Sony Computer Entertainment America has filed a patent for in-game advertising that pauses play for the duration of the ad.
The system was invented by Gary M Zalewski, and a patent was filed last July.
Players will get a warning that their game is about to stop, and another warning at the tail end of the ad warning them that gameplay is about to resume.
According to the patent, the advert could be initiated by a server signal to make sure all players see it simultaneously, which would prevent multiplayer games being ruined. Well, ruined further.
Here’s hoping the system will feature only on free-to-play games.