Steam Cracks Down on Forced In-Game Advertising

Valve has solidified its stance against forced in-game advertising, creating a dedicated policy page outlining its prohibition. This clarifies existing Steamworks terms and conditions, emphasizing the removal of ads as a requirement for game inclusion on the platform.

Forced Ads Banned

The updated policy explicitly bans games requiring players to watch or interact with ads for gameplay or reward access. This practice, common in free-to-play mobile games, is incompatible with Steam's ad-free environment. While the rule has existed for years, its prominence has increased likely due to the platform's significant growth (over 18,942 game releases in 2024 alone, according to SteamDB).

To comply, developers must remove ad elements or transition to a paid model. Alternatively, a free-to-play structure with optional microtransactions or DLC is acceptable, as exemplified by Good Pizza, Great Pizza.

Permitted Advertising

While intrusive ads are prohibited, product placement and cross-promotions (with proper licensing) are allowed. This includes real-world sponsorships in games like racing or skateboarding simulators.

Abandoned Early Access Games Flagged

Steam has implemented a new feature flagging Early Access games untouched for over a year. Store pages now display a message indicating the time since the last update, warning users that developer information may be outdated. This complements existing user reviews and helps filter out potentially abandoned projects. The community largely welcomes this addition, with some suggesting delisting games neglected for extended periods.