PlayStation patent shows ads, generative AI creations on loading screens

Sony's latest patent could pave the way for native advertising in PlayStation games.

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A newly-published patent shows that Sony has very forward-thinking plans about how it will use the valuable visual space in its games, especially during downtime sequences like loading screens. The patent (Delivery of Alternate Content During Video Game Wait Times, 20260138036) was actually filed in late 2024 but only recently published this month.

It's important to note that the main reason this patent even exists isn't for ads, or at least that's not the cause given. Sony created the patent in an effort to preserve total immersion in its games by giving players something to do, look at, or engage with during loading screens or match-up transitions. The patent calls this "alternate content," and there's even mention of generative AI models being used to make this content.

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Below is the background of the patent, which is its main explanation:

Background

Video games can be an incredibly immersive form of entertainment. Whether played alone or in groups over the internet, video games can be challenging and engaging. But on occasion, the action can stop of necessity while graphics are loaded, new players are added, and other similar reasons. This stoppage can be jarring and discontinuous with the high level of interaction that occurs during a game. Thus what is needed are methods, systems, and code that can reduce this discontinuity in level of interaction.

It can be common for users waiting in the queue to navigate to other applications provided by the video game console, leave the room, or otherwise be inattentive to the screen providing graphical game images.

Thus, it can be easy for users to miss the start of the player-versus-player game. Thus, it can be beneficial to increase user attentiveness to the screen during downtime via alternate content displayed on at least a portion of the screen.

Alternate Content

The alternate content can in some examples be short-form videos that can be overlaid over an empty portion (e.g., a portion without text, graphics, or other features providing necessary information) of the loading screen.

The alternate content can in some examples be accessed from an external source, such as an external content server that hosts video content on a content application.

The selected videos can then be displayed by the gaming console on the screen, such as in a picture-in-picture format on the loading screen.

It's important to remember that this is just a patent, and that there's a big chance that this won't actually show up in a finalized product. Still, though, it is indicative that Sony is thinking about the best and non-intrusive ways to deliver ads to its 125 million-strong PlayStation Network user base.