KR20180058598A - Method, server, system and computer program for providing real-time customized information to game user - Google Patents

Abstract

An object of the present invention is to enhance interest and sustainability regarding a game of a game user by satisfying the game user having various tendencies and game patterns. Another object of the present invention is to provide a service (game guide, promotion, marketing) specialized for a specific game user by accurately identifying a game user who can play through various routes in a mobile game. The present invention relates to a method for providing real-time personalization information to a game user and, more particularly, to a method for providing personalization information to a game user terminal installed with a game application by a personalization information providing server differentiated from a game server. The method comprises the steps of: generating status information of a game user from game log information; accumulating and batch-processing the game log information for a predetermined period of time to generate a plurality of user codes, and combining the generated user log codes to generate a user pattern code for the game user; matching the game user with real-time customized campaign information for the game user by using state information of the game user and the user pattern code; and transmitting the matched real-time customized campaign information to the game user′s terminal. The present invention also relates to a server, a system, and a computer program for implementing the personalized information providing method described above.

Description

A method, server, system and computer program for providing real-time personalization information to a game user,

The present invention relates to a method, a server, a system, and a computer program for providing real-time personalization information to a game user. More particularly, the present invention relates to a method for analyzing a user pattern using game log information, And to a configuration capable of providing real-time information.

Many people are playing various games using mobile devices such as smartphones and tablet PCs.

As the size of the mobile game market grows larger and competition among game companies becomes more intense, plans are being sought to increase the interest and loyalty of the game in order to prevent detachment of game users.

Game companies and publishing companies provide guidebooks and game guides for online games through online bulletin boards and game applications, which encourages game users to easily understand and play the game.

In addition, in order to increase the interest of game users and increase the sustainability of the game, the game user is informed periodically or non-periodically about the game play secret, and various promotions such as item special edition and recommendation point accumulation are provided.

However, since such game related information and promotions are provided to all game users in common, there are many deficiencies in satisfying game users having various tendencies and game patterns.

Conventional game-related information and promotions that are commonly applied to game users have become obsolete due to the fact that many game users are not interested except for some game users, and thus the interest and survival rate of game users are increased. There is a problem that it can not be collected.

In mobile games, unlike an online game (PC game), there is no procedure for entering a personal information such as a resident registration number to register a game, so that a game user is identified by a code generated when a game application is downloaded and installed without installing a game ID have.

As such, it is difficult to accurately identify the game user in the mobile game as the game user identifies the game user only with the code of the game application. In such a situation, it is more difficult to provide game related information or promotion meeting the needs of the mobile game user.

Korea Patent Publication No. 2012-0076653

The present invention has been made to solve the above-mentioned problems, and an object of the present invention is to enhance interest and sustainability of a game by a game user by satisfying a game user having various tendencies and game patterns.

Another object of the present invention is to provide a specialized service (game guide, promotion, marketing) for a specific game user by accurately identifying a game user who can play through various routes in a mobile game.

To this end, according to the personalization information providing server according to an embodiment of the present invention, a personalization information providing server according to an embodiment of the present invention includes a real time event processing unit for generating state information of a game user from game log information, A user pattern analyzing unit that generates a user pattern code for a game user by combining a plurality of user codes and generates a user pattern code for a game user by using the state information of the game user and the user pattern code, And a communication interface for receiving the game log information and transmitting the matched real-time customized campaign information to the terminal of the game user, wherein the communication interface is distinguished from the game server .

According to one embodiment, the communication interface receives the game log information from at least one of a game user terminal installed with a game application or a game server synchronized with the game application.

According to one embodiment, the communication interface communicates the game log information and the campaign information with an integrated service module included in a game application in the game user terminal.

According to an embodiment, the personalization providing server further includes an LTV analyzer for calculating a LTV (Life Time Value) of a game user using the game log information, and the LTV generates one of the plurality of user codes It is characterized by being a base. In addition, the LTV may be used to determine appropriateness of the campaign and whether to continue the campaign.

According to an embodiment, the LTV analyzing unit calculates LTV based on a game user's probability of survival and a probability of purchasing in a game application.

According to one embodiment, the LTV analyzer calculates the LTV by further considering the average purchase amount, the survival probability decay rate, and the purchase probability decay rate of a game user in a unit period.

According to one embodiment, the reaction information of a game user with respect to a campaign received from the game user terminal is reflected in the survival probability or the purchase probability.

According to an embodiment of the present invention, the campaign providing unit determines whether to expose campaign information to the game user by checking a campaign constraint condition.

According to an embodiment of the present invention, the campaign constraint condition check is performed by checking at least one of a campaign activity period, a repetition setting, a frequency setting, a restriction condition setting, and a real time exposure condition setting.

According to an embodiment of the present invention, the campaign providing unit is configured to determine whether a campaign is provided, continued, changed, or modified by grasping the reaction information of a game user for a campaign received from the game user terminal in real time .

According to an embodiment of the present invention, the personalization providing server further includes a natural inferencing unit for determining an actual game user, and the natural inferring unit may include information for playing one or more games in a plurality of terminals, And the user pattern analyzing unit generates a user pattern code for one actual game user inferred from the fact that the information is actually game play information by one game user.

According to one embodiment, the natural inference unit extracts a plurality of kits representing a game user from the game log information, and determines an actual game user based on the plurality of kits.

According to one embodiment, the natural inference unit may use an install key generated when a game application is installed as a plurality of kits and a device key generated in a device in which a game application is installed .

According to an embodiment of the present invention, the natural inference unit may further use a channel interworking kit value (Channel ID) or an advertising kit value (Advertising ID).

According to one embodiment, the game is a game which can start without login.

According to one embodiment, the game is a mobile game.

According to an embodiment of the present invention, the personalization information providing server is operated by a company that provides a plurality of kinds of games, and the communication interface is capable of receiving game log information of a plurality of kinds of games.

According to one embodiment, the integrated service module is embedded in a software development kit (SDK) of a game application provided by a company that provides a plurality of games to a game development company.

The personalization information providing system according to an embodiment includes a personalization information providing server described above and a user terminal connected to the game server and transmitting game log information in real time through an integrated service module included in the game application, .

The method for providing personalization information according to an exemplary embodiment of the present invention includes the steps of operating the personalization information providing server. In more detail, the personalization information providing method according to an exemplary embodiment of the present invention is a method of providing personalization information to a game user terminal in which a game application is installed, the personalization information providing server being distinguished from the game server, Generating a plurality of user codes by accumulating and batch-processing the game log information for a predetermined period of time and generating a user pattern code for a game user by combining the plurality of user codes; Matching the real-time customized campaign information for the game user with the game user using the user pattern code; and transmitting the matched real-time customized campaign information to the game user's terminal.

According to an embodiment, the method further comprises receiving the game log information from at least one of the game user terminal installed with the game application, or the game server synchronized with the game application.

According to one embodiment, the personalization information providing server communicates the game log information and the campaign information with an integrated service module included in a game application in the game user terminal.

According to one embodiment, the personalization information providing method further includes an LTV analysis step of calculating a LTV (Life Time Value) of a game user using the game log information, and the LTV generates one of the plurality of user codes And the like.

According to one embodiment, the LTV is calculated based on a game user's probability of survival and a probability of purchase in a game application. The LTV can be calculated by further considering the average purchase amount, the survival probability decay rate, and the purchase probability decay rate of a game user in a unit period.

In one embodiment, the personalization information providing method further includes receiving response information of a game user for the campaign from the game user terminal, and the response information may be reflected in the survival probability or the purchase probability .

In one embodiment, the personalization information providing method may further include an LTV analysis step of calculating a LTV (Life Time Value) of a game user using the game log information, and the LTV may include a fitness evaluation of the campaign, Can be used to determine whether the

In one embodiment, the personalization information providing method further includes checking the campaign constraint to determine whether to expose the campaign information to the game user. The step of confirming the campaign constraint condition may include checking at least one of a campaign activity period, a repetition setting, a frequency setting, a constraint setting, and a real-time exposure condition setting.

In one embodiment, the personalization information providing method includes receiving response information of a game user for the campaign from the game user terminal, determining whether or not the campaign is provided, whether the campaign is provided, whether the campaign is provided, Based on the result of the determination.

In one embodiment, the personalization information providing method may further include a natural inference step of determining an actual game user, and the natural inference may include information on at least one game played in a plurality of terminals or a plurality of games And the user pattern code generation step may generate a user pattern code for one actual game user who has been inferred.

In one embodiment, the natural inference step extracts a plurality of kits representing a game user from the game log information and determines an actual game user based on the plurality of kits.

In one embodiment, the natural inference step uses an install key generated when a game application is installed as a plurality of kits and a device key generated in a device in which a game application is installed . The natural inference step may further include using a channel interworking kit value (Channel ID) or an advertising kit value (Advertising ID).

In one embodiment, the game of the personalization information providing method is a game which can start without login. In one embodiment, the game is a mobile game in particular.

In one embodiment, the personalization information providing server of the personalization information providing method is operated by a company that provides a plurality of kinds of games, and is capable of receiving game log information of a plurality of kinds of games.

In one embodiment, the integrated service module of the personalization information providing method is embedded in a software development kit (SDK) of a game application provided by a company that provides a plurality of games to a game development company.

A computer program stored on a computer readable recording medium according to one embodiment

And program code for causing a computer to execute each step of the above-described method for providing personalized information when the computer executes the program.

According to the game application stored in the computer readable recording medium according to the embodiment, when the game application is executed in the game user terminal, game log information including at least game log information, And transmits the personalized information to at least one of the personalization information providing server and the game server interlocked with the game application, and receives the real-time customized campaign information according to the user pattern of the game user from the personalization information providing server And a program module configured to display the real time customized campaign information on a screen of the game user terminal and to transmit the reaction information of the game user to the personalized information providing server with respect to the displayed campaign information And G module features that are built into the software development kit (SDK) for the company that provides services to a plurality of game for game development companies.

A system for providing real-time personalization information to a game user according to an embodiment of the present invention includes a user terminal that accesses a game server and transmits game log information in real time through an integrated service module included in the game application, And a personalization information providing server for receiving the game log information from the integrated service module while the game is in progress, analyzing the user pattern, and providing real-time customized campaign information according to the user pattern in response to the state of the game user.

The personalization information providing server according to an embodiment of the present invention includes a real-time event processing unit for receiving game log information from a game application and generating status information of a game user, batch processing the game log information of the game user, And a campaign providing unit for matching real-time customized campaign information with respect to the game user and the game user using the state information and the user pattern code of the game user, . A method for providing personalization information in a personalization information providing server according to an embodiment of the present invention includes the steps of receiving real time game log information from a game application, A step of acquiring a user ID code corresponding to the natural ID, a step of acquiring a user ID code corresponding to the natural ID, , And querying the campaign information based on the status information and the user pattern code.

A personalization information providing method in a personalization information providing server according to an embodiment of the present invention is a batch processing method for providing personalization information, the method comprising: collecting game log information of a predetermined period from a game application; Generating a user ID based on the extracted kit value from the log information, generating a user code from the collected game log information, and combining user codes to generate a user pattern code corresponding to the natural ID .

A user analysis system according to an embodiment of the present invention includes a database for matching and patterning information played by a same user among pieces of play information played by a user in an existing game without a series of subscriptions; A database for collecting log information of a game in which a corresponding campaign (marketing / guide) is displayed in real time to update a game tendency or a behavior pattern of the user; A check point is set at a specific point on the progress of the game in which the campaign (marketing / guide) is expressed, and it is confirmed whether the user satisfies a specific condition based on the user's play pattern and the game information, (Marketing / guide) information to the user's terminal when the user has reached the point; And an operation unit for monitoring the reaction rate and performance of the user in response to the campaign (marketing / guide) in real time and supporting the decision making of the campaign, Artificial intelligence) and can automatically support personalization service based on this learning.

As described above, the personalization information providing method according to the present invention is a personalized information providing method that grasps a tendency of a game user and a game behavior pattern, and a customized guide or marketing information that can help a game user in real time based on game log information, It is possible to improve the convenience of game play, increase the sustainability of the game (survival rate or survival rate), and increase game sales.

Further, according to the present invention, it is possible to consider LTV information as a basis for generating one of the user codes in the user pattern code, that is, sales amount information that a specific game user is expected to generate for a certain period of time, We can expect to be able to provide campaign information that can generate more revenue from a long-term perspective.

In addition, according to the present invention, when analyzing the tendency / game behavior pattern of the game user or the life time value (LTV), utilizing the response rate of the game user to the customized campaign (guide and marketing) There is an effect that information can be provided.

According to the present invention, an integrated service module included in a game application is produced and distributed by a company or a publishing company that serves a plurality of games, not a game company, and a personalization information providing server that communicates with the integrated service module includes a game server A plurality of game service companies or publishing companies are operated so that a game company does not need to change a game application code and a company or a publishing company that provides a plurality of games analyzes game users in a plurality of games in real time And thus the campaign can be operated and managed in an integrated manner.

Conventionally, in order to provide a campaign to a user, a publishing company arranges the requirements and sends it to a game developer. After the game developer completes an update of a game program for providing a campaign, , So it took at least 3-4 weeks. According to the configuration of the present invention, since the publishing company can directly transmit the game data to the game user after development, a new campaign can be provided quickly. The analysis and operation of the game are the same, so that the game developer does not need to directly modify the game code, thereby making it easier to operate the game.

In addition, according to the present invention, it is possible to specify a game user who plays through various routes in a mobile game or the like that can be executed without a login, so that it is possible to provide game related information optimized for an actual game user. , Sustainability and sales can be further increased. That is, it is possible to analyze the user's behavior pattern more objectively and synthetically by identifying the game users who are viewed by a plurality of other game users at a glance as a real game user, and accordingly, the most optimized campaign . ≪ / RTI > For example, it is possible to provide a personalized store which is composed only of products with high user preference and products with high possibility to purchase.

In addition, according to an embodiment of the present invention, customized campaign information is provided to individual game users using a user pattern code including LTV information. In addition, when actual game user identification (natural person identification method) is additionally used, Can be more accurately specified. As a result, accurate customized campaign information can be provided to a precisely specified individual.

The user's tendency and the game behavior pattern can be grasped through various game play data of the user and the user's behavior can be predicted in the new game through the user's existing game play data.

In addition, it can grasp the real-time performance of the campaign (marketing / guide) and the response rate of the user, and can support the decision about the sustainability of the campaign in real time.

1 is a schematic configuration diagram of a system for providing real-time personalization information to a game user according to the present invention;
FIG. 2 is an internal configuration diagram of a personalization information server according to the present invention; FIG.
3 is a flowchart showing a batch process in the personalization information server according to the present invention;
4 is a signal flow diagram illustrating a process of providing real-time personalization information in a personalization information server according to the present invention;
5 is a flowchart illustrating a process of processing a campaign constraint condition according to the present invention.
FIG. 6 is a flowchart illustrating a natural inference process for identifying an actual game user according to the present invention; FIG.
7 and 8 are diagrams showing customized campaign information according to the present invention displayed on a screen of a user terminal.

Hereinafter, embodiments of the present invention will be described in detail with reference to the accompanying drawings. The configuration of the present invention and the operation and effect thereof will be clearly understood through the following detailed description.

Before describing the present invention in detail, the same components are denoted by the same reference symbols as possible even if they are displayed on different drawings. In the case where it is judged that the gist of the present invention may be blurred to a known configuration, do.

FIG. 1 shows a schematic configuration of a system (hereinafter referred to as a personalized information providing system) for providing real time personalization information to a game user according to the present invention.

1, the personalization information providing system according to the present invention includes a user terminal 10, a game server 20, a personalization information providing server 30, and the like.

The user terminal 10 refers to a terminal possessed by a game user. The user terminal 10 installs a game application and accesses the game server 20 to proceed with the game. An integrated service module 12 (see Fig. 2) is incorporated in the game application installed in the user terminal 10. [ The integrated service module 12 integrally performs functions such as campaign, authentication and settlement.

The user terminal 10 accesses the game server 20 and transmits game log information through the integrated service module 12 to the personalization information providing server 30 in real time during the game progress. The game log information refers to all raw data generated in the process of installing, executing, and removing a game application from a game user's terminal. In a temporary example, reaction information of a game user with respect to a campaign to be described later may also be included in the game log information. In another embodiment (not shown), the game server 20 is synchronized with the game application installed in the user terminal 10, so that the game log information generated in the user terminal is automatically stored in the game server 20, The providing server 30 can receive the game log information from the game server 20. [ In the above cases, preferably, the reaction information of the user for the campaign to be described later among the game log information may be directly transmitted from the integrated service module 12 to the personalization information providing server 30, Important information that should not be falsified / tampered such as log information (or goods information generated from the game log information) may be transmitted from the game server 20 synchronized with the game application to the personalization information providing server 30. Further, in another embodiment, a part of the game log information may be directly transferred from the user terminal 10 to the personalization information providing server 30, and the remaining game log information may be transmitted to the game server 10, To the personalization information providing server (30).

The user terminal 10 can be any type of device as long as it is a device capable of installing and executing a mobile device or a game application such as a smart phone or a tablet PC.

The game server 20 connects with the user terminal 10 and provides the user terminal 10 with graphics or data necessary for game play. If the game application of the user terminal 10 directly processes graphics or data or there is a large amount of data to be processed, the game server 20 can receive data from the game application and return the processed data.

The game server 20 can be constructed and operated by a game developer, or a company or a publishing company that provides a plurality of games can be directly operated and managed by the game developer.

The personalization information providing server 30 receives the game log information from the game application while the game is proceeding in the user terminal 10, analyzes the game behavior pattern (i.e., the user pattern) of the game user, And provides real-time customized campaign information according to the state of the game user and the user pattern.

The campaign refers to a behavior in which the personalization information providing server 30 intervenes in the game of the game user according to a scenario in which a game user defines a certain situation in which a proposal is to be made. Customized campaign information includes promotional or marketing information such as guide information, personalized shops, and item purchase invitations that can help game play as game-related personalized game information to game users.

The personalization information providing server 30 is distinguished from the game server 20 and functions to process and return data so that the game server 20 can play the game while the game progresses, 30 collects and processes game log information representing the game play status from the game application in real time.

When the personalization information providing server 30 is operated and managed by a publishing company rather than a game company, the personalization information providing server 30 uses the result generated by the collection and processing of game log information from a plurality of games, By providing tailored campaigns, you can maximize game sales and advertising effectiveness.

FIG. 2 shows an internal configuration of the personalization information providing server 30 according to the present invention.

As shown in FIG. 2, the personalization information providing server 30 communicates with the integrated service module 12 included in the game application of the user terminal 10 via the communication interface 120.

A game developer generally develops a game application using a software development kit (SDK) provided by a publishing company. In an embodiment of the present invention, an integrated service module is embedded in a software development kit of a publishing company , The game developer can load an API (Application Programming Interface) related to the integrated service module in the SDK and perform the authentication and payment provided by the integrated service module as well as the campaign function according to the present invention in the game application.

In this way, the integrated service module 12 installed in the game application transmits game log information to the personalization information providing server 30 through the network while the game progresses, and the personalization information providing server 30 transmits the game log information to the communication interface 120, And receives the game log information from the game server and delivers the game log information to the internal components.

If the integrated service module 12 is installed in each game application, the personalization information providing server 30 collects game log information from various kinds of game applications and performs integrated analysis on various games played by the game user, It is possible to grasp the game behavior pattern of the game user.

The user pattern analyzing unit 102 generates a user pattern code using the game log information input through the communication interface 120.

The user pattern analyzing unit 102 batch-processes the accumulated game log information for a predetermined period (for example, one day or three hours) to generate a user code and combines the generated plurality of user codes to generate The user pattern code is stored in the user pattern database 103 and the user pattern code is updated at predetermined intervals.

The user pattern analyzing unit 102 generates a user code by referring to the user code database 109 according to a certain rule from the game log information, and generates a user pattern code for the natural ID using the user code and the natural ID. The natural ID is an ID given to an actual game user, which will be described later.

The user pattern code is information on game propensity and behavior pattern of the game user. The user pattern code is given to an actual game user as compound information generated by a combination of user codes.

Here, the user code is defined as a situation or information generated in the game play of a game user. For example, a high-paying code, a heavy-paying code, a low-paying code, a non-charging code, and the like may be defined as a user code associated with a user's payment (billing).

As another example, it is possible to generate user codes for distinguishing between morning, afternoon, and evening based on the game time zone of the user, and generate user codes such as an impulse purchase type, a safety pursuit type, a competition-oriented type, .

As another example, a user code can be generated by overcoming certain obstacles during the game. For example, it is possible to generate a user code such as a type that overcomes through a user's payment (charging), a type that overcomes with pure game play, a type that overcomes with a friend in game, and the like.

As another example, a user code such as a high LTV, a middle LTV, a low LTV, and the like can be generated based on a later-described LTV (Life Time Value).

As another example, it is possible to generate user codes such as high proficiency, medium proficiency, low proficiency, etc., based on the playing progress speed in the game.

The user pattern code is a combination of user codes, has a high pricing, a morning type, an impulsive tendency, overcomes in the case of an obstacle in a game, and has a low LTV user, A combination of user codes such as a user having a high LTV and the like may be present. Various user pattern codes can be generated according to the type and number of user codes to be combined, and the number of users belonging to each user pattern code will be different.

The natural inference unit 104 generates natural data by batch processing the game log information collected for a predetermined time and stores the generated natural data in the natural inference database 105 for updating. Also, the natural reasoning unit 104 determines an actual game user in real time using a value that can identify the game user included in the game log information.

In the mobile game, it is difficult to identify the actual game user because the game user does not receive a unique ID through joining the game service and does not require the login of the game user. In the embodiment of the present invention, the natural person means an actual game user, and the natural reasoning unit 104 can deduce a plurality of game users as one natural person using real time game log information and natural data.

When the natural reasoning unit 104 identifies an actual game user in real time, the natural ID corresponding to the actual game user is obtained.

The LTV analyzing unit 106 analyzes the LTV (Life Time Value) of the game user using the game log information of a predetermined period and updates the LTV database 107.

LTV is the sales amount expected to be generated by a specific game user over a certain period of time. Here, the predetermined period may be a period during which the game service is maintained (Product Life Cycle: PLC), or may be a period until the next update of the game.

In one embodiment, the LTV may be determined using the probability of survival and the probability of purchase. The probability of survival means the probability of continuing to use a certain game without leaving. In one embodiment, the probability of survival may be calculated from game log information such as, for example, the number of days in the last week, the number of days since the last connection, the number of plays per connection during the last week, and the lapse of one week. The purchase probability means a probability of making a purchase for a specific period in a specific game. In one embodiment, the purchase probability may be, for example, the number of days visited for seven days after joining, the rate of change of the number of connections according to the number of days visited, the ratio of the quantity of the in- In order to obtain the goods in the game, simply repeat the steps that have been played before, in the ratio of the quantity obtained and the amount of used goods purchased from the primary goods (hereinafter referred to as secondary goods) The rate at which the mobile device is occupied, the price of the mobile device used transaction, and the like. Using the above game log information as a variable, the purchase probability can be determined through inference methods such as decision tree, logistic regression, random forest, SVM, and the like. LTV, for example, if the time period on a monthly basis, (the average monthly purchase amount) * (survival probability) * (purchased _{probability) * (1 + α 1 *} β 1 + α 2 * β 2 + ... + α n * β _n ). < / RTI > Where α is the rate of decay of survival probability, β is the rate of decay of purchase probability, and n is the number of months. The decay rate of each month can be set to an appropriate constant according to the embodiment. If a game user purchases an average of 100,000 won per month in a game in which the user made a purchase, and the probability of one month's survival probability is 0.8 and the probability of a month's purchase probability is 0.9 in the new game, the estimated sales for three months is 100,000 won * 0.8 * 0.9 + 10 0.8 *? ₁ * 0.9 *? ₁ + 100? * 0.8 *? ₁ ² * 0.9 *? ₁ ² . In this calculation, α ₂ is α ₁ ² , β ₂ is beta ₁ ² .

The real-time event processing unit 108 receives the game log information through the communication interface 120 and processes the game log information in real time to generate status information of the game user. The real-time event processing unit 108 can grasp the current state of the game user from the game log information.

The state information of the game user is information of the game user who is grasped in real time from the game log information during the game play such as the game user has 5 consecutive wins on the stage, State.

The campaign providing unit 110 provides the personalized campaign information to the game user based on the game user's status information and the user pattern code. In one embodiment, LTV information may be included in the user pattern code. In this embodiment, when providing the campaign information, the LTV, that is, the sales amount estimated to be generated by a specific game user for a certain period of time, can be considered. It is possible to provide the game user with campaign information that can generate more sales from a long-term viewpoint. In short-term, high-ARPU campaigns may have low LTV values, and low-ARPU campaigns may have high LTV values.

The campaign providing unit 110 receives the state information of the game user from the real-time event processing unit 108, receives the natural ID from the natural inferring unit 104, checks the user pattern code corresponding to the natural ID, And inquires of the campaign database 113 of the campaign information according to the user pattern code.

The campaign database 113 stores campaign information corresponding to the state information and the user pattern code. The campaign information is generated by a campaign management tool (not shown) existing inside the campaign providing unit 110 or separately. The campaign management tool generates campaign information optimized for various predefined status information and user pattern codes, and then edits or changes the campaign information by reflecting the added state information, user pattern codes, and campaign reaction information, 111).

The campaign providing unit 110 delivers the customized campaign information retrieved from the campaign database 111 to the integrated service module 12 of the game application through the communication interface 120.

In addition, the campaign providing unit 110 can check the campaign response information of the game user included in the game log information, determine whether to provide or continue the campaign, and decide to change or modify the campaign information.

The campaign response information is information about how the game user reacted to the campaigns (game guides, personalized shops, marketing, promotions) provided to the game user, for example, the game user does not check the campaign pop- It is the behavior of the game user who responds to the campaign, such as closing it immediately, purchasing items based on instructions, or using skills.

3 illustrates a batch process performed by the personalization information providing server according to the present invention.

Referring to FIG. 3, the personalization information providing server 30 collects game log information while storing game log information received from the game application in an internal buffer memory (not shown) (S10).

Then, it is checked whether the game log information is a batch processing time (S20). If the batch processing time has not yet arrived, the game log information is continuously collected. That is, the personalization information providing server 30 performs an ETL (Extract, Transform, Load; Extract, Transform, Load) process for every game log information generated in the game in a predetermined period.

When the batch processing time arrives, the game log information stored in the internal buffer memory is transferred to each constituent part and batch processing is performed.

In the embodiment of the present invention, batch processing is performed for user pattern analysis (S30), natural inference (S40), and LTV analysis (S50).

 The batch processing time and period can be set in the system. For example, user pattern analysis, natural reasoning, LTV analysis can be set to 1 hour cycle, 3 hour cycle, 24 hour cycle, etc., ) Or at 02:00 in the morning may be performed. Therefore, if batches are processed every 3 hours based on 02:00 in the morning, batch processing can be performed at 8:00 am, 05:00, 08:00 ... 23:00 every day.

The user pattern analysis S30 is performed in the user pattern analysis unit 102 of the personalization providing server 30. [ The personalization providing server 30 proceeds to the user pattern analysis using the game log information stored in the internal buffer memory when the batch processing time arrives.

The personalization providing server 30 generates a user code from the game log information and combines user codes to generate a user pattern code corresponding to the natural ID. The user pattern code generated through the user pattern analysis is stored in the user pattern database 103 and the user pattern database 103 is updated (S32).

In general, the user pattern code has four stages of life cycle.

In the initial stage, the user pattern code is registered. In the ready stage, the user pattern code is calculated so that the user pattern code can be used for the campaign service. In the running stage, The user pattern code is exposed so as to be matched and the stopped pattern is a state in which the user pattern code is inactivated and not utilized in the campaign service.

The natural inference S40 is performed in the inferring unit 104 which is natural of the personalization providing server 30. [ The personalization providing server 30 proceeds with natural inference using the game log information stored in the internal buffer memory when the batch processing time arrives.

The personalization providing server 30 extracts the key values that can serve as the basis of the game user identification from the game log information, and generates the natural data using the key value. In this way, the natural data generated through natural inference is stored in the natural person inquiry database 105, and the natural inquiry database 105 is updated (S42).

The natural inference process will be described with reference to FIG.

In the embodiment of the present invention, a kit value for identifying a game user is used for natural reasoning. These kits are included in the game log information, and the following kits are used in the embodiment of the present invention.

The install key is a value that is generated when the game application is installed after installing the game application. The installation kit value is generated by the integrated service module 12.

The install kit value is maintained until the game user deletes the game application, but when the game application is deleted and a new game is installed, a new installation kit value is issued.

When playing a game, you offer items or skills to a game user through a stochastic drawing product at a specific stage. Many people tend to repeat a specific stage to get the desired product. At this time, since the game application is repeatedly deleted and reinstalled, a lot of imaginary installation kit values may exist in one game user.

The device key is a share kit value generated for each mobile device. The device-kits value is generated at the mobile device.

The device kits value can be seen by one game user even if several games are played on one device, but when the game user changes the device, the kits value changes.

The Channel ID is the value of the channel that is created when playing a game through an SNS account.

Even if one game user plays multiple games on multiple devices, it is advantageous that the same kits value will be obtained if they are authenticated through the same SNS account. However, there is a problem that only a game having a channel link function is possible.

An advertising ID is a value provided by a mobile operating system (OS) for advertisement reception.

The advertising kit value has a disadvantage that it can not know the value of identifying the terminal user in order to compensate or benefit when the advertisement is clicked, or the advertising kit value when the game user blocks the advertisement reception function.

In this manner, the personalization information providing server 30 extracts a plurality of kits from the game log information collected for a predetermined time (S150). In the embodiment of the present invention, it is possible to perform batch processing in various cycles. If 24 hours is spent, the game log information of the previous day can be used for batch processing, and a time period of one day or less such as one hour period, three hours period, The game log information corresponding to the cycle time can be used for the batch processing. In the specification of the present invention, the game log information of the day before and the game log information corresponding to the batch cycle time are represented by the D-1 game log information. That is, the game log information most recently ETL (extracted, converted, loaded) is defined as D-1 game log information.

Next, the same kits are grouped in a plurality of kits extracted from the D-1 game log information (S152).

A kit value extracted from the game log information is extracted as a pair of mutually associated kit values, and a pair having at least one identical kit value is grouped into one group in the pair of these kit values.

The natural IDs are generated and assigned to the grouped groups (S154). D-1 natural data is generated when a natural ID is assigned to a pair of grouped kits. D-1 natural data refers to natural data generated from D-1 game log information.

The D-1 natural data is mapped to all the natural data (D-2 natural data) before the current arrangement cycle (S156), and the new D-2 natural data is updated (S158). Here, the D-2 natural data is natural data generated based on all the previous game log information excluding the latest ETL game log information, that is, the D-1 game log information.

The process of generating the D-1 natural data and updating the D-2 natural data as described above will be described as an example.

≪ Example 1 >

First, it is assumed that N0001: (P1-D1, P2-D1, P3-D1) is included in the D-2 natural data. Here, N0001 represents a natural ID, P1, P2, and P3 represent an install key value, and D1 represents a device key value.

P1-D1 is a pair of kits generated when a game user installs a game application on a D1 device. P2-D1 indicates that the game user deletes the P1 game from the D1 device, re-installs the game application, And P3-D1 is a pair of kits generated when the game user deletes the P2 game from the D1 device and installs the game application again to play the P3 game. In particular, it is assumed that the game user installs the P3 game on the D1 device, performs channel connection through the SNS account, and proceeds to input additional account information.

If there is such a D-2 natural data, if a game user is playing a P3 game on a D1 device and then installing a game application on another device, that is, a D2 device via an SNS account, P3-D1, and P3-D2 kit values can be extracted.

That is, P3-D1 contained in the D-2 natural data has a channel linking key value, which is additional linking information through the SNS account. When a game application is installed in the D2 device, a new key value P4 is generated. However, The P3-D2 kit value pair is generated by invoking the installation device value P3 to the D1 device to the current device D2. Specifically, when the game application is installed in the D2 device, the P4-D2 is created, and when the user interacts with the P3-D1 through the SNS account, the personalization information providing server 30 transmits the P4- And a P3-D2 kits value is generated in the D2 device.

Therefore, when P3-D1 and P3-D2 are extracted from the D-1 game log information, the same value (pair value) is given to P3-D1 and P3-D2 because the installation kit value P3 is identical. P3-D1 and P3-D2 assigned the same value in the D-1 game log information are grouped into one group.

D-1 natural data including N0002: (P3-D1, P3-D2) can be generated by generating the natural IDs in the grouped P3-D1 and P3-D2. P3 and D1 are common because N0001: (P1-D1, P2-D1, P3-D1) exists in D-2 natural data and N0002: (P3-D1, P3-D2) exists in D-1 natural data to be.

P3 and D1 are common when D-1 natural data is mapped to D-2 natural data, so N0001: (P1-D1, P2-D1, P3-D1 and P3-D2) exist in the updated D-2 natural data do. Here, the natural ID can be maintained as the N001 value of the D-2 natural data before the update.

The natural data generated in the natural inference process through the batch process is stored in the natural inference database 105. When the actual game user is identified through the real-time process, the natural infor- mation database 105 is inquired to acquire the natural in- have.

If the natural ID is searched in real time with the above example, the P3-D3 kit value is first extracted from the game log information, and the natural inference database 105 inquires D-2 natural data to confirm that P3 is common, The game user who plays the game with D3 can be determined as the natural ID N001.

<Example 2>

It is assumed that N0001: (P1-D1, P2-D1, P3-C1-D1) is included in the D-2 natural data. Here, N0001 denotes a natural ID, P1, P2, and P3 denote an install key, C1 denotes a channel interlocking channel value, and D1 denotes a device key.

P1-D1 is a set of kits generated when a game user installs a game application (A) on a D1 device and P2-D1 is a set of kiits generated when a game user deletes a P1 game from the D1 device, P3-C1-D1 is a set of kits generated when a game user installs a new game application (B) through the SNS account from the D1 device and proceeds with the P3 game, Three.

If there is such a D-2 natural data, if the game user is playing a P3 game on the D1 device and then another game device (C) is installed on another device, that is, the D2 device through the same SNS account, The P3-C1-D1 and P4-C1-D2 kits can be extracted from the -1 game log information.

That is, since another game application (C) is installed in the D2 device but it is installed through the same SNS account, the installation key value is different from P3 and P4, but the channel linking key value is equal to C1.

Therefore, when P3-C1-D1 and P4-C1-D2 are extracted from the D-1 game log information, the same value (set value) is given to P3-C1-D1 and P4-C1-D2 because the channel linking key value C1 is the same . P3-C1-D1 and P4-C1-D2 assigned the same value in the D-1 game log information are grouped into one group.

D-1 natural data including N0002: (P3-C1-D1, P4-C1-D2) can be generated by generating a natural ID in the grouped P3-C1-D1 and P4-C1-D2. N0002: (P3-C1-D1, P4-C1-D2) exists in the D-1 natural data and N0001: (P1-D1, P2-D1, P3-C1-D1) Therefore, P3, C1, and D1 are common.

P1, D1, P2-D1, P3-C1-D1, P4-C1, and P4-C1 are updated to the updated D-2 natural data because the P3, C1, and D1 are common when the D-1 natural data is mapped to the D- -D2). Here, the natural ID can be maintained as the N001 value of the D-2 natural data before the update.

In the case of extracting the P4-C1-D3 kit value from the game log information, the natural person inquiry database 105 inquires the D-2 natural data and confirms that C1 and P4 are common The game user who plays the game with P4-C1-D3 can be determined as the natural person ID N001.

On the other hand, a considerable number of sets of kits may be included in one natural ID in the set of kits extracted from the game log information.

For example, when a person paying a game is a purchasing agent such as a game item, a large number of installation kit values are generated in one device, and one natural ID is assigned to a large number of kit values in common with the device kit values . If such a set of kits is included in the natural data, the reliability of the natural inference may deteriorate, and abnormal kits set need to be excluded from the mapping of the natural data.

In addition, when testing a game for QA (Quality Assurance) before the game is released, the same installation kit value may be issued in another game. These test installation kit values do not reflect general game users and should be excluded from the mapping of natural data. The test installation kit value contains a specific game code value and can be distinguished from the general installation kit value.

There is also a device that continuously issues a new installation kit value for one game. These devices are called factory devices, and factory devices sell installation kits that have acquired good characters and items. Since the installation kit value generated by the factory device does not normally reflect the game user who played the game, it should be excluded from the mapping of the natural data. The factory-device device-kits value can be distinguished from the game-player's device-kit values.

In addition, when a game is played using an emulator, all game users using the emulator have the same device key value. The game played in the emulator is not normal play and should be excluded from the mapping of natural data. The device kits value of the device for the emulator can be distinguished from the device kits value of the general game user.

The personalization information providing server uses the natural data generated through the natural inference process so that the information played by the game on the plurality of terminals and / or the information played by the plurality of games is actually game play information by one game user Can be identified.

One feature of the present invention is to provide customized campaign information for individual game users by using a user pattern code including LTV information. If the above-described natural person identification method is additionally used, an individual can be specified more accurately As a result, it is possible to provide accurate customized campaign information to a precisely specified individual.

The LTV analysis (S50) is performed in the LTV analysis unit 106 of the personalization providing server 30. [ The personalization providing server 30 performs LTV analysis using game log information and user pattern information stored in the internal buffer memory when the batch processing time arrives. The result of the LTV analysis generated through the LTV analysis is stored in the user pattern database 103 and the LTV database 107 is updated (S52).

The personalization information providing server 30 generates the LTV corresponding to the natural ID using the game log information. The personalization information providing server 30 can also use the campaign response information among the game log information for LTV analysis. By using campaign response information in LTV analysis, the performance of the campaign can be numerically identified and utilized in marketing strategies.

The personalization information providing server 30 can further obtain the LTV reflecting the campaign reaction result by considering the campaign response information when calculating the parameter of the LTV function for calculating the LTV. For example, an event that closes within 1 second of a campaign pop-up window, an event that closes after 1 second after the campaign's pop-up window expires, an event that explicitly exits a campaign pop-up window, or a user moves away from the campaign pop- An event in which the campaign is terminated due to the expiration of time, an event in the first stage of the campaign, an event in the second stage of the campaign, an event in which the item proposed in the campaign is purchased or an event in which the skill is utilized These event analysis results can be reflected in the survival probability or the purchase probability by analyzing various predefined events.

If a certain campaign is provided to a certain user and the LTV has risen, the campaign will be recognized as an effective campaign, and the same campaign will be provided to other users with the same user pattern code as the above user.

FIG. 4 illustrates a process of providing real-time personalization information in the personalization information providing server according to the present invention.

4, the game log information received from the integrated service module 12 of the game application is input to the real-time event processing unit 108 and the natural inference unit 104 (S60).

The natural inferring unit 104 extracts a plurality of kits from the inputted game log information, inquires the natural inquiry database 105 (S62), and obtains the natural ID based on the kit value (S63).

The natural inferring unit 104 delivers the natural ID obtained from the natural person inquiry database 105 to the campaign providing unit 110 (S64).

Meanwhile, the real-time event processing unit 108 generates state information of the game user from the inputted game log information and transfers the state information to the campaign providing unit 110 (S66).

The campaign providing unit 110 inquires the user pattern database 103 based on the natural ID input from the natural inferring unit 104 in step S68 and confirms the user pattern code corresponding to the natural ID in step S69.

Next, the campaign providing unit 110 inquires the campaign constraint database 113 to check whether the campaign is exposed (S70), and acquires the constraint condition (S71).

The campaign providing unit 110 processes the constraint condition (S72) and determines whether the campaign is exposed or not. The constraint condition processing of the campaign data providing unit 110 will be described with reference to FIG.

As shown in FIG. 5, first, the campaign providing unit 104 confirms whether the campaign is currently active (S100), and if the campaign is not active, it is determined that the campaign is not displayed (S120).

If the campaign is active, it is checked whether there is an iteration setting (S102). If there is no repeat setting, the frequency setting confirmation step (S106) is entered immediately.

Here, the repeat setting means that the campaign is allowed to be exposed from the 1st to the 5th of the month. A plurality of iterative setting conditions may exist, and if any condition is satisfied, the condition is passed.

If it is not the same day on the basis of the repetition setting, it is determined that the campaign is not to be displayed (S120).

If the frequency is set, it is determined whether the current number of times of exposure is equal to or greater than the maximum number of exposures (S108). If there is no frequency setting, the restriction condition setting step S112 is immediately entered.

If the number of times of exposure is equal to or greater than the maximum number of exposures, the process determines that the campaign is not exposed (S120). If the number of exposures is not equal to or greater than the maximum number of exposures,

Here, the exposure interval refers to a time interval for waiting for the next campaign information to be exposed after the campaign information is exposed.

Therefore, if the exposure interval remains, it is determined that the campaign is not exposed (S120). If the exposure interval does not remain, a check is made to see if a restriction condition is set (S112).

If the restriction condition is set, it is confirmed whether the current product purchase frequency is equal to or greater than the product purchase limit frequency (S114). If the restriction condition is not set, the real-time exposure condition confirmation step S116 is entered.

If it is determined that the number of times of purchase is equal to or greater than the number of purchase limitations, it is determined that the campaign is not exposed (S120). If not, the process determines whether a real-time exposure condition is set (S116).

A real-time exposure condition is a determination of the exposure of a campaign according to the current state of the game user. For example, you can expose a campaign when a condition or combination of states is identified, such as a game user having lost three consecutive times, a staminer (energy) less than two, or a full gift in a mailbox.

If the real-time exposure condition is not set, the campaign is immediately exposed (S122). If the real-time exposure condition is set, the real-time exposure condition is satisfied (S118).

If at least one of the real-time exposure conditions is not satisfied, it is determined that the campaign is not exposed (S120). If all real-time exposure conditions are satisfied, the campaign is exposed (S122).

As described above, when the campaign constraint condition is processed and the campaign exposure is confirmed, the campaign providing unit 110 inquires the campaign database 111 (S74).

The campaign providing unit 110 matches the campaign information based on the state information of the game user and the campaign information based on the user pattern code to the game user identified by the natural ID, acquires customized campaign information optimized for the game user (S75) Information to the integrated service module 12 (S76).

The user terminal 10 receives the customized campaign information through the integrated service module 12 of the game application and displays it on a specific part of the game screen in progress.

7 and 8 show that the customized campaign information according to the present invention is displayed on the game screen of the user terminal 10.

7, (a) shows campaign information (1) for guiding the growth package, and (b) shows campaign information (2) for recommending an item purchase and guiding it to a store.

The growth package campaign information (1) is displayed in an opaque state covering a part of the game on the game screen, but the shop guiding campaign information (2) is displayed in a translucent or transparent state regardless of the game screen.

In FIG. 8, (a) shows campaign information 3 for recommending a product, and (b) shows recommended product information displayed when entering according to the campaign information 3.

The product recommendation campaign information 3 is displayed in a minimized form in a specific portion in a direction that does not disturb the game of the game user.

The recommended product information according to the product recommendation campaign information (3) is customized information that is personalized according to the current state of the game user and the game behavior pattern, not the information common to all users.

For example, if there is a game user who shows a pattern of game behavior that does not buy items at all after giving up the game in the case of four or more laps, if the game user is confirmed to have lost three consecutive games, The recommendation campaign information may be exposed to the corresponding game user in real time.

The above exemplary methods according to the present invention may be implemented in a computer program product, a computer program product recorded on a recording medium readable by a computer (including all devices having an information processing function) May be implemented in a variety of ways including, but not limited to, applications, logic circuits, custom semiconductors, or firmware. Examples of the computer-readable recording medium include, but are not limited to, ROM, RAM, CD, DVD, magnetic tape, hard disk, floppy disk, hard disk and optical data storage. In addition, the computer-readable recording medium may be distributed over network-connected computer systems so that computer readable codes can be stored and executed in a distributed manner.

The foregoing description is merely illustrative of the present invention, and various modifications may be made by those skilled in the art without departing from the spirit of the present invention.

Accordingly, the embodiments disclosed in the specification of the present invention are not intended to limit the present invention. The scope of the present invention should be construed according to the following claims, and all the techniques within the scope of equivalents should be construed as being included in the scope of the present invention.

10: user terminal 12: integrated service module
20: game server 30: personalization information providing server
102: user pattern analysis unit 103: user pattern DB
104: natural reasoning part 105: natural person inquiry DB
106: LTV analysis unit 107: LTV DB
108: real-time event processing unit 109: user code DB
110: Campaign Offering 111: Campaign DB
113: Campaign Constraint DB 120: Communication Interface

Claims (25)

1. A method for providing personalization information to a game user terminal in which a game application is installed,
Generating status information of a game user from game log information,
Accumulating and batch-processing the game log information for a predetermined period of time to generate a plurality of user codes, and combining the user log codes to generate a user pattern code for a game user;
Matching real-time customized campaign information for the game user with the game user using state information of the game user and the user pattern code;
And transmitting the matched real-time customized campaign information to the terminal of the game user. 3. The method of claim 2,
Further comprising receiving the game log information from at least one of the game user terminal installed with the game application or the game server synchronized with the game application. The method according to claim 1,
Wherein the personalization information providing server communicates the game log information and the campaign information with an integrated service module included in a game application in the game user terminal. The method according to claim 1,
Further comprising an LTV analysis step of calculating a LTV (Life Time Value) of a game user using the game log information, wherein the LTV is based on generating one of the plurality of user codes, Way. 5. The method of claim 4,
Wherein the LTV is calculated based on a survival probability and a purchase probability of a game user in a game application. 6. The method of claim 5, wherein the LTV is calculated by further considering a game user's average purchase amount, a survival probability decay rate, and a purchase probability decay rate in a unit period. 6. The method of claim 5,
Further comprising receiving response information of a game user for the campaign from the game user terminal, wherein the reaction information is reflected in the survival probability or the purchase probability. The method according to claim 1,
Further comprising an LTV analysis step of calculating a LTV (Life Time Value) of a game user using the game log information, wherein the LTV is used for determining suitability of the campaign and determining whether the campaign is continued or not A method for providing personalized information. The method according to claim 1,
Further comprising checking a campaign constraint condition to determine whether to expose campaign information to the game user. 10. The method of claim 9,
Wherein the step of checking the campaign constraint condition comprises checking at least one of a campaign activity period, a repetition setting, a frequency setting, a restriction condition setting, and a real-time exposure condition setting. The method according to claim 1,
Receiving response information of a game user for the campaign from the game user terminal;
Further comprising the step of determining whether to provide, continue, change, or modify the campaign according to the received reaction information. The method according to claim 1,
Further comprising a natural inferencing step of determining an actual game user,
The natural inference is to deduce that the information played by one or more games in a plurality of terminals or the information played by a plurality of games in one terminal is actually game play information by one game user, Generates a user pattern code for one actually inferred game user. 13. The method of claim 12,
Wherein the natural inference step extracts a plurality of kits representing a game user from the game log information and determines an actual game user based on the plurality of kits. 14. The method of claim 13,
Wherein the natural inference step uses an install key generated when a game application is installed as a plurality of kits and a device key generated in a device in which the game application is installed. Delivery method. 15. The method of claim 14,
Wherein the natural inference step additionally uses a channel interworking kit value (Channel ID) or an advertising kit value (Advertising ID). 13. The method of claim 12,
Wherein the game is a game which can be started without login. 17. The method of claim 16,
Wherein the game is a mobile game. The method according to claim 1,
Wherein the personalization information providing server is operated by a company that serves a plurality of kinds of games and is capable of receiving game log information of a plurality of kinds of games. The method of claim 3,
Wherein the integrated service module is embedded in a software development kit (SDK) of a game application provided by a company that provides a plurality of games to a game development company. A personalization information providing server which is different from a game server,
A real time event processing unit for generating status information of the game user from the game log information,
A user pattern analyzing unit for generating a user pattern code for a game user by generating a plurality of user codes by accumulating and batch processing the game log information for a predetermined period of time,
A campaign providing unit for matching real-time customized campaign information for the game user with the game user using state information of the game user and the user pattern code;
And a communication interface for receiving the game log information and transmitting the matched real time customized campaign information to the game user terminal,
Characterized in that each step of the personalization information providing method according to any one of claims 1 to 19 can be carried out
Personalization information providing server. 21. The method of claim 20,
And an LTV analyzer for calculating a LTV (Life Time Value) of a game user using the game log information. 21. The method of claim 20,
And a natural inference unit for determining an actual game user. A user terminal for accessing a game server to transmit game log information in real time through an integrated service module included in the game application while the game is being played;
A system for providing real-time personalization information to a game user, comprising a personalization information providing server according to claim 20. A computer program stored in a computer-readable recording medium,
19. A computer program comprising program code for causing a computer to execute, when executed on a computer, each of the steps of the method for providing personalized information according to any one of claims 1 to 19. A game application stored in a computer-readable recording medium,
A personalization information providing server that collects game log information including at least game log information that is a basis for generating LTV while accessing a game server when the game user terminal is running, To the game server interworking with the game application,
Time customized campaign information according to a user pattern of a game user from the personalization information providing server,
Displaying the real-time customized campaign information on a screen of the game user terminal,
And transmitting the response information of the game user to the personalized information providing server with respect to the displayed campaign information, wherein the computer program code comprises:
Wherein the program module is embedded in a software development kit (SDK) provided by a company that provides a plurality of games to a game development company.

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