Steam has updated its developer guidelines to clarify that mobile-style in-game ads are not allowed on the platform. According to the new rules, any advertising that blocks or interferes with gameplay is banned. Valve stated, “Developers should not use paid advertising as a business model in their game, such as requiring players to watch or otherwise engage with advertising in order to play.” This means that models like “watch this ad to continue playing,” as well as ads tied to rewards such as power-ups or in-game currency, are not permitted.
The updated policy stands in contrast to many free-to-play mobile games that force players to watch ads to progress. This is one of the key reasons why PC gaming remains the preferred choice for many, offering a smoother, interruption-free experience. Developers can still use product placements and cross-promotions, as long as they do not interrupt gameplay.
This story was first reported by GamingOnLinux, where they’ve detailed how Valve updated the Steamworks developer documentation—specifically the advertising page that outlines what kinds of advertising or promotion are allowed on Steam.