I played Risk online a few months back and it had ads in the middle of the game... it's quite frustrating even in that kind of game where you take turns (I think there was an ad at the end of every 5th round or something) Having the game stop in the middle of play is idiotic even if the game is free to play.

Oh Sony, always leaking your megatons before E3. *shakes head*

It only does Soda...

The only way I see this being used is for free games on PS Suite or something. I guess it would be a change from the free iOS games that have ad pop ups at the bottom. As long as they don't over do it, it might not be so bad. Though its always better to own a game.

Interesting'l the patent application is frm 2006.
My thought is that it is for Freeware, especially Free versions of MMOs.
If this were done in a paid or subscription paid game, no one would buy it once they learned about this.

Mike from Morgantown

Whilst gaming I often think to myself what brand of soda shall I buy on my next trip to the supermarket. Now I no longer have to waste my time as my gameplay will tell me. Thank you Sony!

You gotta try it!

Tsk, no in-game ad can reach the awesomeness of the fictitious one in Syndicate Wars.