1. An apparatus for executing a game program having advertisements therein, comprising: storage means for storing a game program; receiver means coupled to said storage means and for receiving advertising data relating to at least one advertisement, and wherein said storage means stores the received advertising data; and program execution means for executing said game program stored in said storage means and outputting display data incorporating the advertisement data stored in said storage means within an original display data generated by said game program.

2. The apparatus as claimed in claim 1, wherein there is a means for turning on said apparatus; and wherein said means for receiving receives new advertising data each time said apparatus is turned on.

3. The apparatus as claimed in claim 1, wherein there is a transmitter means for transmitting to a game service provider a game identification code identifying the game program to be executed, and wherein said receiver means receives from the game service provider advertising data corresponding to the game program identified by said game identification code.

4. An apparatus for executing a game program having advertisements therein, comprising: storage means for storing a game program and advertising data relating to a plurality of advertisements; means for receiving at predetermined times advertising selection data identifying selected ones of said plurality of advertisements stored in said storage means; and program execution means for executing said game program stored in said storage means and outputting display data incorporating the selected advertisements identified in said advertising selection data at respective times within an original display data generated by said game program.

5. The apparatus as claimed in claim 4, wherein there is provided means for turning on said apparatus; and wherein said means for receiving receives new advertising selection data each time said apparatus is turned on.

6. The apparatus as claimed in claim 4, wherein there is inhibiting means for inhibiting said program execution means from executing said game program when said receiver means does not receive advertisement selection data at said predetermined times.

7. The apparatus as claimed in claim 4, wherein transmitter means for transmitting to a game service provider a game identification code identifying the game program to be executed, and wherein said receiver means receives from the game service provider advertising selection data corresponding to the game program identified by said game identification code.

8. An apparatus for executing a game program having advertisements therein, substantially as hereinbefore described with reference to and as illustrated in the accompanying drawings.

The present invention relates to an apparatus for executing a game program having advertisements therein and, more particularly, to apparatus for executing a game program in which advertisements displayed therein can be updated by downloading new advertisement i data prior to the execution thereof.
As is known, video games or "game machines" are extremely popular and are generally located in video arcades. Many video games, for example, auto racing programs and flight simulators, now are commercially available in the form of game systems and computer programs that may be executed by personal computers in the home. Such game programs, for example, auto racing programs, display background scenario such as houses, ci sky-lines, billboards, trees, etc., along with the racing cars make the auto racing game appear "realistic". To make the game further appear realistic, billboards and other such advertising signs in the racing program display either generic "non-commercial" information, e.g., "New York City 20 Miles Ahead", or an advertisement.of the company that produced the software. These advertisements, however, are not commercial advertisements because they are not intended to persuade the viewer to purchase a specific product. Furthermore, even if a particular game program contains, an advertisement therein that can be considered to be a commercial advertisement, since game
programs generally are not modified once they are. released for purchase by the public, there is the possibility that such an advertisement included in the game program will become "obsolete" within a short period of time after the purchase thereof, for example, as when the advertised product is no longer sold.
Therefore, one problem encountered with typical game
programs is their general inahiliry ro maximize profir.H marie from

advertisements that are displayed during the execution thereof.
'Profits usually are made from the purchase cost of game programs and not from sponsors (i.e., advertisers). If advertisements that am displayed when game programs are executed could be changed in a manner similar to that of television programs, that is, by providing a means for changing commercial advertisements s in already purchased game programs, profits on the sale of such game programs would substantially increase. Furthermore, and raimilar to commercial r.ftlftviaion, if profits from commercial advertisements in game programs increased, software companies
could, in theory, substantially lower the purchase price of such

gtuno programc which, in turn, would generally
result in the

increase of consumer purchases thereof.
OBJECTS. OF THE IHVBHTIflS
Therefore, it is an object of the present invention to provide apparatus and method for executing a game program having
advertisements therein which overcome the shortcomings of
existing game programs and systems.
?-
Another object of the present invention is to provide apparatus and method for executing a game program in which the advertieementB contained therein can be modified.
A further object of this invention is to provide apparatus and method which inhibite the execution of a game program unless advertisement data therein is up-dated.
var-iouR other objects, advantages and features of the present invention will become readily apparent to those of ordinary skill in the art, and the novel features will be particularly pointed out in the appended claims.

In dcconiance with one embodiment oC the present invention, apparatus and mathod operate to store a game program in a memory, receive (i.e., download via a transmission line) at predetermined times (e.g.. on each new day or each time the game program is exernt-pd, or p-ach time the game system is turned onJ advertising data that relates to at least one advertisement, store the received advertising data in the memory, execute the game program stored in the memory, and output display data which
, corresponds to the advertisement data stored in the memory in
; accordance with the game program.
AD onn anpect of the present invention, the game program is inhibited from being executed when advertisement data is not received at the predetermined times.
As another aspect of the present invention, the game program is received wirh the advertising data when it is executed the first Lime,
Ac yet a further aspect of the present invention, a game identification rode, which identifies the game program to he executed, is transmitted to a game service provider, and advertising data r.har. corresponds to the game program identified by the game identification code is received from the game service provider.
A6 yet another aspect of the present invention, a plurality of advertising data corresponding to a plurality of game programs are received (e.g., via a satellite transmission), and display data which correspond to advertisement data of the executed game program is output during the execution thereof.
in accordance with another embodiment of che present invention, apparatus and method operate to score a game program and advertising data that relates to a plurality of advertisements in a memory, receive at predetermined times
advertising eel not. ion data that identifies selected
advertioomoncs stored in the memory, exacuta the game program
stored in the memory, and output display data which corresponds
to che selected advertisements as identified in the advertising
ealection data at respective times in arrnrriance. with the game
program.
Accordingly, the present invention relates to an apparatus for executing a game program having advertisements therein, comprising:
storage means for storing a game program;
for receiving advertising data relating to at least one advertisement, and wherein said storage means stores the received advertising data; and
program execution means for executing said game program stored in said storage means and outputting display data incorporating the advertisement data stored in said storage means within an original display data generated by said game program.
BRIEF DESCRIPTION OF THE ACCOMPANYING DRAWINGS-
The following detailed description, given by way of
example and not.intended to limit the present invention solely
thereto, will best be appreciated in conjunction with the
accompanying drawings, wherein like reference numerals denote
like elements and parts, in which:
I Figs. 1A and IB are pictorial representations of an
auto racing game in which two different advertisements are
displayed;
Figs. 2A and 2B are pictorial representations of another scene of the auto racing game in which two different advertisements are displayed;
Figs. 3A and 3B are schematic diagrams of the data structure of a game program stored in the game system of the present invention;
Fig. 4 is a flow chart of the operation of the game system of the.present invention;
Figs. 5A and 5B schematically illustrate the data structure of a game program stored in the game system in accordance with another embodiment of the present invention;
Fig. 6 is a flow chart of the operation of the game system having the data structure shown in Figs. 5A and 5B in accordance with the present invention;
Fig. 7 is a block diagram of both the receiving and transmitting sides of the game system of the present invention;
Pig. 8 is a block diagram of the game system in accordance with nnnrher embodiment of tha present, invention;
Pig. 9 i3 a block diagram of the game system in accordance with a further embodiment of the present invention,-
Fige. 10A and 10B are schematic diagrams of the data structure of qame data received by the game system Bhown in Fig. 9; and
Fig. 11 is schematic diagram showing multiple game systems which receive game data from a single host computer in accordance with the present invention.
DETAILED DE9CRIPTI0W OF CERTAIN PBEFKRttEP EMBODIMEHTS
Referring now to the drawings. Figs. 1A and IB are pictorial representations of an auto raring game in which a commercial advertisement "A" is displayed on a billboard in Fig. 1A and a different commercial advertisement "B" is displayed on the billboard as shown in Fig. IB. Similarly. Figs. 2A and 2B are pictorial representations o£ another "scene" of the auto racing program in whireh anmmereial advert.isfiirvsnts nC" and "D", respectively, are displayed on the clothing of the racing car driver. A6 seen from both set of Figs. 1A and IB and Figs. 2A and 2B, advertisements "A11 and "B" are displayed in the same scene of the auto racing program (of course, at different, rimes] anc? adWerH RATMent-.p -"ft" and 'D" also are displayed in the same scene of the auto racing program.
Referring next, to Figs. 3A and 3B o£ the drawings, the data structure of a game program at two different times of execution (to be discussed) in accordance with the present invention are shown. As shown in Fig. 3A, the game program is comprised of a main program M, which generally represents the entire game program except for advertisement data, and advertisement data & and C. which are stored in memory areas AO and CO, respectively. Advertisement data A and C represent the commercial advertisements "A" and "C shown in Figs. 1A and 2A, respectively. Thus, wh*»n a gam* program having the data structure shown in Fiq. "*A is executed, commercial advertisement A is displayed in one scene of the auto racing program and advertisement C is displayed in another scene.
Fig. 3B illustrates the data structure of the same game program shown in Fig. 3A, except advertiacment data B and D are scored in memory areas AO and CO. respectively, instead of advertisement dsra A and CI. Thus, whan tha auto racing program
having the data structure* shown in Fig. 3B is executed, commercial advertisement B is displayed tsee Fig. IB) in the same scene advertisement A was displayed and commercial advertisement D is displayed (Fig. 2B) in the same scene advertisement C was displayed. If advertisement data A and C in a game program therefore are replaced by advertisement data B and D, respectively, after the purchase thereof, such a game program would be more valuable to the advertisers. It is appreciated
that the main program M and the advertisement data stored in memory areas AD and Co may be stored in a single memory or in separate memoriee, ac ia wall known in the art.
Referring now to Fig. 4. a flow chart of the operation of a game system in accordanee with thft present invention is shown. When a home game system is turned on, a game program (e.g., having the data structure shown in Pig. "\A) is executed at instruction Ml and a sequence of operations is performed in accordance with thrt program code of main program M. At an appropriate time during the execution of main program M, the adverticement data stored in area AO, for example, advertisement data A, Is read therefrom and displayed, such as shown in Fig. 1A. or an instructinn fl42. tf, however, advertisement data B ia stored in memory area AO, commercial advertisement B (shown in Fig. IB] is displayed &t instruction S42. The game program oontinuca at inc cruet ion 43 and, an appropriate time as designated by the game program, the advertisement data stored in memory area CO is read therefrom and displayed at instruction S44« euch as shown in Fig. 2A. Upon completion of instruction S44, the game program continues its operation at instruction S*5 until the completion of the program.
Figs. 5A and 5B schematically illustrate the data Btructure of a gamn program in accordance with another embodiment of the present invention in which main program M and all of the advcrtiocmcnt data A, B. C and D stored rherein remains unchanged
(i.e., are "fixed data). However, an advertisement selection code £5 ie variable, wherein Fig. 5a illustrates the data structure of a gams program having the advertisement selection code S^t which indicates that advertisement data A and C are selected, and Pig. 5B illustrates the data structure of a game prnqram having the advertisement selection rode Si0 which indicates that advertisement data B and D are selected. Thus, the main program M and all of the advertisement data A, B. C and I) are fixed data And only the advertisement selection code S is "variable" data.
Fig. 6 is a flow chart illustrating the operation or a game system wMrh executes a game program having a data structure shown in either Figs. SA or 5B. when a user selects a particular game to be axecuted, the game system, at instruction S59, "downloads" from an on-line game ayBtern service provider (to be discusaed) the fixed data of that particular game, which consists of main program M and advertisement data A. B. C and D shown in Fig. 5A, The main program M and the advertisement data are stored in the game system's memory, typically non-volatile memory. If this fixed data already is stored in the game system's memory, instruction S59 is not executed. Selection code S ie downloaded at instruction sso, whether or not instruction SS9 ie executed, and such selection rode S identifies which advertisements are to be displayed during the execution of the game program. Upon downloading of selection code S, main program
M ie executed at instruction S61 in a manner similar to instruction S41 of Fig. 4, previously discussed, and at an appropriate time during the execution of the game program, eelection code S ie read from the game system's memory at instruction SG2, and the firat advertisement to DR displayed is identified at inquiry S63. It selection code S identifies commercial "A" as the firat advertisement to be displayed (i.e., S=»S„) , advertisement data A is read from memory and displayed at instruction S64. On the other hand, if advertisement H la identified as the first advertisement to be displayed (i.e., S«SM) , advertisement data B Is read rrom memory and displayed at instruction S65. Th« game program then continues at instruction S66 and at an appropriate time therein, selection code £ is read from memory at instruct- i«n S67 ao that the next commercial advertisement to ha displayed can be identified at inquiry SC8. llf advertisement C ie identified by selection code S (i.e., S=S„) . then advertisement data C is r*rid from memory and suhnerpipntly displayed at instruction S69, but if advertisement D
ie identified by selection code S (i.e.. S=Srf), advertisement
data D ie read from memory and displayed at instruction S"70. The game program then continues at instruction S71 until completion. As shown in Fig. fi, ux" in inquiries S63 and S68 represents a "do not carp." condition since inquiry 63 is identifying only the first commercial advertisement that, is to be displayed and inquiry 6 ft is identifying only the second commercial
advertisement that is to be displayed. Furthermore, Fig. 6 is only an exemplary flow chart of the game system of the present invention, and it is appreciated that there may be more than two commercial advertisements identifiad by selection code S.
Referring baclc to Fig. 4, prior to the execution of che game program at. injst-rurtion S4l, the advertisement data stored in memory areas AO and Co are downloaded rrom an on-line game system provider in a manner similar to that performed previously described wif.h reference to Fige. 5A, 58 and 6. Namely, each time a user wishes to execute a particular game program, the game system downloads advercisenant data from an external oouroc and stores the advertisement data in memory areas AO and CO. Similarly, when a user selects a game program in the game system which operates in the manner shown in Fig. 6. a selection code S, which identifies which advertisements stored in memory are to be displayed during the execution of the game program, is downloaded. However, if the desired game program is not stored in the game system's memory (e.g.. on a hard disk, floppy disk, CD ROM, magneto-optical disk, etc.) both of the above-discussed embodiments of the present invention also download the fixed data of the game proqram. Tt is seen, therefore, that prior to the execution of a game program on a game system of the present invention, either the particular advertisement data represent-ing the image data of rhp advertisements that are displayed durinq the execution of the program are downloaded or the advertisement
selection r.ndp S ia downloaded to the game system. In either case, commercial advertisements are leapt-, "current", and since the amount of advertisement data is relatively small compared to the size of the game program itself, the amount of "download" time is small in the first discussed embodiment, nf course, the download time of advertisement selection cod» S in the second discussed embodiment is insubstantial.
In accordance with the present invention, updated or "new" advertisement data ia downloaded or i« new advertisement selection code is downloaded each time a game program is executed. However, such data need not be downloaded every time the game program is executed, and instead, may be downloaded only on a new day or a new week (or month) on which the game program is executed. Since commercial advertisements generally do not change multiple cimee within the aatna day, downloading auch commercial advertisements more than once per day may be unnecessary. In an al r*mative embodiment of the present invention, commercial advertisement data or advertisement selection code S is downloaded each time the game system is turned on.
Referring now to Fig. 7, a block diagram of both the game system (i.e., the receiving side) and a transmission system (i.e., the transmitting side) in accordance with the present invention is shown. The transmission system may be an on-line game system service provider, the game manufacturer itself, a
telecommunication company which eells commercial advertisements, or any other suitable system in which the* present invention may be applied. The transmission system generally is comprised of a syBtem controller 2, memories 6 and 8 (e.g., hard-disk drives), a switching circuit 10, an encoder 12, and a transmitter 34. The transmission system supplies the main program M of a game and advertisement data to a game system of the present invention which generally is located in the home via a transmission line 16, for example, an TSW (integrated services digital network}, an ordinary telephone line, or any other sinfabie transmission line. The game system of the present: invention generally is ;omprised of a receiver 18, a decoder SO and a game machine 22, rhich includes therein a memory 24, for example, a magneto-optical disk drive or or.her suitable non-volatile read/write lemory.
System controller a of the transmitting aide shown in lig. 7 controls memory 6, which stores therein the main program M of a game program, memory B, which stores therein advertisement lata, and switch 10, which switches between the outputs of tiemories 6 and 8. The advertisement data stored in memory 8 may se changed if it is desired to display a different advertisement 'hen the game program is executed. When main program M is r.o b* Jownloaded to the game system, in response to a suitable request from the game system, aysr.ftra controller 2 controls memory S and switch 10 so that main program M stored in memory € is supplied
to encoder 12 which encodes the supplied data in a manner well known in the art so that the data is suitable for transmission and supplies the encoded data to transmitter 14 which transmit* the encoded data via transmission line 15 to the game system of the present invention. Receiver IS of the receiving aide receives the transmitted signal, decoder 22 decodes the transmitted signal, and game machine 22 Ptorps in memory 24 the decoded signal (i.e.. main program M). System controller 2 then controls memory 8 and switch 10 to read out and supply the advertisement data stored in memory 8 so that it may be transmitted to the game system. The advertisement data is received, decoded and stored in memory 24.
When main program M already is stored in memory 24, then only advertisement data stored in memory 8 in rrnnfumitted to the game system. As pxnvinucly mentioned, main program M is stored in memory 6 and advertisement data io stored in memory s. However, in the previously discussed embodiment described with reference to Figs. IA, 5B and 6, main program M as well as advertisement data A. B, C and D are stored in memory 6 and only advertisement select-inn node S is stored in memory 8. Therefore, only advertisement selection code S is transmitted to the qama system when main program M and the advertisement data (i.e., the fixed data) already are stored therein. Of course, and as is well known in the art, memories 6 and 8 may represent different
memories of the transmission system or simply di fferent memory locations in the same memory device.
Fig. 8 ia a block diagram of a game system in accordance with another embodiment of the present invention. In this embodiment, a game program stored on a permanent storage medium, for example, an optical disk, is purchased by a user. The optical disk is inserted in a magneto-optical disk drive 38 (or other suitable reproducing device) which reproduces the game program stored thereon, AS shown, the game system is comprised of a transceiver/interface 2K. a memory 2B, a system controller 30, a keyboard interface 32, a decoder 34, a picture controller 36 and memory 38 which in nomprieed of the magneto-opr.i cal disk drive having the optical disk loadad t.heroin. identification data stored on the optical disk and which identifies the game program stored thereon is reproduced therefrom and tranamit-.t-.od via transceiver 26 to an on-line game service provider, such ac disclosed in Fig. 7. In response to the transmission of the identification data, the service provider transfers to the game system shown in Fiq. 8 updated "variable" data, which either is the advertisement data (i.e., advertisement data A, B. C or D, or any combination thereof) or advertisement selection code S, as previously discussed. The updated variable data is received by transceiver 26 and scored in memory 28. The variable data stored in memory 28 then is stored on the optical disk of memory 38. Alternatively, the variable rialra is not permanently stored. In
either case. Che game program stored on the optical disk iH not executed until updated commercial advertisement data is supplied from the service provider.
Upon receiving updated commercial advfcrtiBRmpenr riatM, the game program is executed and at an appropriate, time, the stored data is decoded in decoder 34 and supplied to picture controller 36 which converts the decoded data to a video signal and which supplies the video signal for display on a video monitor (not shown) . Furthermore, user commands are entered on a keyboard (nor. shown) which is coupled to keyboard interface 32 which decodes the supplied commands and which supplies the decoded commands to system controller 30. System controller 30 controls Che operations of the various devices of Che game system of the present invention in a manner wel] known in the art. Thus, the cratne system of Pig. 8 is similar to the game eyirrem shown in Fig. 7 except main program M (alftnq with advertisement data A, B, C. D in the second discussed embodiment) is not \ downloaded hut. is stored on a magneto-optical diek that ie (purchased by a consumer.
Fici. 9 is a block diagram of a further rmmhortment of phe present invention in which the "variable" data (i.e., the advertisement data or the advertisement selection code) is supplied to the game system via a satellite transmission. In the embodiment of Fig. 9, the variable data is repeatedly transmitted oyer a satellite transmission such that the system of Fig. 9 only
"waits" for a relatively short period of time before receiving the variable data that corresponds to the particular game program that has been selected to be executed. When a uaer inserts in CD ROM drive 52 a CD ROM (or magneto-optical disk) havinq a gam* program stored thereon and executes via keyboard interface 50 the game program, a game identification code stored on the CD ROM is reproduced therefrom and supplied to random access memory (RAM) 42 in a manner similar to that previously described with reference to Fig. 8. System controller 48 then ascertains the transmission channel on which the variable data nnrrertpnnHiTig tn the selected game program ts cransmlctecJ and controls receiver 40 co receive saceTHris transmissions on t:he ascertained channel.
Figs. 10A and 2 08 illustrate the data structure of data transmitted over two different channels of a satellite transmission. As shown, Fig. 10A shows the datr.ii r.rnnnmi tted on a channel C and Pirj. 10B ahows tha data r.ranefnie.bad on a ohannsl K. Channel G includes thereon data corresponding to two gams programs J and X. and channel K includes thereon data corresponding to three game programs P, Q and R. If the executed game program corresponds to, for example, game J on channel G, receiver 4 0 is controlled to receive data transmitted on channel G, and upon receipt of software identification data J on channel Gt advert isi no. data .T-1 and .7-2 transmitted thereafter are stored in memory 12 as, for example, commercial advertisements A and C. respectively. The advertisement data further may be stored in a
non-volatile memory, e.g., a hard disk or M-O disk, so that the advertisement data rinec; nor. need to be downloaded again in the event of a power failure. Furthermore, the game system may be designed to require that updated advertisement data be downloaded each time the game is executed, or each new day (or week, etc.) on vhirh rhe ganve in AjrAoil-p.d, or earh ritroe the fiyp.em in rumpd on, or at any other desired interval of time. The game program th*Ti is AXRRured in a manner similar to r.har. previously described with reference to Fig. 8.
Fig. 11 is a schematic diagram showing a plurality of game systems 56. 58, £0 ... each interacting with a hoBt computer 54 , the game provider) vie plutel t-Tvtnismi seion lines. It is seen that since main program M of a game program in only downloaded to each game system at most one time and since advertisement data or advertisement selection codes have a relatively small amount of data, the transmission thereof is relatively short so that a transmission system fjenerally will be operable to service a relatively large number of home game eyeterns.
Tn each of the above discussed embodiments, commercial advertisements are updated on a regular basis such chat profits made from such advertisements can be expected to substantially innrpa.ift. Furthermore, since the amount of advertisement data that ic downloaded t-o a qama system is relatively small compared to the amount of data in a game program, download times are
relatively Bhort. Still further, the qame. fiystftm shown ir Fig, 9 operates to download updated advertisemeat data in a manner that ie transparent to a user of euch game system.
While the present invention has heen parr-imlarly shown and described in conjunction with the preferred embodiments thereof, it will be readily appreciated by those of ordinary skill in the art that various changes may be made without departing from the spirit and scope of the invention. For example, although the present invention has been described as displaying two commercial advertisements from a selection of four advertloemenr.a, the present invention is not limited to these number of advertisements and may be applied to game programs that display a relatively large number of, e.g. 20, advert: is amenta during the execution of a particular game.
Aa another example, although the present discussion is directed to home game systems, the present invention is not limit.p.d solely to the home and may be widely applied to game syateme located in other locales, including game arcades and companies.
Therefore, it is intended that the appended claims be interpreted as including the embodiments described herein, the alternatives mentioned above, and all equivalents thereto.

WE CLAIM:
1. An apparatus for executing a game program having advertisements therein, comprising:
storage means for storing a game program;
receiver means coupled to said storage means and for receiving advertising data relating to at least one advertisement, and wherein said storage means stores the received advertising data; and
program execution means for executing said game program stored in said storage means and outputting display data incorporating the advertisement data stored in said storage means within an original display data generated by said game program.
2. The apparatus as claimed in claim 1, wherein there is a means for turning on said apparatus; and wherein said means for receiving receives new advertising data each time said apparatus is turned on.
3. The apparatus as claimed in claim 1, wherein there is a transmitter means for transmitting to a game service provider a game identification code identifying the game program to be executed, and wherein said receiver means receives from the game service provider advertising data corresponding to the game program identified by said game identification code.
4. An apparatus for executing a game program having advertisements therein, comprising: storage means for storing a game program and advertising data relating to a plurality of advertisements; means for receiving at predetermined times advertising selection data identifying selected ones of said plurality of advertisements stored in said storage means; and program execution means for executing said game program stored in said storage means and outputting display data incorporating the selected advertisements identified in said advertising selection data at respective times within an original display data generated by said game program.
5. The apparatus as claimed in claim 4, wherein there is provided means for turning on said apparatus; and wherein said means for receiving receives new advertising selection data each time said apparatus is turned on.
6. The apparatus as claimed in claim 4, wherein there is inhibiting means for inhibiting said program execution means from executing said game program when said receiver means does not receive advertisement selection data at said predetermined times.
7. The apparatus as claimed in claim 4, wherein transmitter means for transmitting to a game service provider a game identification code identifying the game program to be executed, and wherein said receiver means receives from the game service provider advertising selection data
corresponding to the game program identified by said game identification code.
8. An apparatus for executing a game program having advertisements therein, substantially as hereinbefore described with reference to and as illustrated in the accompanying drawings.