AdMuse enables advertisements to be inserted in-and-around existing and new video games without the need to modify a video game’s source code. Using AdMuse, advertising is applied to the back catalogue of already-developed video games. At a negligible, non-technical, effort per video game, AdMuse enables the deployment of video game-based advertising campaigns, which will expand the Games-on-Demand market.

Similar to the way standard cable TV subscription offerings include some basic movie channels, with up-sell opportunities to premium channels, AdMuse allows service providers to attract end-users to free, ad-supported Games-on-Demand offerings, thereby generating advertising revenues while increasing the opportunity to convert these end-users to paid subscription offerings. To offer a compelling service with an attractive array of content, service providers need to apply advertising capabilities to the extensive catalogue of video games. It is uneconomical for video game publishers to change their video games post-development to make such offerings possible. AdMuse is unique in its ability to facilitate the integration of in-and-around-the-game ads without requiring any modification to the video game source code.

AdMuse enables the flexible definition of advertising spots in casual and core video games at any point in time. This allows a publisher to start with a limited number of advertising spots inside a new video game when it is first released and then expand the inventory of advertisements later on as the video game gets older. This approach allows for the optimal leveraging of both free, ad-supported and paid-subscription offerings. Most other in-game advertising technologies require development time software development kit (‘‘SDK’’) integration and designation of advertisement spots by the original video game developers and do not allow for dynamic post-production identification and definition of advertising spots in the video game. These requirements and limitations are incompatible with the optimal deployment of video game advertising in a second release window free, ad-supported Games-on-Demand offering.

AdMuse allows for the designation of any object, including two dimensional or three dimensional objects, within the video game to be defined as advertising inventory. Any texture or textured facet or vertex set can be used to show an advertisement. AdMuse supports different advertisement units, including both IAB standard-based Internet advertisements, as well as those unique to in-game advertising. In-game advertising units include two dimensional billboards and textures and three dimensional objects. Around-the-game advertisements include advertisements that run during a video game’s pre-roll and post-roll, and video game frame advertisements that physically appear around the video game during play. AdMuse integrates into standard web and rich media advertisement-serving platforms, allowing for the utilization of standard online advertisements.

AdMuse allows our customers to perform targeted advertising based on a plurality of non-personally identifiable information about the end-user, such as geographical location, game usage patterns and language, among others, allowing for premium advertisement pricing leading to increased revenue opportunities.

To ensure accurate advertisement exposure reporting and corresponding revenue calculation, AdMuse allows for a granular measurement of advertisement size, angle, distance and exposure length. These measurements are reported to a centralized database for revenue calculation and reporting to advertisers and video game publishers. Unlike other platforms, AdMuse does not require integration with the video game source code or engine to collect these statistics.