Valve has updated its Steam policies to prohibit games that require players to watch advertisements as a condition for gameplay. This includes models where players must view ads to progress or access content.

The updated guidelines specify that games should not use advertising as a core business model, such as gating gameplay behind ads or rewarding players for viewing them. Developers whose revenue models rely on such advertising practices will need to adjust their monetization strategies to comply with Steam’s policies.

However, Valve permits certain advertising methods within games:

Paid Advertising Outside Steam: Promoting the game through external channels to drive traffic to its Steam store page.

Product Placement: Incorporating real-world brands or products into the game environment, such as branded items or billboards.

Cross-Promotions: Running promotional bundles or sales events, provided they do not require other developers to pay for inclusion.

These allowances offer developers flexibility in integrating advertising without compromising the user experience on Steam.

By enforcing these policies, Valve aims to maintain a user-friendly environment on Steam, free from intrusive advertising practices. Developers are encouraged to explore alternative monetization strategies that align with these guidelines.

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