In a move that reaffirms Steam’s commitment to a premium gaming experience, Valve has updated its platform policies to ban games that force players to watch in-game ads. This means developers can no longer require players to sit through ads or interact with them to progress—a growing frustration in the gaming community.
According to GamingOnLinux, Valve has explicitly added these new rules to the Steam Terms of Service, ensuring that games relying on forced advertising as a business model will no longer be permitted on the platform.
Steam’s New Anti-Ad Policy: What Developers Need to Know
The updated guidelines make it clear:
“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.”
And Valve isn’t stopping there. The rules also prohibit ad-based rewards:
“Developers should not use advertising as a way to provide value to players, such as giving players a reward for watching or engaging with advertising in their game.”
While cross-promotion and product placement remain allowed, any game that violates these guidelines will be denied access to Steam’s marketplace.
No More Ad-Driven Monetization on Steam
For developers who rely on advertising revenue, Valve’s pricing guide offers a blunt reality check:
“If your game’s revenue relies on advertising on other platforms, you will need to find a new monetization model in order to release on Steam.”
This move solidifies Valve’s position as a champion of player-friendly gaming experiences, standing in stark contrast to mobile app stores and other platforms where intrusive ads have become the norm.
Gabe Newell: The Savior of Gamers Once Again
Gabe Newell and Valve have long been seen as gaming’s knight in shining armor, and this decision further cements their reputation. By rejecting the exploitative ad-driven model, Valve is making a statement: games should be about immersion, not interruptions.
As the gaming world continues to grapple with predatory monetization tactics, Steam remains a haven for players who just want to play—without being bombarded by ads.
For developers, the message is clear: adapt or get left behind.
