Steam Cracks Down on Forced In-Game Ads and Abandoned Early Access Titles
Valve has solidified its stance against forced in-game advertising, creating a dedicated policy page outlining its ban on games requiring users to watch ads for gameplay or reward access. This policy, while existing within Steamworks' terms for years, now enjoys prominent visibility, likely in response to the platform's explosive growth (SteamDB reports 18,942 game releases in 2024 alone).
The policy explicitly prohibits games that incorporate mandatory, unskippable advertisements, a common practice in many free-to-play mobile games. Games seeking Steam distribution must remove such ad elements or transition to a paid model ("single purchase paid app"). Alternatively, a free-to-play model with optional microtransactions or DLC is acceptable, as exemplified by the successful port of Good Pizza, Great Pizza.
While disruptive ads are banned, Steam permits product placement and cross-promotions (with proper licensing), such as sponsor logos in racing games or real-world brands in skateboarding games. This policy prioritizes a high-quality, ad-free gaming experience for Steam users.
In a related move, Steam now flags Early Access games stagnant for over a year. Store pages for these titles display a message indicating the time since the last update and warning that developer information may be outdated.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 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 titles neglected for extended periods (five years or more). These updates reflect Steam's commitment to curating a robust and enjoyable gaming experience for its users.
