A computer apparatus and method in a computing apparatus

A computer implemented method performed by a user device configured to display content while a computer implemented game application is running, the user device comprising a receiver, at least one memory, at least one processor, a user interface, and a display, which are configured to perform the method of:

• receiving, by the receiver of the user device, from a server, a plurality of candidate content;
• determining, by the at least one processor of the user device, a respective candidate content value associated with a respective candidate content, the determining of a respective candidate content value comprising:
• determining for a first parameter having a plurality of options, a first value dependent on which first parameter option is currently applicable, said first parameter being a parameter associated with the respective candidate content;
• determining for at least one further parameter having a plurality of options, a respective further value dependent on which respective parameter option is current applicable, said at least one further parameter being a respective parameter associated with the computer implemented game;
• and
• using the first value and each respective further value to determine the respective candidate content value,
• the method further comprising:
• selecting, by the at least one processor of the user device, in dependence on said respective candidate content values one of said candidate content;
• and
• displaying, by the user interface of the user device, the selected candidate content.

A computer readable non-transitory storage medium carrying one or more sequences of instructions which when run on at least one processor of a user device cause the following steps to be performed by the user device:

• receiving, by a receiver of the user device, from a server, a plurality of candidate content;
• determining, by the at least one processor of the user device, a respective candidate content value associated with a respective candidate content, the determining of a respective candidate content value comprising:
• determining for a first parameter having a plurality of options, a first value dependent on which first parameter option is currently applicable, said first parameter being a parameter associated with the respective candidate content;
• determining for at least one further parameter having a plurality of options, a respective further value dependent on which respective parameter option is current applicable, said at least one further parameter being a respective parameter associated with the computer implemented game;
• and
• using the first value and each respective further value to determine the respective candidate content value,
• the method further comprising:
• selecting, by the at least one processor of the user device, in dependence on said respective candidate content values one of said candidate content;
• and
• displaying, by the user interface of the user device, the selected candidate content while a computer implemented game application is running.