Valve has created a dedicated policy page outlining its stance on in-game advertising, explicitly prohibiting games that force players to watch ads. This article details the new rules and their implications for players and developers.
Valve's New Policy on Forced In-Game Advertising
Crackdown on Forced Ads
Valve has implemented a clear policy banning games that require users to watch or interact with ads for gameplay progression or reward acquisition. This practice, common in free-to-play mobile games, often involves unskippable ads between levels or ad-based reward systems (like energy refills).
While this policy has existed within Steamworks' terms for five years, its recent spotlighting on a dedicated page suggests a proactive response to the platform's rapid growth. SteamDB data shows a significant increase in game releases, particularly in 2024 (18,942 games launched). This surge likely prompted Valve to reinforce its advertising guidelines.
Steam's ad-free environment necessitates the removal of ad-based monetization models. Games relying on such models must either remove ad elements entirely or transition to a paid model (single purchase). Alternatively, developers can opt for a free-to-play model with optional microtransactions or DLC, as exemplified by Good Pizza, Great Pizza.
Product Placement and Cross-Promotions Remain Permitted
Importantly, this policy doesn't prohibit all forms of advertising. Product placement and cross-promotions (bundles, sales) are allowed, provided appropriate licensing is secured for any copyrighted content. This includes sponsorships in racing games or branded items in skateboarding games.
This policy aims to elevate the quality of PC gaming experiences on Steam by eliminating disruptive ads and enhancing user immersion.
Early Access Games Receive "Abandoned" Warnings
Steam has introduced a new feature flagging Early Access games without updates for over a year. These games now display a message on their store pages indicating the time elapsed since the last update and warning that developer information may be outdated.
This addition helps users filter out potentially abandoned projects. While negative reviews serve as a warning, this prominent notice offers additional clarity, especially given the significant number of Early Access titles on Steam.
The community's response has been overwhelmingly positive, with many praising Valve's initiative. Some users suggest that games abandoned for extended periods (five years or more) should be delisted.
