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

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 for gameplay or rewards. This policy, part of Steamworks' terms for nearly five years, now has its own dedicated page.

Forced Ads Banned: The updated policy explicitly prohibits games requiring ad viewing for progression or offering rewards for watching ads. This addresses a common practice in free-to-play mobile games. The increased visibility of this policy likely reflects the substantial growth of Steam's game library (18,942 releases in 2024 alone, according to SteamDB).

Alternatives for Developers: Games relying on this model must remove ad elements or transition to a paid model. A free-to-play model with optional microtransactions or DLC is also acceptable, as exemplified by Good Pizza, Great Pizza.

Permitted Advertising: The policy distinguishes between disruptive ads and acceptable forms of advertising. Product placement and cross-promotions (with proper licensing) are allowed. Examples include sponsor logos in racing games or real-world brands in skateboarding games.

Early Access Update Warnings: Steam has introduced a feature flagging Early Access games untouched for over a year. These listings now include a message indicating the time since the last update and a disclaimer that developer information may be outdated.

This addresses concerns about abandoned projects and complements existing user reviews. While welcomed by many, some users advocate for delisting games neglected for extended periods (five years or more). The overall aim is to enhance user experience and ensure a higher standard of games on the platform.