A patent application filed in 2011 has revealed that Microsoft may plan on bringing achievements to TV watching — including use of its Kinect camera system to monitor the behavior of TV viewers. As an application, the patent doesn't provide any definitive evidence that Microsoft plans to bring TV achievements or viewer monitoring to the Xbox 360 or the Xbox One, but it's an example of where the company's thinking could be headed as it expands its focus on the living room television experience.
Microsoft has already used Kinect to let viewers interact with ads; the company unveiled its NUads program more than a year ago, which is designed to use the sensor to let users share ads on social networks or control other aspects of advertisements. Responding to privacy concerns over NUads, Microsoft told The Verge that it has "strict policies in place that prohibit the collection, storage, or use of Kinect data for the purpose of advertising."
In the application, Microsoft notes that "traditional television viewing experiences tend to be passive and do not frequently provide opportunities for a viewer to engage with programming." Microsoft presumably thinks that adding achievements for TV watching is a way to increase engagement — specifically mentioning the value this could provide for advertisers. "To increase interactive viewing and encourage a user to watch one or more particular items of video content, awards and achievements may be tied to those items of video content," Microsoft writes.
Producers, distributors, and advertisers of the video content may set viewing goals and award a viewer who has reached the goals," the application notes. Those awards could include anything from digital gifts, like a score or some flair for your avatar, or promotional rewards from third-parties, like coupons or products.
Read the entire article at http://www.theverge.com/2013/5/27/4370676/microsoft-kinect-tv-monitoring-achievements-ads.