Steam Cracks Down on Forced In-Game Advertising

Valve has solidified its stance against intrusive in-game advertising, establishing a dedicated policy page outlining its prohibition of games requiring players to watch ads for gameplay or reward progression. This clarifies a pre-existing Steamworks term, now prominently featured to address the platform's rapid growth. SteamDB reports a surge in game releases, with 18,942 in 2024 alone, prompting Valve to reinforce its guidelines.

Games Facing Removal of Ad Elements

The policy explicitly bans games employing unskippable ads or ad-based reward systems, common in free-to-play mobile games. To be listed on Steam, such games must remove these elements or transition to a paid, single-purchase model. Alternatively, developers can adopt a free-to-play model with optional microtransactions or DLC, as exemplified by Good Pizza, Great Pizza.

Permitted Advertising Practices

While disruptive ads are prohibited, Steam allows product placement and cross-promotions (with proper licensing), such as sponsor logos in racing games or real-world brands in skateboarding games. This policy prioritizes a high-quality, ad-free user experience.

New Warnings for Abandoned Early Access Games

Steam now flags Early Access games lacking updates for over a year, adding a message to their store pages indicating the time since the last update and potential outdated information. This complements existing negative reviews and assists users in identifying potentially abandoned projects. The community largely welcomes this addition, with some suggesting delisting games neglected for extended periods.