News Article

Sony Patent Details Advert Delivery Mechanism for Games

Posted by Sammy Barker

Uh oh

We can already hear your blood pumping from the other end of the Internet. Don’t worry, Sony may have filed a patent for an advert delivery mechanism in games, but we doubt it’ll ever actually be implemented.

The patent – spotted by the always eagle-eyed masses over at NeoGAF – discusses a system that would interrupt gameplay in order to deliver an advert, and then pull you back into the action once the commercial was over. It sounds awful, we agree.

The registration also touches upon the possibility of rewinding the game a few seconds in order to ensure you don’t mess up once gameplay is restored. Imagine loading into a commercial just as you’re about to hit the final corner at Le Mans – you’d be pretty frustrated, right?

Of course, as we alluded earlier, we doubt this idea will ever actually be implemented. The patent was filed way back in 2011, and notes that it’s an expansion of a similar idea filed in 2006. We’re pretty sure Sony understands just how much this would irritate its core fanbase. At least, we hope so.


User Comments (9)



R-L-A-George said:

Utterly pointless when there is product placement to consider. I hope it won't be implemented.



NathanUC said:

I don't see this as being a problem with loading screens to be honest. If it helps lower the cost to the consumer (which it probably wouldn't) or helps support a game longer, I don't really see the problem with adverts while you're waiting anyways. What if you buy retail you don't get ads but buy used and get ads? If the ad delivery protocol was designed 'properly' this might be able to replace that whole stupid online pass gibberish without passing cost onto the consumer.



DrCruse said:

So why are they patenting it if they don't intend to use it at all?



Wesbert said:

The picture in the link seems too simplistic for a modern console game, with "Score" and "Rank" displayed prominently on the screen. I think it might be more geared toward smartphones, freemium-type games or perhaps little flash-game advertisements on product websites.
So I don't think that we'll see Kratos jumping onto a griffon to tear out its wings only to have the action interrupted by a PETA-ad anytime soon.




I doubt even Sony are dumb enough to make this live during gameplay. During loading, I don't see the issue- nothing that huge amounts of ios and Android games aren't already doing. Best use would be for demo's and freebies from PSN, not retail products.



Stuffgamer1 said:

Eh, Sony patents a lot of stupid stuff they never actually implement. Lots of companies do, actually. Why, I do not know.



Slapshot said:

There's a good bit of talk that they want to run full commercial advertisements, just like what we see on TV. If it does happen, and I hope it doesn't, I think it'll only involve their Free to Play game's. We've seen what implementing in-game advertisements can cause with PC gamers before, and I don't think Sony wants that kind of fuss on their hands.



ThreadShadow said:

Wasn't it Microsoft that was "looking into ways to further monitize Xbox Live"? Seems Sony has followed suit and done one better. "looking into ways to further monitize PSN", yeah because if they do this a lot of people will not buy your systems anymore.

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