by the content extraction unit 134 is provided, the standard game content of game G is provided to the user terminal 200. This allows the user to smoothly transition to the normal play phase after the completion of the initial play sequence. Therefore, it is possible to prevent user drop-off through a game experience linked to advertisements, while allowing the user to easily learn the overall worldview and rules of the game, thereby promoting continued play.

[0105] Furthermore, according to this embodiment, user play history information for preferentially provided game content is managed in association with the advertising ID, making it possible to measure which advertisements contributed to acquiring users with high retention rates. Such measurement data can be used to optimize Game G's advertising strategy.

[0106] Furthermore, according to this embodiment, after the provision of game content extracted by the content extraction unit 134 is completed, an evaluation regarding the relationship between the game content and the content of the advertisement is obtained from the user, making it possible to evaluate which advertisements contributed to the user's satisfaction, etc., and to what extent. In addition, by combining this subjective evaluation from the user with the user's latent evaluation based on the user's play history information, it is possible to generate more accurate evaluation information.

[0107] <Variation> (Variation 1) In the above embodiment, one game content was associated with an advertisement identified by an advertising ID. However, if an advertisement contains multiple advertising elements, game content may be associated with each advertising element.

[0108] Figure 13 is a table showing an example of ad-related information in Modification 1. In the example shown in Figure 13, the ad identified by the ad ID includes multiple ad elements such as multiple characters CR1, CR2, CR3, multiple scenes SC1, SC2, SC3, minigames MG1, MG2, text overlays SB1, SB2, and sound effect SE1. Each of these ad elements is assigned an ad element ID to identify it.

[0109] Each ad element ID is associated with one of the multiple game content items that make up Game G. More specifically, each ad element ID is linked to a game content ID used to identify the game content.

[0110] For example, in Figure 13, the ad element ID representing character CR1 is linked to the game content ID of game content S1, which is part of the sub-content of game G. Similarly, the ad element ID representing scene SC1 is linked to the game content ID of game content M3, which is part of the standard content. Thus, the game content associated with an ad element ID may be game content included in the standard content or game content included in the sub-content.

[0111] In this case, when the measurement server 350 receives an access request from the user terminal 200, it records click information that associates the advertising element ID with the terminal identification information of the user terminal 200 (see step S105 in Figure 10). The recorded advertising element ID may be, for example, an advertising element ID that indicates the advertising element that was displayed on the user terminal 200 when the tap operation on the install button D23 was detected, or an advertising element ID that indicates the advertising element that was repeatedly viewed on the user terminal 200. As a result, after the game G app is launched for the first time on the user terminal 200, the game server 100 can obtain the advertising element ID from the measurement server 350 (see steps S110 to S118 in Figure 11).

[0112] In other words, the acquisition unit 133 can acquire an advertising element ID to identify a specific advertising element among multiple advertising elements as advertising identification information. This allows the game content corresponding to the advertising element ID to be provided to the user terminal 200 with priority.

[0113] In this case, the logging unit 137 manages the user's play history information for the game content provided by the content provision unit 135 in association with the advertising element ID. The logging unit 137 may also associate the play history information with the user evaluation results obtained by the evaluation acquisition unit 136. The information associated with the advertising element ID in this way can be used for measuring the effectiveness of advertising campaigns for each advertising element, evaluating the effectiveness of the correspondence between advertising elements and game content in the advertising correspondence information, and for automatic optimization of this correspondence using machine learning.

[0114] According to Modification 1, if an advertisement contains multiple advertising elements, game content corresponding to a specific advertising element among the multiple advertising elements is extracted and provided to the user terminal 200. Specifically, game content corresponding to the advertising element that was just being viewed on the user terminal 200, or game content corresponding to the advertising element that has been repeatedly viewed on the user terminal 200, is extracted. As a result, at least in the initial game sequence upon first launch, game content corresponding to advertising elements that have left a lasting impression on the user or that have piqued the user's interest is provided to the user terminal 200, thereby satisfying the expectations of users who have been attracted by the advertisement.

[0115] (Modification 2) In addition to play history information recorded by the log recording unit 137 (information linked to an ad ID or ad element ID) and the results of questionnaires obtained by the evaluation acquisition unit 136, a machine learning model may be generated using big data such as the user's subsequent play continuation rate and billing information as training data. Such a model can be used to optimize which combination of initial experience (priority content) for which ad or ad element will result in the highest user retention rate and billing rate.

[0116] Specifically, the above model can be used to predict the priority content that is expected to yield the highest results (e.g., retention rate after 7 days) for users who have arrived via various advertisements, and to provide that content to those users. As a machine learning algorithm, for example, a reinforcement learning bandit algorithm (a solution to the multi-armed bandit problem) can be used. Furthermore, by repeatedly feeding back such predictions and results, it becomes possible to optimize and dynamically update the correspondence between advertisements or advertising elements and game content.

[0117] (Variation 3) In determining the initial experience (priority content) provided to a user, the initial experience may be personalized by taking into account not only the ad ID or ad element ID, but also information such as the user's attributes (estimated age, gender, region, etc.), preferences, and the specifications of the user's device 200 (device performance).

[0118] In this case, the acquisition unit 133 acquires demographic information of the user obtained from the advertising distribution platform, etc., and performance information of the user terminal 200 transmitted from the user terminal 200. Examples of demographic information include the user's age group, gender, residential area, and categories of interests estimated or registered on the advertising distribution platform. Examples of performance information of the user terminal 200 include distinctions such as high-end / low-end models.

[0119] In this case, the content extraction unit 134 extracts preferred content from among multiple preferred content items associated with an advertising ID or advertising element ID, based on information such as the user's attributes and preferences and the performance of the user terminal 200, and the content provision unit 135 provides the extracted preferred content to the user terminal 200.

[0120] Alternatively, the content extraction unit 134 may extract priority content associated with an advertising ID or advertising element ID, and the content provision unit 135 may dynamically adjust or generate the content and presentation of the extracted priority content based on information such as the user's attributes and preferences and the performance of the user terminal 200, and then provide it to the user terminal 200.

[0121] For example, if an advertisement promotes "exhilarating battles," and the user is presumed to be young, priority content requiring more action-oriented gameplay may be provided. Similarly, if the user terminal 200 is a high-performance model, priority content with extensive use of visually stunning graphics may be provided. Conversely, if the user terminal 200 is not particularly powerful, lighter priority content with simplified visuals may be provided to prevent performance issues. This allows for an initial experience optimized for each user's attributes and environment, further enhancing user satisfaction.

[0122] <Other Embodiments> The above-described operation flows can be performed not only independently, but also in combination of two or more operation flows. For example, some steps of one operation flow may be added to another operation flow, or some steps of one operation flow may be replaced with some steps of another operation flow. It is not necessary to execute all steps in each flow; only some steps may be executed. Furthermore, the order of steps in each flow may be changed as appropriate.

[0123] A program may be provided that causes a computer to execute each of the processes according to the above embodiment. The program may be recorded on a computer-readable medium. Using a computer-readable medium, it is possible to install the program on a computer. Here, the computer-readable medium on which the program is recorded may be a non-transient storage medium. The non-transient storage medium is not particularly limited, but may be a storage medium such as a CD-ROM or DVD-ROM. Furthermore, the circuits that execute each of the processes performed by the device according to the above embodiment may be integrated, and at least a part of the device may be configured as a semiconductor integrated circuit (chipset, SoC).

[0124] The functions realized by the apparatus according to the above embodiments may be implemented in a circuit or processing circuitry, including a general-purpose processor, an application-specific processor, an integrated circuit, an ASIC (Application Specific Integrated Circuit), a CPU (a Central Processing Unit), conventional circuits, and / or a combination thereof, programmed to realize the described functions. A processor, including transistors and other circuits, is considered a circuit or processing circuitry. A processor may be a programmed processor that executes a program stored in memory. In this disclosure, circuitry, unit, and means are hardware programmed to realize or perform the described functions. Such hardware may be any hardware disclosed herein, or any hardware known to be programmed to realize or perform the described functions. If such hardware is a processor that is considered a type of circuitry, then such circuitry, means, or unit is a combination of hardware and software used to constitute such hardware and / or processor.

[0125] The terms "based on" and "depending on / in response to" used in this disclosure do not mean "based solely on" or "depending solely on" unless otherwise specified. "Based on" means both "based solely on" and "at least partially on." Similarly, "depending on" means both "at least partially on" and "at least partially on." The terms "include," "comprise," and their variations do not mean to include only the listed items, but may include only the listed items or may include additional items in addition to the listed items. Furthermore, the term "or" used in this disclosure is not intended to mean exclusive OR. Additionally, any reference to elements using designations such as "first," "second," etc., used in this disclosure does not generally limit the quantity or order of those elements. These designations may be used herein as a convenient way to distinguish between two or more elements. Therefore, references to the first and second elements do not imply that only two elements may be adopted therein, or that the first element must precede the second element in any way. In this disclosure, where articles are added by translation, such as a, an, and the in English, these articles shall be plural unless it is clearly indicated by the context that they are not.

[0126] Although the embodiments have been described in detail above with reference to the drawings, the specific configuration is not limited to those described above, and various design changes can be made without departing from the gist of the invention.

[0127] (Note) The features of the above-described embodiment are noted below. (Note 1) An information processing system capable of providing multiple game contents to a user's terminal, A database that stores identification information for identifying advertisements, associated with at least one of the aforementioned multiple game contents, When an application program is installed on the user's terminal via an advertisement viewed on the user's terminal and is launched for the first time, an acquisition unit acquires the identification information of the advertisement. A content extraction unit extracts game content from among the multiple game contents based on the database, corresponding to the identification information acquired by the acquisition unit. A content provision unit provides the game content extracted by the content extraction unit to the user's terminal, prioritizing it over other game content among the plurality of game content, during at least the initial play sequence when the application program is first launched on the user's terminal. An information processing system equipped with the following features. This will increase user trust in advertisements and the game G, improve user satisfaction when adopting the game G, and prevent users from leaving the game G prematurely. (Note 2) The information processing system described in Appendix 1, wherein the content provision unit provides game content extracted by the content extraction unit to each user. This allows us to provide each user with a personalized initial experience. (Note 3) The aforementioned game content includes experiential content for allowing users to experience a portion of the game referenced in the advertisement, introductory content for the game referenced in the advertisement, and guidance content for guiding users from the game referenced in the advertisement to new content, as described in Appendix 1 or 2 of the information processing system. This allows users to experience the game's world, learn the general rules of the game, or conversely, be directed to new content unrelated to the game in question. (Note 4) The content extraction unit, when an advertisement identified by the identification information acquired by the acquisition unit contains multiple advertising elements, extracts game content corresponding to a specific advertising element among the multiple advertising elements contained in the advertisement. An information processing system as described in any of the appendices 1 to 3. This allows for the extraction of game content that corresponds to advertising elements. (Note 5) The aforementioned specific advertising element is an element highlighted in an advertisement identified by the identification information acquired by the acquisition unit. The information processing system described in Appendix 4. This makes it possible to extract game content that corresponds to the advertising elements that attract the user's attention in the advertisement. (Note 6) The elements highlighted above are those that have the longest playback time allocated within the overall length of the advertisement video, elements with text overlays, or elements with distinctive sound effects. The information processing system described in Appendix 5. (Note 7) The aforementioned specific advertising element is an element that was displayed on the user's terminal when an operation to install content related to the advertisement was performed, among the advertisements identified by the identification information acquired by the acquisition unit. The information processing system described in Appendix 4. This allows for the extraction of game content that corresponds to advertising elements that are likely to have left a lasting impression on the user. (Note 8) The aforementioned specific advertising element is an element of the advertisement identified by the identification information acquired by the acquisition unit that has been repeatedly viewed on the user's terminal. The information processing system described in Appendix 4. This allows for the extraction of game content that corresponds to advertising elements that users are likely to be interested in. (Note 9) After the content provision unit provides the game content extracted by the content extraction unit, the evaluation acquisition unit further includes an evaluation unit that obtains an evaluation from the user regarding the relevance between the game content and the content of the advertisement. An information processing system as described in any of the appendices 1 to 8. This allows us to evaluate which advertisements contributed to user satisfaction and to what extent. (Note 10) The system further includes a log recording unit that manages user play history information for game content provided by the content provision unit in association with the identification information of the advertisement. An information processing system as described in any of the appendices 1 to 9. This allows us to measure which advertisements contributed to acquiring users with high retention rates. (Note 11) The aforementioned identification information includes at least information for identifying advertising material, The log recording unit manages the play history information by advertising material based on the information. The information processing system described in Appendix 10. (Note 12) After the game content extracted by the content extraction unit is provided to the user's terminal, the application program further includes a game provision unit that provides standard game content configured in a predetermined order. An information processing system as described in any of the appendices 1 to 11. This allows for a smooth transition of the user to the normal gameplay phase after the initial gameplay sequence is complete. (Note 13) An information processing device capable of providing multiple game contents to a user's terminal, A database that stores identification information for identifying advertisements, associated with at least one of the aforementioned multiple game contents, When an application program is installed on the user's terminal via an advertisement viewed on the user's terminal and is launched for the first time, an acquisition unit acquires the identification information of the advertisement. A content extraction unit extracts game content from among the multiple game contents based on the database, corresponding to the identification information acquired by the acquisition unit. A content provision unit provides the game content extracted by the content extraction unit to the user's terminal, prioritizing it over other game content among the plurality of game content, during at least the initial play sequence when the application program is first launched on the user's terminal. An information processing device equipped with the following features. (Note 14) A computer capable of providing multiple game contents to a user's device, The steps include storing identification information for identifying an advertisement in a database in association with at least one of the aforementioned multiple game contents, When an application program is installed on the user's device via an advertisement viewed on the user's device and is launched for the first time, the process includes an acquisition step to obtain the identification information of the advertisement, A content extraction step that extracts game content from among the multiple game contents based on the database, corresponding to the identification information obtained in the acquisition step, A content provision step in which, at least in the initial play sequence when the application program is first launched on the user's terminal, the game content extracted in the content extraction step is provided to the user's terminal in priority to other game content among the plurality of game contents, An information processing method that performs the following. (Note 15) In an information processing system capable of providing multiple game contents to a user's terminal, The steps include storing identification information for identifying an advertisement in a database in association with at least one of the aforementioned multiple game contents, When an application program is installed on the user's device via an advertisement viewed on the user's device and is launched for the first time, the process includes an acquisition step to obtain the identification information of the advertisement, A content extraction step that extracts game content from among the multiple game contents based on the database, corresponding to the identification information obtained in the acquisition step, A content provision step in which, at least in the initial play sequence when the application program is first launched on the user's terminal, the game content extracted in the content extraction step is provided to the user's terminal in priority to other game content among the plurality of game contents, A program that causes a computer to execute something. [Explanation of Symbols]

[0128] 1: Information Processing System 100: Game Server 110: Communications Department 120: Storage section 121: Application program (app) 122: Database 130: Processing Unit 131: Game Provision Department 132: User Management Department 133: Acquisition Department 134: Content Extraction Unit 135: Content Provision Department 136: Evaluation Acquisition Department 137: Log Recording Section 200: User terminal 300: Ad delivery server 350: Measurement Server 400: Platform Server 900: Computer G: Game NW: Network D10: Search screen D13, D14: Advertisement display area D20: Ad screen D30: Installation complete screen D40: Initial startup screen

Claims

1. An information processing system capable of providing a game consisting of multiple game contents to a user's terminal, A database that stores identification information for identifying advertisements, associated with at least one of the aforementioned multiple game contents, When the application program for the game is installed on the user's device via an advertisement viewed on the user's device and is launched for the first time, an acquisition unit acquires the identification information of the advertisement. A content extraction unit extracts game content from among the multiple game contents based on the database, corresponding to the identification information acquired by the acquisition unit. A content provision unit provides the game content extracted by the content extraction unit to the user's terminal, prioritizing it over other game content among the plurality of game content, during at least the initial play sequence when the application program is first launched on the user's terminal. An information processing system equipped with the following features.

2. The information processing system according to claim 1, wherein the content provision unit provides game content extracted by the content extraction unit to each user.

3. The aforementioned game content includes experiential content that allows users to experience a portion of the game referenced in the advertisement, introductory content for the game referenced in the advertisement, or guidance content that directs users from the game referenced in the advertisement to new content. The information processing system according to claim 1.

4. The content extraction unit, when an advertisement identified by the identification information acquired by the acquisition unit contains multiple advertising elements, extracts game content corresponding to a specific advertising element among the multiple advertising elements contained in the advertisement. The information processing system according to claim 1.

5. The aforementioned specific advertising element is an element highlighted in an advertisement identified by the identification information acquired by the acquisition unit. The information processing system according to claim 4.

6. The elements highlighted above are those that have the longest playback time allocated within the overall length of the advertisement video, elements with text overlays, or elements with distinctive sound effects. The information processing system according to claim 5.

7. The aforementioned specific advertising element is an element that was displayed on the user's terminal when an operation to install content related to the advertisement was performed, among the advertisements identified by the identification information acquired by the acquisition unit. The information processing system according to claim 4.

8. The aforementioned specific advertising element is an element of the advertisement identified by the identification information acquired by the acquisition unit that has been repeatedly viewed on the user's terminal. The information processing system according to claim 4.

9. After the content provision unit provides the game content extracted by the content extraction unit, the evaluation acquisition unit further includes an evaluation unit that obtains an evaluation from the user regarding the relevance between the game content and the content of the advertisement. The information processing system according to claim 1.

10. The system further includes a log recording unit that manages user play history information for game content provided by the content provision unit in association with the identification information of the advertisement. The information processing system according to claim 1.

11. The aforementioned identification information includes at least information for identifying advertising material, The log recording unit manages the play history information by advertising material based on the information. The information processing system according to claim 10.

12. After the game content extracted by the content extraction unit is provided to the user's terminal, the application program further includes a game provision unit that provides standard game content configured in a predetermined order. The information processing system according to claim 1.

13. An information processing device capable of providing a game consisting of multiple game contents to a user's terminal, A database that stores identification information for identifying advertisements, associated with at least one of the aforementioned multiple game contents, When the application program for the game is installed on the user's device via an advertisement viewed on the user's device and is launched for the first time, an acquisition unit acquires the identification information of the advertisement. A content extraction unit extracts game content from among the multiple game contents based on the database, corresponding to the identification information acquired by the acquisition unit. A content provision unit provides the game content extracted by the content extraction unit to the user's terminal, prioritizing it over other game content among the plurality of game content, during at least the initial play sequence when the application program is first launched on the user's terminal. An information processing device equipped with the following features.

14. A computer capable of providing a game consisting of multiple game contents to a user's terminal, The steps include storing identification information for identifying an advertisement in a database in association with at least one of the aforementioned multiple game contents, When the application program for the game is installed on the user's device via an advertisement viewed on the user's device and is launched for the first time, the process includes an acquisition step of obtaining the identification information of the advertisement, A content extraction step that extracts game content from among the multiple game contents based on the database, corresponding to the identification information obtained in the acquisition step, A content provision step in which, at least in the initial play sequence when the application program is first launched on the user's terminal, the game content extracted in the content extraction step is provided to the user's terminal in priority to other game content among the plurality of game contents, An information processing method that performs the following.

15. In an information processing system capable of providing a game composed of multiple game contents to a user's terminal, The steps include storing identification information for identifying an advertisement in a database in association with at least one of the aforementioned multiple game contents, When the application program for the game is installed on the user's device via an advertisement viewed on the user's device and is launched for the first time, the process includes an acquisition step of obtaining the identification information of the advertisement, A content extraction step that extracts game content from among the multiple game contents based on the database, corresponding to the identification information obtained in the acquisition step, A content provision step in which, at least in the initial play sequence when the application program is first launched on the user's terminal, the game content extracted in the content extraction step is provided to the user's terminal in priority to other game content among the plurality of game contents, A program that causes a computer to execute something.

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