Valve has recently updated its developer guidelines, explicitly prohibiting games on the Steam platform from incorporating in-game advertisements or implementing reward-based ad interactions that grant players additional benefits for engaging with ads.
Such mechanics are prevalent in mobile games, often appearing as intrusive visual or interactive elements that require players to manually dismiss them or endure the full duration of an advertisement. In some cases, players may even be incentivized to engage with ads to receive rewards such as ad-free gameplay, extended playtime, or in-game items.
To preserve the integrity of the gaming experience on Steam, Valve now mandates that titles released on the platform must not include such ad-driven mechanics. If a game previously launched on other platforms with these features, the advertising-based reward systems must be removed before it can be listed on Steam.
However, Valve has clarified that integrated advertising, product placements, and brand promotions within games are still permitted, provided they do not disrupt the player’s experience. Acceptable implementations include advertisements embedded in the game’s environment, such as background billboards, in-game settings, or character clothing, as long as they remain non-intrusive and seamlessly integrated into the gameplay.
