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

Valve has created a dedicated page outlining its advertising policies, explicitly prohibiting games that force players to watch in-game ads. This article details these rules and their implications for players.

Valve's New Policy on Forced In-Game Advertising

Crackdown on Forced Ads in Games

Valve has implemented a clear policy banning games that require users to watch or interact with in-game advertisements for gameplay or reward purposes. This practice, common in free-to-play mobile games, often involves unskippable ads between levels or ad-based reward systems like energy refills.

While this policy has been part of Steamworks' terms for five years, its recent spotlighting on a dedicated page suggests a proactive approach, likely driven by the platform's explosive growth. SteamDB data shows a significant increase in game releases, with 2024 alone boasting over 18,942 new titles.

This surge in releases may have prompted Valve to reinforce its guidelines. Steam's ad-free environment dictates that games relying on ad-based monetization must remove these elements before release. Alternatively, developers can opt for a paid, single-purchase model or a free-to-play model with optional microtransactions or DLC. Good Pizza, Great Pizza, a successful mobile-to-Steam port, exemplifies this adaptation, converting in-app purchases into paid DLC.

Product Placement and Cross-Promotions Remain Permitted

It's important to note that while disruptive ads are prohibited, product placement and cross-promotions (like bundles and sales) are allowed, provided necessary licenses are secured for any copyrighted content. This allows for realistic branding in games like racing simulators (e.g., F1 Manager's sponsor logos) or skateboarding games featuring real-world brands.

This policy aims to maintain a high standard of quality and user experience on Steam, ensuring a more immersive and uninterrupted gaming environment free from intrusive advertisements.

New Warnings for Abandoned Early Access Games

Steam has quietly 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message on their store pages indicating the time since their last update and warning that developer information may be outdated.

Given the abundance of Early Access titles on Steam, this alert helps users identify potentially abandoned projects. While negative reviews often serve this purpose, the prominent notice provides a clearer and more immediate warning.

The news has been met with positive reactions on social media and Steam forums, with many praising Valve's initiative. Some users even suggest that games abandoned for extended periods (five years or more) should be delisted entirely.