Steam Cracks Down on Forced In-Game Ads and Abandoned Early Access Titles
Valve has solidified its stance against intrusive in-game advertising, creating a dedicated policy page outlining its ban on games requiring players to watch ads for gameplay or reward access. This policy, integrated into Steamworks' terms for years, is now prominently featured, likely in response to the platform's rapid growth (SteamDB reports over 18,942 game releases in 2024 alone).
The Ban on Forced Ads:
The new policy explicitly prohibits games that force players to view ads to progress or earn rewards – a common practice in many free-to-play mobile games. Games on Steam must remove such ads entirely or transition to a paid model (single purchase) to be eligible for listing. Alternatively, developers can opt for a free-to-play model with optional microtransactions or DLC, as seen with the successful port of Good Pizza, Great Pizza.
Permitted Advertising:
The policy clarifies that 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 distinction aims to maintain a high-quality user experience free from disruptive advertising.
Early Access Game Monitoring:
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listings now include a message indicating the time since the last update and warning that developer information may be outdated.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 user reviews and aims to help consumers avoid abandoned projects.
The community response has been largely positive, with many praising Valve's proactive measures. Some users even suggest delisting games neglected for extended periods (five years or more). This update reflects Steam's commitment to providing a positive experience for its users by curating higher-quality games and providing transparency regarding Early Access titles.
