Steam Cracks Down on Forced In-Game Ads, Improves Early Access Transparency
Valve has solidified its stance against forced in-game advertisements, creating a dedicated policy page outlining its ban on games requiring ad viewing for gameplay or offering rewards for watching ads. This practice, common in free-to-play mobile games, is explicitly prohibited on Steam.
While the policy has existed within Steamworks' terms for years, its prominent placement reflects the platform's rapid growth (SteamDB reports 18,942 game releases in 2024 alone). This move reinforces Steam's commitment to a paid-game model or free-to-play models with optional microtransactions/DLC, as seen in the successful port of Good Pizza, Great Pizza.
The policy clarifies that while disruptive ads are banned, product placement and cross-promotions (with proper licensing) are permitted. This allows for realistic branding in games like racing or skateboarding simulators.
Beyond advertising, Steam has introduced a new feature flagging Early Access games stagnant 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listings now include a message indicating the time since the last update and warning that developer information may be outdated.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, providing clearer signals for potentially abandoned projects. Community reaction has been overwhelmingly positive, with many users praising the improved transparency and suggesting the delisting of extremely outdated Early Access titles. The changes aim to enhance the overall user experience and ensure a higher quality game selection on the platform.
