This is the way of the modern world, sadly. I honestly feel like "our time" for football games is dead and buried, which makes me so desperately sad. I don't want to play the old games any more.
In 2018, PES was selling less than 1 million copies compared to FIFA's 12 million (
source). FIFA sales were up 6%-10% each year since - I vaguely remember seeing 20+ million sales for last year mentioned somewhere. But PES's numbers stayed the same.
Release a fully-featured £60+ football game and it'll barely sell, because FIFA exists at (almost) the same price and does everything better (maybe not the gameplay, but even then, public opinion of PES's gameplay is pretty poor).
Whereas... Release a simplified barebones product for free, across many platforms, cut your development / physical release costs, and sell "coins" to a fraction of your audience and... Ka-ching!
Single-player gamers only have one place to go, and that place is just as obsessed with "coins" - and they're less than a year away from a major rebrand, just like PES-to-eFootball. I fear the worst.