PERSONALIZED STIMULUS PLACEMENT IN VIDEO GAMES
A system analyzes neuro-response measurements from subjects exposed to video games to identify neurologically salient locations for inclusion of stimulus material and personalized stimulus material such as video streams, advertisements, messages, product offers, purchase offers, etc. Examples of neuro-response measurements include Electroencephalography (EEG), optical imaging, and functional Magnetic Resonance Imaging (fMRI), eye tracking, and facial emotion encoding measurements.
1 - 20 . (canceled)
21 . A system for modifying a video game with an advertisement or entertainment, the system comprising:
a sensor to obtain neuro-response data;
memory including instructions; and
a processor to execute the instructions to:
identify candidate locations in the video game to receive the advertisement or entertainment;
tag the candidate locations with location characteristics based on neuro-response data collected from a first player with the sensor while the first player is playing the video game, the location characteristics including at least one of retention, attention, priming, or resonance;
select, as a selected location, one of the candidate locations to receive the advertisement or entertainment based on the location characteristics associated with the candidate locations; and
cause insertion of the advertisement or entertainment into the selected location for display to a second player playing the video game.
22 . The system of claim 21 , further including a transmitter to transmit the neuro-response data to the processor.
23 . The system of claim 22 , wherein the transmitter is integrated in a set top box.
24 . The system of claim 21 , wherein the processor is to identity one of the candidate locations by identifying a lull in the neuro-response data before a rise in the neuro-response data.
25 . The system of claim 24 , wherein the sensor is an electrode and the neuro-response data includes electroencephalographic data, the lull in the neuro-response data corresponds to an increase in activity in a first frequency band of the electroencephalographic data and a decrease in activity in a second frequency band of the electroencephalographic data, and the rise in the neuro-response data corresponds to a decrease in activity in the first frequency band and an increase in activity in the second frequency band.
26 . The system of claim 21 , wherein the sensor is a first sensor and the neuro-response data is first neuro-response data, further including a second sensor to obtain second neuro-response data from the first player, the processor to identify the candidate locations based on the first neuro-response data and the second neuro-response data.
27 . The system of claim 26 , wherein the processor is to identify the candidate locations when the first neuro-response data and the second neuro-response data indicate inattentiveness.
28 . The system of claim 26 , wherein the processor is to identify the candidate locations when the first neuro-response data and the second neuro-response data indicate focus.
29 . The system of claim 26 , wherein the first sensor is an electrode, the first neuro-response data includes electroencephalographic data, the second sensor is an eye tracker, and the second neuro-response data includes saccadic data.
30 . The system of claim 21 , further including a clock to synchronize the neuro-response data with a display that is to display the video game to the first player.
31 . The system of claim 21 , wherein the sensor is an electrode, the neuro-response data includes electroencephalographic data, and the processor is to identify the candidate locations based on an interaction of a first frequency band of the electroencephalographic data and a second frequency band of the electroencephalographic data.
32 . The system of claim 21 , wherein the interaction includes an asymmetry between the first frequency band and the second frequency band.
33 . A tangible machine readable storage disk or storage device comprising instructions that, when executed, cause at least one machine to at least:
identify candidate locations in a video game to receive stimulus material;
tag the candidate locations with location characteristics based on neuro-response data collected from a first player with a sensor while the first player is playing the video game, the location characteristics including at least one of retention, attention, priming, or resonance;
select, as a selected location, one of the candidate locations to receive the stimulus material based on the location characteristics associated with the candidate locations; and
insert the stimulus material into the selected location for display to a second player playing the video game.
34 . The storage disk or storage device of claim 33 , wherein the neuro-response data is received via wireless communication from a transmitter in a set top box.
35 . The storage disk or storage device of claim 33 , wherein the instructions, when executed, cause the at least one machine to identity one of the candidate locations by identifying a lull in the neuro-response data before a rise in the neuro-response data.
36 . The storage disk or storage device of claim 35 , wherein the sensor is an electrode and the neuro-response data is electroencephalographic data, the lull in the neuro-response data corresponds to an increase in activity in a first frequency band of the electroencephalographic data and a decrease in activity in a second frequency band of the electroencephalographic data, and the rise in the neuro-response data corresponds to a decrease in activity in the first frequency band and an increase in activity in the second frequency band.
37 . The storage disk or storage device of claim 33 , wherein the sensor is a first sensor and the neuro-response data is first neuro-response data, wherein the instructions, when executed, cause the at least one machine to identify the candidate locations further based on second neuro-response data collected by a second sensor from the first player, the candidate locations identified when the first neuro-response data and the second neuro-response data indicate inattentiveness.
38 . The storage disk or storage device of claim 33 , wherein the sensor is a first sensor, the neuro-response data is first neuro-response data, and wherein the instructions, when executed, cause the at least one machine to identify the candidate locations further based on second neuro-response data collected by a second sensor from the first player while playing the video game, the candidate locations identified when the first neuro-response data and the second neuro-response data indicate focus.
39 . The storage disk or storage device of claim 33 , wherein the sensor is a first sensor and the neuro-response data is first neuro-response data, wherein the instructions, when executed, cause the at least one machine to identify the candidate locations further based on second neuro-response data collected by a second sensor from the first player while playing the video game, and wherein the first sensor is an electrode, the first neuro-response data includes electroencephalographic data, the second sensor is an eye tracker, and the second neuro-response data includes saccadic data.
40 . The storage disk or storage device of claim 33 , wherein the sensor is an electrode and the neuro-response data includes electroencephalographic data, wherein the instructions, when executed, cause the at least one machine to identify the candidate locations based on an interaction of a first frequency band of the electroencephalographic data and a second frequency band of the electroencephalographic data, and wherein the interaction includes an asymmetry between the first frequency band and the second frequency band.