Valve Will Prevent In Game Advertisement at Steam
Valve has tweaked its advertising policy to highlight a rule that prevents developers from incorporating forced ads into their games.
New Tweak at Steam from Valve
For a number of game developers, in game ads are their biggest source of revenue and the basis of their monetization model. While non-intrusive ads don’t usually impact a game’s immersion, some force the player to watch them in order to continue playing. Although such forced ads are more commonplace in mobile games, Valve now has policies in place that make sure this practice doesn’t extend to PC titles, at least through those available via Steam. With rumors of big players like EA pondering in game advertising, this Steam policy acts as a deterrent, safeguarding the interests of players.
In its advertising related document for developers (spotted by GamingOnLinux), Steam now shows a new rule that disqualifies “paid advertising” as a revenue model for games listed on the platform. According to the post, games cannot force users to engage with ads in order to play or lock gameplay behind an ad. In addition to this, they can not incentivize players to watch ads by offering them rewards. Furthermore, the policy page dictates that a developer can not charge another for Steam features, including bundles, sale pages, store pages, franchise pages, and the like. Per SteamDB on Bluesky, this stance on in game ads has existed on Steam for quite a while but is now more visible thanks to the newly added documentation change.
Throughout the years, Valve has gained quite a good reputation among gamers, especially the PC gaming community, due to its many player-first decisions. The latest change to underline Steam’s policy on ads in games is one of several consumer friendly moves that the Half-Life developer has implemented recently. Another minor but important enhancement Valve has introduced into its digital storefront was Steam’s warning about certain early access titles. In late 2024, the American developer also optimized the player experience on the Steam Community Market.
On the hardware front, Valve’s user friendly approach is noticeable, with the Steam Deck supporting right to repair through various officially supported repair kits and parts available online. Additionally, the Gabe Newell-led company is also set to ship its SteamOS with Lenovo Legion Go S, a third party PC handheld, giving fans of its custom Linux distro more options.
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