Patent ID: 7155680

Claim:
An information processing apparatus comprising: a display; a memory device having a first memory area for storing avatar information as controlled by a user and a second memory area for storing data representative of a plurality of respective three-dimensional virtual reality scenes each with virtual objects therein; and a processor programmed to perform operations causing rendered images of a first three-dimensional virtual reality scene to be displayed from a third-person point of view on said display, data representative of said first virtual reality scene being stored in said second memory area, said first virtual reality scene including predefined virtual objects and an avatar controlled by said user, said virtual objects being associated with respective specific items of content, said avatar being controlled by said user to act in said first virtual reality scene and to gaze at objects therein to display in the images of the first virtual reality scene, where the display of an object displays information about a corresponding item of content; storing, at predetermined intervals in said first memory area, records of avatar coordinates representative of behavior of said avatar, as positions and gaze orientation information of said avatar as controlled, and a message of said avatar, in said first virtual reality scene by input from said user, the message of said avatar being inputted by said user while said avatar is talking with a different avatar in said first virtual reality scene; analyzing the action of said avatar in said first virtual reality scene in accordance with the records of the avatar coordinates stored in said first memory area relative to said virtual objects and coordinates of said virtual objects stored in said second memory area and extracting a keyword from the message inputted by said user to determine, as action data, weights of items of content that are of interest for respective categories to said user in relation to at least one of said virtual objects to which said avatar gets close according to the positions and the gaze orientation information of said avatar relative to positions of said predefined virtual objects and in relation to the extracted keyword, in said first virtual reality scene; providing, in accordance with said action data, a second three-dimensional virtual reality scene that includes other virtual objects, said other virtual objects having, in accordance with said action data, respective specific optimal items of content and having respective specific optimal positions for prominent display in said second virtual reality scene; and allowing rendered images of said second virtual reality scene to be displayed on said display.