Steam Doubles Down On Banning Games With Forced In-Game Advertisements

Steam Cracks Down on Forced In-Game Ads and Abandoned Early Access Titles

Valve has solidified its stance against forced in-game advertising, creating a dedicated policy page outlining its ban on games requiring users to watch ads for gameplay or reward acquisition. This long-standing policy, integrated into Steamworks' terms for years, is now prominently featured, likely in response to the platform's explosive growth. SteamDB reports a staggering 18,942 game releases in 2024 alone.

This stricter enforcement reflects Steam's ad-free environment. Games relying on forced ads must remove them or transition to a paid model ("single purchase paid app") to be eligible for the platform. Alternatively, a free-to-play model with optional microtransactions or DLC is acceptable, mirroring the successful Steam port of Good Pizza, Great Pizza.

The policy allows for product placement and cross-promotions (with proper licensing), such as sponsor logos in racing games. This approach prioritizes high-quality games and an immersive user experience free from intrusive ads.

In another significant move, Steam now flags Early Access games stagnant for over a year. Their store pages display a message indicating the time since the last update and warning that developer information might be outdated. This complements existing user reviews and helps customers identify potentially abandoned projects.

The community overwhelmingly welcomes this change, with many suggesting that games neglected for extended periods (five years or more) should be removed entirely from the platform.