Electronic Arts (EA) has patented a revolutionary technology that will enable the delivery of personalized games and advertising:
The system enables video games to generate new content based on the user's playstyle—such as the amount of time spent in combat, how often they choose easy or difficult challenges, and so on—to provide an experience that better matches their preferences. In turn, games can promote DLC or microtransactions that are better suited to their playstyle.
Furthermore, according to the patent, the content and scenarios in EA video games evolve as players change their gaming habits. It is called the “Person-Guided Dynamic Content Framework” and is registered with the World Intellectual Property Organization (WIPO) and the U.S. Patent and Trademark Office.
Is this a step forward, or will it lead to problems with the handling of user data? Legal advice in this area is essential to ensure the proper use of technological advances and to continue generating innovation and wealth.
ELZABURU is a firm specializing in industrial and intellectual property, whose mission is to protect, defend, and promote the innovation and creations of its clients. It has a team of 150 professionals, including attorneys and technical experts from various fields (engineers, chemists, biologists, biotechnologists, physicists, etc.), who advise on, manage, and oversee the legal defense and protection of rights at every stage of the intellectual property lifecycle. The firm was the first Spanish law firm to obtain EU customs protection. It manages more than 34,000 trademarks for Spanish companies outside Spain, with over 1,500 litigation cases either resolved or ongoing.
If you have any questions regarding this, please don't hesitate to contact us:
Margarita García Díaz-Varela MGD@elzaburu.es Phone: 673 13 01 04
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