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 access. This policy, while existing within Steamworks' terms for years, now enjoys prominent visibility, likely due to the platform's explosive growth (SteamDB reports over 18,942 game releases in 2024 alone).
The Crackdown on Forced Ads
The new policy explicitly prohibits games that force players to view advertisements to progress or earn rewards – a common practice in many free-to-play mobile games. To gain entry onto Steam, such games must remove these ad elements or transition to a paid, single-purchase 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.
Acceptable Advertising Practices
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 approach prioritizes a high-quality, ad-free gaming experience for Steam users.
Early Access Game Monitoring
Steam has also introduced a feature flagging Early Access games stagnant for over a year. These listings now prominently display a message indicating the time since the last update and warning that developer information may be outdated. This complements existing user reviews and helps users identify potentially abandoned projects.
The community's response has been overwhelmingly positive, with many praising Valve for improving transparency and user experience. Some users even suggest delisting games neglected for extended periods (five years or more). These changes reflect Steam's commitment to providing a superior PC gaming experience, free from intrusive ads and abandoned projects.
