Valve explicitly prohibits advertising within video games on its platform

Valve has updated its Steamworks developer documentation page with details about the advertising policies allowed on its platform. A significant change is the explicit ban on in-game advertising that interferes with gameplay or requires players to view ads to access game content.

Advertising in your video games? Steam says no

According to the new regulations, the use of advertising in gaming as a revenue model is prohibited. This means that developers cannot implement systems that force players to watch ads to enjoy the gaming experience. Valve points out that this approach is a preventive measure, as the practice of advertisements interfering with gameplay is common on other platforms, especially in the mobile gaming market.

Despite this restriction, Valve continues to allow the placement of products as long as it is not disruptive. For example, a racing game that showcases cars with real sponsors is within the guidelines. Additionally, cross-promotions are allowed, but developers cannot be charged for participating in game bundles or for accessing Steam pages. According to the statement, paid advertising campaigns outside of Steam are also acceptable as long as they redirect to a page on the platform’s store.

Although many game developers on Steam have likely not adopted intrusive advertising models until now, Valve’s decision demonstrates a clear commitment to a more user-centered experience. The company has also established other guidelines, such as the prohibition of NFT and crypto-based games, in addition to requiring games that use generative artificial intelligence to disclose their use. With these policies, Valve is outlining its vision for the future of gaming on PC.

Steam DOWNLOAD