WO2020041637A1

WO2020041637A1 - Systems and methods for facilitating a game experience during an on-demand transport event

Info

Publication number: WO2020041637A1
Application number: PCT/US2019/047785
Authority: WO
Inventors: Jay S. Walker; Evan Walker
Original assignee: Walker Jay S
Priority date: 2018-08-22
Filing date: 2019-08-22
Publication date: 2020-02-27

Abstract

Systems and methods for providing a dynamic game to customers of an on- demand ride hailing service ("RHS"). Parameters of the game are set or selected based on at least one characteristic of the RHS ride, such as an expected duration. For example, the questions presented, the points to be won per question and/or the points required to win a given prize may be based on an expected duration of the ride so as to render the prize as achievable for customers playing the game on long rides as customers playing the game on shorter rides. Customers may, in some embodiments, be teamed up via an RHS app (e.g., once in the vehicle hailed via the app) to play a multi-player competitive game. Customers on a team may be replaced as one customer's trip ends and another customer begins.

Description

SYSTEMS AND METHODS FOR FACILITATING A GAME

EXPERIENCE DURING AN ON-DEMAND TRANSPORT EVENT

CLAIM OF PRIORITY

[0001] The present application claims the benefit of U.S. Provisional Application No. 62/721,551 filed on August 22, 2018 in the name of Jay S. Walker and titled SYSTEMS AND METHODS FOR FACILITATING AD HOC ENTERTAINMENT DURING AN ON-DEMAND TRANSPORTATION EVENT. The entirety of this application is incorporated by reference herein for all purposes.

BACKGROUND

[0002] Applicants have recognized that many users are utilizing location-based, on-demand transport services via software apps on their handheld devices (“apps”), such as Uber™, Lyft™, Curb™, Via™ and other ride hailing services. Applicants have further recognized that at any given moment in a city, neighborhood or other geographically defined area, there are many riders sitting in vehicles en route to their destination, each with a smartphone in their hand and who would welcome a new and exciting form of entertainment to help pass the time and potentially win prizes.

BRIEF DESCRIPTION OF FIGURES

[0003] Features, aspects and advantages of various embodiments are

described in detail below with reference to the accompanying drawings, which are intended to illustrate and not to limit the embodiments. The drawings comprise the following figures in which: [0004] Figure 1 A comprises a block diagram of an example system consistent with at least some embodiments described herein.

[0005] Figure 1B comprises a block diagram of another example system consistent with at least some embodiments described herein.

[0006] Figure 2 comprises a block diagram of an example device in accordance with at least some embodiments.

[0007] Figure 3 comprises a block diagram of an example device in accordance with at least some embodiments.

[0008] Figure 4 comprises a flowchart of one example process consistent with at least some embodiments.

[0009] Figure 5 comprises a flowchart of one example process consistent with at least some embodiments.

[0010] Figure 6 comprises a flowchart of one example process consistent with at least some embodiments.

DETAILED DESCRIPTION OF EMBODIMENTS

[0011] Described herein is new type of entertainment service for use by customers of an on-demand ride hailing service (“RHS” herein), in which the users of the RHS service (“customers” or‘riders” herein) are teamed up via the RHS app (e.g., once in the vehicle hailed via the app) in order to participate in a game. For example, a first customer may be teamed up with two other customers (e.g., randomly chosen customers or customers chosen based on one or more criteria) who are also utilizing vehicles hailed via the RHS app, for purposes of having the customers participate in a multi-player game. In one embodiment in which the game comprises a competitive game, a first team of customers competes against a second team of customers and customers on each team may be replaced as one customer’s trip ends and another customer begins their own trip and is thus available to join a team. In one embodiment, the customers are teamed up by the system that facilitates the RHS (or a vendor working on behalf of the RHS) based on an expected duration of each of their respective rides (e.g., such that customers who are expected to be in their respective vehicles for about the same amount of time or for some minimum period of time are teamed up together). In some embodiments, one or more parameters of the game is also dynamically set based on one or more characteristics of the ride (e.g., based on an expected duration of the ride and/or one or more locations along the expected route). For example, in one embodiment the points allocated per question and/or the number of points needed to win a prize or advancement are set based at least in part on an expected duration of the ride.

[0012] In one embodiment, the game is a Family Feud™ -style game or a trivia- type game. For example, the members of each team (i.e., customers of the RHS who have been teamed up by the system) guess how other customers of the RHS have answered particular questions, such as simple survey questions, and the best or most popular answers get the most points. In accordance with some embodiments, points are worth prizes. In one embodiment, each member of a winning team may be awarded a prize before their respective ride is over, depending on how many points he/she accumulates during his/her ride. In another embodiment, a customer may accumulate points over a plurality of rides in order to qualify for a prize.

[0013] For example, in one non-limiting embodiment, game parameters may be configured with a goal of having one (1) out of every X (e.g., 3) customers win a relatively small prize of a certain value range (e.g., a prize valued between $1 and $20, whether it be a cash prize or otherwise), by the time they arrive at their target destination. In another example implementation, game parameters may be configured with a goal of allowing one (1) out of every X customers (e.g., 2,000) win a relatively large prize of a certain value range (e.g., a prize valued around $1,000, whether it be a cash prize or otherwise, such as free rides from RHS for a year or free food from an affiliated

restaurant for a year). [0014] In one illustrative and non-limiting example of some embodiments described herein, a food-themed type of game may be made available to customers of an RHS. In accordance with some embodiments, the food- themed game may comprise a competitive multi-player game in which a first team of RHS customers (e.g., three (3) customers) play against a second team of RHS customers (e.g., another three (3) customers) to try and win prizes such as a cash prize (e.g., $1,000) or discounts or items (e.g., free food or gift cards) from one or more participating restaurants. For example, a prize may be free meals from the restaurant for a year. In some embodiments, the prize distribution scheme may be designed such that tens of thousands of customers will win tens of thousands of smaller prizes and small cash prizes daily.

[0015] In accordance with one embodiment, the game comprises a survey question-based game based on the classic TV game show, Family Feud™. Customers may be asked to guess how other customers answered a question, which may be about food. For example,“Rank in order of popularity the 5 favorite ice cream flavors of RHS customers surveyed from this list of 12 flavors - not counting vanilla, chocolate or strawberry.” Or,“From the list below, what are the most popular Pizza restaurants affiliated with RHS for (your city or area)?”

[0016] In some embodiments described herein, winners of prizes may be provided with an option to use their prize to reduce the fare/cost of a ride (whether a current ride or future rides). In another example implementation, winners can“trade” a prize redeemable for a reduction in their fare for a bigger value from a participating sponsor (e.g., a restaurant or other retailer of goods or services affiliated with the RHS).

[0017] In accordance with some embodiments, the prizes that are awarded to customers as a result of games played during the rides may be self-funded by the customers. For example, revenues from one or more of the following sources may be utilized to fund at least some of the prizes and/or other costs associated with the system: (i)“sponsor” restaurants or other retailers; and (ii) in-game sponsorships or brand placements. While in some embodiments customers may also pay an entry fee (e.g., $2.00 per game or per ride) to participate in the game (or, some embodiments, to be eligible for larger prizes), in other embodiments customers can play and win (at least small prizes) with no entry fee. In some embodiments, 100% of all entry fees are returned to customers in cash prizes.

[0018] In some embodiments, a customer may earn points for answering questions correctly and different questions may be worth different amounts of points, which may vary based on various factors such as a skill level of the customer, a difficulty of the questions and/or an expected duration of the ride, as described in detail herein. In some embodiments, different numbers of points may be needed in order to qualify for certain prizes or game levels or advancements. Similarly, the number of points needed to qualify for certain prizes or game levels or advancements may vary based on different factors, such as a skill level of the customer, a difficulty level of the questions within the game and/or an expected duration of the ride.

[0019] In some embodiments, a customer may use all or part of his prize or points won as a result of a game to fund a tip for the driver.

[0020] In some embodiments, a customer may be eligible to play the game while waiting for his ride to arrive, before being in the vehicle.

[0021] Certain aspects, advantages, and novel features of various

embodiments are described herein. It is to be understood that not necessarily all such advantages may be achieved in accordance with any particular embodiment of the invention(s) described. Thus, for example, those skilled in the art will recognize that embodiments described herein may be embodied or carried out in a manner that achieves one advantage or group of advantages as taught herein without necessarily achieving other advantages as may be taught or suggested herein.

[0022] Although several embodiments, examples and illustrations are disclosed below, it will be understood by those of ordinary skill in the art that the invention(s) described herein extend(s) beyond the specifically disclosed embodiments, examples and illustrations and includes other uses of the invention(s) and obvious modifications and equivalents thereof.

Embodiments of the invention(s) are described with reference to the accompanying figures, wherein like numerals refer to like elements throughout. The terminology used in the description presented herein is not intended to be interpreted in any limited or restrictive manner simply because it is being used in conjunction with a detailed description of certain specific embodiments of the invention(s). In addition, embodiments of the

invention(s) can comprise several novel features and it is possible that no single feature is solely responsible for its desirable attributes or is essential to practicing the invention(s) herein described.

[0023] Referring now to Figure 1 A, illustrated therein is an example system 100A consistent with one or more embodiments. The system 100A comprises RHS Server(s) 110, a plurality of Customer Devices 1 l5a-l 15h (any and all of which are generally referred to as a Customer Device 115), a plurality of Driver Devices l20a - 120h (any and all of which are generally referred to as a Driver Device 120) and a plurality of Sponsor Devices l25a - 125h (any and all of which are generally referred to as a Sponsor Device 125). The system 100A is one example embodiment of a system which may be operable to facilitate at least some embodiments described herein. In other words, the system 100 A may be useful in facilitating an entertainment or game experience as described herein to customers of an RHS (e.g., which may operate the RHS Server(s) 110).

[0024] In some embodiments, one or more of Customer Devices 1 l5a - 115h, one or more Driver Devices l20a - 120h and/or one or more of the Sponsor Devices l25a - 125h may be operable to communicate with RHS Server(s)

110 via a network, which may be represented via the lines between the blocks representing the various devices of the system 100 A. The network may comprise, for example, a mobile network such as a cellular, satellite or WiFi network, the Internet, a wide area network, another network or a combination of such networks. It should be understood that although not shown in Figure 1 A, other networks and devices may be in communication with any of the devices of system 100 A and/or that the network via which the devices may be operable to communicate may comprise two or more networks operable to facilitate the routing of communications among the devices of system 100 A. For example, in one embodiment, both the Internet and a wireless cellular network may be involved in routing communications among two or more components of the system 100 A.

[0025] In some embodiments, additional devices that are not shown in Figure 1 A may be part of a system 100A. For example, one or more servers operable to serve as wireless network gateways or routers may be part of system 100 A. One example alternate system that includes one or more additional servers is illustrated in Figure 1B, described below.

[0026] The RHS Server(s) 110 may comprise one or more computing devices, working in parallel or series if more than one, operable to facilitate the game experience for a customer of RHS, as described herein. The RHS Server(s) 110 may be operated by or on behalf of an entity which offers services to facilitate a custom and dynamic multi-player or single player game to a customer who has ordered a ride via the RHS, in accordance with

embodiments described herein. As described herein, the RHS Server(s) 110 may be operable, in accordance with some embodiments, to (i) communicate with a Customer Device 115 (e.g., receive login credentials from the

Customer Device, receive parameter values or information defining a customer’s requested trip (e.g., pick-up and/or destination location), track the progress of a user’s trip (e.g., using geo-resources of the Customer Device), etc.); (ii) facilitate a ride for the customer by finding a driver to drive the customer from the customer’s current location to their desired destination (an example of a system and processes for facilitating such functionality is described in U.S. Patent Publication No. 2018/0211194 titled SYSTEM AND METHOD FOR OPERATING A SERVICE TO ARRANGE TRANPORT AMONGST PARTIES THROUGH USE OF MOBILE DEVICES, published on July 26, 2018; the systems and methods for arranging transport as described in this patent publication is incorporated by reference herein);(ii) generate, manage and/or update one or more games for one or more customers (e.g., selecting questions, selecting one or more parameters for the game based on one or more characteristics of the ride (e.g., point value per question or points needed to win one or more prizes), placing customers into teams, determining whether a game should be ended based on estimated arrival at destination, replacing customers who have left a team, evaluating answers to determine points to be awarded and/or providing one or more prizes for a game); and/or (iii) communicate information to/from a Sponsor Device 125 (e.g., to receive data or information from one or more Sponsor Devices, such as availability of prizes for games).

[0027] Information from Sponsor Device 125 may also comprise, for example, content such as trademarks or other proprietary information for use in outputting a prize information via a RHS app interface to a customer. The RHS Server(s) 110 may utilize such information to provide available prize information to customers, select particular prizes to include in a game being generated for a customer (e.g., prizes for particular sponsors comprising restaurants may be selected based on a route, destination, past destinations, past purchases and/or preferences of the customer). The RHS Server(s) 110 may further be operable to transmit data to one or more Sponsor Devices 125, such as data indicating pending or awarded prizes (e.g., if a prize includes a coupon or discount to a particular restaurant or other retail establishment, the sponsor comprising such restaurant or retail establishment may be notified of any such prizes being awarded in order to verify the validity of such prizes when a customer attempts to redeem them).

[0028] A Customer Device 115 may comprise a computing device associated with a customer utilizing the services of the RHS Server(s) 110. For example, a User Device 120 may comprise a personal computer such as a desktop, laptop or tablet computer, a cellular telephone or a smartphone or other mobile device, which is preferably enabled with geo-aware resources. A Customer Device 115 may be operable, in accordance with some

embodiments, to communicate with the RHS Server(s) 110 to allow a customer to log into an interface of an RHS app facilitated by the RHS Server(s) 110 (e.g., an RHS app previously downloaded to the User Device) or otherwise communicate with the RHS Server(s) 110. A customer may utilize a Customer Device 115 to, for example, (i) request or manage a ride from a driver of the RHS; (ii) provide a current location of the Customer Device (e.g., based on a GPS component of the Customer Device to the RHS Server(a) 110 such that the RHS Server(s) may track the progress of the customer’s ride and/or update content of a game being played by the customer; (iii) play a game during a ride arranged by the RHS in accordance with the embodiments described herein; and/or (iv) select, accept, manage or redeem a prize won as a result of playing such a game. In some embodiments, the RHS that operates the RHS Server(s) 110 may offer a downloadable software application (“app”) that allows a customer to efficiently interact with the RHS Server(s) 110 via a Customer Device such as a mobile device.

[0029] A Driver Device 120 may comprise a computing device associated with a driver providing transport services to customers via the RHS Server(s) 110. For example, a Driver Device 120 may comprise a personal computer such as a desktop, laptop or tablet computer, a cellular telephone or a smartphone or other mobile device, which is preferably enabled with geo- aware resources. A Driver Device 120 may be operable, in accordance with some embodiments, to communicate with the RHS Server(s) 110 to allow the RHS Server(s) 110 to output to the driver a request from a customer for a ride (e.g., via an RHS app previously downloaded to the Driver Device) and allow the corresponding driver to accept the request for the ride and update the RHS Server(s) 110 on a progress of the ride (e.g., indicate to the RHS Server(s) when the customer has been picked up by the driver and deposited at the requested destination). A driver may utilize a Driver Device 120 to, for example, (i) view open requests for rides from customers of the RHS; (ii) provide a current location of the Driver Device (e.g., based on a GPS component of the Driver Device to the RHS Server(a) 110 such that the RHS Server(s) may track the progress of the customer’s ride; (iii) receive payment for a ride arranged by the RHS in accordance with the embodiments described herein; and/or (iv) receive a prize won by a customer as a result of a game played by the customer in accordance with embodiments described herein (e.g., in some embodiments, a customer may win points and transfer such points to the driver as a tip or redeem such points for a tip to be provided to the driver). In some embodiments, the RHS that operates the RHS Server(s) 110 may offer a downloadable software application (“app”) that allows a driver to efficiently interact with the RHS Server(s) 110 via a Driver Device such as a mobile device.

[0030] A Sponsor Device 125 may comprise one or more computing devices, working in parallel or series if more than one, operable to communicate information to or from the RHS Server(s) 110 from an entity comprising a sponsor of prizes made available to customers of the RHS via games playable in accordance with embodiments described herein. Such information may comprise, for example, (i) content such as trademarks, logos, images or videos of the sponsor to be used in presenting prize information to customers; (ii) rules or terms of a coupon, code or other data redeemable for a discount, item or other prize to be provided by the sponsor, as to be output to a customer who has won the discount, item or other prize (or who is considering utilizing points earned during play of a game to purchase the discount, item or other prize); (iii) special rates, terms or arrangements (or updates or limitations to such) as between the RHS and the sponsor; and/or (v) financial information (e.g., a financial account identifier for an account into which payments from the RHS to the sponsor, or vice versa, are to be deposited). [0031] It should be noted that whenever information is described as being “transmitted” to a device of system 100 A or other systems described herein, it is intended to encompass both a“push” embodiment in which the information is pro-actively pushed or output to the device by another device and a“pull” embodiment in which the device contacts another device in order to query for any updated information or changes in information.

[0032] In some embodiments, any of the components of the system 100 A or other system described herein may communicate with one another directly or indirectly, via a wired or wireless medium such as the Internet, LAN, WAN or Ethernet, Token Ring, or via any appropriate communications means or combination of communications means. For example, in one embodiment communication among any and all of the devices of system 100 A may occur over the Internet through a Web site maintained by computer on a remote server or over an on-line data network including commercial on-line service providers, bulletin board systems and the like. In some embodiments, communication among any of the components of system 100 A or other system described herein may occur over radio signals, cellular networks, cable network, satellite links and the like.

[0033] The system 100 A may be operable to facilitate communication using known communication protocols. Possible communication protocols that may be useful in the system 100 include, but are not limited to: Ethernet (or IEEE 802.3), ATP, BLUETOOTH, SMPP Protocol (e g., SMPP Protocol Version 3.4), HTTP, HTTPS, and Transmission Control Protocol/Internet Protocol (TCP/IP). Communications may be encrypted to ensure privacy and prevent fraud in any of a variety of ways well known in the art, some of which are described herein.

[0034] It should be understood that any or all of the devices of system 100 A may in some embodiments comprise one or more of (i) an input device; (ii) an output device; (iii) an input/output device; or (iv) a combination thereof. [0035] An input device, as the term is used herein, may be any device, element or component (or combination thereof) that is capable of receiving an input ( e.g ., from a user or another device). An input device may communicate with or be part of another device. Some examples of input devices include: a bar-code scanner, a magnetic stripe reader, a computer keyboard or keypad, a button (e.g., mechanical, electromechanical or“soft”, as in a portion of a touch-screen), a handle, a keypad, a touch-screen, a microphone, an infrared sensor, a voice recognition module, a coin or bill acceptor, a sonic ranger, a computer port, a video camera, a motion detector, a digital camera, a network card, a universal serial bus (USB) port, a GPS receiver, a radio frequency identification (RFID) receiver, an RF receiver, a NFC receiver, a pressure sensor, an infrared port, and a weight scale.

[0036] An output device may comprise any device, component or element (or a combination thereof) operable to output information from any of the devices described herein. Examples of an output device include, but are not limited to, a display (e.g., in the form of a touch screen), an audio speaker, an infra red transmitter, a radio transmitter, a GPS transmitter, an electric motor, a dispenser, an infra-red port, an NFC transmitter, a Braille computer monitor, and a coin or bill dispenser.

[0037] An input/output device may comprise components capable of facilitating both input and output functions. In one example, a touch-sensitive display screen comprises an input/output device (e.g., the device outputs graphics and receives selections from an authorized person).

[0038] Referring now to Figure 1B, illustrated therein is a block diagram of an example alternate system 100B which may be utilized in accordance with some embodiments. The system 100B is similar to the system 100A but includes an additional component: Game Platform Server(s) 130. In the system 100B some of the functionality described herein as being performed or facilitated by RHS Server(s) 110 may instead or in also be performed or facilitated by Game Platform Server(s) 130. Game Platform Server(s) 130 may be operated by or on behalf of RHS, much like RHS Server(s) 110. In another embodiment, Game Platform Server(s) 130 may be operated by or on behalf of a third party vendor with which the RHS contracts in order to provide the entertainment or game experiences described herein to its customers. In the embodiment illustrated in Figure 1B, the Game Platform Server(s) 130 may be primarily tasked with facilitating the entertainment or game experiences described herein, rather than connecting customers with drivers in order to facilitate rides for the customers (which may be the primary task of the RHS Server(s) 110).

[0039] In the embodiment illustrated in Figure 1B, the RHS Server(s) 110 and the Game Platform Server(s) 130 may be operable to exchange data in order to facilitate the entertainment or game experiences described herein. For example, the RHS Server(s) 110 may transmit to the Game Platform Server(s) 130 an indication of a new customer and new ride being initiated by the customer, along with an expected duration of the ride, such that the Game Platform Server(s) 130 may determine the appropriate game parameters for the customer and place the customer in a game. It should be understood that many of the processes and functionality described herein with reference to RHS Server(s) 110 and/or the RHS generally may in some embodiments be at least partly performed or facilitated by the Game Platform Server(s) 130 and that any reference to RHS Server(s) 110 may be understood to be a reference to Game Platform Server(s) 130.

[0040] The other components of system 100B are similar to those illustrated and described herein with respect to system 100A and will thus not be described again for purposes of brevity.

[0041] In some embodiments, some of the functionality described herein as being performed by RHS Server(s) 110 and/or Game Platform Server(s) 130 may instead or in addition be performed by a server of another entity operating on behalf of the RHS (e.g., the RHS which operates RHS Server(s) 110 may outsource some functionality or otherwise allow some functionality to be performed by servers of other entities, such as registration of new users or new prize sponsors, sharing of marketing content on social media sites, authorization of credit card transactions, etc.).

[0042] In some embodiments, the RHS Server(s) 110 may communicate with one or more servers of another entity that is not operated on behalf of the same entity that controls the RHS Server(s) 110. In one example, if a user maintains a social media account and grants permission to the RHS Server(s) to monitor information posted by the user to his social media account or post information to the social media account on behalf of the user, such content and/or social media account may be stored on a server of another entity and be accessible by RHS Server(s) 110. In another example, restaurant information (e.g., daily specials or discount offers, menu item availability, menu item pricing, etc.) may be stored on a server of another entity (e.g., one with which the entity operating RHS has contracted in order to obtain information or access to certain information) and the RHS Server(s) 110 may be operable to access such information or request such information. Thus, a server of another entity may be a part of system 100A and/or system 100B or otherwise be operable to communicate with RHS Server(s) 110 and/or Game Platform Server(s) 130 (e.g., by allowing RHS Server(s) 110 and/or Game Platform Server(s) 130 access to certain data or transmitting certain data, whether in response to a particular query or otherwise). It should be understood that any of the functionality described herein as being performed by the RHS Server(s) 110 and/or Game Platform Server(s) 130 may in some embodiments be performed by such server of another entity.

[0043] In some embodiments, the sponsor devices 125 may be omitted. For example, the RHS may purchase prizes to offer to customers without relying on sponsors and/or prizes may be limited to cash prizes that do not involve sponsors.

[0044] Referring now to Figure 2, illustrated therein is a block diagram of one example of a Customer Device 200, which may be one example embodiment of a Customer Device 115 of Figure 1A or Figure 1B and which may be useful for implementing one or more embodiments described herein. The Customer Device 200 may, according to some embodiments, be configured to generate, offer, manage and/or facilitate a gaming experience for a customer of an RHS, via an RHS app downloaded onto the Customer Device. The Customer Device 200 may also be operable to facilitate the customer’s communications with the RHS, in order to request transport services, provide payment for such transport services, provide feedback on such transport services and/or provide an update regarding a status of such transport services.

[0045] The example Customer Device 200 illustrated in Figure 2 includes (i) a processor 210; (ii) a network interface resource 215; (iii) a memory resource 220, which includes a program 222 and an RHS app 224 (the latter comprising a game module 226); and (iv) a GPS resource 225. In some embodiments, additional resources or components that are not shown in Figure 2 may be part of a Customer Device 200. For example, in some embodiments the Customer Device 200 may include sensors such as an accelerometer, a microphone and/or a speaker. In some embodiments, some of the functionality described herein as being performed by Customer Device 200 may alternatively or in addition be performed by other devices, such as RHS Server (s) 110 (Figure 1A) and/or Game Platform Server(s) 130 (Figure 1B).

[0046] The processor 210 may comprise one or more processors, working in series or parallel. The network interface resource 215 may comprise network ports, interfaces, hardware and/or software for enabling connectivity to other devices via a network, such as wireless connectivity to a cellular network or a Wi-Fi network. In accordance with some embodiments, the Customer Device 200 may transmit data to and receive data from other devices (e.g., via the RHS app), such as (i) a request to the RHS Server(s) for transport services; (ii) geo-aware communications as part of the request for transport services or during the ride arranged by the RHS Server(s) 110; (iii) answers to questions or other inputs for a game conducted during a ride arranged by the RHS Server(s) 110, in accordance with embodiments described herein; (iv) selections or inputs regarding redemption of points or a prize won as a result of a game (e.g., allocating some points to a driver for the ride, redeeming some of the points to be used as a tip for the driver or to obtain a discount on the services or items being purchased via the RHS). In some embodiments, the Customer Device 200 may be operable to communicate directly with another device of systems described herein, such as a Driver Device 120 (Figure 1 A and Figure 1B), in order to provide payment or other information related to a ride.

[0047] The memory resource 220 may comprise hardware and/or software for storing data and instructions for enabling the Customer Device 200 to perform various functionality described herein. In accordance with some

embodiments, the memory resource 220 may store: (i) a program 222, which may store general instructions for facilitating various functions of the

Customer Device; and (ii) an RHS app 224, which may comprise a software application for facilitating transport services facilitated by the RHS (e.g., such as described in US Publication No. 2018/0211194). The RHS app may, in accordance with some embodiments, include a game module 226. The game module 226 may comprise instructions and graphical user interfaces for facilitating a gaming experience during a ride arranged by the RHS, in accordance with embodiments described herein. In some embodiments, the game module 226 may alternatively comprise a distinct software app downloaded separately to the Customer Device, rather than being a module of the RHS app (e.g.., in embodiments such as that described with respect to Figure 1B, in which a third party vendor facilitates the gaming experiences of customers as described herein or the gaming experience is otherwise facilitated by a distinct app affiliated with the RHS).

[0048] The GPS resource 225 may comprise hardware and/or software for allowing a location and movement of the Customer Device to be determined. The location and/or movement of a Customer Device may be utilized by RHS Server(s) 110, for example, in order to identify a current location of a customer for purposes of determining a pick-up location for a ride being requested by the customer and/or to facilitate an aspect of a gaming experience as described herein. Examples of the latter comprise: (i) selecting questions to include in the game to be presented to the customer during the ride based on a location or route of the requested ride; and/or (ii) selecting prizes to be made available to the customer during the game (e.g., based on sponsor retail establishments located along the route, near the pick-up location and/or near the destination for the ride). The GPS resource 225 may, in some embodiments, provide maps or other geographic data to a customer (e.g., to allow the customer to identify his/her current location, answer questions within a game being conducted in accordance with embodiments described herein and/or transmit geo-aware data to the RHS Server(s) 110). The GPS resource 225 may also be configured to receive geo-aware data, such as GPS coordinates to present location or in-game data to a customer (e.g., a question within the game may prompt the customer to snap a picture of a particular location along the customer’s route and the GPS resource 225 may be utilized to provide a map of the location, or relative proximity from the customer’s current location, to the customer).

[0049] It should be understood that a Driver Device 120 of Figure 1 A or Figure 1B may include similar resources or components. Such a Driver Device may be utilized for functions such as: (i) allowing a driver registered with the RHS to receive requests for transport services from customers, either directly or via the RHS Server(s) 110, such as by use of an RHS app for drivers; (ii) allowing a driver to accept some of such requests; (iii) providing updates regarding the rides being provided to the RHS Server(s) 110 (e.g., geo-location information, status of pick-up and ride, completion of drop off of customer, etc.); and (iv) receiving payment for such rides, either directly from customers or from the RHS on behalf of the customers. [0050] Referring now to Figure 3, illustrated therein is a computer system 300, which may be useful for implementing one or more embodiments described herein. For example, the computer system 300 may, according to some embodiments, be configured to generate, manage and/or facilitate a gaming experience for a customer of an RHS in accordance with

embodiments described herein (e.g., a game to be played by a customer during a ride arranged via an RHS). The computer system 300 may comprise an example of the RHS Server(s) 110 (Figures 1 A and 1B) and/or the Game Platform Server(s) 130 (Figure 1B).

[0051] The computer system 300 may be implemented using one or more processors, such as processor 301, in conjunction with one or more tangible computer readable storage medium devices or memory resources, such as memory device 303. The operations described herein may be divided across a plurality of computing systems, and are shown to reside in a single processing device of Figure 3 so as to simplify the description. The computer system 300 may, for example, be operated by or on behalf of an entity which facilitates gaming experiences for customers of an RHS, such as an RHS or a vendor with which an RHS has contracted in order to provide such gaming experiences to its customers.

[0052] In some embodiments, additional devices or components that are not shown in Figure 3 may be part of a system for facilitating customized travel packages as described herein. For example, one or more servers operable to serve as wireless network gateways or routers may be part of such a system.

In other embodiments, some of the functionality described herein as being performed by system 300 may alternatively or in addition be performed by a third party server operating on behalf of the system 300 (e.g., the entity operating the RHS Server(s) 110 may outsource some functionality, such as registration of new users, arranging of sponsors or prizes for games to be offers to its customers, collecting of payments or awarding of prizes). Thus, a third party server may be a part of a system, such as that illustrated in Figure 3. It should be understood that any of the functionality described herein as being performed by the system 200 may in some embodiments be performed by such a third party server. For example, one or more of the functions or processes described herein as being performed by system 300 or a component thereof (e.g., a module or software application of system 300) may be implemented with the use of one or more cloud-based servers which, in one embodiment, may be operated by or with the help of a third party distinct from the entity to which users and third party organizations provide information in order to create or manage games for customers of an RHS. In other words, while in some embodiments the computer system 300 may be implemented on servers that are maintained by or on behalf of a particular company or business which helps create game experiences for customers of an RHS, in other embodiments the system 300 may at least partially be implemented using other arrangements, such as in a cloud-computing environment, for example.

[0053] The example computer system 300 shown in the embodiment of Figure 3 includes a database resource 302, which may store one or more of the following: (i) customer data 304, which may include information defining customers having registered accounts with an RHS (e.g., identifying information, demographic information, prior transport services or rides provided by the RHS, financial account information for providing payment for such transport services or game or receiving monetary prizes from such games, preferences, rating or skill level for use in determining appropriate games or questions, current point value of points accumulated from playing games in accordance with embodiments described herein, etc.); (ii) driver data 306, which may include information defining drivers registered with an RHS to provide transport services to customers (e.g., type of vehicle, passenger capacity, rate, availability, customer feedback or ratings, information on past rides provided, financial account information for receiving payment for transport services or tips from customer, a game point account for receiving points from customers who have elected to provide at least some points won during a game to their driver) ; (iii) trip request data 308, which may include information defining trips or transport services which have been requested by customers (e.g., open requests that have not yet been fulfilled by finding and assigning a driver to the request and/or past requests that have been fulfilled and closed); (iv) awarded prizes data 310, which may include information regarding points won by specific customers or other prizes won by specific customers as a result of playing games in accordance with embodiments described herein (e.g., a redemption status of such prizes, an expiration date (if any), a prize sponsor, etc.); (v) open game data 312, which may include information on any games that are currently open (i.e., being played or participated in) and thus for which inputs are being received (e.g., the customer identifiers of customers participating in such games, the current status or progress of each such game, the points or prizes that have already been won as a result of any such games, an expected end time or remaining duration of such games, etc.); and (vi) open trip data 314, which may include information pertaining to any open trips currently being facilitated by the RHS (e.g., an indication of the customer and driver assigned to each such trip, a current status of each trip, a current location of a customer corresponding to each such trip, a game identifier of a game being output to a customer of each such trip, a location and/or expected route for each such trip). Of course the foregoing types of data are examples only and additional and/or different types of data may be stored (e.g., participating sponsors and/or prizes available for inclusion in games).

[0054] The database resource 302 may, for example, be implemented using any well-known database management systems, including Microsoft SQL, Oracle, IBM DB2, etc. It should be noted that in some embodiments, database resource 302 (or at least some of the data described as being stored therein) may be stored in memory resource 303 and/or in another memory device or resource accessible to the memory resource 303 and/or to processor 301. For example, in one embodiment database resource 302 (or at least some of the data described as being stored therein) may be stored in a memory of a third party server, such as a server of a cloud-based computing service with which a company may contract for purposes of storing data or which may store data that is accessible to the computer system 300.

[0055] The computer system 300 shown in the embodiment of Figure 3 includes, in accordance with some embodiments, one or more modules, programs, software engines or processor instructions for performing at least some of the functionalities described herein. In the example embodiment of Figure 3, the system 300 may further comprise one or more software module(s) or engine(s) 322 - 332 for directing the processor 301 to perform certain functions. In accordance with some embodiments, software components, applications, routines or sub-routines, or sets of instructions for causing one or more processors to perform certain functions may be referred to as "modules" or“engines”. It should be noted that such modules or engines, or any software or computer program referred to herein, may be written in any computer language and may be a portion of a monolithic code base, or may be developed in more discrete code portions, such as is typical in object-oriented computer languages. In addition, the modules or engines, or any software or computer program referred to herein, may in some embodiments be distributed across a plurality of computer platforms, servers, terminals, and the like. For example, a given module or engine may be implemented such that the described functions are performed by separate processors and/or computing hardware platforms. Further, although certain functionality may be described as being performed by a particular module or engine, such description should not be taken in a limiting fashion. In other embodiments, functionality described herein as being performed by a particular module or engine may instead (or additionally) be performed by a different module, engine, program, sub-routine or computing device without departing from the spirit and scope of the invention(s) described herein. [0056] It should be understood that any of the software modules, engines or computer programs illustrated therein may be part of a single program or integrated into various programs for controlling processor 301. Further, any of the software modules, engines or computer programs illustrated therein may be stored in a compressed, uncompiled, and/or encrypted format and include instructions which, when performed by the processor 301, cause the processor 301 to operate in accordance with at least some of the methods described herein. Of course, additional and/or different software modules, engines or computer programs may be included and it should be understood that the examples illustrated and described with respect to Figure 3 are not necessary in any embodiments. Use of the terms“module” or“engine” is not intended to imply that the functionality described with reference thereto is embodied as a stand-alone or independently functioning program or application. While in some embodiments functionality described with respect to a particular module or engine may be independently functioning, in other embodiments such functionality is described with reference to a particular module or engine for ease or convenience of description only and such functionality may in fact be a part of, or integrated into, another module, engine, program, application, or set of instructions for directing a processor of a computing device.

[0057] According to an embodiment, the instructions of any or all of the software modules, engines or programs described with respect to Figure 3 may be read into a main memory from another computer-readable medium, such from a ROM to RAM. Execution of sequences of the instructions in the software module(s) or programs causes processor 301 to perform at least some of the process steps or functionalities described herein. In alternate embodiments, hard-wired circuitry may be used in place of, or in combination with, software instructions for implementation of the processes of the embodiments described herein. Thus, the embodiments described herein are not limited to any specific combination of hardware and software. [0058] In accordance with some embodiments, the game platform engine 320 is operable to communicate with (i) a memory resource 302, (ii) a points allocation module 326, (iii) a trip duration estimation module 328; (iv) an available prizes module 330; (v) an available questions module 332; (vi) a trip status module 334; and (iv) a team assignment module 336. The game platform engine 320 comprises a game program 322 and a game interface engine 324 (which may, in some embodiments, be embodied as a separate engine from the game platform engine 320).

[0059] The points allocation module 326 may comprise an algorithm, instructions, logic and/or tables of available points structures available for games of different durations. In accordance with some embodiments, each question may have a point value, depending on characteristics such as question difficulty. In some embodiments, the point value for a given question may vary by customer or team based on the duration or expected duration of each customer’s trip or an average, mean or otherwise blended expected duration or duration range for the customers on a given team. In some multi-player team embodiments, a given customer’s team may compete for a share of a question’s points value by doing better than another team answering the same question. Thus, in some

embodiments, the points allocation module 326 may be operable to allocate a certain amount of points per question of a game being generated, based on factors such as an expected duration of a trip (whether a trip of a particular customer or a blended duration of a trip for a team of customers).

[0060] In accordance with some embodiments, points allocation module 326 may be operable to determine an allocation of the total points available for a question as among the customers on a given team or as between two different teams that answered the question. In accordance with some embodiments, a game may be designed such that customers have the ability to win full or partial point value for each question. For example, customers may be scored against the actual survey responses to win up to 100% of the maximum point value for that question. In some embodiments, the maximum point value may be shown while partially correct answer values may not be shown. In accordance with some embodiments, points for partially correct answers may be much less than getting the order perfect. In accordance with some embodiments, customers who compete attempt to win their share of the maximum points allowed per question. For example, in one example implementation, the best answer gets up to X% (e.g., 70%) of the available points for that question, the 2nd best gets up to Y% (20%) and the 3rd best up to Z% (10%). To get the full points for a question a customer may be required to answer a question fully correctly. In one embodiment, if a customer has a partially correct answer, but is among the top 3, the customer may be awarded a portion of the points that a fully correct answer would get. In some embodiments, the actual number of points earned by the top 3 finishers may vary by customer based on the duration or expected duration of their ride and the applicable prize-points table, such that all customers have an equal chance to win (assuming they have equal skill levels).

[0061] The trip duration estimation module 328 may, in accordance with some embodiments, comprise software (e.g., mapping software) and/or an algorithm for estimating a duration of a trip based on a starting location, destination location, current traffic and expected route.

[0062] The available prizes module 330 may, in accordance with some embodiments, comprise logic, instructions and/or data (e.g., prize tables) that indicate prizes available for games and rules for how prizes should be

assigned or allocated to games. For example, certain prizes may only be available within certain geographical areas, certain prizes may only be available for games with certain entry fees, certain prizes may only be available for trips of a certain duration, etc. The available prizes module 330 may be operable to review any rules associated with available prizes, review the data available for a given game being generated (e.g., estimated trip duration for trip(s) during which the game is to be output, location of

customers who will be playing the game, expected routes of trips

corresponding to the customers who will be playing the game, the existence or magnitude of an entry fee for the game, etc.) and select one or more prizes (or a particular prize table) for the game in accordance with the foregoing.

[0063] The available questions module 332 may, in accordance with some embodiments, comprise an inventory of questions or sets of questions that may be used by the system 300 to generate a game. In some embodiments, questions/answers may be developed based on survey questions previously answered by other RHS customers (e.g., in a Family Feud™ type of game).

In other embodiments, questions/answers may correspond to specific geographical locations (e.g., questions may be based on sponsors or locations within a particular city, district, country, etc.). In some embodiments, different questions may correspond to different difficulty levels or categories. In some embodiments, different questions may correspond to different expected durations of rides (e.g., questions in table A are for rides of X or fewer minutes, since they are relatively easy and quick to answer while questions in table B are for rides expected to last longer than X minutes since they are more involved and will take longer to answer). In accordance with some embodiments, the available questions module 332 may comprise an algorithm for selecting a set of questions for a game based on one or more rules. For example, the algorithm may direct the module to select a set of questions for a game based on the geographic location of the customer and/or the expected duration of the ride such that the questions are relevant to the geographical location and X% of the total questions for the game are of difficulty A and Y% of the total questions for the game are of difficulty B.

[0064] In accordance with some embodiments, the system may be designed to build a continually grow a library of fun quiz questions, based on certain themes or topics (e.g., based on information about food and restaurants, such as prices, menu items, restaurant locations, food choices, chefs, etc.). The questions and answers may be compiled into a database that is a resource available to questions module 332. [0065] In accordance with some embodiments, an opinion survey part of the game may include“sponsored” survey questions from major brands or local sponsors (i.e., McDonald’s™, Coke™, etc.). Some sponsors might be willing to pay a customer (e.g., at the end of a game) if the customer is willing to do something specific and verifiable, such as download their brand’s app or answer a short, multi -question survey. In some embodiments, the customer may be asked to create and submit a new question/answer to be added to the system’s inventory of questions or to answer a survey question that will then be used to generate a question and answers for a Family-Feud™ style game.

[0066] The trip status module 334 may, in accordance with some

embodiments, comprise software for monitoring the status of open trips in order to provide information and functionality to other modules that may depend on being aware of the status of a trip. For example, in accordance with some embodiments a game may not be activated until a certain activation condition is satisfied (e.g., when a customer is picked up for a trip or after a customer submits a request for a trip and is waiting to be picked up) and may be de-activated when a certain deactivation condition is satisfied (E.g., when the customer is about two minutes from his/her destination and the trip is about to end). A process of the RHS Server(s) may rely on the trip status module 334 (e.g., process 500 and/or process 600) to determine whether a given trip’s status allows the game to be activated or requires the game to be de-activated. The trip status module 334 may receive data from other devices (e.g., a customer device 115 and/or a driver device 120), such as data based on a geo-resource of such a device that allows the system to identify a location of the customer device and/or driver device or data comprising an input from the customer and/or driver, indicating a status of the trip. The trip status module 334 may, in some embodiments, update a status of a trip based on receiving such data and may in turn transmit an updated status to another module or device (e.g., to a game module 226 of a customer device 200 or to another module of the RHS Server(s) 110). [0067] The team assignment module 336 may, in accordance with some embodiments, comprise an algorithm or logic for assigning a given customer to a team or selecting a new customer to replace a customer whose trip has ended (or is about to end) and who thus can no longer play the game. In some embodiments, teams may automatically change composition (e.g., from question to question) based on which customers have arrived at their destination and which customers have started their trips and are thus available to play. The team assignment module may communicate with, for example, the open trip data 314, the open game data 312, the trip request data 308 and/or the trip status module 334 to identify which customers are about to arrive at their destination and can thus no longer play (or who have stopped playing for another reason), which teams are in need of another customer and which customers are available to play a game but have not yet been placed on a team and assign customers to teams.

[0068] The modules and engines 320 - 336 are illustrated as being accessible to processor 301 to implement one or more embodiments described herein.

As described, one or more of the modules or engines 320 - 336 may be operable to utilize at least some of the data stored in database resource 302. Further, in accordance with some embodiments, one or more of the modules or engines 320 - 336 may be operable to retrieve, manipulate, select, and/or otherwise determine data that is transmitted to and stored in database resource 302.

[0069] Game platform engine 320 may, in accordance with some

embodiments, operate to manipulate the data from database resource 302 into appropriate records or format for processing by one or more of the modules 326 - 332, the game program 322 and/or the game interface engine 324. For example, game platform engine 320 may be operable to create a custom game for a customer, or select an open game to place a customer into, including a number of points per question to allocate within the game or a prize table point allocation to be included in the game, selection of appropriate skill or difficulty level for the game, selection of appropriate content for the game (e.g., based on one or more of available sponsors and/or prizes, location of the customer, expected route for a trip, previous game results of the customer, preferences or input from the customer or an expected duration of the trip).

[0070] In the example embodiment illustrated in Figure 3, a game platform engine 320 is illustrated as including a game program 322, which may comprise instructions and logic for generating values for one or more parameters of a game to be output to a customer (e.g., be operable to generate, build or select a game for a customer), in cooperation or coordination with input or processing output from one or more of the modules 326 - 334. In other embodiments, rather than generating a new game and thus selecting values for one or more parameters of a new game, the game program 322 may comprise instructions and/or logic for selecting a previously generated open game (e.g., selecting an open game that is defined by values for respective game parameters that match, or mostly match, desired values for such parameters, which the game program may be operable to determine, select or generate.

[0071] In one example, the game program 322 being operable to generate or select a game may comprise the game program 322 being operable to select specific questions, sets of questions, difficulty level of questions and/or category of questions for a game and prizes for the game, based on various characteristics such as an expected duration of a trip during which the game will be played. The game program 322 may communicate with the available questions module 332 (which may store different questions or sets of questions that correspond to different themes or categories, difficulty levels and/or trip durations) and the trip duration estimation module 328 (which may store an algorithm for estimating a duration of a trip based on a starting location, destination location, current traffic and expected route) in order to do this. [0072] In another example, the game program 322 being operable to generate or select a game may comprise the game program being operable to select a point value for each such question (or a point value for various prizes available for winning via the game) based on one or more characteristics such as an estimated duration of the trip during which the game will be played. In some embodiments, the game program 322 may reference a table to set such point values. Such a table may store different ranges of trip durations as corresponding to different point values (e.g., point values per question or point values needed to earn different prizes). For example, such a table may indicate that a trip with an expected duration between X and Y minutes should comprise each question being worth Z points while a trip with an expected duration between A and B should comprise questions being worth C points). The game program 322 may communicate with the points allocation module 326 (which may store a table or algorithm for allocating points based on characteristics such as estimated trip duration) and the trip estimation module 328 in order to set or select the point values for a particular game. In yet another example, the game program 322 may select one or more prizes to make available to a customer during a particular game. For example, different prizes may correspond to different locations (e.g., a gift certificate to a particular restaurant or other retail establishment located in a particular city may only be made available as a prize to customers traveling in or near the city or who live in the city) or different prizes may only be made available for games played during trips of a certain duration (e.g., very large prizes may only be made available for trips of at least X duration). The game program 322 may communicate with available prizes module 330 (which may store data comprising available prizes and criteria any corresponding limitations or requirements corresponding to each prize, defining characteristics of trips and/or customers for which such prizes may be made available).

[0073] The game platform engine 320 further includes a game interface engine 324, which may be operable to populate one or more fields of a game interface based on the values of game parameters determined by the game program 322 (working in conjunction with one or more of the modules 326 - 336), as it is to be output to the customer (e.g., via the RHS app or another game app associated with the RHS and for presenting games to customers of the RHS during transport services arranged via the RHS app). For example, the game interface engine 324 may be operable to populate a prize table, questions and/or advertisements within one or more interfaces of the game app.

[0074] The processes 400 - 700 (Figures 4 - 7), described below, comprise some illustrative and non-limiting examples of how the system 300 may utilize at least some of the data in database resource 303, in conjunction with the game program 322 and the modules and engines 324 - 336, to implement some of the embodiments described herein.

[0075] In some embodiments, one or more of the modules or engines of system 300 may further be operable to facilitate usage of (and, in some embodiments, gathering of) data posted by or provided by a user on social media (e.g., information posted by or provided by the user to sites such as FACEBOOK™, TWITTER™, TUMBLR™, LINKEDIN™ or

GOOGLE+™). For example, as described herein, the system may be operable to select content (e.g., questions or prizes) to be included in a game for a customer based on content the customer has previously posted on a social media site such as FACEBOOK or INSTAGRAM.

[0076] In accordance with some embodiments, a game or game instance (e.g., particular round of a game or particular game generated or selected for output to a customer during a particular trip, including the questions to be output to the customer, the prizes made available and/or the points each correct answer is worth and/or a point allocation per prize (i.e., how many points are needed to win each available prize or redeem a particular prize)) may be determined in response to a customer arranging transport services via the RHS Server(s) 110. The system 300 may utilize the various data and modules depicted in Figure 3 to generate a new custom game for such a customer or select an appropriate open game (e.g., a game in which other customers are already participating that the current customer can be added into, such as to replace a customer who is about to leave the game because he/she is about to reach their destination).

[0077] The various data, modules and engines described herein are merely examples of how a system architecture may be designed to implement at least some embodiments; various modifications may be made to the system architecture without departing from the spirit and scope of the invention(s). It should be understood that a function that is described herein as being carried out by a particular engine or module may, in other embodiments, be carried out by a different engine or module or distributed over a plurality of engines or modules. For example, in one embodiment the system may comprise (i) a first system module programmed to receive a request for transport services from a customer and arrange for transport services to be provided, thereby pairing a customer with a particular driver for a particular trip; (ii) a second system module programmed to access data defining games (data to generate or select a new game and/or data to select an existing open game) for the trip, based on characteristics of the customer and/or the trip, such as an expected duration of the trip; and (iii) a third system module programmed to facilitate the game by outputting questions to the customer, receiving input indicating the customer’s answers, determining whether the customer’s answers are correct and managing the results of the game (e.g., awarding points/or prizes to the customer as a result of the game, managing the transfer of points or monetary prizes to a driver for the trip if so instructed by the customer, or allocating a discount to a cost associated with the trip).

[0078] None of the example data, modules or engines described herein are necessary and the functionalities of the various modules and engines described herein may be combined differently or carried out by different modules or engines than those described or using data different from that described. [0079] Turning now to Figure 4, illustrated therein is illustrated therein is an example process 400 which is consistent with one or more embodiments described herein. It should be noted that the process 400 (as well as processes 500 - 600 (Figures 5 and 6) and all processes described herein) is exemplary only and should not be construed in a limiting fashion. For example, additional and / or substitute steps to those illustrated may be practiced within the scope of the present invention(s) and in one or more embodiments one or more steps may be omitted or modified. In one embodiment, the process 400 (or portions thereof) may be performed, for example, by RHS Server(s) 110 (Figures 1 A and 1B), Game Platform Server 130 (Figure 1B) and/or system 300 (Figure 3). The process 400 and the processes 500 and 600 together comprise an example method for providing a game experience to a customer of an RHS during transport services arranged via the RHS, in accordance with embodiments described herein.

[0080] Referring now to Figure 4 in particular, illustrated therein is a process 400. It should be noted that process 400 may be preceded by a registration process (not shown) in which a customer registers (or is registered) or opens an account with the RHS. During such a registration process, a customer may input some information about the customer (e.g., name, financial account information, city and state of residence, favorite places to visit, favorite topics or categories for trivia questions, favorite types of food or cuisines, favorite restaurants, demographic information, contact information, etc.). In some embodiments, data for the customer (whether obtained during a registration process or otherwise, such as based on games and results of games the customer participates in) may be stored in a memory resource available to the RHS (e.g., in customer data 304 of Figure 3).

[0081] It should be noted that a reference to an RHS herein may, unless indicated otherwise, be applicable or interchangeable with a reference to RHS Server (s)l 10 (Figures 1 A and 1B), Game Platform Server(s) 130 (Figure 1B), system 200 (Figure 2) and/or system 300 (Figure 3) as described herein. For example, when it is described that data or information is provided to the RHS, it may be interpreted that the data or information is provided to the RHS Server(s) 110 (Figures lA and 1B), Game Platform Server(s) 130 (Figure 1B), system 200 (Figure 2) and/or system 300 (Figure 3) (e.g., via an interface of an app, such as an RHS app or a game app associated with the RHS for facilitating games during transport services arranged via the RHS app).

[0082] Turning now to step 402 of process 400, data regarding a requested trip or requested transport services that a customer has submitted to the RHS is received. The data defining the trip request may, in some embodiments, comprise a unique trip request identifier, which may allow for additional details of the trip request to be retrieved from a record (such as may be stored in trip request data 308 of figure 3). In accordance with some embodiments, a unique trip request identifier is assigned by the system to each trip request received from a customer and stored, along with details of the requested trip, for subsequent reference. In some embodiments, the data of the requested trip received in step 402 may include details of the requested trip that may be useful for generating or selecting a game for the trip. The trip request data may include, for example, a time of the request, a status of the request, an indication of a start location for the trip, a destination for the trip, an expected route for the trip and/or a current status for the trip (e.g., an indication of a time when the customer is expected to be picked up for the trip).

[0083] The data received in step 402 may, in accordance with some embodiments, include customer data which may also be useful for generating or selecting a game for the trip. The customer data may comprise a customer identifier, which may allow for additional data to be retrieved from a customer record (such as may be stored in customer data 304 of Figure 3) or may include the detailed customer data directly.

[0084] The data received in step 402 may be received directly from a customer (e.g., via an RHS app on the customer’s device, such as a Customer Device 115) or indirectly, from another device (e.g., in some embodiments step 402 may be performed by a game platform server(s) 130 and receive such data from RHS server(s) 110.

[0085] In step 404 an estimated trip duration is determined. This information may, in some embodiments, be obtained via an algorithm or other data of trip duration estimation module 328 (Figure 3). For example, the trip duration estimation module may receive the trip request data and calculate an estimated duration for the trip based on the starting location, destination, current traffic conditions and expected route, using mapping resources and traffic resources available to the module.

[0086] Next, in step 406, values for one or more game parameters defining a game are determined using one or more of (i) the estimated duration of the trip, (ii) the trip data of the request; and (iii) customer data of a customer associated with the trip. Defining values for one or more game parameters may comprise, for example, one or more of (i) setting a point value for one or more of the questions of the game (i.e., how many points the question will be worth to the customer if the customer answers it correctly); (ii) setting a point value for one or more prizes available for winning during the game (i.e., how many points a customer must earn to win a particular prize); (iii) selecting one or more prizes to be made available during the game (e.g., based on a location of the customer or trip, if the prize is geo-location specific, a difficulty level of the game, demographic information or preferences of the customer, etc.); (iv) selecting a difficulty level for the game (e.g., how challenging the questions will be); (v) selecting a prize distribution scheme for the game (e.g., values of prizes and how many of each prize are available during the game); and/or (vi) selecting one or more questions or sets of questions (which may, in some embodiments, comprise selecting a theme or category for the questions).

[0087] As described herein, in accordance with some embodiments, points required per prize (i.e., the number of points required to win a particular prize) may be set or selected based on an expected duration of the ride and step 406 may comprise setting or selecting the prizes, prize table and/or number of points per prize as part of the setting of values of game parameters for the game. For example, in one embodiment a prize table (i.e., a table or schedule of available prizes and how many points are required to win each prize, or other pre-requisites for winning a prize) may be generated dynamically for each game such the the number of points required to win any given prize will vary from game to game based on an expected duration of a trip at the time that the game is initiated. In some embodiments, different prize tables may be pre-generated and stored in the system, the different prize tables

corresponding to trips of different durations (e.g., prize table A for rides of less than 10 minutes, prize table B for rides of 10 - 15 minutes, prize table C for rides of 16 - 20 minutes, etc.). In such embodiments, after determining an expected duration of a trip the system may select the appropriate prize table from an inventory of available prize tables.

[0088] In accordance with some embodiments, the generated or selected prize table may be shown to a customer at the beginning of his/her game or at a point in the game before the customer has to decide whether to play for free or play for an entry fee (in embodiments in which there is a choice to play for free for at least part of the game).

[0089] In accordance with some embodiments, the number of points required to win a given prize and/or the number of points provided per question may be computer-adjusted based on an algorithm (e.g., by the points allocation module 326 and/or the game program 322 (Figure 3)) such that a given prize is as achievable for a customer who is on a relatively long ride as it is for a customer who is on a relatively shorter ride. For example, the value of the points allocated by the software to each question and/or the total number of points needed to win a given prize may be set for a game such that the overall probability of winning a prize on a prize table of the game will be the same or similar for rides of any duration, such that the duration of the ride is not a determinative factor, variable or bias affecting a customer’s probability of winning the prize. A goal of such an algorithm may be to set the values of some variables (e.g., points per question, number of questions, expected time to answer a question, number of points needed to win a prize) such that the probability of winning the prize remains constant or near constant for a variety of different durations of rides, which will give each customer a statistically equivalent probability of winning that prize even on rides of different durations (e.g., assuming the customers are of are of ordinary or comparable skill, if it is a skill -based game).

[0090] In one illustrative example, it may be assumed that a ride is expected to last 30 minutes plus 6 minutes waiting time, (a 36-minute total trip length in embodiments in which the customer may begin playing the game during the waiting time). In accordance with some embodiments, the system may set the expected trip duration based on the expected game playing time for purposes of determining the appropriate points per question and/or number of questions to include in the game being defined for the customer/ride (e.g., 32 minutes of expected playing time for a trip of expected duration being 36 minutes in the present example, assuming two minutes on each end for entering/exiting the vehicle, interacting with the driver, providing payment, etc.). This may allow for 22 questions to be included in the game based on a known or assumed average speed of answer, plus time for other in-game activities (e.g., bonus point pictures, bonus-point survey questions, watching advertisements from sponsors, selecting prizes or providing instructions for points processing, etc.). The number of points per question and/or the number of points required to win a given prize may then be set based on the estimated trip duration. For example, a game may be set up such that in order to win a certain prize (e.g., $1,000) a customer might have to win 18,000 points on a longer ride, but only 6,000 points on a shorter ride. Returning to the present example in which the expected duration of the trip is 36 minutes and the expected playing time is 32 minutes, the system may set the prize table such that 18,000 points are required to win the $1,000 prize (with point values per adjusted accordingly). In contrast, winning the $1,000 prize on a shorter trip might require only 6,000 points (with point values for each question being adjusted accordingly).

[0091] In accordance with some embodiments, point values per question might be set based on an expected duration of a trip and/or a difficulty level of a question. For example, the value of the“most difficult” questions might be worth up to 10,000 points each on a longer trip. There might be four of these “high-value” questions with an estimated 1 in 15,000 chance of getting the question right by guessing, but a revised 1 in 4,000 chance based on evaluating the first 50 actual customer responses. Thus, it may be assumed or expected that a typical customer might need to get two difficult questions 80% correct to win the $1,000 prize.

[0092] Step 406 may, in some embodiments, comprise setting the values of other parameters for the game, such as a win frequency. In accordance with some embodiments, a win frequency may be set differently based on various factors. One example of such a factor is the size of the market or geographical area in which a customer is located. For example, assuming that a game is configures such that a probability of winning a relatively high-value prize (e.g., $1,000) is about 1 in 2,000 rides, it may be expected to identify one or two winners of this prize every few minutes in large markets such as New York City. But even small markets may, in some embodiments, have daily top-prize winners and thousands of small -prize winners.

[0093] In step 408, a game for the trip of the request received in step 402 is defined, in accordance with the game parameters determined in step 406. Defining a game may comprise, for example, generating a new game by populating a game template (e.g., fields in one or more interfaces of a game template), such as may be done by the game interface engine 324 (Figure 3).

In some embodiments, defining a game may comprise determining whether any existing open game includes values of parameters that are the same or similar to those determined in step 406, determining whether there is an open spot (or likely to be an open spot in the game by the time the customer of the request received in step 402 is ready to begin play, such as when the customer is picked up for the trip) and selecting that open game for the customer. For example, open trip data 312 (Figure 3) or a similar data source may be consulted to determine the values of parameters of open games (e.g., a record in the open trip data may be opened each time a new game is generated, and closed when the game ends, the record indicating the respective values for each relevant parameter of the open game). In some embodiments in which a game comprises a multi-player game, step 408 may comprise assigning the customer to a team (e.g., to a team of other customers who are going to be participating in rides of similar duration and for which games of similar parameter values have been determined as appropriate).

[0094] In some embodiments in which a recurring, longer-term game is available, defining the game in step 408 may comprise selecting a game previously initiated or begun by a customer but not yet finished, or a tournament, and allowing the customer to resume playing this game. It should be noted that, in the case of a recurring game or tournament, step 406 may be replaced with a step of determining which ongoing or open recurring game or tournament the customer has previously participated in.

[0095] In some embodiments, tournament-type games may only be made available to a qualifying subset of all customers (e.g., to prior winners of high value prizes, customers of a certain ranking or rating, most-frequent customers, customers who have spent over $X on RHS rides over the past Y period of time, etc.). Such tournament-type games may comprise, for example, special versions of the game where all entrants may be competing against one another, or against a certain group of customers, during a calendar period or other period of time. In such embodiments the participating customers may or may not be playing at the same time (e.g., in some embodiments customer may play games corresponding to the tournament during rides over a certain period of time, such as over a course of a month or a year, during different rides and at different times). Winners of such toumament-type games may be determined once the results of the games are in, such as based on final scores or point values achieved during the tournament. In one embodiment, the top scores in the period may win super prizes (e.g., relatively high value prizes such as prizes valued around $10,000, $25,000 or $50,000).

[0096] In some embodiments a top score designation for a tournament may be determined based on certain criteria and may not simply be a sum of points achieved by each entrant during the tournament. For example, in one embodiment a top score designation may be awarded to the first customer to obtain a predetermined number of points (e.g., per minute or other unit of time) for at least a minimum period of time (e.g., for at least xx minutes). In another example, a top score designation may be awarded to a customer who achieves the best average score over any x rides by y date. In one

embodiment, the system may also offer a yearly million-dollar mega prize championship tournament for extra publicity. In accordance with some embodiments, super prize and/or mega prize rounds may only take place during a qualifying RHS ride that meets certain criteria and/or where there may be special limits and rules on games played.

[0097] Referring now to Figure 5, illustrated therein is a flowchart of an example process 500 consistent with at least some embodiments described herein. Process 500 is one example embodiment of how a game may be managed for a customer once it is defined (e.g., generated or selected) in another process, such as process 400 (Figure 4).

[0098] Process 500 begins once data for a new game available to a customer initiating a new trip is received (step 502). In accordance with some embodiments and, as described with respect to process 400, defining a game for a newly requested trip by the customer may comprise any of (i) generating a new game; (ii) assigning the customer to a team for an existing game; (iii) selecting an existing game that has previously been generated but that the customer has not previously participated in; or (iv) identifying a game the customer has previously participated in and allowing the customer to resume the game (whether it be a tournament-style game or another type of game that may be played over a course of multiple rides). For example, once a game is defined for a customer in response to a request for a trip in process 400, a new record for the game may be opened and stored in open game data 312 (Figure 3), which may trigger process 500.

[0099] In step 504 the game for which data is received in step 502 is activated, upon an activation condition being satisfied. For example, in accordance with some embodiments a game may only be activated such that a customer can begin playing the game once the customer has been picked up for his trip (or within a predetermined period of time of the customer being picked up, such as when the driver for the trip is within a predetermined distance or period of time from the pick-up location). In accordance with some embodiments, a status of the corresponding trip may be monitored to determine whether an activation condition has been satisfied. For example, in some embodiments a driver (e.g., via an RHS app for drivers) or a customer (e.g., via an RHS app for customers) may send an input to the RHS upon the customer being picked up by the driver for the transport services arranged by the RHS. In such embodiments, the activation condition for a game may be deemed to have been satisfied once it is determined that such an input from the driver or the customer has been received. In other embodiments, a GPS signal from a driver device 120, a customer device 115 or a vehicle of the driver may be monitored to determine a current location of the driver and customer and the customer’s trip may be determined to have begun (and thus an activation condition for the game may be determined to be satisfied) once it is determined that the driver device 120 or the vehicle is at the pick-up location for the trip and/or once it is determined that the driver device 120 or vehicle and the customer device 115 are at the same location. In either embodiment, a trip status module 334 and/or open trip data 314 may be operable to monitor and determine such information and thus may be utilized to monitor and track a progress and current status of a trip in order to determine when an activation condition has been satisfied.

[0100] In some embodiments, a customer may be allowed to begin playing a game while they are waiting for their ride to arrive. In such embodiments, an activation condition may be satisfied a pre-determined time before the driver arrives (or is expected to arrive) to pick up the customer. In some

embodiments, a game may be activated upon a customer submitting a request for a trip, upon the RHS system matching the customer to a driver for the trip and thus arranging for the transport services, or at another time desirable to the RHS.

[0101] Once an activation condition is satisfied and a game has been activated for a customer, the customer may play the game and the system may monitor the progress of the game (and, in some embodiments, any results of the game based on inputs from the customer, such as answers to questions). In accordance with some embodiments, play of the game may be facilitated by an RHS-affiliated game app or an RHS app on the customer device (e.g., customer device 115 (Figures 1 A and 1B) or customer device 200 (Figure 2)). For example, a game module 226 of an RHS app 224 on the customer’s device may be operable to receive data from RHS Server(s) 110 (Figures 1 A and 1B) and/or game platform server(s) 130 (Figure 1B) , such as values for game parameters, instructions to activate the game (e.g., in accordance with step 502, once an activation condition has been satisfied) and/or data from the game interface engine 324 (Figure 3).

[0102] In step 506, a game may be de-activated once a de-activation condition has been satisfied. De-activating a game may comprise, for example, modifying a game interface and/or outputting a message to the customer to inform the customer that the game has been de-activated. De-activating the game may also comprise modifying one or more game interfaces to no longer accept game inputs from the customer and/or no longer serve questions or other opportunities for the customer to participate in the game. [0103] In step 508, points and/or prizes are awarded to a customer based on results of the game. This may be done once the game has been de-activated or throughout the game. If done throughout the game, the results may be confirmed, verified and/or transmitted to another device once the game has ended or been de-activated. For example, in one embodiment the points and/or prizes awarded to a customer as a result of the game may be transmitted to RHS Server(s) 110 for storage in awarded prizes data 310.

This step may, in some embodiments, be performed with the use of points allocation module 326 (Figure 3). The results of this step may, in some embodiments, be stored in awarded prizes data 310 (Figure 3). In some embodiments, at or near the end of a given customer’s ride, if a customer has earned enough points, he/she wins a prize based on a prize table shown to him/her at the beginning of the trip. In accordance with some game mechanic embodiments, a goal of a prize distribution model may be to achieve a certain portion (e.g., a third) of all RHS customers having enough points for a prize every time they take an RHS ride.

[0104] In one embodiment, for shorter rides (e.g., 8 minutes or less), the system may output a shorter version of the game (e.g., with a lower entry fee and lower value top prize).

[0105] As an example of a prize distribution scheme, in accordance with some embodiments, a prize structure for a game may be heavily bi-modal at the top and bottom. For example, for every 1,000 entries (i.e., for every $2,000.00 collected, assuming a $2.00 entry fee per game), the following type of prize distribution scheme could be used: Table 1

Example Prize Distribution Scheme

[0106] In accordance with some embodiments, a game may include prizes based on longer-term or recurring play, wherein the prizes are of relatively higher value (e.g., a monthly and/or yearly super-prize tournaments in which prizes valued between $10,000 and $50,000 are made available and/or an annual $1 million-dollar championship tournament).

[0107] In accordance with some embodiments, customers may be allowed to play at no cost in order to qualify for bragging rights and no cash prizes or small value prizes but to qualify for higher value prizes or cash prizes or customers may opt-in to pay a small (e.g., $2) entry fee as an in-game purchase after a minimal time (e.g., a minute or two) of free play. In some embodiments, a fee may be required for all game play. In accordance prizes for stand-alone games (i.e., games which a customer will not continue to play during another ride arranged via the RHS) may be selected either at the end of the ride or shortly thereafter so that the system can correctly close out the entry fee (if any) for the game.

[0108] It should be noted that, in accordance with some embodiments in which the net entry fee money (e.g., after certain costs such as direct credit card processing costs) is paid out in cash prizes, entry fees may not a considered revenue source for the system. In other embodiments in which entry fees are not used to fund prizes, or in which only a portion of the entry fees is used to fund prizes, the system may include other sources of revenues. For example, in some embodiments sponsoring entities may provide payment to the system in order to fund prizes or advertisements to the customers of games. In accordance with some embodiments, defining the game may comprise inserting selected advertisements or marketing opportunities to be output before, during or after the game. In some embodiments, the marketing opportunities may be customized for the customer or selected based on a characteristic of the ride (e.g., a location of the ride).

[0109] The systems as described herein may obtain revenue from various sources. Examples of sources of revenues include, without limitation: (i) sponsored trade-up prizes; (ii) customer-subsidized trade-up prizes; (iii) sponsored“bonus” survey questions; (iv) sponsored picture-based bonuses; and (v) alternate prize awards. In one particular embodiment, sponsor participating restaurants (or a system affiliated with RHS, that manages ordering from the participating restaurants) may provide targeted prizes and incentives to customers of RHS within the games described herein, to accomplish very specific marketing and business goals such as promoting new restaurants, menu items or purchases at their establishments during certain times of day, week or month. Some such prizes may expire quickly, to help drive fairly immediate sales for such sponsors.

[0110] In step 510 (which, in some embodiments, may be combined with step 508), the points and/or prizes awarded to the customer as a result of game play are processed according to instructions (e.g., instructions from the customer and/or instructions comprising rules of the game). For example, in one embodiment a customer may be provided with an opportunity to redeem points won during game play for one or more prizes, transfer points to another person (e.g., a driver or another customer), trade points and/or a prize for another prize or have a monetary value (e.g., based on point value or a prize value) transferred to a financial account associated with the customer (e.g., a credit posted to his/her credit card account). In some embodiments the customer may instruct the system to use points or a cash prize to provide a tip to a driver or pay for part of a cost of a ride (resulting in a discount on the ride for the customer).

[0111] In accordance with some embodiments, steps 508 and/or 510 of the process 500 may include outputting to the customer one or more higher- value trade-up prizes (e.g., offered/funded by sponsors), that the customer may may optionally select at the end of the game as an alternate prize to a prize the customer has won as a result of playing the game and in accordance with a prize table output to the customer at the beginning of the game. In some embodiments, the customer may be required to perform an additional activity in order to trade up for a higher-value prize (e.g., watch an advertisement from the associated sponsor). Such prizes may, for example, be selected and facilitated by the available prizes module 330, which may have access to an inventory of available prizes and

corresponding rules for when such prizes should be offered. In one embodiment, prize options may be output to a customer in a format akin to the game show“Let’s Make A Deal”™.

[0112] In some embodiments, the system may offer mystery prizes (“behind the curtain where Carol is standing”) that the customer can select. In such embodiments, step 508 may comprise outputting an opportunity to the customer, via the game interface, to select one or more mystery prizes and revealing to the customer the selected mystery prize.

[0113] In some embodiments, the system may be operable to offer customized prizes based on customer preferences, whether inferred on demographics or customer behavior or based on direct input from the customer. For example, if it is determined that the customer likes to try new Asian restaurants, a prize comprising a gift card to a new local Asian restaurant may be output and if it is determined that a customer enjoys baseball, a prize comprising tickets to a local baseball game may be offered. In some embodiments, the determination of what customized prizes to offer a customer (if any) may be performed as part of process 500 while in other embodiments such a determination may be performed as part of process 400 (e.g., as part of a process for setting or selecting values of parameters of the game being defined for the customer).

[0114] In accordance with some embodiments, a prize and/or point awarding process such as that described with respect to step 508 and/or 510 may occur just a few minutes before the end of the ride, or within X minutes of the end of the ride if the customer needs extra time to select prizes, provide instructions for redemption or allocation of points, etc.

[0115] In accordance with some embodiments, the process 500 may include additional steps, such as requesting that the customer perform another activity or provide additional information prior to the end of the ride or prior to the customer exiting the game. In one example embodiment, the system may output an opinion survey to the customer. An opinion survey part of the game can include“sponsored” survey questions from major brands (e.g.,

McDonald’s™, Coke™) whereby a customer will have the option of answering one or more survey questions and earning a point bonus for doing so (the RHS may also earn a small fee from the sponsor for collecting such survey responses from customers). Examples might include:“Are you aware of a certain new movie or new product?”“What do you think a certain item costs?”“Would a new flavor of x appeal to you?”

[0116] In accordance with some embodiments, answering sponsored questions is optional and may allow a customer to earn additional points redeemable for prizes (in the current or a future game). Sponsored questions may be allowed to be skipped over and may be clearly labeled as sponsor content. In some embodiments, sponsored questions or additional

opportunities to earn bonus points may be output to a customer prior to steps 508 and 510, such that the bonus points may be applied to any prizes earned for the current game.

[0117] Some sponsors might be willing to pay a customers a fee (e.g., a monetary amount equivalent to the entry fee for the game) in exchange for the customer doing something specific and verifiable, such as downloading the sponsor’s app or answering a short multi-question survey.

[0118] In accordance with some embodiments, once prizes are determined and/or awarded, the process 500 and/or another process may include one or more steps for making the prizes and/or winners known (e.g., to other customers of the RHS). In one embodiment, winners could be promoted without use of their names (maybe using their trip destination city or airport) on a national or international basis, to preserve customer privacy while building excitement for the game.

[0119] In accordance with some embodiments, the system may facilitate a customer posting information about their RHS game play on social media (e.g., to brag about their scores and any prizes won). Some winners may photograph their final scores or their food prizes and post the photos to Twitter™, Facebook™ and/or Instagram™. Additional social and community enhancements may include social media tie-ins (e.g.,“Watch me play on Facebook Live!”), leader boards, winner celebrations, publicity for“prizes won today” totals, etc. In accordance with some embodiments, customers who play RHS games may go on social media and share questions with friends to get real time advice on answers. This may help publicize the RHS games and/or the sponsors of the RHS games.

[0120] In accordance with some embodiments involving a food-themed game, a special focus might be prizes comprising“sharable foods” and fun foods such as cookies and brownies. Dessert prizes may be especially fun to share and post on social media (“I tried FoodFun! on my last RHS ride and won a dozen brownies delivered by a participating restaurant; I even shared them with my friends!”). [0121] Referring now to Figure 6, illustrated therein is a flowchart of an example process 600. The process 600 may be applicable to multi-player embodiments (e.g., embodiments in which teams of customers compete against one another). As described herein, in some embodiments teams of customers may compete against one another and a given team may

automatically change composition (e.g., with each new question) based on which customers have not yet arrived at their destination. The customers on a given team (also referred to as team members herein) may, in accordance with some embodiments, be a fluid set that changes as customers arrive at destinations and new customers who are initiating new rides become available. In accordance with some embodiments, a game may be activated for a customer such that the game play may start before the ride starts and end before the ride ends. For example, in one embodiment game play may begin (or the customer may be allowed the opportunity to begin game play) while waiting for his/her RHS car to arrive. And, in one embodiment, game play may end a couple of minutes before the customer’s destination is reached or is expected to be reached. This may be so that while playing is part of the ride, the customers playing games don’t unnecessarily tie up an RHS driver (e.g., by delaying paying their fare while they are completing a game) or extend their time in transit simply to keep playing the game.

[0122] In step 610 it is determined that a de-activation condition of an open team-based game in which a particular customer is playing has occurred. This may comprise determining that the game has been de-activated and the customer has ceased playing the game or that the game is about to be de- activated for the customer such that the customer is soon to cease playing the game. A detailed description of various de-activation conditions and how these may be satisfied is provided elsewhere herein (e.g., with respect to step 506 (process 500 of Figure 5) and will not be repeated for purposes of brevity.

[0123] In step 612 it is determined whether the team-based game has been completed (e.g., all questions have been answered, all customers on both teams have ceased playing or are about to cease playing). If it is determined that the game has been completed and thus there is no need to replace the customer with another customer, the process and game ends (step 614). Otherwise, the process continues to step 616.

[0124] In step 616 it is determined whether there is another available customer that is suitable to be added to the team or game from which the current customer is leaving. In some embodiments, a team assignment module 336, trip request data 308 (which may store an indication of trips that have been requested and thus customers that may be available to join a team or game) and/or customer data 304 (which may store an indication of customer skill level, preferences, demographics or other information that may be useful to finding a suitable replacement customer) may be utilized to identify whether a suitable customer is available.

[0125] In some embodiments, games may be skill-based or at least partially skill-based. For example, in a Family-Feud™ type game some customers may be better than others at predicting how others have answered survey questions. In another example, some customer may be better than others at correctly answering trivia questions or correctly answering trivia questions in certain categories. Thus, in some embodiments customers may have a corresponding skill level or rating (or multiple ratings, for different types of games or categories of questions) associated with them (e.g., in a record of customer data 304). Such a skill level or rating may be developed by the system based on the customer’s past performance in playing games of the RHS. The RHS may be operable to balance teams when forming ad hoc teams or adding replacement customers to teams which have a customer leaving because their ride has ended or is coming to an end, in an attempt to create teams of equal or comparable skill levels that play again one another.

In accordance with some embodiments, the questions may get harder as the game progresses, and prizes for answering correctly may likewise increase in value. Similarly, in some embodiments the system may be operable to create and maintain teams of customers that are located in a particular geographical location (e.g., within a particular city, state or country), based on

considerations such as prizes (e.g., sponsor prizes) being offered for the game, language in which the game is output, questions being output in the game (e.g., questions may be geographically-focused), etc.

[0126] If it is determined, in step 616, that another suitable customer has been identified for the team that the customer identified in step 610 is leaving, then the process proceeds to step 618. In step 618 the other suitable customer is added to the team.

[0127] If, on the other hand, it is determined in step 616 that another suitable customer is not currently available, the process proceeds to step 620, wherein the game that the customer was participating in is modified. The game may, for example, be modified by being converted into a solo game (in which the remaining customer on the team plays against the house, an AI opponent or otherwise tries to accumulate points without competing on a team or against any opponent(s). In another example, the game may be modified by being converted into a game comprising a team with one fewer customer (if there are more than one customer still participating on the team from which the customer identified in step 610 is leaving) or adding an AI player to the team.

[0128] In accordance with some embodiments, having customers participate in games via teams may allow for new social interactions among the customers of a given team. For example, customers may be provided with an opportunity to connect to their team members (e.g., through in-game messaging, which may be supported by a game module 226 or other RHS- affiliated game app). In some embodiments, team members may be identified to one another by an alias or rudimentary information, such as to provide anonymity (e.g., by first name and initial). In some embodiments, additional information may be provided to customers about the other members of their team, such as a skill level or ranking, ranking or score within a game, etc. In accordance with some embodiments, each customer may earn a game rating and/or and various“badges” that are visible to all others in the system and/or that reflects their success over time at playing RHS games.

[0129] In accordance with some embodiments, customers who prefer not to compete as part of a team may be allowed to play a solo version of the game or a game in which the customer plays against the“house’ or an AI opponent. For example, by playing against certain pre-set point thresholds, such a solo customer can have an equally or similarly good chance to win.

Illustrative Examples of Games and Additional Embodiments

[0130] Following are some illustrative and non-limiting examples of how various games offered by the RHS may be implemented in accordance with some embodiments described herein.

[0131] As described herein, in some embodiments the games offered to RHS customers may comprise a Family-Feud™ or“Survey Says” game structure in which customers answer specific“Survey Says” questions where the survey was previously given to other RHS customers and their answers compiled in order to develop questions/answers for the RHS game.

[0132] Some questions will have one right/wrong answer on a list of multiple choices. Others might require entering a number or to select the correct picture(s) from several choices. In some embodiments, no questions will require typing of word-based answers. In some embodiments, questions will not require audio. In some embodiments, questions will not require video- game dexterity or rapid-fire decisions. In some embodiments, the game may be offered in a plurality of languages. Some questions may not be survey questions but be of an alternate type to keep the customer interested. They may be photo-based questions that do not require the customer to take any photographs, but simply view a photo on their customer device screen. For example:“Will you pass the monument or landmark pictured here while on the way to your destination?” Other questions might involve prior RHS rides the customer recently took. In accordance with some embodiments, the system may be programmed to use Google™ street view or another mapping software for populating questions/actions in the game.

[0133] In accordance with some embodiments, the system may earn revenues from sponsors wishing to increase awareness of their

establishments by having customers take mobile-phone pictures of their location, storefront, etc., which reward the customer with bonus game points when the photo is texted to or otherwise provided to the RHS system.

[0134] In accordance with some embodiments, in addition to basic play, the customer may be provided with bonus opportunities. Some of these bonuses may be based on the expected route of the ride and/or what the customer may see along their route.

[0135] In accordance with some embodiments, customers may not be required to get bonus points to win a prize or to win the top prize. Winning bonus points can only help them. Thus, customers who play games at night or in the rain with low visibility are not disadvantaged. For example, one type of bonus will involve the use of custom software that analyzes the current trip route and scans Google™ street view to compile a list of landmarks and other places visible from the road that each customer is traveling. Some of these will be categorized and offered as bonus-earning opportunities when certain pictures are taken by the customer (e.g., text us a photo of this particular restaurant, hotel, store, monument, signage, etc.).

[0136] In accordance with some embodiments, taking mobile-phone pictures of featured objects might automatically earn customers free bonus points (like a photo version of a scavenger hunt). Some target images may be shown at the beginning of the ride, others during the ride with perhaps a notice that the image should be fmdable in the next xx seconds.

[0137] In accordance with some embodiments, all pictures may need to be taken using the RHS app (which, in some embodiments, may be

programmed to automatically time-stamp and geo-code them to prevent fraud).

[0138] In accordance with some embodiments, prizes can be selected based on a characteristic of the customer and/or the ride. For example, prizes can be associated with the places the customer is passing during his ride.

[0139] In accordance with some embodiments, customers may be allowed to skip any questions to speed up play and get to the high-value questions more quickly.

[0140] In some embodiments the game may be set up such that at certain times during the game the customer will have the option to suspend /pause the game for limited amounts of time (so they can deal with texts, phone calls, social media, conversation with other passengers, etc.). In such embodiments, the customer may be prevented from lengthening the time to play and from holding the clock to prevent the game from finishing before arrival.

[0141] In some embodiments, the game may be designed to allow one entry per trip per customer. In some such embodiments, if a trip is significantly delayed due to unforeseen traffic, customers may be able to buy or get a free additional entry after their first game is finished. In some embodiments, customers who finish quickly may also be allowed to buy an additional entry or new game if sufficient trip time remains.

[0142] In some embodiments, customers may be allowed to play increased value games (e.g., double value games that have a $4 entry fee if the regular entry fee is $2 and increased (e.g., doubled) prize values). In some embodiments, customers may be required to first qualify for entry or access into such increased value games (e.g., by first playing and winning lower value games, accumulating a certain number of points or value in prizes, etc.).

[0143] In some embodiments, games that span multiple trips for a single customer may be offered, in which a given customer may continue the same game over a course of multiple RHS rides (e.g., wherein the game may only be activated once the customer is in a RHS vehicle or once the customer has ordered an RHS vehicle).

[0144] In some embodiments, an RHS game may be a“round trip game” involving a single game spread over two rides on the same day or during the same 24-hour period or to and from the same destination (e.g., an airport) over multiple days. This longer game may be designed to give the customer more“shots on goal” and/or involve higher point-value targets that have been adjusted for the longer play time. In one embodiment, a round-trip game option asking whether a customer would like to play going out to and back from a destination (at either one or two entry fees) may be output to a customer. A round trip game may, in some embodiments, allow prices for just one direction or for the cumulative points earned on both directions. This may be desirable because the return trip is confirmed at the time of the outbound leg, a distance that can be pre-calculated and because it encourages use of the RHS on the return trip.

[0145] In accordance with some embodiments, increased popularity of the RHS vehicles is not a reduction in value for other customers since the prize pool is not pari-mutuel but statistical.

[0146] In some embodiments, the system may provide an advantage to one or more customers (e.g., a hint). In some embodiments, if the system provides an advantage to one or more customers, thus increasing their chances of winning a prize or winning a prize of a high value, the system may end up paying out more than 100% of revenue collected (for games in which fees are paid out as prizes).

[0147] In some embodiments, the difficultly of the game may be adjusted during a game in order to adjust the game to a customer’s relative skill level. In some embodiments, such an adjustment can be made without making it much more likely that the customer will win a top prize or high value prize. In accordance with some embodiments, the prizes available for a given game may be selected such that they are a function of customer skill as well as their history at trading in their cash prizes for gift certificates and/or sponsor offers at the end of the game (which reduces our actual costs and increases the system’s revenues and profits).

[0148] In accordance with some embodiments, a customer will be able to redeem his points for the highest cash value to which he is entitled at the end of a game and before the end of a ride (in other embodiments, the customer may be able to do so after the ride is over). Redemption of points for monetary value prizes may comprise, for example, selecting between having the selected prize be paid to an account (e.g., Paypal™) or applying the prize value to immediately reduce the cost of that RHS trip and/or the entry fee or providing it to the driver (e.g., by having the value added to the driver’s RHS, Paypal™ or other monetary account rather than an account of the customer).

[0149] In accordance with some embodiments, after redeeming at least some earned points for a prize, the customer may be left with some unused points (e.g., the prize may only require a subset of the points the customer has available). In accordance with some embodiments, unused points above a prize-level, but not reaching the next highest prize level, may be considered forfeited at the end of the ride or once the prize selection is finalized by the customer. In other embodiments, unused points may be provided to the driver (such that the driver may accumulate points over a plurality of rides and be allowed to redeem them for prizes) or be accumulated in an account associated with the customer. In some embodiments, a customer may be allowed to“gift” unused points to another customer (e.g., another customer on his team, a friend who is also an RHS customer, etc.).

[0150] In accordance with some embodiments, the biggest category of small prizes may be sponsored by restaurants participating in the RHS system or an affiliated system (e.g., a system for online ordering from restaurants that is run by the same party that runs the RHS system, or an affiliate thereof). For example, participating restaurants may agree to allow a $1 or $2 prize (or points corresponding to $1 or $2 in prize value) to be exchanged for a $5 or more in food value or a ~$5 menu item. For those foods that are sharable such as cookies, brownies, etc., the fact the customers is choosing from a list of desert-style prizes could act as a strong qualifier for future purchases from that supplier. Desert prizes are also fun to share and post on social media (e.g.,“I tried the new game from RHS and won a dozen brownies that I shared with my friends!”)

[0151] In accordance with some embodiments, a customer may be able to immediately trade the dollar value of any cash prize won for an ever- changing set of larger- value non-cash prizes, (e.g., use your $2 winnings to get a $5 Starbucks™ certificate or a $8 Jet.com™ credit). In one embodiment, a customer may be allowed to trade his cash prize value for larger-value prizes that may require partial payment by the customer (e.g., use your $2 game winnings to get a $20 chicken bucket at KFC™ for just $6.95 paid now).

[0152] In some embodiments, a customer may select a prize but then subsequently not claim it (e.g., if the selected prize is a gift certificate or food voucher with an expiration date, the prize may be considered unclaimed if the gift certificate or food voucher is not redeemed by the expiration date). While in some embodiments such unclaimed prizes may simply be considered a loss to the customer and“breakage” to the system, in other embodiments the value of any unclaimed prizes may be applied to the customer next RHS trip or otherwise provided to the customer in an alternate form (e.g., a gift certificate or credit for an RHS or affiliated program).

[0153] In accordance with some embodiments, the system may offer “alternate” trade-up prizes that are a form of a“customer-subsidized” prize. With such a prize, the customer chooses to use their game points plus make a voluntary purchase as part of the prize. In accordance with some embodiments, the additional cash amount of the purchase could be charged to their credit card on file with RHS, making customers much more likely to take advantage of such offers.

[0154] In accordance with some embodiments, the RHS system that offers games as described herein may modify its electronic receipt to show when an entry fee was purchased during a ride. This game entry may be shown as a separate cost from the transportation expense (e.g., to help with the customer’s accounting, since some rides are reimbursed by a business). In accordance with some embodiments, entry-fee games may not be made available on some RHS rides (e.g., rides being paid for by RHS for Business accounts), or may be made optional if paid for separately

(although in some embodiments the system could allow free games or require a separate personal credit card be added by the customer to personally cover the cost of the entry fees).

[0155] It should be noted that the system that provides, facilitates and administers the game play as described herein (including the administration of survey questions to build the database of questions for a game, the redemption of prizes and the management of available prizes) may be a system run or managed by the same entity that provides the RHS service and app. However, in other embodiments the game play processes and systems may be run or managed by a third party that has partnered with the RHS service in order to provide the game play services (e.g., within the RHS app or as a separate but associated app available via a customer’s customer device).

[0156] It should also be noted that although the embodiments described herein have been described as having the game play take place via an app on a customer’s customer device, the game play could alternatively be implemented using a screen, kiosk or device mounted within the vehicle.

[0157] In accordance with some embodiments, the systems and processes described herein may be implemented or applied to a restaurant delivery service that may be offered by an RHS. For example, an RHS may offer transport services that comprise having its drivers deliver take-out orders from participating restaurants to its customers (as opposed to having the drivers provide rides to the customers). Many of the embodiments described herein may be applicable to such alternate transport services offered by an RHS. For example, a“ride” as referred to herein may, in such an embodiment, comprise the ride by the driver to pick up the customer’s order from a local restaurant and deliver it to the customer’s designated location (e.g., the customer’s home). Thus, when a game is described herein as having one or more parameters based on a

characteristic of a ride, such as an expected duration of a ride, in the food delivery embodiment this may refer to the expected duration or time it will take for the customer to have his/her order delivered. Thus, the customer may be allowed to play the game while waiting for his/her order to be delivered (e.g., an activation condition may be placement of the take-out order and a de-activation condition may be delivery of the order). In such embodiments one of the prizes (in addition to or in lieu of the other types of prizes described herein) may be a discount off the customer’s take-out order and/or delivery fee. For example, in one embodiment a prize may be sponsored by the restaurant from which the customer is ordering the take- out and, if the customer answers enough questions correctly the customer may win a discount on their order total and/or a waiver of the delivery fee. In some such embodiments, the questions may be based on the restaurant and/or provided by the restaurant. In some such embodiments, the customer may use at least some of the points won as a result of the game play to provide a tip to the driver (e.g., the points may be redeemable for a monetary value that the customer can then choose to transfer to the driver as a tip, or as payment for the delivery). RULES OF INTERPRETATION

[0158] Numerous embodiments have been described, and are presented for illustrative purposes only. The described embodiments are not intended to be limiting in any sense. The invention is widely applicable to numerous embodiments, as is readily apparent from the disclosure herein. These embodiments are described in sufficient detail to enable those skilled in the art to practice the invention, and it is to be understood that other embodiments may be utilized and that structural, logical, software, electrical and other changes may be made without departing from the scope of the present invention. Accordingly, those skilled in the art will recognize that the present invention may be practiced with various modifications and alterations.

Although particular features of the present invention may be described with reference to one or more particular embodiments or figures that form a part of the present disclosure, and in which are shown, by way of illustration, specific embodiments of the invention, it should be understood that such features are not limited to usage in the one or more particular embodiments or figures with reference to which they are described. The present disclosure is thus neither a literal description of all embodiments of the invention nor a listing of features of the invention that must be present in all embodiments.

[0159] The terms“an embodiment”,“embodiment”,“embodiments”,“the embodiment”,“the embodiments”,“an embodiment”,“some embodiments”, “an example embodiment”,“at least one embodiment”,“one or more embodiments” and“one embodiment” mean“one or more (but not necessarily all) embodiments of the present invention(s)” unless expressly specified otherwise. The terms "including", "comprising" and variations thereof mean "including but not limited to", unless expressly specified otherwise.

[0160] The term "consisting of' and variations thereof mean "including and limited to", unless expressly specified otherwise. [0161] The enumerated listing of items does not imply that any or all of the items are mutually exclusive. The enumerated listing of items does not imply that any or all of the items are collectively exhaustive of anything, unless expressly specified otherwise. The enumerated listing of items does not imply that the items are ordered in any manner according to the order in which they are enumerated.

[0162] The term“comprising at least one of’ followed by a listing of items does not imply that a component or subcomponent from each item in the list is required. Rather, it means that one or more of the items listed may comprise the item specified. For example, if it is said“wherein A comprises at least one of: a, b and c” it is meant that (i) A may comprise a, (ii) A may comprise b, (iii) A may comprise c, (iv) A may comprise a and b, (v) A may comprise a and c, (vi) A may comprise b and c, or (vii) A may comprise a, b and c.

[0163] The terms "a", "an" and "the" mean "one or more", unless expressly specified otherwise.

[0164] The term“based on” means“based at least on”, unless expressly specified otherwise.

[0165] The methods described herein (regardless of whether they are referred to as methods, processes, algorithms, calculations, and the like) inherently include one or more steps. Therefore, all references to a“step” or“steps” of such a method have antecedent basis in the mere recitation of the term ‘method’ or a like term. Accordingly, any reference in a claim to a‘step’ or ‘steps’ of a method is deemed to have sufficient antecedent basis.

[0166] Headings of sections provided in this document and the title are for convenience only, and are not to be taken as limiting the disclosure in any way.

[0167] Devices that are in communication with each other need not be in continuous communication with each other, unless expressly specified otherwise. In addition, devices that are in communication with each other may communicate directly or indirectly through one or more intermediaries. [0168] A description of an embodiment with several components in communication with each other does not imply that all such components are required, or that each of the disclosed components must communicate with every other component. On the contrary a variety of optional components are described to illustrate the wide variety of possible embodiments of the present invention.

[0169] Further, although process steps, method steps, algorithms or the like may be described in a sequential order, such processes, methods and algorithms may be configured to work in alternate orders. In other words, any sequence or order of steps that may be described in this document does not, in and of itself, indicate a requirement that the steps be performed in that order. The steps of processes described herein may be performed in any order practical. Further, some steps may be performed simultaneously despite being described or implied as occurring non-simultaneously (e.g., because one step is described after the other step). Moreover, the illustration of a process by its depiction in a drawing does not imply that the illustrated process is exclusive of other variations and modifications thereto, does not imply that the illustrated process or any of its steps are necessary to the invention, and does not imply that the illustrated process is preferred.

[0170] It will be readily apparent that the various methods and algorithms described herein may be implemented by, e.g., appropriately programmed general purpose computers and computing devices. Typically a processor (e.g., a microprocessor or controller device) will receive instructions from a memory or like storage device, and execute those instructions, thereby performing a process defined by those instructions. Further, programs that implement such methods and algorithms may be stored and transmitted using a variety of known media.

[0171] When a single device or article is described herein, it will be readily apparent that more than one device / article (whether or not they cooperate) may be used in place of a single device / article. Similarly, where more than one device or article is described herein (whether or not they cooperate), it will be readily apparent that a single device / article may be used in place of the more than one device or article.

[0172] The functionality and / or the features of a device may be alternatively embodied by one or more other devices which are not explicitly described as having such functionality / features. Thus, other embodiments of the present invention need not include the device itself.

[0173] The term“computer-readable medium” as used herein refers to any medium that participates in providing data (e.g., instructions) that may be read by a computer, a processor or a like device. Such a medium may take many forms, including but not limited to, non-volatile media, volatile media, and transmission media. Non-volatile media include, for example, optical or magnetic disks and other persistent memory. Volatile media may include dynamic random access memory (DRAM), which typically constitutes the main memory. Transmission media may include coaxial cables, copper wire and fiber optics, including the wires or other pathways that comprise a system bus coupled to the processor. Transmission media may include or convey acoustic waves, light waves and electromagnetic emissions, such as those generated during radio frequency (RF) and infrared (IR) data communications. Common forms of computer-readable media include, for example, a floppy disk, a flexible disk, hard disk, magnetic tape, any other magnetic medium, a CD-ROM, DVD, any other optical medium, punch cards, paper tape, any other physical medium with patterns of holes, a RAM, a PROM, an EPROM, a FLASH-EEPROM, any other memory chip or cartridge, a carrier wave as described hereinafter, or any other medium from which a computer can read.

[0174] Various forms of computer readable media may be involved in carrying sequences of instructions to a processor. For example, sequences of instruction (i) may be delivered from RAM to a processor, (ii) may be carried over a wireless transmission medium, and / or (iii) may be formatted according to numerous formats, standards or protocols, such as Transmission Control Protocol, Internet Protocol (TCP/IP), Wi-Fi, Bluetooth, TDMA, CDMA, and 3G.

[0175] Where databases are described, it will be understood by one of ordinary skill in the art that (i) alternative database structures to those described may be readily employed, and (ii) other memory structures besides databases may be readily employed. Any schematic illustrations and accompanying descriptions of any sample databases presented herein are illustrative arrangements for stored representations of information. Any number of other arrangements may be employed besides those suggested by the tables shown. Similarly, any illustrated entries of the databases represent exemplary information only; those skilled in the art will understand that the number and content of the entries can be different from those illustrated herein. Further, despite any depiction of the databases as tables, other formats (including relational databases, object-based models and / or distributed databases) could be used to store and manipulate the data types described herein. Likewise, object methods or behaviors of a database can be used to implement the processes of the present invention. In addition, the databases may, in a known manner, be stored locally or remotely from a device that accesses data in such a database.

[0176] For example, as an example alternative to a database structure for storing information, a hierarchical electronic file folder structure may be used. A program may then be used to access the appropriate information in an appropriate file folder in the hierarchy based on a file path named in the program.

[0177] It should also be understood that, to the extent that any term recited in the claims is referred to elsewhere in this document in a manner consistent with a single meaning, that is done for the sake of clarity only, and it is not intended that any such term be so restricted, by implication or otherwise, to that single meaning. [0178] In a claim, a limitation of the claim which includes the phrase "means for" or the phrase "step for" means that 35 U.S.C. § 112, paragraph 6, applies to that limitation.

[0179] In a claim, a limitation of the claim which does not include the phrase "means for" or the phrase "step for" means that 35 U.S.C. § 112, paragraph 6 does not apply to that limitation, regardless of whether that limitation recites a function without recitation of structure, material or acts for performing that function. For example, in a claim, the mere use of the phrase "step of' or the phrase "steps of in referring to one or more steps of the claim or of another claim does not mean that 35 U.S.C. § 112, paragraph 6, applies to that step(s).

[0180] With respect to a means or a step for performing a specified function in accordance with 35 U.S.C. § 112, paragraph 6, the corresponding structure, material or acts described in the specification, and equivalents thereof, may perform additional functions as well as the specified function.

[0181] Computers, processors, computing devices and like products are structures that can perform a wide variety of functions. Such products can be operable to perform a specified function by executing one or more programs, such as a program stored in a memory device of that product or in a memory device which that product accesses. Unless expressly specified otherwise, such a program need not be based on any particular algorithm, such as any particular algorithm that might be disclosed in the present application. It is well known to one of ordinary skill in the art that a specified function may be implemented via different algorithms, and any of a number of different algorithms would be a mere design choice for carrying out the specified function.

[0182] Therefore, with respect to a means or a step for performing a specified function in accordance with 35 U.S.C. § 112, paragraph 6, structure corresponding to a specified function includes any product programmed to perform the specified function. Such structure includes programmed products which perform the function, regardless of whether such product is programmed with (i) a disclosed algorithm for performing the function, (ii) an algorithm that is similar to a disclosed algorithm, or (iii) a different algorithm for performing the function.

CONCLUSION

[0183] While various embodiments have been described herein, it should be understood that the scope of the present invention is not limited to the particular embodiments explicitly described. Many other variations and embodiments would be understood by one of ordinary skill in the art upon reading the present description.

Claims

What is claimed is:

1. A system for providing a game to a customer of an on-demand ride hailing service (RHS), comprising:

a processor;

a memory storing a program for directing the processor, the processor being operable with the program to:

receive data identifying a trip arranged by the RHS for the customer; estimate an expected duration of the trip;

define a game to be output to the customer during the trip, wherein at least one parameter of the game is set based on the expected duration of the trip;

output the game to the customer during the trip; and

provide at least one prize to the customer based on at least one result of the game obtained by the customer.

2. The system of claim 1, wherein the at least one parameter of the game that is set based on the expected duration of the trip comprises a value of points allocated for the game.

3. The system of claim 2, wherein the value of points comprises a value of points allocated to a particular question within the game, wherein the customer is to be provided with at least a portion of the points upon correctly answering the question.

4. The system of claim 2, wherein the value of points comprises a number of points corresponding to a particular prize available for winning during the game, wherein the customer is required to obtain the number of points in order to win the prize.

5. The system of claim 2, wherein the value of points allocated for the game is selected based on the expected duration of the trip and a desired probability value for winning a given prize of the game, such that the value of points is set so as to maintain the desired probability value for winning the given prize irrespective of what the expected duration of the trip is.

6. The system of claim 1, wherein the game is a team -based game in which teams of players compete against one another and wherein the processor is further operable with the program to:

assign the customer to a team of players, the team of players consisting of other customer of the RHS that are currently participating in rides arranged by the RHS.

7. The system of claim 6, wherein the processor being operable with the program to assign the customer to a team of players comprises the processor being operable with the program to assign the customer to a team of players based on at least one of: (i) a skill level of the customer, (ii) a geographical location of the customer; (iii) the expected duration of the ride arranged for the customer; and (iv) an availability of player positions on existing teams.

8. The system of claim 6, wherein the processor is further operable with the program to:

determine that the customer’s ride is ending;

remove the customer from the team; and

replace the customer on the team with another customer of the RHS who is beginning another ride arranged by the RHS.

9. The system of claim 1, wherein the processor is further operable with the program to:

determine a number of points won by the customer as a result of the game;

receive an instruction from the customer to apply at least a portion of the points to provide a tip for a driver of the ride, including an indication of a tip amount;

convert an appropriate number of points to a monetary value based on the tip amount; and

transfer the monetary value to a financial account of the driver.

10. The system of claim 1, wherein the processor is further operable with the program to:

output an instruction to the customer, during the game and as a mechanism for allowing the customer to earn extra points within the game, to obtain a photo of a location along a route comprising the ride;

receive the photo from the customer; and

award the extra points to the customer.

11. A method for providing a game to a customer of an on-demand ride hailing service (RHS), comprising:

receiving data identifying a trip arranged by the RHS for the customer; estimating an expected duration of the trip;

defining a game to be output to the customer during the trip, wherein at least one parameter of the game is set based on the expected duration of the trip;

outputting the game to the customer during the trip; and

providing at least one prize to the customer based on at least one result of the game obtained by the customer.

12. The method of claim 11, wherein the at least one parameter of the game that is set based on the expected duration of the trip comprises a value of points allocated for the game.

13. The method of claim 12, wherein the value of points comprises a value of points allocated to a particular question within the game, wherein the customer is to be provided with at least a portion of the points upon correctly answering the question.

14. The method of claim 12, wherein the value of points comprises a number of points corresponding to a particular prize available for winning during the game, wherein the customer is required to obtain the number of points in order to win the prize.

15. The method of claim 12, wherein the value of points allocated for the game is selected based on the expected duration of the trip and a desired probability value for winning a given prize of the game, such that the value of points is set so as to maintain the desired probability value for winning the given prize irrespective of what the expected duration of the trip is.

16. The method of claim 11, wherein the game is a team -based game in which teams of players compete against one another and wherein the method further comprises:

assigning the customer to a team of players, the team of players consisting of other customer of the RHS that are currently participating in rides arranged by the RHS.

17. The method of claim 16, wherein assigning the customer to a team of players comprises assigning the customer to a team of players based on at least one of: (i) a skill level of the customer, (ii) a geographical location of the customer; (iii) the expected duration of the ride arranged for the customer; and (iv) an availability of player positions on existing teams.

18. The method of claim 16, further comprising:

determining that the customer’s ride is ending;

removing the customer from the team; and

replacing the customer on the team with another customer of the RHS who is beginning another ride arranged by the RHS.

19. The method of claim 10, further comprising:

determining a number of points won by the customer as a result of the game;

receiving an instruction from the customer to apply at least a portion of the points to provide a tip for a driver of the ride, including an indication of a tip amount;

converting an appropriate number of points to a monetary value based on the tip amount; and

transferring the monetary value to a financial account of the driver.

20. The method of claim 10, further comprising:

outputting an instruction to the customer, during the game and as a mechanism for allowing the customer to earn extra points within the game, to obtain a photo of a location along a route comprising the ride;

receiving the photo from the customer; and

awarding the extra points to the customer.