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 long-standing policy, integrated into Steamworks' terms for years, is now more prominently featured, likely due to the platform's explosive growth. SteamDB reports a staggering 18,942 game releases in 2024 alone.
This stricter enforcement reflects Steam's commitment to a paid, ad-free experience. Games relying on forced advertising must remove these elements or transition to a paid model (single purchase or free-to-play with optional microtransactions/DLC). Good Pizza, Great Pizza serves as a successful example of this adaptation.
While disruptive ads are prohibited, 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 high-quality experiences free from intrusive advertising.
In another significant move, Steam now flags Early Access games stagnant for over a year. Store pages for these titles will display a message indicating the time since the last update and warning that developer information may be outdated.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 helps customers identify potentially abandoned projects.
The Steam community has largely welcomed these changes, praising Valve's efforts to improve the platform's quality and transparency. Some users even suggest delisting games neglected for extended periods (five years or more).
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