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Well, this one could prove to be an interesting topic. A user on NeoGAF has discovered a patent filed by Sony back in July of last year. Titled “Advertisement Scheme for use with interactive content,” the summary of the idea is that adverts would “suspend” gameplay temporarily and then resume as normal.
The patent goes into more detail, with illustrations and descriptions on how a warning would appear on the screen as gameplay would be slowed down. The player would have to watch the advert in full before gameplay was slowly resumed, possibly rewinding the action by a few seconds. Before anyone blows a fuse at such an idea, it is worth mentioning that Eurogamer have pointed out how this is a similar patent to one Sony filed back in 2006, so it could very well just be their way of protecting the idea so no-one else can use it.
One must wonder though; could this be linked with yesterday's rumour of Sony heading into cloud-based gaming arena? Time will ultimately tell, but we’ll be sure to keep you posted in the run up to E3.