EA has tried this before, with predictable results. In 2020, EA Sports UFC 4 included full-screen ads for the Amazon Prime series The Boys that would appear during ‘Replay’ moments. These were absent from the game when it launched, with EA introducing the ads about a month later, thereby preventing them from being highlighted in reviews. It wasn’t long before the backlash led to EA disabling the ads.
I’m pretty sure their goal is to bring ads in the same form as the mobile games, not as part of the in-game world. If they can do it on mobile, why shouldn’t they on pc or consoles?
I think this will be an important thing for gamers to unite against, because if there isn’t enough push back, every big studio will do the same.