This is yet another piece of egregious dogshit that has been in mobile games for years which is now spreading to infect/infest other platforms. And it'll probably end up being even worse than you think.
With mobile games, at least some of the few I've played, it started out being similar to what you said above, with there being a tiny balloon that would pop up in the top corner of the screen that you could click or ignore if you wanted to, which if you clicked it would play a 15-60+ second, full screen ad for some random shit that had nothing to do with the game (usually it was an ad for another game or app on Google Play), after which you'd get some insignificant bauble like, for example, a minuscule amount of simoleons in The Sims FreePlay (or an even more infinitesimal amount of the other, shittier Lifestyle Points or Social Points, i.e. the "special" in-game currencies they introduced specifically for the mobile game that you otherwise had to buy with IRL money, and behind which most of the game was severely pay-walled).
However, after only a few days of playing the game (e.g. The Sims FreePlay, again), it very quickly became 15-60+ second, full screen ads that randomly played of their own volition without you having any choice in the matter whatsoever, every five minutes or less, and you got exactly jack shit and fuck all for being forced to watch them (which is, you know, the way it already was by default in most other mobile games). Needless to say, that was the point where I stopped playing The Sims FreePlay altogether, same as I did with any and every other mobile game that I tried that did that shit, which was the vast majority of them. And as I said, most of them didn't even bother with that cutesy, disingenuous "click and watch the ad if you want to" stuff at all. And, of course, the whole "special in-game currency you otherwise have to buy with IRL money and behind which most of the game is severely pay-walled" shit was also still there, obviously, completely irrespective of and unaffected by any ads you are forced to watch in that manner. I predict that it will almost assuredly become just like this with console games as well, once this "optional" horseshit infests/infects them.
For me, this kind of in-game advertising will simply become yet another thing that I check for prior to buying a game. Does your game require me to be online 24/7 even for a solo, singleplayer experience? Then fuck off; you don't get my money. Has most of your game been chopped out to be sold separately as DLC? Then fuck off; you don't get my money. Does your game contain Denuvo or some other kind of draconian DRM malware? Then fuck off; you don't get my money. Does your game contain loot boxes or other such "surprise mechanics"? Then fuck off; you don't get my money. Does your game contain in-game advertising like what is described above? Then fuck off; you don't get my money.
Sadly, frustratingly, infuriatingly, as has been the case with every other goddamned fucking shitty thing that has ever been shat out by the video game industry over the past few decades, the worst part about this dogshit is that far too many other gamers are going to willingly suck this shit down from the sewer pipe surgically attached to their lips, deem it just wonderful, ask for seconds, and then proceed to try to gaslight everyone else with their fanboyism/reputation management drone-ism about just how great and worthwhile and necessary it is that this dogshit has been introduced into video games.
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With mobile games, at least some of the few I've played, it started out being similar to what you said above, with there being a tiny balloon that would pop up in the top corner of the screen that you could click or ignore if you wanted to, which if you clicked it would play a 15-60+ second, full screen ad for some random shit that had nothing to do with the game (usually it was an ad for another game or app on Google Play), after which you'd get some insignificant bauble like, for example, a minuscule amount of simoleons in The Sims FreePlay (or an even more infinitesimal amount of the other, shittier Lifestyle Points or Social Points, i.e. the "special" in-game currencies they introduced specifically for the mobile game that you otherwise had to buy with IRL money, and behind which most of the game was severely pay-walled).
However, after only a few days of playing the game (e.g. The Sims FreePlay, again), it very quickly became 15-60+ second, full screen ads that randomly played of their own volition without you having any choice in the matter whatsoever, every five minutes or less, and you got exactly jack shit and fuck all for being forced to watch them (which is, you know, the way it already was by default in most other mobile games). Needless to say, that was the point where I stopped playing The Sims FreePlay altogether, same as I did with any and every other mobile game that I tried that did that shit, which was the vast majority of them. And as I said, most of them didn't even bother with that cutesy, disingenuous "click and watch the ad if you want to" stuff at all. And, of course, the whole "special in-game currency you otherwise have to buy with IRL money and behind which most of the game is severely pay-walled" shit was also still there, obviously, completely irrespective of and unaffected by any ads you are forced to watch in that manner. I predict that it will almost assuredly become just like this with console games as well, once this "optional" horseshit infests/infects them.
For me, this kind of in-game advertising will simply become yet another thing that I check for prior to buying a game. Does your game require me to be online 24/7 even for a solo, singleplayer experience? Then fuck off; you don't get my money. Has most of your game been chopped out to be sold separately as DLC? Then fuck off; you don't get my money. Does your game contain Denuvo or some other kind of draconian DRM malware? Then fuck off; you don't get my money. Does your game contain loot boxes or other such "surprise mechanics"? Then fuck off; you don't get my money. Does your game contain in-game advertising like what is described above? Then fuck off; you don't get my money.
Sadly, frustratingly, infuriatingly, as has been the case with every other goddamned fucking shitty thing that has ever been shat out by the video game industry over the past few decades, the worst part about this dogshit is that far too many other gamers are going to willingly suck this shit down from the sewer pipe surgically attached to their lips, deem it just wonderful, ask for seconds, and then proceed to try to gaslight everyone else with their fanboyism/reputation management drone-ism about just how great and worthwhile and necessary it is that this dogshit has been introduced into video games.