Steam Bans In-Game Ads!
Valve has rolled out new rules prohibiting in-game advertisements on Steam. Developers can no longer force players to watch ads or use ad-based rewards to make their games playable.
New Advertising Rules on Steam
- Mandatory in-game ads are strictly banned. Players cannot be required to watch ads to progress or access content.
- Mechanics like earning rewards through ads are no longer permitted on Steam.
- External ad campaigns remain allowed. Developers can use paid ads to drive traffic to their game pages and measure effectiveness via tools like UTM analysis.
Supported Features
- Product Placement: Content featuring real-world brands (e.g., sponsored logos on race cars) is permitted.
- Cross-Promotions: Bundles, discounts, or promotions with other Steam games are allowed.
Prohibited Features
- Forced Ads: Models requiring players to watch ads to continue playing are banned.
- Ad-Based Rewards: Offering in-game rewards for watching ads is prohibited.
- Charging Other Developers: Fees for participation in discount pages or bundles are not allowed.
These updates aim to block ad-driven monetization models commonly seen in mobile games. Valve emphasizes that Steam games must rely on ad-free commercial models. I fully support Steam’s player-friendly approach—this is why it remains the unrivaled platform for PC gaming.