Valve has introduced a new advertising page in the Steamworks developer documentation. This page outlines the types of advertising and promotions allowed on Steam, while explicitly banning in-game advertising as a revenue model on the PC gaming platform.
Allowed Advertising on Steam
Advertising is still permitted on Steam, but only if “such images are not intrusive and are appropriate within the context of the game.” For example, Valve cites a racing game featuring real sponsors on the cars. Additionally, paid advertising campaigns outside of Steam that link to a store page are also allowed.
Prohibited In-Game Advertising
Any form of in-game advertising that blocks access to gameplay or otherwise interferes with it is strictly prohibited. Developers are not allowed to use paid advertising as a business model in their game, such as requiring players to watch or otherwise engage with advertising to play.
Ban on Intrusive Advertising Models
This essentially acts as a blanket ban on any “watch this ad to keep playing” models. This prohibition also applies to in-game advertising tied to rewards like power-ups or in-game currency. While this practice is still rare on PC, it is common on mobile platforms.
Mobile Game Monetization Models
Given the current trend of mobile games being ported to PC along with their monetization models, it is clear that Steam aims to proactively clamp down on this aggressive marketing strategy. Valve’s decision underscores its commitment to maintaining a user-friendly gaming experience by preventing intrusive and disruptive advertising practices.
Future Implications for Developers
Developers will need to adjust their monetization strategies to comply with these new guidelines. This may require innovative approaches to generate revenue without relying on intrusive advertisements. By fostering a more enjoyable and uninterrupted gaming experience, Valve is setting a standard for the industry.
