It's the FREE TIER. Of course this was bound to happen. Been listening to the free tier of spotify the last 15 years? Shit like this is everywhere.
Buy a subscription or buy your hardware and games, or deal with shit like this. But if you want free, shut up about dealing with this shit.
No, it’s moving into paid tiers also. Netflix has paid tier with ads, commercials on Amazon unless you pay more on top of prime. It will infiltrate every tier and more than just gaming.
One of my first psychology classes we discussed in detail how they condition you with ads. It’s neurologically the same as being forced to watch them. We do not use normal thought process with ads our brains use their emotions making it easier to condition you to open your wallet.
It will only continue to grow and spread as they make money to the point you will watch ads to start your car, play any game, and while in game also watching ads.
That is why just about any company now hires psychologists and sociologists to run studies, focus groups, etc to learn pattern behavior and how to get every cent they can out of you.
Then the morons who believe it is just because it is free will complain it’s in all their paid content and it will be too late, because each one of them were the reason.
Edit: So do not get mad at the folks who see it happening because they have common sense.