Valve is reinforcing its longstanding policy against paid advertising as a revenue model for games on its digital storefront, Steam. The company recently updated its advertising policy documentation to clarify that games listed on Steam cannot force players to interact with ads or incentivize ad-watching through in-game rewards. Steam is reaffirming its commitment to players by discouraging monetization strategies that might interfere with gameplay.

Clarification of an Existing Rule

While some assume this is a new policy, reports from GamingOnLinux and SteamDB confirm that Steam has prohibited paid in-game advertising for at least five years. The updated documentation makes this policy more visible to developers, guaranteeing that games relying on ad-based monetization do not make their way onto the platform.

The policy explicitly states:

“Developers should not utilize paid advertising as a business model in their game, such as requiring players to watch or otherwise engage with advertising in order to play, or gating gameplay behind advertising.”

Developers cannot offer in-game rewards in exchange for ad engagement, a common practice in mobile free-to-play games. Steam does allow product placement, cross-promotions, and paid advertising outside the platform with certain conditions. Games can feature real brands, products, or personalities as long as they are relevant and non-disruptive, with proper licensing. Developers can run cross-promotions like bundles and sales but cannot charge others for participation. Paid advertising outside Steam is permitted, and developers are encouraged to use Store Widgets and UTM Analytics for tracking.

Impact on Developers and the Industry

This policy is particularly relevant to developers who rely on ad-based monetization. Many mobile games and free-to-play titles employ interstitial or incentivized ads to generate revenue, but Steam’s stricter stance means that games using these methods are not permitted on the platform. Instead, Valve encourages developers to explore alternative monetization strategies, such as direct game sales or microtransactions.

Steam’s policy update arrives at a time when in-game advertising is a controversial topic in the gaming industry. Companies like Electronic Arts, EA, have reportedly considered integrating in-game advertising, raising concerns among players. Steam’s strong position against these practices sets a standard for PC gaming, keeping intrusive ads largely confined to mobile games.

Valve’s Consumer-Friendly Approach

Valve has long been recognized for its consumer-friendly policies. Beyond the advertising policy, the company introduces several measures to enhance player experience. Recent updates to the Steam storefront include new warnings for Early Access games that have not been updated for over a year, ensuring players are better informed before making purchases. Also, Valve supports right-to-repair for its Steam Deck, making replacement parts and repair kits easily accessible.

By maintaining its ban on paid in-game advertising, Steam is prioritizing gamers and keeping the platform a haven for high-quality PC gaming. This allows for immersive, uninterrupted gameplay without disruptive ads.