Valve Officially Bans In-Game Ads On Steam
Any paid advertising that disrupts gameplay or is used as a business model is now banned on the gaming platform.
By Syazwan Bahri — 12 Feb 2025, 05:14 PM
It looks like in-game ads on Steam are going away
While those annoying interruptions have long been a common sight in mobile games, they've also started creeping into PC games, especially free ones.
Valve's move highlights its commitment to providing a better gaming experience for Steam users
The company is known for its pro-consumer initiatives, and this ban on disruptive in-game ads is a key part of creating a more enjoyable environment for players.
The new Steamworks rule specifically states that in-game advertising must not disrupt gameplay or be used as a core business model. This means you will no longer be bombarded with ads while trying to enjoy your favourite games.
Certain games with seamless advertising like product placements or cross-promotions, as seen in Death Stranding or SKATE, should not pose an issue since they do not disrupt the gaming experience.
This removal of intrusive advertisements doesn't mean that microtransactions are going away, though
This new guideline suggests that developers who currently rely on in-game advertising might want to consider alternative monetisation strategies, such as switching to a one-time purchase model or implementing optional in-app purchases or downloadable content (DLC).
This approach could be more appealing to players, as many prefer to pay for a game upfront rather than deal with constant interruptions from ads.
