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 move comes amidst a surge in Steam game releases; SteamDB reports over 18,942 new games in 2024 alone. This increased volume likely prompted Valve to strengthen its advertising guidelines. Steam's ad-free environment means games relying on forced ads must remove them or transition to a paid model. Alternatively, developers can adopt a free-to-play model with optional microtransactions or DLC, as seen with the successful port of Good Pizza, Great Pizza.
While disruptive ads are prohibited, product placement and cross-promotions (with proper licensing) are permitted. Examples include sponsor logos in racing games or real-world brands in skateboarding games. This policy prioritizes a high-quality, ad-free experience for Steam users.
In another significant update, Steam now flags Early Access games stagnant for over a year. Store pages for these games will display a message indicating the time since the last update and warning that developer information may be outdated.
This addition complements existing user reviews and helps customers identify potentially abandoned projects. While many welcome this change, some advocate for delisting games neglected for extended periods (five years or more). The community overwhelmingly supports these measures aimed at improving the overall Steam experience.
