Valve has recently taken a firm stance against games that force players to engage with in-game advertisements, creating a dedicated policy page to outline their rules. This move aims to enhance the gaming experience on Steam by ensuring games remain free from intrusive ads.
Games Must Remove Ad Elements
Valve's policy specifically bans games that require players to watch or interact with ads to progress or receive rewards, a practice often seen in mobile and free-to-play games. The policy, integrated into Steamworks' terms for nearly five years, now has its own page due to the increasing number of games released on the platform. In 2024 alone, SteamDB reports that 18,942 games were launched, highlighting the need for stricter guidelines.
Steam, which does not feature paid advertisements, does not support advertisement-based business models. Developers wishing to list such games must remove these ad elements or transform their games into single-purchase paid apps. Alternatively, adopting a free-to-play model with optional microtransactions or purchasable DLCs is permissible. For instance, the business management simulator Good Pizza, Great Pizza transitioned to this model upon its port to Steam, offering add-ons as paid DLCs or unlockable through gameplay.
Product Placements and Cross Promotions Allowed on Steam
While forced ads are prohibited, product placements and cross-promotions, such as bundles and sale events, are allowed provided the necessary licenses for copyrighted content are in place. Examples include racing games like F1 Manager featuring real-life sponsor logos, or skateboarding games showcasing real-world brands.
This policy reflects Valve's commitment to providing high-quality, immersive gaming experiences on Steam, ensuring that players are not disrupted by forced advertisements.
"Abandoned" Early Access Games Now Give Warning
In addition to the ad policy, Steam has introduced a new feature to alert users about Early Access games that have not been updated in over a year. These games now display a message on their store page indicating the time since their last update and a warning that the developers' information and timeline may no longer be accurate.
This feature is designed to help customers filter out potentially abandoned titles amidst the growing number of Early Access games on Steam. While negative reviews often signal an abandoned game, this prominent notice aids in making informed purchasing decisions.
The Steam community has reacted positively to this update, with many users expressing gratitude on social media and forums. Some have suggested that games not updated in over five years should be delisted, indicating a desire for continued developer support and game maintenance.
