Sony has filed a patent for a new technology that might display ads to players during game loading screens. While this could help Sony earn more money, it’s unclear if gamers would appreciate seeing advertisements.
As a gamer, I’ve noticed ads in games for ages – it’s been a hot topic for a long time! Believe it or not, product placement and ads have been around since the 90s. Nowadays, you mostly see them in free-to-play games, which makes sense because those developers need that ad revenue to keep the game running and updated. But what’s interesting is that this new advertising tech isn’t necessarily limited to just free games – it could show up anywhere!
Sony Patent Could Mean Ads During Loading Screens
Sony has developed AI technology that could potentially display ads to players during game loading screens. The recently patented system, filed in 2024 and made public on May 21, 2026, estimates how long a loading screen will take and then decides whether to show ads or other media. The AI would select ads that are shorter than the loading time, ensuring the game isn’t delayed when it’s ready to start.
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Players generally don’t like seeing ads while waiting for games to load. However, a new technology, described in a recent patent, suggests a way to make those loading times more engaging. Instead of just ads, it could show short videos from the game’s creators, automatically created highlight reels, or even AI-powered reports on the players you’re about to face. The idea is to keep players entertained and focused during loading screens, preventing them from switching to something else.
Sony has a history of exploring artificial intelligence and machine learning for gaming, filing patents for related technologies for years. Examples include AI that generates personalized game guides, non-player characters (NPCs) that mimic a player’s style, and an “AI ghost” to help players overcome challenges. While Sony hasn’t announced plans to add these features to the PlayStation 5 yet, that could happen in the future.
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It’s common for Sony and other gaming companies to patent technology that never actually appears in their games. There are many reasons for this – the technology might not perform well enough, or it could be too demanding for consoles like the PS5. So, it’s still uncertain whether players will eventually see ads or other changes on loading screens, either on the PS6 or future consoles.
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2026-05-27 03:06