Depends on what direction the play is in. Determine that jacked up with tire on, then take tire off and try to find what area has the slack in it.
Wheel bearings are certainly one of the more likely suspects, though it could be something else like worn ball joint(s), tie rod ends, even control arm bushings or a combination of the above have play with one now at the necessary-replacement point. For example you might decide while doing a hub, that you ought to replace the BJs while it's torn apart that far, though if the BJ's aren't separate from the control arms, removal of control arms could mean a wheel alignment needs done afterwards.
Don't get cheap generic wheel bearings. In your case I mean whole hubs as that's what seems to be on your front wheels. They won't last. From a value perspective I'd go with Timken at ~$117, or at higher cost gain a limited lifetime warranty with the OEM $150 ACDelco hubs. The Raybestos also have a limited lifetime warranty and are cheaper but I don't know what their quality is like these days. At one point they were putting things from different suppliers in the same boxes.
https://www.rockauto.com/en/catalog...&+wheel+hub,wheel+bearing+&+hub+assembly,1636
If it has driven front wheels (4WD or AWD) be sure to tighten the CV axle nuts with a torque wrench or the hubs may fail prematurely, whether you're replacing hubs or keeping same and something else (like a ball joint) needs the axle pulled out of the hub.