Valve Cracks Down on Games with Invasive In-Game Advertising on Steam

Steam Cracks Down on Forced In-Game Ads, Improves Early Access Transparency

Valve has clarified its stance on in-game advertising, explicitly banning games that force players to watch ads for gameplay or rewards. This policy, while existing within Steamworks' terms for years, now boasts a dedicated page, likely in response to the platform's explosive growth (over 18,942 game releases in 2024 alone, according to SteamDB).

Forced Ads Banned, Alternative Monetization Encouraged

The updated policy prohibits games requiring ad viewing for progression or offering rewards for watching ads—a common practice in free-to-play mobile games. Games utilizing this model must remove ad elements or transition to a paid model (single purchase) to be listed on Steam. Alternatively, developers can adopt a free-to-play model with optional microtransactions or DLC, as exemplified by Good Pizza, Great Pizza.

Product Placement and Cross-Promotions Remain Permitted

This policy doesn't affect all forms of advertising. Product placement and cross-promotions (bundles, sales) are allowed, provided necessary licenses are secured for copyrighted content. Examples include sponsor logos in racing games or real-world brands in skateboarding games. The goal is to maintain a high-quality experience without intrusive ads.

Early Access Games Receive "Abandoned" Warnings

Steam has also introduced a warning system for Early Access games neglected for over a year. These titles will now display a message on their store pages indicating the time since their last update and that developer information may be outdated. This complements existing user reviews and helps users identify potentially abandoned projects.

The community largely welcomes these changes, with many suggesting that games abandoned for extended periods (five years or more) should be removed from the platform entirely. These updates aim to improve the overall Steam experience by promoting higher-quality games and greater transparency for consumers.