Gaze-Based Dynamic Advertising in Electronic Gaming Machines
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Solution Overview
Problem
Current electronic gaming systems lack innovative ways to engage players, as they rely on static interfaces and do not effectively utilize player movements to enhance gameplay or display advertisements dynamically.
Innovation Solution
An electronic gaming machine equipped with a camera to track player movements, analyze data, and adjust game components and advertisements in real-time, creating a dynamic three-dimensional environment that responds to player body and eye movements, allowing for personalized advertising preferences to be generated and shared.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If static interfaces and traditional gaming displays are used, then device complexity is reduced and ease of manufacture is improved, but player engagement and advertising effectiveness deteriorate
Solution Approach 1:
The gaming machine interface transitions from static to dynamic by automatically adjusting game components, advertisements, and information display based on real-time player movement data captured by cameras and sensors. The interface adapts its content and layout according to player position, gaze direction, and body movements, creating an immersive experience that responds continuously to player actions.
Solution Approach 2:
The system implements feedback loops where player movements are continuously monitored via cameras and sensors, analyzed to determine player state and preferences, and then used to automatically adjust the gaming interface and advertising content. This closed-loop system enables the interface to learn from and adapt to player behavior patterns over time.
2Loss of information
If player movement tracking and dynamic advertising are implemented, then advertising effectiveness and player personalization are improved, but data processing requirements and system complexity increase
Solution Approach 1:
The system performs preliminary actions by capturing and storing player movement data during gameplay, analyzing movement patterns to predict player preferences and interests before advertising decisions are made. Player profiles are pre-built based on accumulated movement data, enabling faster and more accurate advertising selection without real-time processing delays.
Solution Approach 2:
The system enables self-service by automatically analyzing player movement data and generating advertising preferences without requiring manual player input or complex real-time processing. The player's natural movements serve as the input mechanism, and the system autonomously translates these into personalized advertising selections and profile updates.
3Adaptability or versatility
If three-dimensional enhancements and dynamic game components are added, then player immersion and engagement are improved, but manufacturing complexity and device cost increase
Solution Approach 1:
The system transitions from traditional two-dimensional game displays to three-dimensional enhanced environments by incorporating depth perception, spatial audio, and volumetric visual elements. Game components are rendered with three-dimensional properties and can be positioned in virtual space, creating a more immersive experience that leverages the player's natural head and eye movements for navigation and interaction.
Data Source
AI summary
A computer device and method for dynamically displaying at least one advertisement to a player of a game are provided. The computer device may be an electronic gaming machine, and comprises a camera which can be used to collect data on the movement of a player of an electronic game. The movements of the player may then be analyzed and used to select an advertisement to present to the player based on player movement data. The player movement data may also be used to generate advertising preferences for the player, and may be compiled into an advertising profile. The advertising profile may then be shared with other advertisers.