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.
The Crackdown on Forced Ads
The updated policy explicitly prohibits games requiring ad viewing for progression or offering rewards for watching ads. This practice, common in free-to-play mobile games, is incompatible with Steam's ad-free environment. Games utilizing this model must remove ad elements or transition to a paid model (single purchase or free-to-play with optional microtransactions/DLC). Good Pizza, Great Pizza serves as an example of a successful mobile-to-Steam port adapting to this policy.
The increased emphasis on this policy likely stems from Steam's rapid growth; SteamDB reports over 18,942 game releases in 2024 alone. This surge in releases necessitates stricter adherence to guidelines.
Permitted Advertising Practices
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.
Addressing Abandoned Early Access Games
Steam has introduced a new feature flagging Early Access games untouched for over a year. These listings now include a message indicating the time since the last update and warning that developer information may be outdated.
This addition complements existing negative reviews and helps users identify potentially abandoned projects. While many welcome this feature, some suggest delisting games neglected for extended periods (five years or more). The community response has been overwhelmingly positive, with widespread appreciation for Valve's proactive approach.
