Valve has created a dedicated policy page outlining its stance on in-game advertising, explicitly prohibiting games that force players to watch ads. This clarifies existing rules and improves transparency for developers and players alike.
Valve's Updated Policy on Forced In-Game Advertising
Crackdown on Forced Ads
Steam is taking a firm stance against games requiring players to watch or interact with ads for gameplay progression or 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 been part of Steamworks' terms for years, its recent spotlighting suggests a proactive effort to enforce these rules. With a significant increase in game releases on Steam—over 18,942 in 2024 alone, according to SteamDB—this clarification is timely.
Steam's ad-free environment means games relying on forced advertising models are ineligible for the platform. Developers must remove such elements or transition to a paid model ("single purchase paid app") to be considered. Alternatively, a free-to-play model with optional microtransactions or DLC is acceptable. Good Pizza, Great Pizza, a successful mobile-to-Steam port, exemplifies this approach, converting in-app purchases into paid DLC.
Acceptable Advertising: Product Placement and Cross-Promotions
While disruptive ads are prohibited, product placement and cross-promotions (like bundles and sales) are permitted, provided all necessary licenses are secured for copyrighted content. Examples include racing games featuring real-world sponsors or skateboarding games showcasing real brands.
This policy prioritizes high-quality PC gaming experiences free from intrusive advertising, ensuring a more immersive and enjoyable gameplay for Steam users.
New Warning System for Abandoned Early Access Games
Steam has implemented a new feature alerting users to 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on their store pages indicating the time since their last update and acknowledging that developer information may be outdated.
This addition helps users navigate the vast Early Access catalog, providing a clearer signal for potentially abandoned projects. While negative reviews often highlight such issues, this prominent warning enhances transparency.
Positive community response on social media and Steam forums reflects widespread appreciation for this new feature, with some users suggesting that games abandoned for extended periods (five years or more) should be delisted.
