WO2014158029A1

WO2014158029A1 - Sports game loyalty program

Info

Publication number: WO2014158029A1
Application number: PCT/NO2014/050044
Authority: WO
Inventors: Svenn MARTINSEN
Original assignee: Parcels In Sport As
Current assignee: Parcels In Sport As
Priority date: 2013-03-26
Filing date: 2014-03-26
Publication date: 2014-10-02
Anticipated expiration: 2015-09-26

Abstract

The present invention offers a method and system for enabling sponsors to be able to execute branding by logo exposure or advertising incorporated into the broadcasting of the game in a manner that will have minimum impact of the user experience of the ongoing game. The current invention is further related to a method and system for providing an enhanced betting /guessing game concept and environment for advertising and advertisement appreciation in a sports game setting.

Description

Sports game loyalty program

BACKGROUND

The current invention is related to a method and system for providing an enhanced betting /guessing game concept and environment for advertising and advertisement appreciation in a sports game setting.

It is often a difficult and challenging task for the venue owners or the sports clubs to attract viewers and/or spectators to sports events and arrangements.

It is a growing concern in the industry of entertainment and sports promotion that sponsors and advertising activities dominates and takes too much of the viewers attention in a given arrangement, and that viewers will lose interest in the arrangement because of this. This is a paradox, since the clubs and arrangement owners depend on the income from sponsors, and the sponsors depend on the viewers interest of the game, and that the viewers attend or watch the arrangements.

In many sports there have been introduced limitations to how and when marketing activities such as displaying logos for sponsors and the like is allowed during the game. One example of such regulations is the "Regulations for the Use of Virtual Advertising, 1 January 2000, FIFA", where the ability to show commercials during the football match itself is very limited.

Betting is an activity that enhances the interest of the game from many viewers and followers of a game or sports event. For events that does not reach quick conclusions, such as in football (2*45 min) it has been developed games for intermediate betting, i.e. mid time result. Other events of the game such as who scores the first goal etc. can also be events of the game that are objects for betting.

The betting industry is vulnerable for people and organizations that are willing to use illegal means to bend the wager odds in their own favor by for example bribing persons or teams to underperform. This information is then in turn used to place large bets on these staged results.

The industry of sports suffers from the fact that advertising takes the focus away from the game and decreases the experience for the viewer.

The same industry of sports suffers from the effect of match-fixing, and the sports betting industry stand the risk of losing large market shares to other betting games, such as lottery.

The above explained objective problems damage the games and sports both morally and economically every day. Lack of credibility is a real threat that will cause supporters and sponsors to lose interest and involvement in the teams and athletes.

SUM MARY

The present invention offer solutions to the above described objective problems. The present invention offers a method and system for placing bets that reduces the possibility of game-fixing/match-fixing, and thereby offers higher loyalty to the game. The present invention also offers solutions for enabling sponsors to be able to execute branding by logo exposure or advertising incorporated into the broadcasting of the game in a manner that will have minimum impact of the user experience of the ongoing game.

Further, the present invention will define a method for increased viewer perception and empathy of advertisements that at the same time increase or sustain the viewer experience of the game.

The present invention offers a method and system for providing an interactive dialog based environment where viewer/better can communicate with system provider represented by for example: advertiser, arena owner, the series owner or other.

The present invention may comprise combinations of the different aspects of the invention as described herein.

The following embodiments and examples explain the current invention used in live broadcasting of a game, typically a football match(soccer), but the invention can be used just as well in any other type of sports game or post edited reportage of a game or even adapted to be used in a computer based game .

The current invention comprise the use of game event parameters tat may be of the types: the position of the event, the type of the event, the time of the event, and others, formatted to be used for controlling betting outcome or the associated marketing activities. Another aspect of the invention may be to provide an improved environment for loyalty program for viewers and sponsors.

These and other aspects of the invention are described in the following description and drawings, and in the claim set.

When the phrase game and event of a game is used in this document it should be understood that this also mean an event of- and any type of sports arrangement, or any type of game where an event of the game may be predicted, analyzed or guessed in advance of the actual event. It may be used in real life scenarios, but could just as well be the events of a non real life event such as in a computer game or a staged performance.

When the phrase parcel, horizontal parcel and vertical parcel are used in this document it should be understood that this is a reference to a location on a game field where a 2 dimensional (2-D) or 3 dimensional (3-D) pattern of parcels is predefined and mapped to the game field. A parcel will typically have a single number, or 2D coordinates to identify the exact parcel in a 2-D pattern, or 3D coordinates identifying the exact parcel in a 3-D pattern.

When the phrase advertising medium is used in this document it should be understood that this shall represent any form of displaying unit, comprising but not limited to:

TV/Computer/Video- screen, mobile phone display, tablet and arena display boards.

When the word display, display screen or display unit are used in its substantive form in this document it shall be understood that this shall represent any form of display unit usable to display graphic information. When the word display is used in its noun form in this document it shall be understood that this shall represent the act of displaying a picture, sequence of pictures, or other graphic on a display as defined above in its substantive form.

When the phrase identification of an event of the game or identifying an event is used in this document, it shall be understood that this shall take the meaning of defining an event of the game by its position on the game field, and may also comprise associated parameters like a time, event type, persons involved and the like.

Time sector, time frame and time of the game is used in this document to define how long time the game has lasted when an event occur.

BRIEF DESCRIPTIONS OF THE FIGURES

Fig. 1 - Overview of a football field divided by horizontal parcels.

Fig. 2a - Image of a 3-D parcel of a football field.

Fig. 2b - Image of a football field divided by vertical parcels covering a goal.

Fig. 2c - An image of a goal area event where the definition of point of event relates to a parcel other than the actual players position.

Fig. 2d - An overview of a goal area football field and the 2-D parcels.

Fig. 2e - An overview of a 3D parcel pattern in a section of a goal at the time of a football entering the goal in the upper left corner parcel.

Fig. 3a - Increased visibility of actual parcel linked to a specific event of the game.

Fig. 3b - Frozen image in the moment of an event happening.

Fig. 3c - The parcel is exploded to a view of an advertisement following the moment of an event happening.

Fig. 3d - Image shrink back to show the game in the moment of the specific event of the game (goal scoring).

Fig. 4a - Example of a handheld device showing the real life playing field comprising augmented reality parcels superimposed on the image of the playing field.

Fig. 4b - Example of a selected parcel on the handheld device.

Fig. 4c - Example of an advertisement associated with the selected parcel in the handheld device.

Fig. 5 - Flowchart for exposing a certain advertisement as shown in Fig. 3 related to an event in the sports game selected from a predefined list of events, combined with time and parcel of the event and the outcome. Fig. 6 -Flowchart for data-collection of event, time and parcel with attributes of the event, and organizing the same in a database for use as input to applications for betting, game analysis and loyalty/commercial programs.

Fig. 7 - Flowchart for user selection of event, time and parcel in a loyalty program prize drawing.

Fig. 8 - Image of an embodiment of betting for a goal.

Fig. 9 - Diagram illustrating system of the invention.

Fig. 10a - Fig. lOd - Examples of parcel pattern adapted for different sports arenas: handball, ice hockey, javelin and tennis.

Fig. 11a - Fig. Hi - Images showing the sequence of displaying the parcel pattern , identifying an event , highlighting the correct parcel for event, stop for display of advertisement, continue displaying the event.

Fig. 12 - Illustration of a section of the game field comprising a parcel pattern where each parcel is associated with an advertisement/sponsor, the advertisement will be displayed on the main display unit, second display unit or both, if an event occurs in that parcel.

Fig. 13 - Flowchart for display of sponsor advertisement on second display unit when event in sponsor' parcel occur.

Fig. 14a - Fig. 14c - Images showing the sequence of displaying the parcel pattern , identifying an event and parcel pattern, highlighting the correct parcel for event, display the correct parcel parameters, and display the advertisement of the parcel on a second display unit.

DETAILED DESCRIPTION

In Fig.l an overview of a football field is seen where a superimposed grid pattern defines a number of parcels and or sectors. It is previously known that this way of dividing a playing field is used for identification of specific sporting events related to a specific location origin of the sporting field. Some attempts have also been made to adapt gaming applications where a person can bet on a specific event happening in a specific location on the sports field.

Although the figures of this application show gray scale images, it is within the application to use color coding as a manner to distinguish between different sectors of the game field. In fig. 1, this is exemplified as two yellow groups of parcels 11, and an orange group of parcels 13, framing a red group of parcels 12 in front of one of the goals, whereas the rest of the parcels in the game field is not enhanced with a specific color. Any other grouping an coloring may be used.

It is an object of the present invention, and the description of this as defined in the examples and corresponding figures, to provide for a method and system for betting and for the exposure of advertisements and loyalty enhancing concepts. It is also an object of the present invention to provide a method and a system comprising features that are less prone to match-fixing and be less liable to be exposed to match-fixing.

These objects are made possible by introducing new parameters of events and a new innovative use of location definition of an event, not limited by a 2D coordinate system, but comprising the possibility to use coordinates from a 3D representation of a playing field, and also by bringing in a 4-th dimension (4-D) using time as a valid parameter for the definition of an event.

Detailed aspects and embodiments of the invention will now be explained referring also to the accompanying figures.

Fig. 2a shows a typical parcel of a football field. The invention is not limited to football as will be understood by the person skilled in the art, and the use of a 4D representation can be adapted to almost any type of playing field, and any type of game, and even any sequence of actions or movement of an object. In this figure a football field (Soccer field) is used to exemplify the invention. The football field is divided in X number of horizontal parcels, and Y number of vertical layers. This 3D grid pattern will embrace all points of interest of the game. By using such a parcel regime will enable a betting system to be based on for example the outcome of an event where a goal is scored, but not only the parameter of whether a goal is approved by the referee or not, but also on who was the goal scorer, where was the goal scorer on last touch on the ball, and in what section of the goal, in vertical parcel, was the ball when the ball went over the goal line. Using time as the 4'th dimension this will also add an extra level of parameters that are difficult to manipulate in a game such as football.

The number of parcels in any direction may vary from game to game, from playing field to playing field, and even between different types of betting/promotion concepts in the same game.

Fig. 2a show a vertical view of a parcel showing three different vertical layers of parcels. Any number of vertical parcels may be used for any type of sport or game.

Fig. 2b shows a layout of the grid planes used to define the vertical parcel of the goal and the moment of initiation of an event leading to a goal is seen in 2c and 2d. The identification of the vertical parcel where the ball crosses the goal line in the vertical grid plane can be seen in fig. 2e. A special case is seen in Fig. 2c when the parcel active in the event of interest, the parcel marked with a cross, is decided when the head makes contact with the ball, and this parcel is not the same as the parcel active when the player makes the jump for the ball. This actual event shows how a 3D perspective of the event is necessary to be considered in order to get a better and more precise result of the event.

A likely scenario where a betting regime is built on these event parameters will attract a new kind of betters to the game, as many of the parameters used to evaluate if a bet is a winning or losing bet will be of a kind that is very difficult to manipulate. Also there is a more randomness to the outcome of the betting, although a person following a team or the sport closely will be able to make "educated" guesses by for example read statistics and form reports of the teams playing. One betting embodiment let the person placing a bet put his stake on what team is first to score, with a detailed score parameter card that may comprise, but not limited to: what time the goal was registered, from what parcel was the goal scored, how was the goal scored (playing goal, free kick, penalty, corner, heading etc.), where did it enter the goal, and who scored the goal. A prize regime could be offering rewards from low to high by number of correct parameters, such as lowest prize is offered if only the correct team was correct, next prize level if both team and time sector was right. An even higher prize level when team, timeframe and delivery parcel is correct, and so on until all parameters are correct that gives the lowest probability and highest odds and thus the highest prize.

In another embodiment the same selection regime will be used to select and display a set of predefined graphic sequences on a handheld device such as a Smartphone, computer, a television set or any type of display unit. The graphical sequences being chosen from a range of different graphical sequences, and may comprise "exploding" the parcel of an event into a display of a loyalty enhancing message from a sponsor or the team to the display of an advertisement.

Most viewers of a game will not like the game to be interrupted by advertising. Although most people understand that it often is the advertising that finances the teams and the game. This is also a problem that concerns the advertising companies as well as the teams and team organizations. In some sports there has been defined specific rules regulating when and where advertisements may be exposed to the viewers. It is thus ensured that the quality of the viewing experience is high. The current invention enables viewer experience to be best possible, but at the same time offer a solution for the advertisements to be exposed, namely at the time of replay of an event of the game, and specifically at the moment in the replay where the event is about to happen, at which point in time the viewer is likely to be intensively following the transmission of the event.

Fig. 3a- 3d show in figure form the different stages of a possible transmission of an advertisement from the identification of a parcel where an event has occurred, to the transmission of the advertisements, and the continuation of the transmission of the event after the advertisement has been transmitted. Typically this is a sequence transmitted when an event of the game is shown in replay, and thereby the viewer will not feel that the real time transmission of the game is disrupted. The advertisement will typical be shown in the main area of the screen of the display unit, and may even include all or some information of the event such as the location of the correct parcel, the time sector it happened and other parameters of the event for the benefit of the various betting systems associated with event betting. This information may be displayed simply in text format on the bottom of the screen of the display unit. This way a person placing a bet could easily identify if the bet is qualifying for a prize. Other information that could be made available under the transmission of the advertisements could be odds related to the event.

The advertisements may be selected from a predefined priority list. The priority list may for example be sorted by parcel of event, time of event, type of event and type of

advertisements, not excluding sorting by other parameters. By using these elements the current invention can define a method for increased viewer appreciation and empathy of the shown commercials.

By sorting the events by type of event will increase the flexibility of the advertising concept further. The events in a game of football as an example could be sorted as one of, but not limited to: fault by player, ball out of playing field, goal, scoring chance, injury, funny situation.

Likewise the advertisement can be customized for display related to one or more of the event types.

One embodiment for optimized user perception and empathy of the advertisements is an advertisement that complement the event type of an event in the game. One example of such complementing advertisement is an advertisement for a drug store linked to the replay of an event of the game that resulted in an injury. Another example is an advertisement for anger management training being transmitted when a red card situation occur in the game.

This type of advertisement linking and transmission is shown in the flowchart shown in Fig. 5. Fig. 5 show how an advertisement is chosen according to one embodiment of the invention.

When an event has occurred, the parcel of the event is determined 5.1, either automatically by the editing SW, or manually by one of the editors. An objective assessment 5.2 of the type of event selected from a predefined event type list 5.3 is then performed. This assessment may be made by a person trained in the task. The time stamp of the event 5.4 and the team responsible for creating the event 5.5 is decided. This is a decision that will have several outcomes where a game is the game where 2 or more teams are involved. In the case of a football match where for example a penalty situation will be considered to be of interest both for the team that receives a penalty kick, but also who created the penalty kick? All scenarios can be covered. Now that the details of the event are defined, a video recording of the event can be played up to the moment of time where the event happens

5.6.

The video is stopped at the moment of the event, and the advertisement is chosen 5.7 from the list of sorted advertisements 5.8, where the list is sorted on event type 5.3. This way an advertising client may choose to run its advertisement only in connection to specific event types, and thereby creating a better recognition pattern for their commercial messages. The advertisement is then shown 5.9 as part of the video stream showing the replay of the event. When the advertisement is shown the video showing the event continues 5.10 from the time of the event, which is from the time when it was stopped 5.6.

In one embodiment of the invention the details of the game will be stored in a separate database in parallel to the capture and analyzing of the video stream. Fig. 6 shows a flowchart of this process. The figure also identifies potential applications making use of the database content. The personnel responsible for analyzing the game may also be responsible for updating a database used for storage of statistics of the game. However the registering of the statistics may be done as a post process after the actual event has occurred. The person doing the registering will choose a correct entity of the database 6.0 for the type of game and teams involved. This can typically be chosen from a match schedule. If the entity of the database is not available or does not exist 6.1, it will be created 6.2. When the entity if the database is selected, the operator of the updating program will update 6.3 the database 6.4 of the events of the selected game. A program may execute this database updating process automatically from the data collected during the real time display of the game, where an operator will allocate parameters to every event of the game as they happen in near real time. The data in the database may be editable in the event of a misinterpreted situation has given rise to erroneous data being stored.

The following example may be used to explain the advantages of the features for enhanced marketing offered by the invention.

A viewer follows the match of his team on TV. The viewer's team is playing on away ground. The viewer has downloaded a mobile app i.e. the "Parcel-Betting" app, representing an application utilizing the present invention, enabling the viewer to participate in a free betting game on the mobile phone sponsored by the TV channel. One main prize is put up by the TV channel, and in addition there are other prizes given by the individual parcel owners. A parcel owner may be a sponsor, or a company that has purchased the right to use a number of parcels for the purpose of advertising. A separate scheme may be offered to auction the ownership of the parcel, in all or individual games and/or arenas/game fields. Fig. 12 shows a layout of a section of a football game field and predefined "owners "/sponsors of the individual parcels.

In yet another embodiment of the present invention a typical service provided by the system comprises the possibility for the viewer to download/use a mobile/computer application (app) on his/hers mobile/computer device where the game arena is presented on the display unit of the viewer device with the parcel pattern and sponsors/advertisements associated with each parcel as described above and in fig.12.

The services associated with a specific game, game service, may offer a dialogue based application for interested viewers in a defined timeframe in advance of each game. It is thus possible for the viewer to participate in a betting/guessing game linked to the upcoming game, where the viewer can register his/hers bets/guesses for specific events of the upcoming game, and link such events to a unique parcel. When placing such a bets, all details of the bet is logged by the game provider, being one of but not limited to: the arena owner, the home team club, the website owner, and the series owner. The events may be selected from a list provided by the game provider, and may be of but not limited to: goal, free kick, yellow/red card, corner, and drop. The bet/guess may further comprise the better/guesser defining different parameters of the event selected from a list provided by the game provider, the parameters may comprise, but are not limited to: parcel of the event, time of event, and player(s) involved in the event.

When the bet/guess is defined the sponsor/owner of the parcel defined for the event may be allowed to execute an interactive marketing session to display their unique message or dialogue. This may comprise to collect response from viewer in exchange for e.g. a coupon for a product or service offered by the sponsor. The bets/guesses may be accumulated to cover more games, and even whole seasons of games, and for each event or event parameter that are correctly guessed points may be given and stored. Each better/guesser may accumulate points awarded. And game provider may offer prizes corresponding to points achieved by the better/guesser.

Under a game, the viewer may be logged into the game service, and each time an event occurs, the viewer may receive a user specific message on his device, and if points are scored relating to the event this is indicated.

Upon the occurrence of an event the sponsor of the parcel associated with the event will be identified, and may be given the opportunity to execute a short interactive marketing session to the viewer, where non betting related prizes may be offered to the viewer. This way it will be attractive for a non better/guesser also to follow the game services, and thus provide a channel for commercial activity that not disturb the main event broadcast. Even at the game arena where the viewer watch the live game, it will offer a unique channel for the advertisers to reach out with their message pre-, under-, and after the game.

In the betting situation the viewer now has the possibility to submit a defined number of full set of combinations of event parameters, where for example one betting game is to bet on the event of a goal is scored. In this example it would comprise that the viewer bet on correct team, player, horizontal field parcel, vertical goal parcel and time sector for a goal. Other combinations of parameters may be offered. Additionally the TV channel may offer sub games during the match, where different betting objects may be offered.

For each parcel that is part of the bets placed by the viewer, a message may be sent to the viewer by the parcel owner corresponding to the parcel specified in the bet acknowledging the bet together with an advertising element.

As the match is played and a goal is scored, may lead to a message being sent with the correct parameters of the event to all the betters from the parcel owner corresponding to the parcel where the event occurred together with an element of advertisement. The winners may get a special message with prize details and possibly a longer advertising message.

The TV channel may in addition offer to keep the scores of the frequent players and offer a season prize for the best better during the season. In such a scheme predefined points will be awarded for correct bet on the various betting objects.

Additional points or higher odds may be received by linking the viewer's bets to the viewer's profiles on different social medias.

Fig. 4a to 4c show a sequence of how the invention can be used for interactive marketing via a second display unit such as a mobile phone, pc, tablet PC or other. It is also possible to customize the application on the second display unit to include augmented reality display customized for each arena, or location.

In another embodiment as described by Fig. 7 a spectator that is present on the game field wants to participate in a game or loyalty program and using a camera Smartphone or other type of active device including a camera and a communication device. If the spectator does not already have an application 7.1 for the game field, the game field owner may offer a local download facility 7.2 for an app customized to the game field. The spectator starts the app 7.3 and points the camera of his active device towards the game field 7.4, and a pattern recognition module inside the active device calculates the correct position of the spectator relative to the game field, and superimpose the 2D or 3D parcel pattern onto the displayed field in an augmented reality manner as defined by a downloaded application customized for the current game field. When the user views the field through the active device the pattern is superimposed on the live transmission of the game field in the active device. If the display unit is supporting touch technology the application can be adapted to communicate betting and loyalty program features directly on the active device. One example can be that the spectator points his finger to the parcel 7.5 owned by his favorite pizza restaurant, and optionally bet at parameters happening at the selected parcel 7.6. The application communicates the selection to the server communicating with the application, which in turn is either set up to communicate directly 7.7 with the spectator on behalf of the pizza restaurant or sends a message reporting the bet to the pizza restaurant server and the pizza restaurant back office server may send out an SMS with an acknowledgement of the bet and an advertisement 7.8 to the spectator. The spectator may be obliged to acknowledge the advertisement 7.9 to continue the participation in the game or loyalty program. The events are continuously being maintained by the organizers 7.11, and every time an event occurs that the spectator has betted for a status is sent together with prize winning information

7.10. The spectator may be given the option to continue playing another game 7.12 every time one game is over. It may be possible to participate with several simultaneous bets in the game.

Fig. 8 shows illustrates another embodiment of the invention where an example of a presentation of a betting/selection situation where a dialogue image is provided on an interactive device e.g. a Smart phone. Here the user has chosen a football game where it is possible to bet on a goal being scored by one of the home team players. It may also be presented a color coded parcel pattern over the away team half field (as shown in fig. 1), where the code red may represent lowest odds, orange may be next lowest, yellow may be second highest, and grey may be the highest odds for a goal kick being executed in the selected parcel. Each goal is in turn represented by a second set of vertical parcel grid pattern. Choosing the correct combination of color coded parcel where goal kick is executed as well as the correct goal parcel represent a high odds situation. A fourth dimension is introduced to the game by also making it possible to bet on the time sector in which the goal is scored. Even if this representation is shown as an interactive image possible to present on a Smart phone, it shall be understood that any type of media may be used, and any type of input media may be implemented for input of a bet/selection representing the event type, horizontal parcel, vertical parcel, player number and time sector. The number of parcels in both horizontal and vertical parcel grid pattern as well as the time sector division may vary according to the required accuracy. Typically a game of football (soccer) will divide the playing half field into 12*16 (192) parcels, and the goal into 3*6 (18) parcels, and a playing period in 5 min. intervals, e.g. In a football game, one half could be divided in 10 selectable periods comprised by 9 periods of 5 min. and one overtime period. It should be understood that this embodiment will be able to represent a loyalty program where the viewer will take part in a free game where prizes could be items increasing loyalty to the team, the advertiser, the betting company, or other party.

The present invention may typically be custom adapted to the various team fields such that they are presented with corresponding unique parcel pattern.

Figure 8, could also be used to represent the status of a game by streaming real time events identifying events with corresponding event parameters such as timing and parcels both horizontal and vertical every time an event occurs. When combined with betting or loyalty program games, it can show prize and/or odds related to each event, and it could even play advertisements related to the event on the interactive device.

Now a method and system for maintaining and supporting the invention as described in the above will be discussed. As shown in Fig. 9 it is illustrated that as a venue or arrangement is filmed at an arena 91, a viewer can follow the arrangement via television broadcast 92, and in the same instance follow the home team' mobile app on his tablet PC. A spectator may be at the arrangement and use his Smartphone as a second display unit 93 to follow the game at the arena in an augmented reality fashion with a variety of additional features offered by the i.e. sponsors. This may include a free betting utility taking advantage of the present invention. Both viewers 92, 93 are connected to the Internet through their applications on their second display unit, one tablet and one Smartphone. The applications they use according to the current invention make use of a real time control operator 95 that classify and evaluate the current game, such that all the betting results can be calculated 94 in real time and given as feedback in various forms to the betters and betting

organizers/companies. The classification follows a preset arrangement where different classes of events are defined. The evaluation of the events of the game, whether it is instant or done as a post process, is important for all the advertisers as well as the betters. The parameters of the events are used to calculate correct betting odds for the events, and also for determining which advertisement 96 that shall be presented at any given time or event, and which loyalty program shall be activated upon corresponding event occurrence. Every event may be classified and stored in a database 97 keeping track of all the games in a given series. There may be customized specialized applications for making use of the statistics stored in the database. Examples of such applications may be used for prediction of the next home team game, giving different odds to the events of the game. What is the probability that the home team scores within 5 min of first half from a position more than 25 meters from the goal? This is an example of one question that can be answered by a database inquiry. Other inquires may be designed to calculate the betting odds for any given event. Parameters that may be stored in the database 97 linked to the event may be, but not limited by, team and/or player, date, time of game, opposite team and /or player, event type 1, event type 2,parcel horizontal, parcel vertical, parcel vertical of the outcome of the event. The definition and storing of the parameters may be done in an automatic, semiautomatic or manual process where the two first may use a customized computer program on a computer to extract there parameters from any given event. When running an advertisement 96 the system may use the classification of the event to decide which advertisement to run. The event may be of one of a predefined set of event types. The advertiser may custom design their advertisements to fit a given event type, and running the advertisement in combination with the desired event will give an extra recognition value. The list of different event types may be as given in table 1, but is not limited by this listing:

• Goal

• Faulty chance

• Free kick

• Out of bounce

• Injury

• Celebration dance

• Angry player

• Fight

• Red card

• Yellow card

• Warning

• Spectator behavior

• Player behavior

Table 1: Event types

As an example an advertisement of phonebook internet application Yellow pages can be shown in the replay sequence of an event leading to a Yellow card, in a football match.

Another example is to show an advertisement for a training class for anger management in combination with the replay of a fight in an ice hockey match.

To be able to utilize this feature the event type needs to be categorized after predefined categories as suggested above. This is normally done by one of the operators in the control room as the transmission of the game is controlled during broadcasting.

The advertising activity may be run exclusively on a second display unit application downloadable by the viewer independent of the broadcasting of the game. This will enable the viewer to follow an undisturbed transmission of the real game, and at the same time take advantage of the gaming offered by independent suppliers and services. This can be a team, a series, a betting company, a sponsor or other. There are no limitations as to how many applications can run on any one device.

Fig. 10 a-d shows alternative game and arenas where the present invention may be used. Fig. 10a shows the augmented reality app for a Volleyball game, indicating the field of each team, whilst Fig. 10b shows an ice hockey rink where the parcel pattern is adapted to the outline of the playing field. It can be seen that in this application the parcels are divided equally apart from the parcel behind the goal which is defined as one parcel for the whole width of the playing field. This is merely an example and is not limiting the scope of different pattern that can be used for any arena, sports or other.

Fig. 10c illustrates yet another type of arrangement that can make use of the present invention where a field is divided into parcels. Here the game is javelin throwing in an athletics arena. The arena divided in parcels in Fig. lOd is a Tennis court. Here marked for considering the field of both player teams.

All examples may use the features defined above for defining event parameters comprising the use of 3 orientation dimensions, and a fourth time dimension for any type of event that may happen in the game.

The series of illustrative pictures given in Fig. 11a to Fig. Hi are showing how a football game scoring may be used to show an advertisement in a replay session of the scoring. Fig. 11a show the scenario leading up to the event, and it is in this application visualized four different levels of parcel, one level within the 16 m box, 10X4 parcels (red), one level at the side of the first level of 1X6 parcels (yellow), and a third level outside the first level of 2X8 parcels (orange), whilst the rest of the playing field has the fourth level. When the ball has been played to the goal scorer in Fig. lib, the parcel that is active during the actual scoring may start to glow as seen in Fig. lib and 11c to identify the actual parcel of the event. In the event when the goal kick actually happens the video is stopped represented by Fig. lid, and it is visualized that the parcel outline starts to explode/expand into an advertisement as seen in Fig. lid to lit. When advertisement is over, the parcel shrink back into the goal kick event, and the video continues to play the goal scoring as illustrated by Fig. llg to Hi.

Fig. 12 show how a sponsor or advertiser may be linked to specific parcels in a predefined manner. Different advertisements/logos may represent different sponsors or advertisers. The advertisements/logos are stored in a list where each parcel in said plurality of parcels is associated with one of the advertisements/logos. When the parcel of an event of the game occurs, an advertisement linked to that parcel is entitled to be run on one or more display unit types. The logos may be displayed or presented to the viewer in different forms, ranging from preprinted cards, calendars, to superimposed images on the game broadcast, before under or after game, on computer or mobile apps i.e. in connection with loyalty programs or advertisements run on these display units.

One important object of the present invention is to be able to provide a method and system for advertisers and sponsors to run their advertisements and loyalty activities linked to the events of the game without disturbing the broadcast of the game itself. This is solved by the invention as described in fig. 13 and fig. 14a - 14c.

The concept is based on starting an advertising activity on the live broadcast of the game, and transfer the completion of the advertising activity on a second display unit, i.e. a smart phone running an app for the game.

When an event has occurred and identified 13.1, and the parameters of the event is established 13.2, the parcel of the event may be dynamically expanded in a manner described above 13.3 or by using other highlighting features, and parcel parameters are optionally displayed in the main broadcast image. Simultaneous of the highlighting of the parcel of the event is performed in the main broadcast image; a corresponding image is transmitted to a second display unit 13.4 running the app of the game. The second display unit now will run advertising or loyalty program sequence 13.5 linked to the previously identified event of the game and parcel parameters. This may comprise a dialogue between the advertiser and the viewer 13.6 and even include prize and betting activities 13.7.

The occurrence of a new event 13.8 starts a new sequence of advertising.

An event of a scored goal is shown in fig. 14a. The figure indicates that in this specific implementation the vertical parcel no. 2 will be highlighted and the frame will in a spinning fashion, indicated by the circular arrow, expand into a larger size and display event parameters, such as "goal" "goal parcel 2", and optional the sponsor/owner of that particular parcel.

The dynamics of the highlighting will in this particular implementation be initiated in the broadcasting of the event itself, and continue in a synchronous manner on a second display unit as indicated in the figure. The full extent of the advertising activity related to the event of the game is then completed on this second display unit. The second display unit is any type of receiver device capable of receiving and displaying graphical information, and preferably a device able to communicate with the sender of the graphical information, in a dialogue manner. A typical example of a second display unit device in this context is a smart phone.

A similar scenario is visualized in fig. 14b where a player is in the process of attempting to score a goal. The event is identified, and a parcel and corresponding parameters are determined and indicated on the display unit in a dynamic fashion as described above, and the dynamic movement is continued over to the second display unit, in this case a smart hone, currently running the app of this invention.

Fig. 14c shows a similar event where the event is a throw from the sideline. The parcel closest to the sideline is identifying the location of the event. An additional extended parcel pattern may extend outside the actual game field in order to cover incidents happening outside the game field, but is still part of the game.

As discussed in above in reference to figure 9, adapted for the scenarios discussed in fig 14a - 14c, it may for special events, such as referee gives a red card, event of the game is caused by extreme weather, injury, extreme emotional display, and the like, be an option to execute a special feature of this invention, where the advertising is linked to the actual event in light of association with the event. Thereby overruling the advertisement of the parcel sponsor/owner where the event occurred.

The advertisements are prearranged and sorted according to different types of events, and it is the event type that determines which of the corresponding advertisements that shall be associated with the specific event.

The table below defines some examples of such associated correspondence between event and advertisement:

Event type Advertisement type

Red card Red cross Shower gel Shower Vacation

vendor Injury Pharmacy Calcium Milk Fight club Soil

pills inspection

Fight Anger Family

management therapist

Snow/water Underwear Car tires Extreme Fireplace

weather

clothes

Celebration Dance school Event Champagne Fireworks

planner

When an event of one of the predefined special event types happens, this is identified by the controller of the game broadcast, and a selection of which advertisement group or even which specific advertisement that shall be transmitted is decided in real time.

The above discussed methods is facilitated by a system comprising a sports game being played at a game field, a database of predefined advertisement sorted by advertisement types, associated with a list of different predefined event types, a computer system offering an operator the ability to chose event type on the spot to overrule normal advertisement associated to parcel, a broadcast environment comprising both normal video transmission of game, and transmission to at least one additional display unit environment, such as a number of smart phones running a preloaded app communicating with the broadcasting environment over a network, typically over internet.

The invention may provide a method for identifying an event and parameters of the event of a game on a game field, the identification comprising to determine a vertical parcel of the game field, and a horizontal parcel of the game field in order to define the parameters for the location of the event.

The event is further assigned an event type, the event type being selected from a predefined list of event types, and the event is given a time stamp parameter indicating in what part of the game the event happened.

The method may further comprise a betting platform offering betting services for betting on a specific event type and parameters specifying the event. Even further the method may comprise that the odds are calculated for the probability of the event and event parameters, and a result service providing the betting results according to the calculated odds and bets placed by the participants.

Further still the method may provide a priority list of advertisements sorted to be transmitted for display on an advertising medium when a preselected event type is identified, and the advertisement may be shown on a second display display unit different from a first medium used to view the game. The first medium may be the in situ execution of the game or the live broadcast of the game for television.

The invention also may provide a system for arranging and storing parameters of an event in a game on a game field, the game field is allocated a horizontal parcel pattern and a vertical parcel pattern, the parameters comprising at least the type of event, a horizontal parcel of the event, and a vertical parcel of the event, where the type of event is selected from a predefined list of event types. The system may further comprise one or more of; a control room facility with computer programs for editing and identifying events; a database for storage of at least game details, events and event parameters; a processing unit for calculation of probabilities of events and event parameters; a database for storing and categorizing advertisements to be run in combination with defined event types; a communication medium for communicating data between the various elements of the system, users connecting to the system for betting, displaying advertisements and interactive communication with the game and betting organizers.

One embodiment of the invention provides for a method

A method for transmission of advertisement, or executing a loyalty program activity, simultaneously with or prior to a broadcast of a sports game, in a broadcast environment comprising both video transmission of a sports game, and transmission to a first display unit, the method comprising the steps of:

El defining a parcel pattern for a game field where the sports game is played, the parcel pattern comprising a plurality of parcels; and

13 defining a first list of one or more advertisements where each parcel in said plurality of parcels is associated with one of the advertisements; and

El transmitting and displaying on said first display unit displaying the broadcast of the sports game, the game field and the associated advertisement of each parcel on the game field.

for transmission of advertisement or executing a loyalty program, simultaneously with or prior to a broadcast of a sports game, in a broadcast environment comprising both video transmission of a sports game, and transmission to a first display unit, the method comprising the steps ofdefining a parcel pattern for the game field where the sports game is played , where the parcel pattern comprising a plurality of parcels , and defining a first list of one or more advertisements where each parcel is associated with one of the advertisements. The method may further present the game field on a viewers display unit, where the associated advertisement is identified in each parcel of the displayed game field, and the viewer can select a parcel from the displayed game field, and further select an event from an event list associated with a guessing game provided by a guessing game provider for an upcoming sports game to be played, or alternatively for an ongoing sports game being played on the game field. The viewer can further select one or more event parameters from an event parameter list associated with the guessing game associated with the guessed event in the parcel.

The guessing game provider stores the guessed event and associated parcel and event parameters in a database, and further present to a guesser the result of an event identified during the sports game, and also present a status of the correctness of the guess and award points earned for correct guesses by the guesser. Optionally prizes associated with the guessers guesses can be presented.

The guessing game may be replaced by a betting game provided by a betting game provider, and the guessing of an event and event parameters are provided with corresponding odds calculated by the betting game provider, and where prices are awarded according to the resulting odds of one or more bets.

Another embodiment of the invention provides for a method for transmission of advertisement or executing a loyalty program activity in a multimedia environment and comprises to determine an occurrence of an event in the game and determining a number of parameters associated with the event, where the parameters may comprise, but are not limited to: parcel number, time and event type. Then, transmitting the event parameters and advertisement or a loyalty program activity associated with the corresponding parcel upon the occurrence of an event in the parcel to a viewer. The advertisement or loyalty program activity is displayed on a first display unit the advertisement or loyalty program being integrated into the display of the broadcasted sports game, alternatively the transmitted event parameters of the event are displayed on the first display unit, the event parameters being integrated into a video of the broadcasted sports game, and the advertisement or loyalty program activity is displayed on a second display unit where the second display unit being one of, but not limited to: smart phone, television, monitor, tablet or computer. The second display unit may further provide an interface for input of response to the advertisement or loyalty program activity, and the second display unit may even further provide a transmission device for transmitting the response to the advertiser or loyalty program owner.

In yet another embodiment of the invention provides for a method for transmission of advertisement or executing a loyalty program activity in a multimedia environment and comprises to determine an occurrence of an event in the game and determining a number of parameters associated with the event, where the parameters may comprise, but are not limited to: parcel number, time and event type. Then define a priority list of advertisements, and sorting the priority list according to event types to be associated with the

advertisements, and transmitting an advertisement and display the advertisement on a display unit when a predefined event occur. It is also possible that the display unit is a second display unit different from a first display unit used to display the sports game.

While the various embodiments have been described it is to be understood that other similar embodiments may be used or modifications and additions may be made to the described embodiments for performing the same function without deviating from it. Still further, one or more aspects of the above described embodiments may be implemented in or across the various display units described, and the present invention should not be limited to any single embodiment.

Claims

1.

- defining a parcel pattern for a game field where the sports game is played, the parcel pattern comprising a plurality of parcels; and

- defining a first list of one or more advertisements where each parcel in said plurality of parcels is associated with one of the advertisements; and

- transmitting and displaying on said first display unit displaying the broadcast of the sports game, the game field and the associated advertisement of each parcel on the game field.

2.

- defining a list of one or more advertisements where each parcel in said plurality of parcels is associated with one of the advertisements; and

- determining an occurrence of an event in the game, and determining a number of

parameters associated with the event and transmitting and presenting on said first display unit displaying the broadcast of the sports game the event parameters of the event integrated into the video of the broadcasted sports game.

3.

A method according to claim 1 or 2, where a loyalty program activity is a guessing game.

4.

A method according to claim 1 or 2, where a display unit is a smart phone running a preloaded app communicating with the broadcasting environment over a network.

5. A method according to claim 1, further comprising the steps of:

a viewer selecting a parcel from the displayed game field, and further select an event from an event list associated with a guessing game provided by a guessing game provider for an upcoming sports game to be played, or for an ongoing sports game being played, on the game field,

the viewer further selecting one or more event parameters from an event parameter list associated with the guessing game provided by the guessing game provider associated with the guessed event in the parcel .

6.

A method according to claim 5, where the guessing game provider stores the guessed event and associated parcel and event parameters in a database.

7.

A method according to claim 6, where the game provider present to a guesser the result of an event identified during the sports game, and the game provider further present a status of the guesser's correctness of the guess and awarded points earned by the guesser, and optionally present any prizes associated with the guessers guesses.

8.

A method according to any of the previous claims 5 to 7, where the guessing game is a betting game, and the guess is a bet for an event and associated event parameters, and the bet is provided with corresponding odds calculated by a provider of the betting game, and where prices are awarded according to the calculated odds of one or more bets.

9.

A method according to claim 2, where the parameters may comprise, but are not limited to: parcel number, time, event type;

10.

A method according to claim 2, further comprising:

transmitting the event parameters and advertisement or a loyalty program activity associated with the corresponding parcel upon the occurrence of an event in the parcel to a viewer.

11. A method according to claim 2, where the transmitted event parameters of the event, the advertisement or loyalty program activity is displayed on the first display unit integrated into the display of the broadcasted sports game.

12.

A method according to claim 2, where the advertisement or loyalty program activity is displayed on a second display unit, the second display unit being one of, but not limited to: smart phone, television, monitor, tablet or computer.

13.

A method according to claim 12, where the second display unit providing an interface for input of response to the advertisement or loyalty program activity, and the second display unit further providing a transmission device for transmitting the response to the advertiser or loyalty program owner.

14.

A method according to claim 2, further comprises:

defining a priority list of advertisements, and

sorting the priority list according to event types to be associated with the advertisements, and transmitting one of the advertisements in the said priority list and display the advertisement on the first display unit when the associated event occur..

15.

A method according to claim 2, further comprising:

defining a priority list of advertisements, and

sorting the priority list according to event types to be associated with the advertisements, and transmitting one of the advertisements in the said priority list and display the advertisement on a second display unit different from the first display unit used to display the sports game when the associated event occur.

16.

A system for arranging and storing parameters of an event in a game on a game field, the game field is allocated a horizontal parcel pattern and optionally a vertical parcel pattern, the event parameters may comprise: the type of event, a horizontal parcel of the event, an optional vertical parcel of the event, where the type of event is selected from a predefined list of event types.

17.

A system as defined by claim 16, comprising one or more of; a control room facility with computer programs for editing and identifying events; a database for storage of at least game details, events and event parameters and guessers or betters guesses and bets respectively; a processing unit for calculation of probabilities of events and event parameters; a database for storing and categorizing advertisements to be run in combination with defined event types; a communication medium for communicating data between elements of the system comprising of: users connecting to the system for betting or guessing, displaying advertisements and interactive communication with the game and betting organizers.