A recently unearthed patent filed by Sony may indicate the future of in-game advertising… and the future looks pretty annoying.
The patent, dug up by an intrepid user of the NeoGaf forum, indicates that someone at Sony is at least considering the idea of adding interrupting advertisements to games, so rather than just the occasional out-of-place billboard, games may literally make you wait through a commercial in order to play.
According to the patent, the idea is that you'd get an in-game warning that an ad was coming. Everything would slow down, and then you'd watch a commercial, in the example, it would be a commercial for "Best Brand Soda" which is a favorite at the Johnson house.
When/if this technology will be inserted into games remains to be seen, but I could see it "working" in free-to-play games. Advertisers would love having the "captive" audience, and gamers would love the free games. Of course, if these commercials are inserted into a game that I paid for, there's going to be a fight.