Valve has launched a dedicated policy page clarifying 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 Updated Policy on Forced In-Game Advertising
Crackdown on Forced Ads
Valve has strengthened its policy against games requiring players to watch or interact with ads for gameplay or rewards. This practice, common in free-to-play mobile games, often involves unskippable ads between levels or ad-based reward systems (like energy refills).
While the policy has existed within Steamworks' terms for five years, its recent prominent placement reflects the platform's explosive growth. SteamDB data shows a dramatic increase in game releases, with over 18,942 launched in 2024 alone. This surge likely prompted Valve to clarify and enforce its existing guidelines.
Steam's ad-free environment necessitates the removal of such monetization models. Games relying on forced ads must either remove them or transition to a paid model (single purchase). Alternatively, developers can adopt a free-to-play model with optional microtransactions or DLC, as seen with the successful port of Good Pizza, Great Pizza.
Acceptable Advertising: Product Placement and Cross-Promotions
Despite the ban on disruptive ads, product placement and cross-promotions (like bundles and sales) remain permissible, provided all necessary licenses are secured. Examples include racing games featuring real-world sponsors or skateboarding games showcasing authentic brands.
This policy aims to elevate the quality of PC gaming experiences by eliminating intrusive ads and maintaining an immersive, uninterrupted gameplay environment.
New Warnings for Abandoned Early Access Games
Steam has implemented a new feature flagging Early Access games stagnant for over a year. These titles now display a message on their store pages indicating the time since their last update and warning that developer information might be outdated.
This addition helps users filter out potentially abandoned projects. While negative reviews serve a similar purpose, the prominent notice provides a clearer, more immediate warning.
The community's response has been largely positive, with many praising Valve's proactive approach. Some users even suggest delisting games neglected for extended periods (five years or more).
