A patent was filed by Sony Computer Entertainment America in 2011 that would allow for a game to be suspended in order to show an advertisement, which upon ending would then resume the game, not unlike TV commercials.
Another aspect of the patent is that it would warn the player when an ad is coming up and also when the gameplay would be resuming. The existence of this patent doesn't mean that Sony will use the idea for sure, but the idea is currently theirs to use if they want.
I'm not certain that adding intrusive advertising into games would work to their benefit in the long-run if this does play out in the future, but more than likely it would be used in free-to-play games; at least that's the hope.
Do you think Sony will implement this feature in future games?