A system for obtaining image content includes a receiving unit configured to receive video frames generated during the execution of a video game at a video game playing device, a monitoring unit operable to detect at least some of the video frames as corresponding to a loading screen, a content unit configured to obtain pre-generated image content for displaying in place of or addition to the video frames identified as corresponding to loading screens, a control unit configured to receive an input from the monitoring unit, and in response said input, select pre-generated image content for displaying in place of or in addition to the video frames detected as corresponding to a loading screen, and a display unit operable to display the selected pre-generated image content in place of or in addition to the video frames detected as corresponding to a loading screen.