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

Valve has taken a firm stance against forced in-game advertisements by introducing a dedicated policy page that prohibits games from requiring players to watch or engage with ads. This move aims to enhance the gaming experience on Steam by ensuring games are free from disruptive advertising.

Games Must Remove Ad Elements

Valve's policy, which has been part of Steamworks’ terms for nearly five years, now has its own page due to the increasing number of game releases on the platform. In 2024 alone, SteamDB reports that 18,942 games were launched, highlighting the need for clearer guidelines. Games that depend on ads for progression or rewards, a common tactic in mobile gaming, are not welcome on Steam unless these elements are removed or the game is transformed into a "single purchase paid app."

Developers can also opt for a free-to-play model with optional microtransactions or purchasable DLCs. A successful example of this transition is the mobile game Good Pizza, Great Pizza, which now offers its additional content as paid DLCs or unlockables within the game.

While forced ads are out, Steam does allow product placements and cross-promotions, such as bundles and sale events, as long as proper licenses for any copyrighted content are in place. This can be seen in games like F1 Manager, featuring real-life sponsor logos, or skateboarding games showcasing actual brands. Valve's policy focuses on delivering high-quality gaming experiences on PC without the intrusion of ads.

Product Placements and Cross Promotions Permitted on Steam

Valve permits product placements and cross-promotions, provided that they are done tastefully and with the necessary licensing agreements. This allows for a seamless integration of real-world brands into games, enhancing realism without disrupting gameplay.

"Abandoned" Early Access Games Now Feature Warning

In addition to the ad policy, Steam has introduced a feature that alerts users to Early Access games that have not been updated in over a year. These games now display a message on their store page indicating the duration since the last update and warning that the developers' information may no longer be current.

This new alert system helps customers navigate the vast number of Early Access titles on Steam, making it easier to identify potentially abandoned projects. While negative reviews often signal a lack of updates, this prominent notice is a valuable addition. The gaming community has responded positively, with many users expressing gratitude for the feature on social media and Steam forums. Some have even suggested that games inactive for over five years should be delisted to maintain the platform's quality.