Steam Cracks Down on Forced In-Game Ads and Abandoned Early Access Titles
Valve has clarified its stance on in-game advertising, explicitly banning games that force players to watch ads for gameplay or rewards. This policy, part of Steamworks' terms for nearly five years, now has its own dedicated page, likely due to the platform's rapid growth (SteamDB reports 18,942 game releases in 2024 alone).
Forced Ads Banned; Alternatives Offered
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 on Steam must remove such elements or transition to a paid model ("single purchase paid app"). Alternatively, developers can adopt a free-to-play model with optional microtransactions or DLC, as seen with the successful port of Good Pizza, Great Pizza.
Product Placement and Cross-Promotions Permitted
While disruptive ads are prohibited, product placement and cross-promotions (with proper licensing) remain acceptable. Examples include sponsor logos in racing games or real-world brands in skateboarding games. This policy prioritizes a high-quality, ad-free experience for Steam users.
New Warnings for Stalled Early Access Games
Steam has introduced a feature flagging Early Access games untouched for over a year. These titles now display a message on their store pages indicating the time since their last update and that developer information may be outdated. This addition helps users identify potentially abandoned projects, complementing existing user reviews.
The community largely welcomes this change, with some suggesting that games neglected for extended periods (five years or more) should be delisted. These updates aim to enhance the quality and reliability of the Steam experience for players.
