Sony has patented a new AI feature that can show players advertisements while they wait for their game to load. The patent could potentially lead to more revenue for Sony, but that doesn't necessarily mean gamers would like it.
Ads in games have been controversial for a long time. Although they have changed quite a bit over the life of the video game industry, gamers have seen advertisements and product placements in games dating back to the 1990s. These days, ads are the most common in free-to-play games where game developers can rely on revenue from these ads to keep games online and developing. However, this new technology would not necessarily be tied to free games.
Sony patents system that can finally solve pausing problems in multiplayer games
Sony is claiming a new patent that could finally solve the problem of players having to pause their multiplayer games and improve gameplay.
Sony patent may mean ads during loading screens
Now, Sony has patented AI technology that can detect load times, make calculations about them, and show players things like ads while they wait for the game to finish. According to the information in the patent, originally filed in 2024 and published on May 21, 2026, when a player reaches a loading screen, the AI would make an estimate of how long that loading screen will last, and will then make a decision to play media or ads accordingly. The ads will be selected based on their duration, with the ad break shorter than the loading sequence, so that the ad wouldn't get in the way when the game is ready to play.
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Players may not be thrilled with the idea of being bombarded with advertisements while waiting for a match to start. But aside from ads, the patent indicates that the technology could potentially show players other things to break up load times as well. For example, videos from developer or publisher accounts can be played, AI-generated highlights can be shown, or even AI-generated reports on the player's upcoming opponents in their next match. In theory, this patent could help keep players tuned in during game loading screens when they'd usually put their attention elsewhere.
This is far from the first time that Sony has applied for a patent on AI or machine learning technology that could affect gaming. Since 2025, Sony has patented things like creating game guides based on a player's activity, an NPC system that learns how players play and copies their style, or a so-called “AI ghost” that could help players when they get stuck in games. There are currently no announced plans to integrate any of these technologies into the current PlayStation 5 ecosystem, but that could change at any time.
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That said, patents are often filed by Sony and other game companies that describe technology that never reaches the consumer. There are any number of reasons why the technology doesn't make it into actual games, such as not living up to internal expectations or putting too much strain on the current hardware capabilities of PS5 consoles, for example. As such, it remains to be seen if players will encounter ads and other additions to their loading screens in the future, on the PS6 or any other console for that matter.
