Found it

Starting Season 10, all new heroes will be immediately unlocked when they launch. All existing heroes will also be unlocked for players. This means that heroes will no longer need to be unlocked through the Battle Pass to be playable in all game modes.

New players will still need to complete the first-time user experience to unlock heroes as they learn the ropes. Once the heroes from the original Overwatch roster have been unlocked, all Overwatch 2 heroes will also become available.

So unless there was another change, new players still need to play/win games in order to unlock the full roster.