That isn't the impression I'm getting from the article. It doesn't sound like it's something that's programmed into games themselves, as much as running on the operating system. If you take a look at the patent itself, it specifically mentions
"...obtaining a promoted content trigger event from the interactive software application based at least partially on content of the interactive software application; suspending the user's interaction with the interactive software application; and presenting promoted audiovisual content to the user."
I believe this is something that's primarily going to impact Microsoft store/Xbox purchases, if they do anything with it.
If it requires new games to send out pause screen triggers so it can overlay ads, I don't see why wine would have to do anything with them.