The functionality to display full-screen ads has existed since launch, and yet, Microsoft has only recently started showing them.

Previously, Microsoft has shown app recommendations in the Windows 10 Start menu too, but this is the first time we’re seeing such ads on the lock screen. Specifically, the wallpaper is changed with a new graphic advertising the latest iteration of Tomb Raider, but in addition to the background photo itself, users also get a link that leads them to the store to purchase the game. HowToGeek writes that Windows 10 PCs with Windows Spotlight enabled are seeing full-screen ads for Rise of the Tomb Raider right on the lock screen if a dedicated option is activated in the Settings screen (this option is turned on by default when you enable Spotlight).

Back in July 2015, when it was officially rolled out to users around the world, Windows 10 also introduced a new feature called Windows Spotlight, which displays new wallpapers on the lock screen every day and allows users to vote for the ones they like.īut it appears that the very same feature is now being used to display some full-screen ads for apps and games listed in the store, according to a recent report.