Steam Doubles Down On Banning Games With Forced In-Game Advertisements

Valve has clarified its stance on in-game advertising, creating a dedicated policy page outlining its prohibition of games forcing players to watch ads. This article explores 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 stricter policy regarding in-game advertisements, specifically banning games that require ad viewing for gameplay or offer rewards for watching ads. 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 been part of Steamworks' terms for five years, its recent spotlighting on a dedicated page suggests a proactive response to the platform's explosive growth. SteamDB data indicates a significant increase in game releases, particularly in 2024, with over 18,942 games launched. This surge likely prompted Valve to reinforce its advertising guidelines.

Steam's ad-free environment dictates that games relying on such models must remove ad elements before release. Alternatively, developers can transition to a paid model, offering a single purchase experience, or adopt a free-to-play structure with optional microtransactions or DLC. Good Pizza, Great Pizza, a successful mobile-to-Steam port, exemplifies this latter approach, converting in-app purchases into paid DLC.

Acceptable Advertising: Product Placement and Cross-Promotions

Despite the ban on disruptive ads, Valve permits product placement and cross-promotions, such as bundles and sales, provided necessary licenses are secured for copyrighted content. Examples include racing games featuring real-world sponsors or skateboarding games showcasing branded products.

This policy prioritizes high-quality gaming experiences free from intrusive ads, ensuring a more immersive and enjoyable environment for Steam users.

New Warnings for Abandoned Early Access Games

Steam has introduced a new feature flagging Early Access games lacking updates for over a year. These games now display a message on their store pages indicating the time since their last update and acknowledging potential inaccuracies in the developers' information and timelines.

This addition aims to help users identify potentially abandoned projects amidst the vast Early Access catalog. While negative reviews often signal neglect, this prominent warning provides a clearer and more immediate indication for consumers.

The community's response to these changes has been overwhelmingly positive, with many praising Valve's proactive approach. Some users suggest delisted status for games abandoned for extended periods (five years or more).