Valve has recently published a dedicated page outlining its advertising policies for developers on Steam. This move clarifies what types of advertising are permitted within games distributed on the platform. Previously, these guidelines were included in Steam’s Pricing page, but they have now been relocated to a separate section on Steamworks to provide clearer guidance.
The updated policy emphasizes that Steam does not support paid advertising models within its ecosystem and aims to ensure a fair and non-disruptive gaming experience for users.
Clarifications on Advertising Practices
The new policy highlights that there are different interpretations of what constitutes advertising in a game. To address this, Valve has provided specific examples of acceptable and unacceptable advertising practices. The guidelines are meant to assist developers in understanding the rules and ensuring their games comply with Steam’s standards. This move comes in response to ongoing discussions about how in-game promotions and advertisements should be handled on the platform.
Certain types of advertising, such as product placement, are permitted as long as they are not intrusive and fit naturally within the game’s context. Valve also supports cross-promotions between developers, recognizing that many players find value in these initiatives. However, it strictly prohibits developers from charging others to be included in a bundle or featured in a sale on Steam. These restrictions ensure that promotional efforts remain fair and transparent for both developers and players.
Prohibited Advertising Models
Valve firmly states that paid advertising models should not be used as a business strategy on Steam. This includes requiring players to watch ads before playing a game or locking gameplay behind advertisements. Additionally, players should not be incentivized with in-game rewards for watching or engaging with advertisements.
If a game incorporates these elements, developers must remove them before it can be launched on Steam. These restrictions aim to maintain a seamless and enjoyable user experience without excessive commercialization.
Alongside these advertising policy changes, Valve has introduced a new feature for Early Access games. This update notifies players when an Early Access title has not been updated recently, helping them make informed decisions before purchasing.
This feature aligns with Valve’s broader efforts to improve transparency and accountability on Steam, ensuring that developers actively maintain and improve their games. By implementing these changes, Valve continues to refine its platform while protecting both developers and players from misleading or disruptive practices.