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. While this policy has existed within Steamworks' terms for years, its prominent placement reflects Steam's growing game library (a staggering 18,942 releases in 2024 alone, according to SteamDB).

The policy explicitly prohibits games that force ad viewing. This practice, common in free-to-play mobile games, often involves unskippable ads between levels or ad-based reward systems. Games on Steam utilizing this model must remove ad elements or transition to a paid, single-purchase model. Alternatively, developers can adopt a free-to-play structure with optional microtransactions or DLC, as exemplified by Good Pizza, Great Pizza.

Steam maintains its ad-free environment, rejecting advertisement-based monetization. This commitment to a clean user experience is further reinforced by the allowance of product placement and cross-promotions (with appropriate licensing) – think sponsor logos in racing games or real-world brands in skateboarding titles.

In a related 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will display a message indicating the time since the last update and a disclaimer that developer information might be outdated. This addition complements existing user reviews, providing clearer signals to consumers about potentially abandoned projects.

The community's response has been largely positive, with many praising Valve's proactive steps to enhance user experience and game quality. Some users even suggest delisting titles abandoned for extended periods (five years or more). These changes underscore Steam's dedication to providing a more curated and enjoyable gaming platform.