Patent ID: 7775886

Claim:
A system for enabling dynamic merchandizing of products on a gaming console, the system having a console service configured for executing a plurality of merchandising functions, the console service being configured for securely communicating with the gaming console over a network and including: a database in which are stored records employed for dynamically marketing products; a product catalog in communication with the database, the product catalog including a plurality of products related to a game that is played on the gaming console; a server computer in communication with the product catalog and the database, the server computer including a processor, and a memory in communication with the processor, the memory storing data and machine instructions that cause the processor to carry out a method comprising: identifying a first request received from a first gaming console, the first request including a first user identifier and a product identifier associated with the game that is played on the first gaming console; determining a first user account record based on the first user identifier, wherein the first user identifier is associated with the first user account record, the first user account record including a first subscription service level identifier, and a user history associated with the first user identifier; determining whether any entries in the product catalog are associated with the first request based on the first user account record and the product identifier that is related to the game; identifying at least one entry associated with the first request in the product catalog; upon identifying the at least one entry associated with the first request, providing the at least one entry to the first gaming console, wherein the at least one entry comprises at least one game level for the game that is played on the first gaming console, and wherein the at least one entry is marked as a hidden entry that is not to be displayed at the first gaming console in a listing of entries associated with the first request until a particular game level is completed or until a predefined score is achieved with the game being played on the first gaming console; and receiving from the first gaming console a second request to purchase at least the game level from a payment dialogue screen that includes a real money payment option, the second request having been initiated at the first gaming console subsequent to completion of the particular game level or achievement of the predefined score, the first gaming console having generated dialogue screens, including: a merchandizing dialogue screen that includes an indication of the game being played and a first user-selectable display control that initiates payment for the game level when selected; and the payment dialogue screen, displayed when the first display control is selected, that includes a second user-selectable display control that presents at least the real money payment option and that initiates the second request when selected.