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.
No More Forced Ads: The updated policy explicitly prohibits games requiring ad viewing for progression or offering rewards for watching ads—a common practice in many free-to-play mobile games. This move is likely a response to the platform's explosive growth (SteamDB reports 18,942 game releases in 2024 alone).
To be listed on Steam, games using 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.
Product Placement Allowed: The policy distinguishes between disruptive ads and acceptable product placement or cross-promotions (with proper licensing). Examples include sponsor logos in racing games or real-world brands in skateboarding games.
This policy aims to improve the overall user experience by eliminating intrusive ads and ensuring higher-quality games on the platform.
Abandoned Early Access Games Flagged:
Steam has introduced a new feature to alert users about Early Access games that haven't received updates for over a year. These games will now display a message on their store pages indicating the time since the last update and that developer information may be outdated.
This addition complements existing user reviews and helps users identify potentially abandoned projects. While many welcome this change, some suggest that games neglected for extended periods (five years or more) should be delisted entirely. The community response on social media and Steam forums has been overwhelmingly positive.
