CA2592342A1

CA2592342A1 - A mobile community platform

Info

Publication number: CA2592342A1
Application number: CA002592342A
Authority: CA
Inventors: Alan Duggan; Ian Hannigan; Nollaig Cunningham
Original assignee: Individual
Current assignee: Individual
Priority date: 2004-12-16
Filing date: 2005-12-16
Publication date: 2006-06-22
Also published as: IES20050843A2; EP1833582A1; IE20050844A1; WO2006064058A1

Abstract

This invention relates to a mobile community platform (3) and to a method of operating same in a system comprising a plurality of remote mobile communications devices (5) and a mobile communications network. The mobile community platform (3) further comprises a server (9) having memory (11), the memory having game profile data and metrics data relating to each of the remote mobile communications devices stored thereon. The remote 10 mobile communications devices access their game profile data from the mobile community platform memory before playing a game on their remote mobile communication device and once the game is finished, the mobile communication devices upload the game result data to the mobile community platform (3). The mobile community platform thereafter stores the game result data in memory (11). The mobile communication device game usage and other 15 important information may be obtained from the game result data and used for monitoring or other purposes.

Description

A Mobile Community Platform"

Introduction This invention relates to a mobile community platform for the hosting of at least one game having dynamic content contained therein for a plurality of remote mobile communication devices.

For some time now, companies have realized the potential benefits of advertising their goods and services through games such as those played on the Xbox (Registered Trade Mark (RTM)) and the Playstation (RTM) games consoles. By and large, these games are played extensively by many companies' target markets and it is possible to advertise a company's goods to the game players continuously as they play the game.
Dynamic content, and more specifically advertisements, including easily recognizable company logos, may be inserted into the game and can be seen by the player as they progress through the game. This practice is commonly referred to as advergaming. In this way, the companies are able to advertise their wares to an essentially captive audience.
Advergaming is now also being introduced into games used on mobile communications devices. By dynamic content, what is meant is any digital content within a game that can be updated on the fly from the mobile community platform. This includes, but is not limited to, branded artifacts in a game (i.e. advertising focused content) as well as background art, characters, plots, storylines and other artifacts that can be incorporated into the game.

One of the problems associated with advergaming and its use in games for mobile communication devices in particular is that it is often relatively difficult to gauge how effective this type of advertising is. Usually, the mobile communications device user will purchase the game through a once off payment to a premium rate number and thereafter there is no tracking of the use of the game by the mobile communications device user. The user may use the game sparingly or may decide to play the game frequently. Therefore, the number of times the advertising company's logos are seen by a player cannot be accurately determined. This causes a significant problem to both the companies that wish to advertise and the game producers that wish to sell the advertising space. Without being able to quantify the number of times a brand is

-2-exposed to a game player it is extremely difficult to measure how effective the advertising is as well as how much this type of advertising should cost.

Another problem with this type of advertising is that it is extremely difficult to gather any marketing information based on the advertising. As soon as an individual buys the game they will have no further cause for interaction with the vendor of the game and therefore any information relating to the gamers is lost. One of the main benefits of any advertising campaign is the garnering of marketing information that may be used in future campaigns as this allows companies to more accurately gear their products or services towards the likes and preferences of their target market. This is not possible with the current method of advergaming on mobile communications devices.

Another problem associated with gaming on mobile communications devices is that the majority of mobile communications devices only allow users to play against their previous best score and there is no incentive for multiple users to play the same game as they cannot play the game simultaneously against one and other. It is widely acknowledged that if a group of individuals are able to compete against each other and to discuss the features of the game with each other, their enjoyment of the game and the number of times that they play the game will increase significantly. This would have the knock-on effect of increasing the benefit of any advertising in the game. One approach to solving this problem has been to provide various websites and wapsites dedicated to games and in particular the high scores of game players. This solution has the disadvantage that in certain instances an entirely different technology must be used to access the high scores which is inconvenient and cumbersome. Furthermore, these sites largely depend on the input of the gamers themselves and not all gamers can be relied upon to participate thereby leading to incomplete and inaccurate data.

Another solution to this problem has been to provide multiplayer gaming facilities whereby multiple players can play the same game at the one time against each other.
This has the effect of improving the game player's enjoyment of the game as an added competitive edge is introduced into the game. Various attempts have been made at providing multiplayer gaming for mobile communications devices. These games however do not provide true simultaneous game play. Typically, these games operate on a strict rotational basis whereby one user takes a turn followed by the other user taking their

-3-turn. One example of such a game would be Pool whereby a first user can take a shot and if they fail to pot a ball, the second user is allowed to take their shot and so on. The same game is being simultaneously played by two persons but the actions are sequential rather than simultaneous. This type of multiplayer game play is restricted to certain types of games that require such sequential actions. More advanced games requiring players to play against each other, for example, a kickboxing game, are not possible as the first player's actions cannot be simultaneously transmitted to the other player's mobile communications device and vice versa fast enough to provide true simultaneous game play. Unfortunately, true simultaneous game play for multiple users is currently not practical for mobile communications devices. Rather than being a problem of bandwidth or connectivity, the problem lies in the fact that there will be an inherent delay in any signal that is transmitted from one mobile communication device to the other thereby preventing true simultaneous play. It is necessary therefore to incorporate various techniques to mask these delays. Few of these masking techniques have heretofore proved successful.

It is an object therefore of the present invention to provide a mobile community platform that overcomes at least some of these difficulties and that is relatively simple to implement. It is a further object of the present invention to provide a mobile community platform that will allow for accurate marketing information to be ascertained from the game players. It is another object of the present invention to provide a mobile community platform that promotes enhanced multi player game functionality.

Statements of Invention According to the invention there is provided a method of controlling gaming activity in a system comprising a mobile community platform and a plurality of remote mobile communications devices connected by way of a mobile communications network, the mobile community platform further comprising a server having memory, the memory having game profile data and metrics data relating to each of the remote mobile communication devices stored thereon, the mobile community platform having at least one game having dynamic content contained therein, the method comprising the steps of:

-4-a first mobile communication device opening a communication channel with the server;

the server downloading game profile data relating to the first mobile communication device to the first remote mobile communication device;

the first remote mobile communications device playing a game containing dynamic content therein, using their game profile data, and on completion of the game;
the first mobile communication device uploading game result data to the server;
and the server thereafter updating the game profile data of the mobile communication device in memory.

By having such a method, it is possible to monitor a mobile communications device user's use of a game and/or their exposure to a particular advertising feature or other dynamic content in the game after the sale of the game. Instead of providing a one-off sale of the game and never receiving any further information about the user of the game and their exposure to the game content, it is now possible to keep the mobile communications device user contacting the mobile community platform in order to update their personal game profile data. In this way, retrieval of information about the user and the use of the game that they are playing will be possible. A profile of the game user is kept centrally and therefore their progress may be stored centrally as opposed to on the mobile communications device itself. This further helps in minimizing the amount of space required on the mobile communications device to store game data. The game profile data is stored remotely and therefore may be accessible by other specially designated parties other than the mobile communications device user themselves.
In another embodiment of the invention there is provided a method of controlling gaming activity in which the method further comprises the steps of the server downloading game profile data relating to a second remote mobile communications device to the first remote mobile communications device and the first remote mobile communications device playing

-5-a game using their game profile data and the game profile data of the other remote mobile communications device. In this way, it will be possible for the user of a mobile communication device, such as a mobile phone, PDA or other device with limited RAM
memory to engage in a form of multiplayer gaming in a mobile communication network, which was heretofore not possible. By using the game profile data of the other mobile communication device, a simulator on the first mobile communication device may assume the function of the third party and may operate a character or other player unit, i.e. a car, a fighter, a fellow combatant or any such character where players may be pitted against each other, and the first mobile communication device user may play the game essentially against the game profile data of the other mobile communication device user, who may be a friend or acquaintance of theirs by simply using their profile which is an accurate appraisal of their skill levels at that time as it is downloaded from the server and has been constantly updated.

In a further embodiment of the invention there is provided a method of controlling gaming activity in which subsequent to the first mobile communications device uploading game result data to the server, the server thereafter updates the game profile data in memory of one or both mobile communications devices. In this way, as a result of the game playing of one mobile communication device user, either their game profile data and/or the game profile data of the other party may be updated. By doing this, a realistic skill level may be attributed to each user and their place in the overall rankings of competitors may be determined in a very comprehensive manner.

In one embodiment of the invention there is provided a method of controlling gaming activity in which the step of uploading game result data to the server further comprises uploading one or more of the outcome of a match, the usage time, duration of play, frequency of play, time of play, level of play and average duration of play.
By having this data, the mobile community platform may accurately monitor the level of usage of a particular game by a user which may be invaluable to a marketing manager or brand manager when they are targeting their campaigns. This information was not heretofore available in the known methods and systems.

In another embodiment of the invention there is provided a method of controlling gaming activity in which the step of uploading game result data to the server comprises uploading

-6-the number of times dynamic content was displayed during gaming activity. This is seen as parficularly beneficial to the mobile community platform as the mobile community platform may evaluate the effectiveness and the exposure of the users to the dynamic content and in parficular if the dynamic content comprises advertisements, the exposure of the users to the advertisements contained in a game. This allows the advertisers and the individuals providing the games for insertion of adverfisements and other dynamic content to more comprehensively determine what is a fair and equitable billing method that may be used for the dynamic content as they can determine exactly how often it is being displayed.

In a further embodiment of the invention there is provided a method of controlling gaming activity in which the step of uploading game result data to the server comprises uploading game result data after every time a game is completed. By doing this, the game profile data of each of the users will be kept up to date and they will be able to immediately reap the benefits of their advancement in skills in a particular game which will provide a more valuable gaming experience. Furthermore, this will allow for the collection of game playing information in a logical and uniform manner. Alternatively, the step of uploading game result data to the server comprises uploading game result data on a periodic basis.

In another embodiment of the invention there is provided a method of controlling gaming activity in which the step of the server downloading game profile data to the first mobile communications device further comprises the server downloading a game template to the mobile communications device. The game template may comprise the background of a game, or indeed may comprise a substantially three dimensional representation of the game environment that the user of the game may travel through. This will allow for the game template to be improved and upgraded and also will allow for the large bulk of the gaming information to be stored remotely and only downloaded to the mobile communication device user if and when needed. This is seen as particularly advantageous for relatively complex gaming environments.

In a further embodiment of the invention there is provided a method of controlling gaming activity in which the server downloads a plurality of game templates to the mobile communication device during the course of a game. By doing this, the game templates may represent a level in a particular game or indeed may represent a part of a particular level such as a room in a house or a zone in a neighbourhood. By downloading the number of

-7-templates, it is possible for more complex environments to be sent and received by the mobile communication device user so that they are provided with a richer gaming environment that will encourage further play. This also allows for the minimum amount of information to be stored on the mobile communication device at all times which is very desirable, particularly in a mobile communications network containing mobile communication devices.

In one embodiment of the invention there is provided a method of controlling gaming activity in which the method further comprises the step of the remote mobile communications device transmitting a message to another remote mobile communications device through the mobile community platform. By allowing a message to be transmitted through the server, the users of the mobile community platform will be encouraged to interact through the server, particularly if a more low cost solution to their messaging needs is provided by communicating through the server. This enhances the value of the mobile community platform and furthermore allows for the mobile communication device users to interact with each other without having to leave the gaming environment. By doing this, the method allows for more comprehensive control and monitoring of the users of the method.
In another embodiment of the invention there is provided a method of controlling gaming activity in which the method further comprises the step of the server monitoring the number of messages sent and / or received by a mobile communications device through the mobile community platform. This is valuable as it allows the mobile community platform operators to determine whether certain users are more likely than others to avail of this feature and allows them to more accurately target their goods or services to the correct markets. This further has the benefit of allowing the mobile community platform operators monitor the actual usage of the messaging which may be branded if necessary and provides a richer gaming environment for the user.

In a further embodiment of the invention there is provided a method of controlling gaming activity in which the method further comprises the steps of a mobile communications device generating a buddy list containing information relating to that mobile communication device and at least one other mobile communication device and storing the buddy list on the server. By having a buddy list, a mobile communication device user may generate a community of other users of the same game around them and it is envisaged that these

8 PCT/EP2005/056882 members of the community may be on the buddy list and they may choose to interact with each other through the system as well as use the method more often thereby increasing the benefit to the dynamic content provider and the mobile community platform provider. It is envisaged that buddy list may be set up amongst friends and they will be able to compete and interact with each other through the method.

In one embodiment of the invention there is provided a method of controlling gaming activity in which the mobile community platform monitors messages sent through the mobile community platform and only permits onward transmission of a message between members of the same buddy list. In this way, a certain amount of security may be introduced into the system and unsolicited advances to minors and other mobile communication device users may be prevented as may occur regularly through other technologies and methods without such features.

In another embodiment of the invention there is provided a method of controlling gaming activity in which the method further comprises the step of the server collating game result data relating to a plurality of mobile communication devices and generating a report for onward transmission to a remote brand manager for analysis. By collating the game result data, the mobile community platform will be able to provide a more complete set of statistics that are of more use to the remote brand manager when deciding on their strategy. It is envisaged that the brand manager may be advertising their goods through the game that is being played. They may determine from the information provided to them, the number of times a parficular advertisement has been seen through a particular game and from that they may determine the effectiveness of the advertisement.
Furthermore, they will be able to determine which games are worthwhile backing as they are being played the most and where they should concentrate their efforts in the future. This was heretofore impossible.

In a further embodiment of the invention there is provided a method of controlling gaming activity in which the method further comprises the step of the mobile community platform hosting a toumament for members of a buddy list and providing prizes for the toumament.
By hosting a toumament for the members of a particular buddy list, product and brand awareness may be enhanced in a specific target group and furthermore, user's loyalty may be determined and rewarded.

-9-In one embodiment of the invention there is provided a method of controlling gaming activity in which a brand manager provides the tournament prizes through the mobile community platform.
In another embodiment of the invention there is provided a method of controlling gaming activity in which the method further comprises the initial step of a mobile communications device registering with the mobile community platform and providing metrics data to the mobile community platform. By registering with the mobile community platform, it is possible to glean additional information from the game players that was heretofore not possible in the known methods and systems. This allows the mobile community platform operators to more comprehensively understand the groups that are playing the game and obtaining access to their goods. This will further allow the brand managers to direct their marketing spend to games that are being played by their target groups rather than a more random approach. Finally, it also allows for the provision of a much more informative set of data to the brand managers when reports are sent to them from the mobile community platform.

In a further embodiment of the invention there is provided a method of controlling gaming activity in which metrics data includes one or more of the mobile communications device user name, mobile communication device number, user nickname, user's sex, users age, preferences, race, address, location, hobbies, interests, average weekly available expenditure, email address, club affiliation or association affiliation. This information will allow for other points of contact to reach the target audience as well as provide a more detailed profile of the mobile communication device user.

In one embodiment of the invention there is provided a method of controlling gaming activity in which the method further comprises the step of the mobile community platform transmitting user metrics data to a brand manager. In this way, the brand manager will have the data available to them regarding the users of the mobile communication devices playing a parficular game and furthermore they will be able to make decisions based thereon.

In another embodiment of the invention there is provided a method of controlling gaming activity in which the method further comprises the step of the mobile community platform

-10-storing results of gaming activity from a plurality of mobile communications devices and generating one or more of a high score list, rising star list, just above me list, ranking list, buddy list, buddy ranking list. These features will either alone or in combination enhance the gaming environment for the mobile communication device users and will allow for the method to be controlled in a very comprehensive manner. The enhanced gaming environment will encourage users to play the game more frequently through the mobile community platform.

In a further embodiment of the invention there is provided a method of controlling gaming activity in which the method further comprises the step of the mobile community platform controlling access to any list by any of the mobile communications devices.
Again, this will add a certain degree of security to the gamers as access to a particular list and knowledge of the mobile communication device owners in that list will be kept confidential. Access to a list may essentially therefore be made by invitation only.
In one embodiment of the invention there is provided a method of controlling gaming activity in which the method further comprises the step of the mobile community platform allowing access to a buddy list and buddy ranking list to the members of a particular buddy list.
In another embodiment of the invention there is provided a method of controlling gaming activity in which the method further comprises the step of the mobile communications device user retrieving in-game tools and generating their game milieu using the in-game tools. By allowing the users to create their own game milieu, an entirely new and advantageous gaming environment is offered to the mobile communication device users.
For example, the mobile communication device users may generate their defences in a particular battle environment and see if other mobile communication device users can overcome those defences. Furthermore, the users may create an environment and may challenge others to compete in that environment and attempt to overcome barriers or obstacles that are presented in the environment by the user. Essentially therefore, the game player is able to control to a certain extent the game itself which allows unprecedented playability levels to mobile communication device users in a mobile communications network. This all leads to increased game play by the users.

-11-In a further embodiment of the invention there is provided a method of controlling gaming activity in which the game milieu created by the mobile communications device is offered for download to other mobile communications devices through the mobile community platform as the game profile data of that mobile communications device. This is seen as an efficient way of distributing a game milieu to other users of the method and will encourage game play by them.

In one embodiment of the invention there is provided a method of controlling gaming activity in which the content of the game is dynamically created and displayed on the mobile communications device. Again, this offers a more satisfying gaming environment to the users of the method which encourages further game play thereby generating revenue for the operator of the method and further benefiting the providers of the advertising content.

In another embodiment of the invention there is provided a method of controlling gaming activity in which images are streamed from the server to one or more mobile communications devices at the lowest image level. This is a particularly simple way to transfer images to the mobile communication device while at the same time retaining total control over the method. The content may be pushed out from the mobile community platform if and when needed.

In a further embodiment of the invention there is provided a method of controlling gaming activity in which the game profile data downloaded to the first mobile communications device further comprises a game template in which the game environment displayed on the mobile communications device is generated using the game template and a key value stored on the server to provide a quasi-random game environment to the mobile communication device user. This is seen as a particularly efficient way of providing a quasi random environment. The game player will be presented with different scenes when they wish to interact with the game. Furthermore, this is a relatively simple and computationally efficient way of providing such a service.

In one embodiment of the invention there is provided a method of controlling gaming activity in which the content displayed on the mobile communications device is controlled by the server and is both player-centric and spatially aware. In this way, content display is

-12-controlled by the server but centred on the player, i.e. displayed content will be in appropriate places and distances from the player.

In another embodiment of the invention there is provided a method of operating a mobile community platform in a system comprising a mobile community platform and a plurality of remote mobile communication devices connected by way of a mobile communication network, the mobile community platform further comprising a server having memory, the memory having game profile data and metrics data relating to each of the remote mobile communication devices thereon, the mobile community platform having at least one game having dynamic content contained therein, the method comprising the steps of:

establishing a communication channel between the mobile community platform and one of the remote mobile communication devices;

downloading game profile data relating to the remote mobile communication device to the remote mobile communication device;

on completion of a game played by the remote mobile communication device, receiving game result data from the remote mobile communication device; and updating the game profile data of the remote mobile communication device in memory.

By having such a method, the mobile community platform may keep control over the distribution of game profile data and will be able to keep a very accurate track of all the players of a particular game. Furthermore, this will allow the mobile community platform to accurately assess the amount of mobile communications device users that are exposed to a particular piece of dynamic content through a game which will benefit the providers of the dynamic content, who may be advertisers advertising a particular brand, as they will be able to see the exposure of their advergaming that was heretofore not possible.

In a further embodiment of the invention there is provided a method of operating a mobile community platform in a system in which the method further comprises the step of

-13-downloading game profile data relating to the remote mobile communication device and game profile data relating to a second remote mobile communication device to the remote mobile communication device.

In one embodiment of the invention there is provided a method of operating a mobile community platform in a system in which subsequent to receiving game result data from the remote mobile communications device, the mobile community platform thereafter updates the game profile data in memory of one or both remote mobile communications devices.

In another embodiment of the invention there is provided a method of operating a mobile community platform in a system in which the step of the mobile community platform downloading game profile data to the first remote mobile communications device further comprises the server downloading a game template to the mobile communications device.

In a further embodiment of the invention there is provided a method of operating a mobile community platform in a system in which the server downloads a plurality of game templates to the mobile communication device during the course of a game.

In one embodiment of the invention there is provided a method of operating a mobile community platform in a system in which the method further comprises the step of the mobile community platform providing a messaging service for the remote mobile communication devices and allowing messages to be transmitted from one remote mobile communication device to another remote mobile communication device through the mobile community platform messaging service.
In another embodiment of the invention there is provided a method of operating a mobile community platform in a system in which the method further comprises the step of the server monitoring the number of messages sent and / or received by a remote mobile communications device through the mobile community platform messaging service.
In a further embodiment of the invention there is provided a method of operating a mobile community platform in a system in which the mobile community platform monitors messages sent through the mobile community platform messaging service and only permits onward transmission of a message between members of a buddy list.

-14-In one embodiment of the invention there is provided a method of operating a mobile community platform in a system in which the method further comprises the step of the server collating game result data relating to a plurality of remote mobile communication devices and generating a report for onward transmission to a remote brand manager for analysis.

In another embodiment of the invention there is provided a method of operating a mobile community platform in a system in which the method further comprises the step of the mobile community platform hosting a toumament for members of a buddy list and providing prizes for the tournament.

In a further embodiment of the invention there is provided a method of operating a mobile community platform in a system in which the metrics data includes one or more of the mobile communications device user name, user nickname, user's sex, user's age, preferences, race, address, location, hobbies, interests, average weekly available expenditure, email address, mobile communication device number, club affiliation or association affiliation.

In one embodiment of the invention there is provided a method of operating a mobile community platform in a system in which the method further comprises the step of the mobile community platform transmitting user metrics data to a remote brand manager.

In another embodiment of the invention there is provided a method of operating a mobile community platform in a system in which the method further comprises the step of the mobile community platform storing results of gaming activity from a plurality of remote mobile communications devices and generating one or more of a high score list, rising star list, just above me list, ranking list, buddy list, buddy ranking list.

In a further embodiment of the invention there is provided a method of operating a mobile community platform in a system in which the method further comprises the step of the mobile community platform controlling access to any list by any of the remote mobile communications devices.

-15-In one embodiment of the invention there is provided a method of operating a mobile community platform in a system in which the method further comprises the step of the mobile community platform only allowing access to a buddy list and buddy ranking list to the members of a particular buddy list.
In another embodiment of the invention there is provided a method of operating a mobile community platform in a system in which images are streamed from the server to one or more mobile communications devices at the lowest image level.

In a further embodiment of the invention there is provided a method of operating a mobile community platform in a system in which the game profile data downloaded to the first remote mobile communications device further comprises a game template in which the game environment displayed on the remote mobile communications device is generated using the game template and a key value stored on the server to provide a quasi-random game environment to the remote mobile communication device user.

In one embodiment of the invention there is provided a method of operating a mobile community platform in a system in which the content displayed on the mobile communications device is controlled by the server and is both player-centric and spatially aware. In this way, content displayed is controlled by the server but centred on the player, i.e. displayed content will be in appropriate places and distances from the player.

In another embodiment of the invention there is provided a method of operating a mobile communication device in a system comprising a remote mobile community platform and a plurality of remote mobile communication devices connected by way of a mobile communication network, the remote mobile community platform further comprising a server having memory, the memory having game profile data and metrics data relating to each of the remote mobile communication devices thereon, the remote mobile community platform having at least one game having dynamic content contained therein, the method comprising the steps of:

establishing a communication channel between the mobile communication device and the remote mobile community platform;

-16-receiving game profile data on the mobile communication device from the mobile community platform;

playing a game containing dynamic content therein on the mobile communication device, using the game profile data, and on completion of the game;

uploading game result data from the mobile communication device to the remote mobile community platform.
In this way, the operator of the mobile communications device will be able to achieve a far richer gaming experience than was heretofore possible. Furthermore, as the majority of the game playing data such as the game profile data is downloaded from a remote mobile community platform, it is possible for the mobile communications device to play more sophisticated games that were heretofore impossible in mobile communications networks. Finally, this will also allow for the mobile communications device users to operate in an environment in which they may collaborate with friends openly in a very simple way. They will be able to keep store of their game profile data and will allow other users to use their game profile data if desired.
In a further embodiment of the invention there is provided a method of operating a mobile communication device in a system in which the method further comprises the step of the mobile communication device receiving game profile data relating to another remote mobile communication device and thereafter the mobile communication device plays a game containing dynamic content therein using its own game profile data and the game profile data of the other mobile communication device.

In one embodiment of the invention there is provided a method of operating a mobile communication device in a system in which the step of the mobile communication device uploading game result data to the remote community platform further comprises uploading one or more of the outcome of a match, the usage time, duration of play, frequency of play, time of play, level of play and average duration of play.

-17-In another embodiment of the invention there is provided a method of operating a mobile communication device in a system as in which the step of the mobile communication device uploading game result data to the remote community platform further comprises uploading the number of times dynamic content was displayed during gaming activity.
In a further embodiment of the invention there is provided a method of operating a mobile communication device in a system in which the method further comprises the step of uploading game result data after every time a game is completed.

In one embodiment of the invention there is provided a method of operating a mobile communication device in a system in which the method further comprises the step of the mobile communications device transmitting a message to another remote mobile communications device through the mobile community platform.

In another embodiment of the invention there is provided a method of operating a mobile communication device in a system in which the method further comprises the steps of the mobile communications device generating a buddy list containing information relating to that mobile communication device and at least one other mobile communication device and storing the buddy list on the remote server.
In a further embodiment of the invention there is provided a method of operating a mobile communication device in a system in which the method further comprises the initial step of the mobile communications device registering with the remote mobile community platform and providing metrics data to the remote mobile community platform.
In one embodiment of the invention there is provided a method of operating a mobile communication device in a system in which metrics data includes one or more of the mobile communications device user name, user nickname, user's sex, user's age, preferences, race, address, location, hobbies, interests, email address, mobile communication device number, average weekly available expenditure, club affiliation or association affiliation.

In another embodiment of the invention there is provided a method of operating a mobile communication device in a system in which the method further comprises the step of the

-18-mobile communications device user retrieving in-game tools and generating their game milieu using the in-game tools.

In a further embodiment of the invention there is provided a method of monitoring gaming activity in a system comprising a brand manager server, a remote mobile community platform and a plurality of remote mobile communication devices, the remote community platform being connected to the plurality of remote mobile communications devices by way of a mobile communication network, the brand manager server being connected to the remote mobile community platform by way of communications link, the remote community platform further comprising a server having memory, the memory having game profile data and metrics data relating to each of the remote mobile communications devices stored thereon, the mobile community platform having at least one game having dynamic content contained therein, the method comprising the steps of:

at least some of the remote mobile communications devices opening communications channels with the remote server and the remote server downloading game profile data relating to the remote mobile communications devices to those remote mobile communications devices;

the remote mobile communications devices playing a game containing dynamic content therein, using their game profile data, and on completion of the game the remote mobile communications devices uploading game result data to the remote server, the remote server thereafter updating the game profile data of the remote mobile communications devices in memory and the remote mobile community platform collating game results data relating to the plurality of remote mobile communications devices;

the remote server generating a report based on the collated game results data and transmitting the report to the brand manager server; and on receipt of the report, the brand manager server analysing the report.

-19-By having such a method, the brand manager server will be able to accurately monitor their markets through the mobile community platform and furthermore they will be able to provide an environment in which the users of the mobile communications device will wish to operate thereby further generating brand exposure. The brand manager server will be able to obtain a far greater level of data about their customers, the users of the games, than was heretofore the case.

In one embodiment of the invention there is provided a method of monitoring gaming activity in which the game results data further comprises data relating to the number of times dynamic content was displayed during gaming activity and the step of the brand manager server analysing the report further comprises the brand manager server determining the number of times dynamic content was displayed.

In another embodiment of the invention there is provided a method of monitoring gaming activity in which the method further comprises the step of the brand manager server determining the number of remote mobile communications devices that have displayed a piece of dynamic content.

In a further embodiment of the invention there is provided a method of monitoring gaming activity in which the game results data further comprises one or more of the outcome of a match, usage time, duration of play, frequency of play, time of play, level of play and average duration of play, and the step of analysing the results further comprises the brand manager server monitoring usage pattems of mobile communications devices.

In one embodiment of the invention there is provided a method of monitoring gaming activity in which the method comprises the initial step of each of the remote mobile communications devices registering with the mobile community platform and providing metrics data to the mobile community platform, the metrics data comprising one or more of the mobile communications device user name, user nickname, user sex, user age, preferences, race, address, location, hobbies, interests, average weekly available expenditure, email address, mobile communication device number, club affiliation and association affiliation, and the method comprises a step of the remote mobile community platform transmitting at least some of the user metrics data to the brand manager server with the game results data in the report.

-20-In another embodiment of the invention there is provided a system for controlling gaming activity, the system comprising a mobile community platform and a plurality of remote mobile communications devices connected by way of a mobile communications network, the mobile community platform further comprising a server having memory, the memory having game profile data and metrics data relating to each of the remote mobile communications devices stored thereon, the mobile community platform having at least one game having dynamic content contained therein;

each of the remote mobile communications devices further comprising means to establish a communication channel with the server, a receiver to receive game profile data from the server, a transmitter to transmit game result data to the server and a processor to allow game play on the mobile communications device using received game profile data; and the server having means to retrieve game profile data from memory and transmit the game profile data to a remote mobile communications device and means to update game profile data stored in memory on receipt of game result data from a remote mobile communications device.
In a further embodiment of the invention there is provided a system for controlling gaming activity in which the server further comprises means to analyse the game result data received from a remote mobile communications device.

In one embodiment of the invention there is provided a system for controlling gaming activity in which the server has means to determine the number of times dynamic content was displayed during gaming activity.

In another embodiment of the invention there is provided a system for controlling gaming activity in which the server further comprises means to transmit a game template to a remote mobile communications device.

In a further embodiment of the invention there is provided a system for controlling gaming activity in which the server further comprises means to receive a game template request

-21-from a remote mobile communications device and means to transmit the game template to the remote mobile communications device on receipt of a game template request.

In one embodiment of the invention there is provided a system for controlling gaming activity in which the server has a messaging service to allow throughpassage of messages between remote mobile communications devices In another embodiment of the invention there is provided a system for controlling gaming activity in which the server further comprises means for monitoring transmission of messages between remote mobile communications devices and means to block unauthorised messages.

In a further embodiment of the invention there is provided a system for controlling gaming activity in which the server further comprises means to generate a report based on the game result data.

In one embodiment of the invention there is provided a system for controlling gaming activity in which the system further comprises a remote brand manager server having means to receive a report from the mobile community platform server.
In another embodiment of the invention there is provided a mobile community platform for hosting at least one game having dynamic content contained therein for a plurality of remote mobile communication devices, the mobile community platform comprising a server having accessible memory, the memory having game profile data and metrics data relating to each of the mobile communication devices thereon, the server having means to communicate with each of the remote mobile communication devices to transmit game profile data thereto and receive game result data therefrom, the server having means to process received game result data and update the game profile data stored in memory according to the game result data received from a remote mobile communication device.
By having such a mobile community platform, the mobile communications device users activities are all routed through the mobile community platform server and the activity of each of the mobile communication device users may be carefully monitored and the number of times that they access a game may be measured by the mobile community

-22-platform. Furthermore, it will be possible to ascertain how long the user is using the game. From these measurements, it will be possible to determine the exposure of the game player to the dynamic content in the game and hence the effectiveness of the dynamic content can also be estimated.
In a further embodiment of the invention there is provided a mobile community platform in which the mobile community platform is further provided with means to generate a report based on the received game result data and transmit the report to a remote brand manager. This is seen as a significant advantage of the mobile community platform as this means that it will also be possible for the remote brand manager to receive game results data relating to the mobile communications device users in a report and therefore the remote brand manager will be able to deduce marketing information from the game results data. The game results data may contain not only the metrics data relating to the individual mobile communications device users, also referred to as marketing metrics, but also may contain game specific information such as the outcome of a particular game. The brand manager is in a position to obtain information about the users after they have purchased the game which was not heretofore possible.

In one embodiment of the invention there is provided a mobile community platform in which the mobile community platform has means to collate the game result data from a plurality of mobile communication devices and transmit the collated game result data to the remote brand manager in a report.

In another embodiment of the invention there is provided a mobile community platform in which the mobile community platform is further provided with community features accessible by at least one of the remote mobile communication devices, the community features including one or more of messaging, collaborative game play, confrontational game play, buddy lists, high score lists, just above me lists, rising star lists, ranking lists and buddy ranking lists. By having these community features, it will encourage the development of a community around a game thereby increasing activity in a game as well as concentrating that activity around a particular game. The community features will allow the users of the mobile communication device to have either collaborative game play in which both the game player and the opponent may benefit or alternatively they can have confrontational game play whereby one mobile communication device user will

- 23 -challenge another mobile communication device user and possibly defeat the opponent, enhancing only their profile. Again this will promote a community of players around a particular game that will help generate revenue from messaging while at the same time help to increase awareness of the products or services being advertised. Each feature will help to promote repeated use of the invention.

In a further embodiment of the invention there is provided a mobile community platform in which the mobile community platform has a buddy list stored thereon, the buddy list containing a plurality of mobile communication device users, each user of the buddy list having access to game profile data relating to the other mobile communication device users in the buddy list. It will be possible for the game players to nominate certain other mobile communication device users that they wish to have in their buddy list and dedicated tournaments against these individuals in the buddy list may be carried out.
This will further encourage the development of a community around a game thereby increasing activity in a game as well as concentrating that activity around a particular game. By having such a mobile community platform, the users may challenge their friends or colleagues to matches or whatever the game may entail and can carefully monitor their progress against the rest of the group.

In one embodiment of the invention there is provided a mobile community platform in which the mobile communication device users in the buddy list have means to send and receive messages with other mobile communication device users on the buddy list through the mobile community platform. By sending and receiving messages through the platform, there is provided a simple, cost efficient way of sending messages relating to the games or other matters to the user's friends. This will also promote a community around the game thereby increasing the use of the game and will further enable the brand manager to derive important marketing information from the habits of each of the users in a group.
This information may be used to target various members of a buddy list or communities of a buddy list with different incentives such as free messaging and offers particular to those buddy lists.

In another embodiment of the invention there is provided a mobile community platform in which the mobile community platform has means to restrict access of a mobile communication device to a buddy list. In this way, not everyone will be able to join up to a

-24-buddy list and a buddy list may be kept private between a group of friends.
This is seen as beneficial from a security point of view.

In a further embodiment of the invention there is provided a mobile community platform in which the mobile community platform has means to provide monitoring and reporting services for a third party. Furthermore, it is envisaged that the mobile community platform has means to provide campaign management services for a third party. In addition to this, it is envisaged that the mobile community platform has means to provide integration services for a third party. These are seen as particularly useful as the information derived from the activities of the individual users may be packaged in a coherent manner by the mobile community platform for the brand manager device. The most benefit may then be taken from the information and put to use for marketing purposes. Furthermore, by having campaign management services, it will be possible to run advertising campaigns as well as marketing campaigns through the mobile community platform. This is seen as highly advantageous.

In a further embodiment of the invention there is provided a mobile community platform in which the metrics data comprises one or more of the mobile communication device number, email address, mobile communication device users name, age, sex, race, address, location, nickname and club/association affiliation. By having these metrics data, it will be possible for the brand manager to either contact the mobile communications device user directly and target them for future campaigns or it will be possible for them to use the metrics data to build up a profile of all the mobile communications device users with access to a particular game with dynamic content therein on the mobile community platform.

In one embodiment of the invention there is provided a mobile community platform in which the game result data further comprises one or more of the frequency of play, the duration of play, the average duration of play, the time of play, type of play, level of play, number of messages sent and the number of messages received. By having this data it will be possible to more accurately determine the effectiveness of the as well as the exposure of the gamers to the dynamic content. This information may be used to build up user profiles of different types of games that may be used in due course for marketing purposes.

-25-In another embodiment of the invention there is provided a mobile community platform in which the server communicates with the remote mobile communication devices using binary data transmitted over a carrier data stream. This is seen as particularly useful as the binary data is compact and non-transparent and can also be further encrypted and compressed if need be quite easily. It is envisaged that the carrier data stream could be a Java data stream or similar data stream.

In a further embodiment of the invention there is provided a mobile community platform in which the server is constructed using relational database techniques. These are seen as highly advantageous as the relational databases will facilitate the provision of a scalable structure.

In one embodiment of the invention there is provided a mobile community platform in which the server is constructed based on an N-tier architecture. Again, this will promote scalability of the mobile community platform.

In another embodiment of the invention there is provided a mobile community platform in which the mobile community platform is constructed based on PHP, J2EE or mySQL
or other such technology.

In a further embodiment of the invention there is provided a mobile community platform in which the mobile community platform is provided with a messaging means to allow messaging between a remote mobile communication device and another remote mobile communication device, the messaging means being arranged so that each message is deleted after either being read by the recipient or replied to by the recipient. By having this messaging, a low cost alternative to SMS is provided that encourages inter game platform communications, it will also encourage the development of a community around the game thereby increasing activity in the game as well as concentrating that activity around that particular game. Furthermore, as the messaging will all be routed through the community platform, this significantly facilitates monitoring of the users of the platform. Furthermore, the messaging will provide an additional source of revenue for the providers of the mobile community platform. It is envisaged that the messaging will be provided at a price significantly lower than the price of a typical SMS
message.

-26-In one embodiment of the invention there is provided a mobile community platform in which on one player requesting to play against another player in the community, the second players game profile data is downloaded onto the first players remote mobile communications device and a gaming simulation module stored on the first players remote mobile communication device assumes the game profile of the second player to oppose the first player. By being able to transfer game profile data from one mobile community platform to a remote mobile communication device an alternative type of multi player functionality may be achieved which will further enhance the playability of the games and encourage multiple players to participate in the same game. The players will be able to download a friends game profile data onto their mobile communication device and play the game against their friends profile as opposed to against their friend directly. This will simulate as closely as possible multiplayer gaming and is particularly desirable for building up communities of players around a game. Instead of attempting to provide real time simultaneous play between two users, it will be possible to play against another user's profile. For example, over the course of play a player will beat or lose to other opponents. These contests can be used to generate a users game profile data determining the levels of skill that they have. As they improve, so too will their game profile data. The game profile data can then be used in conjunction with a template gaming simulation module whose skills and attributes are determined by the user game profile data. In this way, the users will be able to challenge or collaborate against other users by opposing a template loaded with the skill levels of the other player.
In order to improve ones standing, it is necessary for the user to challenge others higher up the list than themselves or to collaborate with other opponents.
In another embodiment of the invention there is provided a mobile community platform in which there is provided means for the remote brand manager server to communicate with a plurality of mobile communication devices through the mobile community platform.
In this way, it will be possible for the remote brand manager to provide special offers and promote their goods and services directly to their clients who are connected by way of their mobile communication devices to the mobile community platform.

In a further embodiment of the invention there is provided a mobile community platform in which the remote brand manager server facilitates management of campaigns including

-27-cross-promotion of new products and community stimulation through events. The brand manager server is able to communicate offers to the mobile communication units and therefore is ideally positioned to promote events to its audience through the mobile community platform.
In one embodiment of the invention there is provided a mobile community platform in which the platform further comprises a consumer portal to provide a snapshot of each game community for use on consumer oriented websites and wapsites. This will enable the mobile communication device users to preview the games on offer over the mobile community platform and allow them to choose which of the games that they wish to purchase.

In another embodiment of the invention there is provided a mobile community platform in which there is provided an administrator portal to enable the management of the entire server across all communities. This will be advantageous as it will be possible to remotely control the server and troubleshoot any problems encountered.

Detailed Description of the Invention The invention will now be more clearly understood from the following description of some embodiments thereof given by way of example only with reference to the accompanying drawings in which:-Figure 1 is a block diagram of a system incorporating the mobile community platform according to the present invention; and Figure 2 is a block diagram of the server used in the mobile community platform.
Referring to the drawings, and initially to Figure 1 thereof, there is shown a system, indicated by the reference numeral 1, comprising a mobile community platform 3, a plurality of mobile communication devices 5 (only one of which is shown) and a brand manager server 7. The mobile community platform further comprises a server 9 and a database memory 11 for storing metrics data and game profile data relating to each of

-28-the plurality of mobile communication device users (not shown). The mobile community platform 3 further comprises means for communicating (not shown) with each of the remote mobile communication devices, means for measuring the activity of each of the remote mobile communication device users (not shown) and means for relaying at least one of the metrics data and the activity data including game result data to the brand manager server 7. The system further comprises a Wireless Application Protocol (WAP) consumer portal 13 and a Web consumer portal 15 to allow mobile communication device users not part of the system to view and sample games that are accessible through the mobile community platform 3 before becoming part of the system.
The system 1 further comprises an Interface 17 to facilitate payment and delivery of rewards and finally there is provided an administrator portal 19 to allow remote control of the mobile community platform 3.

In use, the server 9 hosts a game having dynamic content contained therein.
The mobile communication device users register with the mobile community platform. In order to register, the mobile communication device user must complete a verification step to validate the player provided information. This verification step may include the submission of the mobile communication device number, an address of the mobile communication device user or the email address of the mobile communication device user. By having such information, the brand manager server 7 can use this information in the future for marketing purposes and the mobile community platform can deliver an access code for the server 9 to the mobile communication device using this method to verify that the correct data has been sent to it from the user. The mobile communication device will then have access to the game having dynamic content, which may comprise advertisement content, contained therein by using the access code.

The mobile communication device user accesses the server 9 and downloads their game profile data from the server onto their device and thereafter chooses from a plurality of game options. These game options may include, for in this instance a kickboxing game, collaborative game play, confrontational game play, high score lists, rising star lists, just above me lists and ranking lists. Each mobile communication device user that has purchased the game will have access to the high score lists such as Top score, Rising Stars and Player above me. The mobile communication device user then makes the appropriate selection and is either shown the requested list or a game is

-29-initiated. The player can preferably select an opponent depending on the game options and decide whether to spar against the opponent (collaborative game play) from which either the challenger alone or both parties may benefit, of he may choose to challenge an opponent (confrontational game play), from which the winner will benefit by improving their game profile and /or progressing up the rankings.

If the mobile communication device has a number of friends that are also connected to the server, they may choose to set up their own community whereby they may send messages to each other through the mobile community platform as well as challenge or spar against each other. In order to set up a community, they first of all must construct a buddy list comprising the details of each of the members of the list. In order to add a party to the buddy list, both the enrolling party and the other party must have knowledge of the others mobile communication device number. If the mobile communication device user is already a member of a buddy list, the user will also be presented with the game options of a buddy list, messaging and buddy ranking lists which they may select in the manner described above. Members of the same buddy list may send messages to each other via the mobile community platform. Furthermore, members of the same buddy list will be able to view the game profile data of the others in the buddy list to monitor their progress in the game. Furthermore, it will be possible for those in the same buddy list to spar or challenge each other in a convenient manner and to send messages to their friends on the buddy list through the mobile community platform. In this way, a community is built up around the buddy list of a number of users that wish to use the same game. It is therefore possible for the brand manager to aim specific offers and promotions at the users of that list. In addition to this, it is possible for the mobile community platform to limit access by other parties to the members of the buddy lists if required.

As the mobile communication device users play games against other users of the system, their game profile data will change depending on whether they are successful or not in their games. These profiles can then be sent for storage in the database 11 of the server 9. Furthermore, as the mobile communication device user is playing the game, their activity is being monitored all the time by the server 9. The server determines, amongst other things, the frequency of play, duration of play, average duration of play, time of play, type of play, level of play, number of messages sent and number of

-30-messages received. Any or all of these activity data may then be sent by the mobile community platform to the brand manager server 7. If the metrics data has not already been sent to the brand manager device, the metrics data for that user is also sent to the brand manager device. The metrics data may include any of the mobile communication device number, email address, mobile communication device user's name, age, sex, race, address, location, nickname and club/association affiliation. This data may be stored in a record for that mobile communication device user. As an alternative to sending raw data to the brand manager server, the mobile community platform may itself have means to provide monitoring and reporting services whereby the mobile community platform is able to collate the information received from each of the mobile communication devices and develop trends in the use of the particular communities and buddy list members before sending the report to the brand manager device. It is further envisaged that the mobile community platform may also provide campaign management services and integration services for third parties.
Referring now to Figure 2 of the drawings, there is shown a block diagram of the server 9. The server 9 comprises a relational database 21 which in turn communicates with each of a stats data mining module 23, a stats logging module 25, a game server unit 27, a framework server 29, a database monitoring unit 31, a nanny module 33, a server alerts module 35, an event monitor 37, a game event management module 39, a stats management 41 and an access control 43. The stats logging module 25 communicates with the game server unit 27 and the framework server 29. The framework server 29 is in communication with a client interface 45. The client interface 45 is also in communication with a Binary processor encoder/decoder 47 and the access control 43. The database monitoring unit 31 is connected to a performance management unit 49 which in turn has access to both a server monitoring unit 51 and a disaster recovery unit 53.
The server monitoring unit 51 is in communication with the disaster recovery unit 53, a load balancing module 55, a security management module 57 and the nanny module 33.
The load balancing module 55, the security management module 57 and the nanny module are each in turn connected to the server alerts module 35. The server alerts module 35 has means to send the alerts by way of SMS, email and additional other communication link and the server alerts module 35 is connected to a game alerts module 59 which is also able to issue alerts by way of email. The stats data mining module 23 is accessible by a report generation unit 61 which in turn is in communication with a brand portal 63

-31-and a consumer portal 65. In addition to the report generation unit 61, both the game event management module 39 and the stats management 41 are in communication with the brand portal 63. This provides an easy point of access for the brand manager to carefully monitor the gaming and the exposure to their marketing. The event monitor 37 is in communication with a third party interfaces module, indicated by the reference numeral 67. Finally, there is provided an Administration portal 69 which has access to all units and modules of the server for remote control of the server. Each of the third party interfaces module 67, the consumer portal 65, the brand portal 63, the administration portal 69 and the client interface 45 are accessible over html/http, wml/http, XML/http links or other such known protocols by browsers. Access to various modules will of course be restricted to various users. A mobile communication device 71, connected to the server 9, comprises a game client 73 and a framework client 75. The mobile communications device 71 contacts the server 9 over communication link 77 using a binary protocol/http link.
It is envisaged that other communication links may be used in due course. For example, at present, the remote devices communicate with the server using http but of course it would be possible to use TCP/IP, UDP or other similar protocol. The http is used as a bearing protocol above which a proprietary binary messaging protocol may be used. The binary protocol uses binary data for the transmission of all messages using Java data streams. This reduces the size of the messages and also facilitates encryption and compression. In this way, by having such a communications protocol, the data transferred between the client and the server is kept to a minimum.

Throughout the specification, the mobile communication devices are envisaged to be any mobile device capable of downloading an application over the mobile link and running that application locally with an http connection to the server.
Typically, the mobile communication devices will be mobile telephones and in particular mobile telephones that are J2ME, BREW or Symbian enabled mobile phones. The mobile communication device proxy is maintained at a small footprint to help maximize available space for the game. In addition to the above, it is envisaged that the mobile community platform server 9 itself will be constructed to ensure stability, scalability and flexibility. In particular, it is envisaged that the server 9 will be based on open-source technologies such as PHP, J2EE or mySQL. The server 9 will host the gaming logic as well as

-32-providing community services, monitoring and reporting services, campaign management services and integration services for third party systems. Extemal interfaces are provided such as those shown and described in Figure 2 above through the use of internet technology. All interactions with the server are monitored for behavioral analysis. The brand manager portal enables the management of campaigns including cross-promotion of new products and community stimulation using events as well as reporting on key campaign information such as consumer behaviour, community size and activity. The administrator portal enables the management of the entire server across all communities. The consumer portal provides a snapshot of each game community for use on consumer oriented websites and wapsites.

One of the more attractive features of the present invention is the ability for two or more users to set up a buddy list whereby friends can access the profiles of each other and transmit messages through the system to each other. The mobile community platform will enable in-game interaction between all players within the criteria specified in the game logic of each game but will only allow messaging between buddies to ensure that unscrupulous individuals cannot use the platform to contact minors and the like. Each gaming community exists separately and is managed separately by their respective brand managers. A player can be a member of one or more communities if they so choose. It is further envisaged that events such as in-game toumaments and rewards are supported to enable brand managers to stimulate their communities. These rewards could be, for example, ring tones or wallpapers for the mobile communication device.

In summary, there is provided a mobile communication platform that will enhance game play as well as provide useful marketing information for brand managers.
Previously available single player downloadable games provide mobile exposure for brands but do not provide marketing information as no information about the gamers is gathered. SMS
marketing campaigns do gather marketing information but do not build a community of users around a product that may be closely monitored over a sustained period of time.
Furthermore, the SMS marketing campaigns fail to provide the captive experience that gaming offers. Multiplayer game play is game play focused as well as being unconcerned with providing marketing information. Multiplayer game play is also currently unworkable in a realistic manner for many types of games on mobile communications devices. The present invention enables the gathering of marketing

- 33 -intelligence while at the same time also provides cost-effective promotion while creating a receptive community using the stickiness of gaming for the mobile medium.

Essentially therefore, the games may be downloaded onto the game player's mobile communication device in a similar fashion to the known methods. The player profile however may be stored on both the user mobile communication device and the server memory and is synchronized between the player's device and the server any time the player contacts the server. In this way, the player will still be able to play the game even when they do not have contact with the server. The profile may be updated the next time the player connects to the server. Various aspects of the player's game profile, namely the player specific details may be controlled by the mobile communication device and other aspects of the player's game profile, namely the community features may be controlled by the server. The server will have overall control of the players ranking whereas the player will be able to adjust their skill levels by collaborative game play. The mobile communication device users will be able to have contact with friends through the server. This is seen as an efficient way of allowing the users to play at all times without having to be in constant contact with the server.

It will be understood by the skilled addressee that the invention is not intended to be limited solely to the use of WAP and other technologies could be used that would provide the functionality of WAP while not be specifically limited to WAP. In particular, the consumer portal could be provided through other technologies but WAP is described for reasons of illustration. This would be clearly understood by the skilled addressee.

Furthermore, many of the components of the invention and in particular the mobile community platform and the remote brand manager server and the method steps that they perform may be implemented largely in software. Therefore, the invention also extends to computer programs, parficularly to computer programs on or in a carrier, adapted for putting the invention into practice. The program may be in a form of source code, object code, or a form intermediate source code and object code. The program may be stored on or in a carrier such as any known computer readable medium such as a floppy disc, ROM, CD ROM or DVD or other recordable medium. The carrier may be a transmissible carrier such as an electrical or optical signal, which may be conveyed via electrical or optical cable or by radio or other means. When the program is embodied on a signal, which may be

-34-conveyed directly by cable or other device, the carrier may be constituted by such a cable or other device means. It is further envisaged that the computer program may be stored in an integrated circuit.

Furthermore, throughout this specification, many of the components have been described as being "remote" and in particular located "remotely" or "remote" from other components. It will be understood that the term "remote" may mean not simply separate but also may mean in another jurisdiction entirely. For example, the mobile communications devices are describes as remote from the mobile community platform. Therefore, the mobile communication devices could be located in a different jurisdiction to the mobile community platform. Similarly, the mobile community platform and or the brand manager server may be located "remote" from each other or from the mobile communication devices and they may indeed be in another jurisdiction altogether. It will also be understood that although the brand manager server and the mobile community platform have been described separately, there could be provided a processing device that incorporates the functionality of both of the mobile community platform and the brand manager server in the one device if specifically required.

In this specification the terms "comprise, comprises, comprised and comprising" as well as the terms "include, includes, included and including" are all deemed totally interchangeable and should be afforded the widest possible interpretation.

This invention is in no way limited to the embodiments hereinbefore described but may be varied in both construction and detail within the scope of the claims.

Claims

1. A method of controlling gaming activity in a system (1) comprising a mobile community platform (3) and a plurality of remote mobile communications devices (5) connected by way of a mobile communications network, the mobile community platform further comprising a server (9) having memory (11), the memory (11) having game profile data and metrics data relating to each of the remote mobile communication devices (5) stored thereon, the mobile community platform (3) having at least one game having dynamic content contained therein, the method comprising the steps of:

a first mobile communication device (5) opening a communication channel with the server (9);

the server (9) downloading game profile data relating to the first mobile communication device to the first remote mobile communication device (5);

the first remote mobile communications device (5) playing a game containing dynamic content therein, using their game profile data, and on completion of the game;

the first mobile communication device (5) uploading game result data to the server (9); and the server (9) thereafter updating the game profile data of the mobile communication device in memory (11).

2. A method of controlling gaming activity as claimed in claim 1 in which the method further comprises the steps of the server (9) downloading game profile data relating to a second remote mobile communications device (5) to the first remote mobile communications device (5) and the first remote mobile communications device playing a game using their game profile data and the game profile data of the other remote mobile communications device.

3. A method of controlling gaming activity as claimed in claim 2 in which subsequent to the first mobile communications device (5) uploading game result data to the server (9), the server thereafter updates the game profile data in memory (11) of one or both mobile communications devices.

4. A method of controlling gaming activity as claimed in any preceding claim in which the step of uploading game result data to the server (9) further comprises uploading one or more of the outcome of a match, the usage time, duration of play, frequency of play, time of play, level of play and average duration of play.

5. A method of controlling gaming activity as claimed in any preceding claim in which the step of uploading game result data to the server (9) comprises uploading the number of times dynamic content was displayed during gaming activity.

6. A method of controlling gaming activity as claimed in any preceding claim in which the step of uploading game result data to the server (9) comprises uploading game result data after every time a game is completed.

7. A method of controlling gaming activity as claimed in any of claims 1 to 5 in which the step of uploading game result data to the server (9) comprises uploading game result data on a periodic basis.

8. A method of controlling gaming activity as claimed in any preceding claim in which the step of the server (9) downloading game profile data to the first mobile communications device (5) further comprises the server downloading a game template to the mobile communications device.

9. A method of controlling gaming activity as claimed in claim 8 in which the server (9) downloads a plurality of game templates to the mobile communication device (5) during the course of a game.

10. A method of controlling gaming activity as claimed in any preceding claim in which the method further comprises the step of the remote mobile communications device (5) transmitting a message to another remote mobile communications device (5) through the mobile community platform (3).

11. A method of controlling gaming activity as claimed in claim 10 in which the method further comprises the step of the server (9) monitoring the number of messages sent and / or received by a mobile communications device (5) through the mobile community platform (3).

12. A method of controlling gaming activity as claimed in any preceding claim in which the method further comprises the steps of a mobile communications device (5) generating a buddy list containing information relating to that mobile communication device and at least one other mobile communication device and storing the buddy list with the server (9).

13. A method of controlling gaming activity as claimed in claim 12 in which the mobile community platform (3) monitors messages sent through the mobile community platform and only permits onward transmission of a message between members of the same buddy list.

14. A method of controlling gaming activity as claimed in any preceding claim in which the method further comprises the step of the server (9) collating game result data relating to a plurality of mobile communication devices (5) and generating a report for onward transmission to a remote brand manager (7) for analysis.

15. A method of controlling gaming activity as claimed in claim 12 in which the method further comprises the step of the mobile community platform (3) hosting a tournament for members of a buddy list and providing prizes for the tournament.

16. A method of controlling gaming activity as claimed in claim 15 in which a brand manager (7) provides the tournament prizes through the mobile community platform (3).

17. A method of controlling gaming activity as claimed in any preceding claim in which the method further comprises the initial step of a mobile communications device (5) registering with the mobile community platform (3) and providing metrics data to the mobile community platform.

18. A method of controlling gaming activity as claimed in claim 17 in which metrics data includes one or more of the mobile communications device (5) user name, mobile communication device number, user nickname, users sex, users age, preferences, race, address, location, hobbies, interests, average weekly available expenditure, email address, club affiliation or association affiliation.

19. A method of controlling gaming activity as claimed in claim 17 or 18 in which the method further comprises the step of the mobile community platform (3) transmitting user metrics data to a brand manager (7).

20. A method of controlling gaming activity as claimed in any preceding claim in which the method further comprises the step of the mobile community platform (3) storing results of gaming activity from a plurality of mobile communications devices (5) and generating one or more of a high score list, rising star list, just above me list, ranking list, buddy list, buddy ranking list.

21. A method of controlling gaming activity as claimed in claim 20 in which the method further comprises the step of the mobile community platform (3) controlling access to any list by any of the mobile communications devices (5).

22. A method of controlling gaming activity as claimed in claim 21 in which the method further comprises the step of the mobile community platform (3) allowing access to a buddy list and buddy ranking list to the members of a particular buddy list.

23. A method of controlling gaming activity as claimed in any preceding claim in which the method further comprises the step of the mobile communications device (5) user retrieving in-game tools and generating their game milieu using the in-game tools.

24. A method of controlling gaming activity as claimed in claim 23 in which the game milieu created by the mobile communications device (5) is offered for download to other mobile communications devices through the mobile community platform (3) as the game profile data of that mobile communications device.

25. A method of controlling gaming activity as claimed in any preceding claim in which the content of the game is dynamically created and displayed on the mobile communications device (5).

26. A method of controlling gaming activity as claimed in any preceding claim in which images are streamed from the server (9) to one or more mobile communications devices (5) at the lowest image level.

27. A method of controlling gaming activity as claimed in any preceding claim in which the game profile data downloaded to the first mobile communications (5) device further comprises a game template in which the game environment displayed on the mobile communications device is generated using the game template and a key value stored on the server (9) to provide a quasi-random game environment to the mobile communication device user.

28. A method of controlling gaming activity as claimed in any preceding claim in which the content displayed on the mobile communications device (5) is controlled by the server (9) and is both player-centric and spatially aware.

29. A method of operating a mobile community platform (3) in a system (1) comprising a mobile community platform (3) and a plurality of remote mobile communication devices (5) connected by way of a mobile communication network, the mobile community platform further comprising a server (9) having memory (11), the memory having game profile data and metrics data relating to each of the remote mobile communication devices thereon, the mobile community platform having at least one game having dynamic content contained therein, the method comprising the steps of:

establishing a communication channel between the mobile community platform (3) and one of the remote mobile communication devices (5);

downloading game profile data relating to the remote mobile communication device to the remote mobile communication device (5);

on completion of a game played by the remote mobile communication device (5), receiving game result data from the remote mobile communication device;
and updating the game profile data of the remote mobile communication device (5) in memory (11).

30. A method of operating a mobile community platform (3) in a system (1) as claimed in claim 29 in which the method further comprises the step of downloading game profile data relating to the remote mobile communication device (5) and game profile data relating to a second remote mobile communication device to the remote mobile communication device.

31. A method of operating a mobile community platform (3) in a system (1) as claimed in claim 30 in which subsequent to receiving game result data from the remote mobile communications device (5), the mobile community platform (3) thereafter updates the game profile data in memory of one or both remote mobile communications devices.

32. A method of operating a mobile community platform (3) in a system (1) as claimed in any of claims 29 to 31 in which the step of the mobile community platform (3) downloading game profile data to the first remote mobile communications device (5) further comprises the server (9) downloading a game template to the mobile communications device.

33. A method of operating a mobile community platform (3) in a system (1) as claimed in claim 32 in which the server (9) downloads a plurality of game templates to the mobile communication device (5) during the course of a game.

34. A method of operating a mobile community platform (3) in a system (1) as claimed in any of claims 29 to 33 in which the method further comprises the step of the mobile community platform (3) providing a messaging service for the remote mobile communication devices (5) and allowing messages to be transmitted from one remote mobile communication device to another remote mobile communication device through the mobile community platform messaging service.

35. A method of operating a mobile community platform (3) in a system (1) as claimed in claim 34 in which the method further comprises the step of the server (9) monitoring the number of messages sent and / or received by a remote mobile communications device (5) through the mobile community platform messaging service.

36. A method of operating a mobile community platform (3) in a system (1) as claimed in any of claims 34 or 35 in which the mobile community platform (3) monitors messages sent through the mobile community platform messaging service and only permits onward transmission of a message between members of a buddy list.

37. A method of operating a mobile community platform (3) in a system (1) as claimed in any of claims 29 to 36 in which the method further comprises the step of the server (9) collating game result data relating to a plurality of remote mobile communication devices (5) and generating a report for onward transmission to a remote brand manager (7) for analysis.

38. A method of operating a mobile community platform (3) in a system (1) as claimed in any of claims 29 to 37 in which the method further comprises the step of the mobile community platform (3) hosting a tournament for members of a buddy list and providing prizes for the tournament.

39. A method of operating a mobile community platform (3) in a system (1) as claimed in any of claims 29 to 38 in which the metrics data includes one or more of the mobile communications device (5) user name, user nickname, users sex, users age, preferences, race, address, location, hobbies, interests, average weekly available expenditure, email address, mobile communication device number, club affiliation or association affiliation.

40. A method of operating a mobile community platform (3) in a system (1) as claimed in any of claims 29 to 39 in which the method further comprises the step of the mobile community platform (3) transmitting user metrics data to a remote brand manager (7).

41. A method of operating a mobile community platform (3) in a system (1) as claimed in any of claims 29 to 40 in which the method further comprises the step of the mobile community platform (3) storing results of gaming activity from a plurality of remote mobile communications devices (5) and generating one or more of a high score list, rising star list, just above me list, ranking list, buddy list, buddy ranking list.

42. A method of operating a mobile community platform (3) in a system (1) as claimed in any of claims 28 to 41 in which the method further comprises the step of the mobile community platform (3) controlling access to any list by any of the remote mobile communications devices (5).

43. A method of operating a mobile community platform (3) in a system (1) as claimed in

claim 42 in which the method further comprises the step of the mobile community platform (3) only allowing access to a buddy list and buddy ranking list to the members of a particular buddy list.

44. A method of operating a mobile community platform (3) in a system (1) as claimed in any of claims 29 to 43 in which images are streamed from the server (9) to one or more mobile communications devices (5) at the lowest image level.

45. A method of operating a mobile community platform (3) in a system (1) as claimed in any of claims 29 to 44 in which the game profile data downloaded to the first remote mobile communications device (5) further comprises a game template in which the game environment displayed on the remote mobile communications device (5) is generated using the game template and a key value stored on the server (9) to provide a quasi-random game environment to the remote mobile communication device user.

46. A method of operating a mobile community platform (5) in a system (1) as claimed in any of claims 29 to 45 in which the content displayed on the mobile communications device (5) is controlled by the server (9) and is both player-centric and spatially aware.

47. A method of operating a mobile communication device (5) in a system (1) comprising a remote mobile community platform (3) and a plurality of remote mobile communication devices (5) connected by way of a mobile communication network, the remote mobile community platform (3) further comprising a server (9) having memory (11), the memory having game profile data and metrics data relating to each of the remote mobile communication devices thereon, the remote mobile community platform having at least one game having dynamic content contained therein, the method comprising the steps of:

establishing a communication channel between the mobile communication device (5) and the remote mobile community platform (3);

receiving game profile data on the mobile communication device (5) from the mobile community platform (3);

playing a game containing dynamic content therein on the mobile communication device (5), using the game profile data, and on completion of the game;

uploading game result data from the mobile communication device (5) to the remote mobile community platform (3).

48. A method of operating a mobile communication device (5) in a system (1) as claimed in claim 47 in which the method further comprises the step of the mobile communication device (5) receiving game profile data relating to another remote mobile communication device (5) and thereafter the mobile communication device plays a game containing dynamic content therein using its own game profile data and the game profile data of the other mobile communication device.

49. A method of operating a mobile communication device (5) in a system (1) as claimed in claim 47 or 48 in which the step of the mobile communication device (5) uploading game result data to the remote community platform further comprises uploading one or more of the outcome of a match, the usage time, duration of play, frequency of play, time of play, level of play and average duration of play.

50. A method of operating a mobile communication device (5) in a system (1) as claimed in any of claims 47 to 49 in which the step of the mobile communication device (5) uploading game result data to the remote community platform further comprises uploading the number of times dynamic content was displayed during gaming activity.

51. A method of operating a mobile communication device (5) in a system (1) as claimed in any of claims 47 to 50 in which the method further comprises the step of uploading game result data after every time a game is completed.

52. A method of operating a mobile communication device (5) in a system (1) as claimed in any of claims 47 to 51 in which the method further comprises the step of the mobile communications device (5) transmitting a message to another remote mobile communications device through the mobile community platform (3).

53. A method of operating a mobile communication device (5) in a system (1) as claimed in any of claims 47 to 52 in which the method further comprises the steps of the mobile communications device (5) generating a buddy list containing information relating to that mobile communication device and at least one other mobile communication device and storing the buddy list with the remote server (9).

54. A method of operating a mobile communication device (5) in a system (1) as claimed in any of claims 47 to 53 in which the method further comprises the initial step of the mobile communications device (5) registering with the remote mobile community platform (3) and providing metrics data to the remote mobile community platform.

55. A method of operating a mobile communication device (5) in a system (1) as claimed in any of claims 47 to 54 in which metrics data includes one or more of the mobile communications device (5) user name, user nickname, users sex, users age, preferences, race, address, location, hobbies, interests, email address, mobile communication device number, average weekly available expenditure, club affiliation or association affiliation.

56. A method of operating a mobile communication device (5) in a system (1) as claimed in any of claims 47 to 55 in which the method further comprises the step of the mobile communications device (5) user retrieving in-game tools and generating their game milieu using the in-game tools.

57. A method of monitoring gaming activity in a system (1) comprising a brand manager server (7), a remote mobile community platform (3) and a plurality of remote mobile communication devices (5), the remote mobile community platform (3) being connected to the plurality of remote mobile communications devices (5) by way of a mobile communication network, the brand manager server (7) being connected to the remote mobile community platform (3) by way of communications link, the remote mobile community platform (5) further comprising a server (9) having memory (11), the memory (11) having game profile data and metrics data relating to each of the remote mobile communications devices (5) stored thereon, the mobile community platform (3) having at least one game having dynamic content contained therein, the method comprising the steps of:

at least some of the remote mobile communications devices (5) opening communications channels with the remote server (9) and the remote server downloading game profile data relating to the remote mobile communications devices to those remote mobile communications devices;

the remote mobile communications devices (5) playing a game containing dynamic content therein, using their game profile data, and on completion of the game the remote mobile communications devices uploading game result data to the remote server (9);

the remote server (9) thereafter updating the game profile data of the remote mobile communications devices in memory (11) and the remote mobile community platform (3) collating game results data relating to the plurality of remote mobile communications devices;

the remote server (9) generating a report based on the collated game results data and transmitting the report to the brand manager server (7); and on receipt of the report, the brand manager server (7) analysing the report.

58. A method of monitoring gaming activity as claimed in claim 57 in which the game results data further comprises data relating to the number of times dynamic content was displayed during gaming activity and the step of the brand manager server (7) analysing the report further comprises the brand manager server determining the number of times dynamic content was displayed.

59. A method of monitoring gaming activity as claimed in claimed in claim 58 in which the method further comprises the step of the brand manager server (7) determining the number of remote mobile communications devices (5) that have displayed a piece of dynamic content.

60. A method of monitoring gaming activity as claimed in any of claims 57 to 59 in which the game results data further comprises one or more of the outcome of a match, usage time, duration of play, frequency of play, time of play, level of play and average duration of play, and the step of analysing the results further comprises the brand manager server (7) monitoring usage patterns of mobile communications devices (5).

61. A method of monitoring gaming activity as claimed in any of claims 57 to 60 in which the method comprises the initial step of each of the remote mobile communications devices (5) registering with the mobile community platform (3) and providing metrics data to the mobile community platform, the metrics data comprising one or more of the mobile communications device user name, user nickname, user sex, user age, preferences, race, address, location, hobbies, interests, average weekly available expenditure, email address, mobile communication device number, club affiliation and association affiliation, and the method comprises a step of the remote mobile community platform (3) transmitting at least some of the user metrics data to the brand manager server (7) with the game results data in the report.

62. A system (1) for controlling gaming activity, the system (1) comprising a mobile community platform (3) and a plurality of remote mobile communications devices (5) connected by way of a mobile communications network, the mobile community platform further comprising a server (9) having memory (11), the memory having game profile data and metrics data relating to each of the remote mobile communications devices stored thereon, the mobile community platform having at least one game having dynamic content contained therein;

each of the remote mobile communications devices (5) further comprising means to establish a communication channel with the server (9), a receiver to receive game profile data from the server, a transmitter to transmit game result data to the server and a processor to allow game play on the mobile communications device using received game profile data; and the server (9) having means to retrieve game profile data from memory (11) and transmit the game profile data to a remote mobile communications device (5) and means to update game profile data stored in memory (11) on receipt of game result data from a remote mobile communications device (5).

63. A system for controlling gaming activity as claimed in claim 62 in which the server (9) further comprises means to analyse the game result data received from a remote mobile communications device (5).

64. A system for controlling gaming activity as claimed in claim 63 in which the server (9) has means to determine the number of times dynamic content was displayed during gaming activity.

65. A system for controlling gaming activity as claimed in any of claims 62 to 64 in which the server (9) further comprises means to transmit a game template to a remote mobile communications device (5).

66. A system for controlling gaming activity as claimed in claim 65 in which the server (9) further comprises means to receive a game template request from a remote mobile communications device (5) and means to transmit the game template to the remote mobile communications device on receipt of a game template request.

67. A system for controlling gaming activity as claimed in any of claims 62 to 66 in which the server (9) has a messaging service to allow throughpassage of messages between remote mobile communications devices (5).

68. A system for controlling gaming activity as claimed in any of claims 62 to 67 in which the server (9) further comprises means for monitoring transmission of messages between remote mobile communications devices (5) and means to block unauthorised messages.

69. A system for controlling gaming activity as claimed in any of claims 62 to 68 in which the server (9) further comprises means to generate a report based on the game result data.

70. A system for controlling gaming activity as claimed in claim 69 in which the system further comprises a remote brand manager server (7) having means to receive a report from the mobile community platform server (9).

71. A mobile community platform (3) for hosting at least one game having dynamic content contained therein for a plurality of remote mobile communication devices (5), the mobile community platform (3) comprising a server (9) having accessible memory (11), the memory (11) having game profile data and metrics data relating to each of the mobile communication devices (5) thereon, the server (9) having means to communicate with each of the remote mobile communication devices (5) to transmit game profile data thereto and receive game result data therefrom, the server (9) having means to process received game result data and update the game profile data stored in memory (11) according to the game result data received from a remote mobile communication device (5).

72. A mobile community platform (3) as claimed in claim 71 in which the mobile community platform is further provided with means to generate a report based on the received game result data and transmit the report to a remote brand manager (7).

73. A mobile community platform (3) as claimed in claim 72 in which the mobile community platform has means to collate the game result data from a plurality of mobile communication devices and transmit the collated game result data to the remote brand manager (7) in a report.

74. A mobile community platform (3) as claimed in any of claims 71 to 73 in which the mobile community platform is further provided with community features accessible by at least one of the remote mobile communication devices (5), the community features including one or more of messaging, collaborative game play, confrontational game play, buddy lists, high score lists, just above me lists, rising star lists, ranking lists and buddy ranking lists.

75. A mobile community platform (3) as claimed in any of claims 71 to 74 in which the mobile community platform has a buddy list stored thereon, the buddy list containing a plurality of mobile communication device users, each user of the buddy list having access to game profile data relating to the other mobile communication device users in the buddy list.

76. A mobile community platform (3) as claimed in claim 75 in which the mobile communication device users in the buddy list have means to send and receive messages with other mobile communication device users on the buddy list through the mobile community platform.

77. A mobile community platform (3) as claimed in claim 75 or 76 in which the mobile community platform has means to restrict access of a mobile communication device (5) to a buddy list.

78. A mobile community platform (3) as claimed in any of claims 71 to 77 in which the mobile community platform has means to provide monitoring and reporting services for a third party.

79. A mobile community platform (3) as claimed in any of claims 71 to 78 in which the mobile community platform has means to provide campaign management services for a third party.

80. A mobile community platform (3) as claimed in any of claims 71 to 79 in which the mobile community platform has means to provide integration services for a third party.

81. A mobile community platform (3) as claimed in any of claims 71 to 80 in which the metrics data comprises one or more of the mobile communication device (5) number, email address, mobile communication device users name, age, sex, race, address, location, nickname and club/association affiliation.

82. A mobile community platform (3) as claimed in any of claims 71 to 81 in which the game result data further comprises one or more of the frequency of play, the duration of play, the average duration of play, the time of play, type of play, level of play, number of messages sent and the number of messages received.

83. A mobile community platform (3) as claimed in any of claims 71 to 82 in which the server (9) communicates with the remote mobile communication devices (5) using binary data transmitted over a carrier data stream.

84. A mobile community platform (3) as claimed in any of claims 71 to 83 in which the server (9) is constructed using relational database techniques.

85. A mobile community platform (3) as claimed in any of claims 71 to 84 in which the server (9) is constructed based on an N-tier architecture.

86. A mobile community platform (3) as claimed in any of claims 71 to 85 in which the mobile community platform is constructed based on PHP, J2EE or mySQL.

87. A mobile community platform (3) as claimed in claim 74 in which the mobile community platform is provided with a messaging means to allow messaging between a remote mobile communication device (5) and another remote mobile communication device, the messaging means being arranged so that each message is deleted after either being read by the recipient or replied to by the recipient.

88. A mobile community platform (3) as claimed in any of claims 71 to 87 in which on one player requesting to play against another player in the community, the second players game profile data is downloaded onto the first players remote mobile communications device (5) and a gaming simulation module stored on the first players remote mobile communication device (5) assumes the game profile of the second player to oppose the first player.

89. A mobile community platform (3) as claimed in any of claims 71 to 88 in which there is provided means for the remote brand manager server (7) to communicate with a plurality of mobile communication devices (5) through the mobile community platform (3).

90. A mobile community platform (3) as claimed in any of claims 71 to 89 in which the remote brand manager server (7) facilitates management of campaigns including cross-promotion of new products and community stimulation through events.

91. A mobile community platform (3) as claimed in any of claims 71 to 90 in which the platform further comprises a consumer portal (13, 15) to provide a snapshot of each game community for use on consumer oriented websites and wapsites.

92. A mobile community platform (3) as claimed in any of claims 71 to 91 in which there is provided an administrator portal (19) to enable the management of the entire server (9) across all communities.