The future can seem very hopeful, but also terrifying. An example of this second part is the technology that Roku is developing to show us advertising on the TV every time we pause the video game.
A recently discovered Roku patent suggests that the streaming company is exploring ways to display ads on its smart TVs during periods of inactivity. This would include both a paused TV show and a long-running video game with the menu open.
The patent, discovered by the technology bulletin Lowpass, claims that Roku TVs cannot display ads through third-party devices connected to the TV via HDMI.
The technology in question aims to solve this problem by looking for prolonged interruptions in audio/visual output (such as when you have had your games paused for a while) in order to not interrupt the actual gameplay. This wouldn’t be very different from how Xbox consoles display home screens when the system has been inactive for a while.
Roku wants to bypass the current limitation and make more money through advertising
Currently, Roku TVs – and, in fact, their range of streaming sticks – can only display ads natively through their screensaver feature.
Currently, Roku OS (the operating system of Roku TVs) is inactive when one of its TVs displays the HDMI output of a third-party device, such as a PS5, Xbox Series X, or Nintendo Switch. The patent seeks a way to bypass this.
And while it can be a good source of income, it is clear that it is a fairly volatile technology if implemented poorly. There are many possibilities that this advertising system does not work as intended.
Imagine that an ad appears on the screen during a long and captivating scene. Or one that makes you lose that exciting final round during an online session of Tekken 8. The time that must elapse for an ad to be displayed is not specified. It could be minutes or… less.
If this patented advertising system doesn’t work as intended, it’s easy for regular players to stop buying their televisions. And even if it does work, many users will find the ads displayed on inactive games intrusive.
