Google-Friendly News: Steam Cracks Down on Forced In-Game Ads

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

Valve has solidified its stance against intrusive in-game advertising, creating a dedicated policy page outlining its ban on games requiring players to watch ads for gameplay or reward progression. This policy, previously integrated into Steamworks' terms, is now prominently featured, likely in response to the platform's significant growth (over 18,942 game releases in 2024 alone, according to SteamDB).

The policy prohibits games that force ad views for continued play or reward acquisition, a common practice in many free-to-play mobile games. Games aiming for Steam release must remove such ad elements or transition to a paid model with optional microtransactions or DLC, similar to 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 branded items in skateboarding games. This policy prioritizes a high-quality, ad-free experience for Steam users.

In another significant move, Steam now flags Early Access games stagnant for over a year. Store pages for these games display a message indicating the time since the last update and warning that developer information may be outdated.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 identify potentially abandoned projects.

The community has largely welcomed these changes, with many praising Valve's proactive approach to maintaining a positive user experience and curating quality content. Some users even suggest delisting games untouched for extended periods (five years or more).