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

Valve has introduced a dedicated policy page that explicitly prohibits games from forcing players to watch in-game advertisements. This move aims to enhance the gaming experience on Steam by ensuring that games do not interrupt gameplay with mandatory ads. Let's delve into what this means for both developers and players.

Valve Rolls Out Rules for Games with Forced Advertising

Games are Forced to Remove Ad Elements

Valve's new policy explicitly bans games that require players to watch or engage with advertisements to progress or receive rewards. This practice, often seen in mobile and free-to-play games, involves unskippable ads between levels or ads that offer in-game benefits like energy refills. The policy, which has been part of Steamworks' terms for nearly five years, now has its own dedicated page, likely due to the increasing number of games on the platform. According to SteamDB, 2024 saw the release of 18,942 games on Steam.

Given the platform's growth, Valve has tightened its guidelines. Steam does not feature paid advertisements, and thus, it does not support advertisement-based business models. Developers wishing to list such games on Steam must remove these ad elements or convert their game into a "single purchase paid app." Alternatively, they can adopt a free-to-play model with optional microtransactions or purchasable DLCs. A successful example of this transition is the business management simulator Good Pizza, Great Pizza, which now offers its add-ons as paid DLCs or unlockable through gameplay.

Product Placements and Cross Promotions Allowed on Steam

While disruptive ads are banned, product placements and cross-promotions, such as bundles and sale events, are permitted as long as 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 aims to ensure a higher quality of games on Steam and an improved user experience free from intrusive advertisements. Players can enjoy a more immersive gaming experience without interruptions.

"Abandoned" Early Access Games Now Give Warning

Steam has also introduced a feature that flags Early Access games not updated for over a year. These games' store pages now include a notice indicating the duration since the last update and a warning that the developers' information and timeline may no longer be accurate.

This feature helps customers filter out potentially abandoned titles amidst the growing number of Early Access games on Steam. While negative reviews often signal abandoned games, this new notice at the top of the store page is a valuable addition.

The gaming community has responded positively to this update on social media and Steam forums, with many appreciating the transparency. Some users suggest that games not updated in over five years should be delisted, highlighting the ongoing discussion about game maintenance and support.