A virtual reality patent filed by Sony Interactive Entertainment was filed in 2018 but published late last month.
An abstract reads:
A line-of-sight direction detection detects a direction of a line of sight of a user wearing a head-mounted display. A main image generation section generates a first image regarding main content selected by the user as an item to be displayed on the head-mounted display. A display control section causes the head-mounted display to display a second image regarding content different from the main content for promoting recognition of a given thing or service together with the first image. The display control section controls a manner in which the second image is displayed on the head-mounted display in accordance with the direction of the user’s line of sight.
Sony used the example of a concert with several performers. The technology would be able to detect which performer has the user’s attention, and then display an advertisement “in accordance with the performer of interest”.
Advertising has been the bane of visual entertainment particularly in the United States where advertising on television doubled the length of an hour long show. YouTube’s use as a streaming service is likewise triggered by inserting loud non-appropriate adverts in the middle of music videos. I was listening to Pink Floyd concert and in the middle of a song, it was replaced by another song performed by a screaming Italian which I could not turn off because it was an advert.
Since virtual reality is propped up by the porn industry, inserting adverts at the wrong time could really kill the mood and the technology.