Patent ID: 8825521

Claim:
A method in a computing system for requesting advertisements from an advertising server for incorporation into a game running on a game console, comprising: establishing, using a processor, a connection between the game console that is running the game and the advertising server; determining, using a processor, that a game player directed a view of game play to a vicinity of an advertising tag; sending, from the game console while the game is running and being played by the game player and based at least on the view of game play being directed to a vicinity of the advertising tag, a request over the connection for at least one advertisement that meets an indicated set of criteria comprising at least one of a type, a genre, or schedule requirements; and receiving at least one advertisement from the advertising server, using a dribble pipe that receives packets at scheduled times while the game is running and being played by the game player, wherein the packets comprise advertising data associated with the at least one advertisement.