Providing token-based access to application features

Abstract

Systems and methods are provided for implementing token-based access to application features of an application executable by a computing device. In some embodiments, a number of initial electronic credits, or tokens, may be assigned to a user of an application, where a token enables the user to access one or more features of the application. The number of tokens to be assigned to the user may be determined based at least in part on data regarding users that were previously assigned tokens of varying amounts. When a user selection is received corresponding to a request to access certain features of the application, one or more tokens may automatically be subtracted from the number of tokens available to the user. In some embodiments, additional tokens may be purchased or otherwise obtained by the user.

What is claimed is: 
     
         1 . A system for providing electronic access to one or more features of a computer game, the system comprising:
 a data store that stores data identifying at least one user and a number of tokens available to the at least one user, wherein a token represents an electronic credit that may be used to access game functionality of one or more computer games; and   a computing system in communication with the data store and that is operative to:
 receive an indication that a user has requested initial access to a computer game, wherein the computer game requires usage of a token in order to access an instance of game play; 
 determine a number of initial tokens to be assigned to the user based at least in part on information associated with the user and token usage data associated with a plurality of users; 
 store a token count associated with the user in the data store, such that the token count includes the determined number of initial tokens; 
 receive an indication that the user has selected to initiate an instance of game play within the computer game; and 
 in response to receiving the indication, automatically subtract a token from the stored token count associated with the user. 
   
     
     
         2 . The system of  claim 1 , wherein the computing device is further operative to enable the user to electronically purchase a plurality of tokens in order to access an instance of game play. 
     
     
         3 . The system of  claim 1 , wherein the computer game comprises a game playable on a mobile computing device. 
     
     
         4 . The system of  claim 3 , wherein the mobile computing device is a mobile phone. 
     
     
         5 . The system of  claim 1 , wherein the indication that the user has requested initial access to a computer game is received based at least in part on the computer game being installed on a computing device associated with the user. 
     
     
         6 . The system of  claim 1 , wherein the computing device is further operative to present one or more offers to be completed by the user in order to increase the token count associated with the user. 
     
     
         7 . The system of  claim 1 , wherein determining the number of initial tokens to be assigned to the user comprises analyzing token usage data associated with a plurality of users that are each associated with at least one user attribute associated with the user. 
     
     
         8 . The system of  claim 1 , wherein the number of initial tokens to be assigned to the user is determined prior to receiving the indication that the user has requested initial access to the computer game. 
     
     
         9 . A system for managing tokens in association with one or more applications, the system comprising:
 a data store that stores data identifying a plurality of users and a number of tokens associated with each of the plurality of users, wherein a token represents an electronic credit that may be used to access functionality of one or more applications that are executable by at least one computing device; and   a computing system in communication with the data store and that is operative to:
 determine one or more user attributes associated with a user of at least one of the one or more applications; 
 identify a cohort of users within the plurality of users with which to associate the user, wherein the cohort is determined based at least in part on one or more user attributes associated with the user; 
 determine a number of tokens to be assigned to the user based at least in part on token data associated with users of the identified cohort; and 
 store information in the data store associating the determined number of tokens with a user identifier associated with the user, such that the tokens are made available for use by the user in one or more applications. 
   
     
     
         10 . The system of  claim 9 , wherein the token data associated with users of the identified cohort comprises a number of tokens previously assigned to each user of the cohort and token purchase information associated with each user of the cohort. 
     
     
         11 . The system of  claim 9 , wherein determining the number of tokens to be assigned to the user based at least in part on token data associated with users of the identified cohort comprises retrieving from the data store an optimal token amount associated with the identified cohort. 
     
     
         12 . The system of  claim 9 , wherein determining the number of tokens to be assigned to the user comprises determining a number of tokens that is likely to maximize a total dollar amount of subsequent purchases of tokens by the user. 
     
     
         13 . The system of  claim 12 , wherein the number of tokens that is likely to maximize a total dollar amount of subsequent purchases of tokens by the user is determined based at least in part by analyzing a total dollar amount of token purchases by each of one or more users of the cohort of users and a number of tokens initially assigned to each of the one or more users of the cohort. 
     
     
         14 . The system of  claim 9 , wherein determining the number of tokens to be assigned to the user comprises determining a number of tokens that is likely to result in the user subsequently purchasing additional tokens, wherein the likelihood of the user subsequently purchasing additional tokens is determined based on an analysis of previous token purchase data of users of the cohort. 
     
     
         15 . The system of  claim 9 , wherein the one or more applications comprise a game, wherein the functionality of the one or more applications which a token may be used to access comprises initiating an instance of game play. 
     
     
         16 . The system of  claim 9 , wherein the one or more user attributes comprises at least one of age, gender and geographic location. 
     
     
         17 . The system of  claim 9 , wherein the one or more user attributes comprises at least one of a number of past token purchases, a type of electronic device used, and an amount of application usage time. 
     
     
         18 . The system of  claim 9 , wherein the number of tokens to be assigned to the user is determined in response to receiving an indication that the user has installed on a computing device one of the one or more applications in which the tokens are made available for use. 
     
     
         19 . A computer-implemented method for providing electronic access to one or more features of an application executable by a computing device, the computer-implemented method comprising:
 as implemented by one or more computing devices configured with specific executable instructions:
 determining a number of initial electronic credits to be assigned to a user, wherein an electronic credit enables a user to access one or more features of the application, wherein the number of electronic credits to be assigned to the user is determined based at least in part on results of a token usage analysis of a plurality of users; 
 storing an electronic record associating the determined number of electronic credits with the user; 
 receiving a user selection corresponding to a request to access one of the one or more features of the application; and 
 in response to receiving the user selection, automatically modifying the electronic record to subtract one or more electronic credits from the number of electronic credits associated with the user. 
   
     
     
         20 . The computer implemented method of  claim 19 , further comprising blocking access to the one or more features of the application when the number of electronic credits associated with the user is insufficient. 
     
     
         21 . The computer-implemented method of  claim 19 , wherein determining the number of initial electronic credits to be assigned to the user comprises analyzing electronic credit usage data of at least 1,000 users. 
     
     
         22 . The computer-implemented method of  claim 19 , further comprising associating additional electronic credits with the user in response to receiving an indication that the user has completed one or more offers. 
     
     
         23 . The computer-implemented method of  claim 22 , wherein the one or more completed offers comprise the user inviting one or more individuals to request electronic credits. 
     
     
         24 . The computer-implemented method of  claim 22 , wherein the one or more completed offers comprise the user selecting to install a second application onto a computing device of the user. 
     
     
         25 . The computer-implemented method of  claim 19 , further comprising providing functionality within the application for the user to purchase additional electronic credits. 
     
     
         26 . The computer-implemented method of  claim 19 , wherein the number of electronic credits to be assigned to the user is determined based at least in part on previous token purchase data associated with the user. 
     
     
         27 . The computer-implemented method of  claim 19 , wherein determining the number of initial electronic credits to be assigned to the user comprises determining a number of initial electronic credits that is likely to result in the user subsequently purchasing additional electronic credits. 
     
     
         28 . The computer-implemented method of  claim 27 , wherein the likelihood of the user subsequently purchasing additional electronic credits is determined based at least in part on electronic credit purchasing data associated with a plurality of users that were previously assigned electronic credits of varying amounts. 
     
     
         29 . A non-transitory computer-readable medium having a computer-executable component for managing tokens in association with one or more applications executable by one or more computing devices, the non-transitory computer-readable medium comprising:
 a token assignment component for:
 storing an electronic record associating a number of tokens with a user identifier identifying a user of an application, wherein a token enables the user to access one or more features of the application, wherein the number of tokens to associate with the user is determined based at least in part on one or more attributes associated with the user; and 
   a token management component for:
 receiving an indication that the user has requested to access one of the one or more features of the application, wherein the one of the one or more features is associated with a cost of a given number of tokens; and 
 modifying the stored electronic record to indicate a decreased number of tokens associated with the user identifier based on the cost associated with accessing the one or more features of the application. 
   
     
     
         30 . The non-transitory computer-readable medium of  claim 29 , wherein the number of tokens to associate with the user is determined based at least in part on a number of tokens purchased by each of a plurality of users with one or more attributes in common with the user. 
     
     
         31 . The non-transitory computer-readable medium of  claim 29 , wherein the token assignment component generates for display one or more user interfaces that provide one or more selectable options for the user to obtain additional tokens. 
     
     
         32 . The non-transitory computer-readable medium of  claim 31 , wherein one of the one or more selectable options comprises an option for the user to purchase additional tokens. 
     
     
         33 . The non-transitory computer-readable medium of  claim 31 , wherein one of the one or more selectable options comprises an option for the user to complete an offer in order to obtain tokens for no monetary cost. 
     
     
         34 . Non-transitory computer storage that stores executable instructions that direct a computing system to perform a process that comprises:
 analyzing token usage of a plurality of users that fall within a user class, said user class defined in terms of one or more user attributes, wherein a token represents an electronic credit that may be used to access functionality of a computer application; and   based on said token usage, determining a number of initial tokens to assign to at least one additional user falling in said user class.   
     
     
         35 . The non-transitory computer storage of  claim 34 , wherein the number of initial tokens to assign to the at least one additional user is determined based at least in part on a number of tokens initially assigned to one or more of the plurality of users that fall within the user class and token purchase information associated with the one or more of the plurality of users that fall within the user class.