Sony Computer Entertainment America filed a patent in July 2011, which has only been spotted now, that will allow adverts to be forced upon the player by pausing the game. The patent calls the system the “Advertisement Scheme for use with interactive content.”
The system will work like this: while you are playing a game a notice will pop up informing you that an advert is about to interrupt your game. Then the game will be paused and the advert will take up the screen with its unwanted message. Once the advert has run its course there will be a notice saying that the game is about to be resumed and then the game will resumed but will resume at a point a few seconds back from when the advert was shown. Fun stuff.
Source : Eurogamer