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 details the new rules and their implications for players and developers.

Valve's Updated Policy on Forced In-Game Advertising

Crackdown on Forced Advertisements

Valve has implemented a stricter policy banning games that require players to watch or interact with ads to progress or earn rewards. This practice, common in free-to-play mobile games, often involves unskippable ads between levels or ad-based reward systems.

While the policy has existed within Steamworks' terms for five years, its recent prominent placement reflects the platform's rapid growth. SteamDB data shows a significant increase in game releases, with over 18,942 in 2024 alone. This surge likely prompted Valve to reinforce its advertising 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, such as a one-time purchase. Alternatively, developers can adopt a free-to-play model with optional microtransactions or DLC, as exemplified by Good Pizza, Great Pizza.

Permissible Advertising: Product Placement and Cross-Promotions

Despite the ban on disruptive ads, Steam permits product placement and cross-promotions (with proper licensing), such as branded items in racing or skateboarding games. This allows for realistic representation without interrupting gameplay.

This policy aims to elevate the quality of PC gaming experiences by eliminating intrusive ads, ensuring a more immersive and enjoyable experience for Steam users.

New Warnings for Abandoned Early Access Games

Steam has introduced a feature flagging Early Access games neglected for over a year. These games now display a message on their store pages indicating the time since their last update and warning that developer information may be outdated.

This addition helps users identify potentially abandoned projects. While negative reviews serve a similar purpose, the prominent notice provides clearer upfront information, especially given the sheer volume of Early Access titles on Steam.

The community response has been largely positive, with many praising Valve for this improvement. Some users suggest delisted status for games abandoned for extended periods, like five years or more.