Change the lock screen wallpaper away from 'Windows Spotlight' to an image of your choice.
FWIW on a Windows PC, Windows Spotlight shows me nature and city photos with a bit of info about the place. I think I've seen a game wallpaper maybe once in all the time that PC's run Windows 10. It was pretty (some sort of anime-style game?) and not exactly a typical ad.
Looking at Google Images, looks like most of these 'game ads' are similar -- but I can understand how they can be annoying if you aren't a gamer.
I think they mean tiles in the start menu advertising various games like Candy Crush-ish stuff.
If memory serves, I removed them and moved on with my day. Think the occasional big update will add a new one, but then you remove it as well and you're good for a while.
That's interesting though. I game heavily on my Windows 10 instance. Most web browsing is gaming related and this is done in Edge as well. All I get are the scenic/animal lock screen images. Really wish they'd get some images that support 3440x1440 because it looks pretty rough (Windows Store looks even worse).
So do I. I think if Apple had a default screensaver/lockscreen image server and every now and then showed a photo of the new Apple Watch or something, the Apple people would oooh and aaaah over how amazing it was.
I run Windows 10 (pro) with nearly all the default settings. It took me a while to even realize what these "ads" were that people were complaining about. A free game that gets included with the OS! That's it.
FWIW on a Windows PC, Windows Spotlight shows me nature and city photos with a bit of info about the place. I think I've seen a game wallpaper maybe once in all the time that PC's run Windows 10. It was pretty (some sort of anime-style game?) and not exactly a typical ad.
Looking at Google Images, looks like most of these 'game ads' are similar -- but I can understand how they can be annoying if you aren't a gamer.