Steam Cracks Down on Forced In-Game Ads and Abandoned Early Access Titles
Valve has clarified its stance on in-game advertising, reinforcing its ban on games that force players to watch ads. This policy, part of Steamworks' terms for almost five years, now has its own dedicated page, likely due to the platform's rapid growth. SteamDB reports a surge in game releases, with 18,942 in 2024 alone.
No More Forced Ads:
Games requiring ad viewing for gameplay or offering rewards for watching ads are prohibited. This common practice in free-to-play mobile games is unacceptable on Steam. To be listed, such games must remove ad elements or transition to a paid model. Alternatively, a free-to-play model with optional microtransactions or DLC is permissible, as exemplified by Good Pizza, Great Pizza.
Product Placement Allowed:
While disruptive ads are banned, product placement and cross-promotions (with proper licensing) are allowed. Examples include sponsor logos in racing games or real-world brands in skateboarding games. This policy aims to maintain high-quality games and enhance user experience.
Abandoned Early Access Games Flagged:
Steam now flags Early Access games untouched for over a year. Their store pages include a message indicating the time since the last update and that developer information may be outdated. This helps users identify potentially abandoned projects, supplementing existing negative reviews. The community largely welcomes this addition, with some suggesting delisting games neglected for extended periods (five years or more).
