Steam Bans Games with Forced Ads

Valve has taken a firm stance against games that force players to engage with in-game advertisements, creating a dedicated policy page to outline these rules. This move is significant for gamers looking for uninterrupted gameplay experiences on Steam.

Games Must Remove Ad Elements

Valve's new policy explicitly bans games that require players to watch or interact with ads to progress or receive rewards. This practice, often seen in mobile and free-to-play games, disrupts gameplay with unskippable ads between levels or offers ads for in-game benefits like energy refills.

Although this rule has been part of Steamworks' terms for nearly five years, it now has its own dedicated page, likely due to the increasing number of games on the platform. According to SteamDB, 2024 saw the release of 18,942 games, highlighting the need for stricter guidelines.

Steam, which does not feature paid advertisements, does not support ad-based business models. Games wishing to be listed on Steam must remove these ad elements or transition to a "single purchase paid app" model. Alternatively, they can adopt a free-to-play model with optional microtransactions or purchasable DLCs. A successful example of this transition is the business management simulator Good Pizza, Great Pizza, which now offers its add-ons as paid DLCs or unlockable content.

Product Placements and Cross Promotions Allowed on Steam

While forced ads are prohibited, product placements and cross-promotions, such as bundles and sale events, are permitted if they comply with copyright laws. For instance, racing games like F1 Manager can feature real-life sponsor logos, and skateboarding games can showcase real-world brands.

This policy aims to enhance the quality of games on Steam and improve the user experience by eliminating disruptive ads, ensuring a more immersive gaming environment.

"Abandoned" Early Access Games Now Give Warning

In addition to the ad policy, Steam has introduced a feature to flag Early Access games that have not been updated in over a year. These games now display a notice on their store pages, indicating the duration since the last update and warning that the developers' information and timeline may no longer be current.

This feature helps customers identify potentially abandoned titles amidst the growing number of Early Access games on Steam. While negative reviews often signal abandoned games, this new notice provides a clear and immediate alert.

The gaming community has responded positively to this update, with many expressing gratitude on social media and Steam forums. Some users suggest that games not updated in over five years should be delisted, reflecting a desire for active and maintained game offerings on the platform.