Key facts
- Sony's Hawk-Eye video technology has been updated for the World Cup.
- The technology aims to reduce wait times for play review decisions.
- AI will assist officials in making faster decisions during matches.
- A related Sony patent explores using AI to serve advertisements during video game loading screens.
Sony Group has enhanced its advanced soccer officiating technology in preparation for the World Cup, aiming to significantly reduce the often lengthy delays associated with play reviews. The updated Hawk-Eye system is designed to assist referees by enabling quicker decision-making during matches.
A related patent application from Sony, published as U.S. Pat. Pub. No. 20260138036, details a method for delivering "alternate content" to video game players during loading screens. This AI-driven approach could serve personalized advertisements or other short-form videos to fill downtime, potentially reducing the perceived discontinuity in player interaction. While advertisements are a focus, the patent suggests broader use-cases for AI in generating unique content based on a player's experience, such as past gameplay footage or information about upcoming matches.