Steam Doubles Down On Banning Games With Forced In-Game Advertisements

Steam Cracks Down on Forced In-Game Ads and Abandoned Early Access Titles

Valve has clarified its stance on in-game advertising, reinforcing its prohibition of games that force players to watch ads. This policy, part of Steamworks' terms for nearly five years, now boasts a dedicated page.

No More Forced Ads: The updated policy explicitly bans games requiring ad viewing for gameplay or offering rewards for watching ads. This addresses a common practice in free-to-play mobile games. The increased emphasis on this rule likely stems from the significant growth in Steam game releases – a staggering 18,942 in 2024 alone, according to SteamDB.

Options for Developers: Games relying on such ad models must remove these elements 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.

Permitted Advertising: The policy doesn't prohibit all advertising. 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 policy aims to elevate the quality of PC gaming experiences by eliminating disruptive ads and enhancing user immersion.

Early Access Game Updates: Steam has also implemented a 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listings now include a message indicating the time since the last update and warning that developer information may be outdated.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 a clear warning about potentially abandoned projects. The community's response has been overwhelmingly positive, with many suggesting that games neglected for extended periods (five years or more) should be delisted.