Valve Bans Games With Forced In-Game Ads on Steam

The updated Steamworks guidelines prohibit ad-based business models, clarifying rules to enhance the player experience.

Valve has explicitly banned games on Steam that require players to watch or engage with ads to progress or unlock gameplay features.
The new dedicated Steamworks page consolidates existing policies, making them more visible and easier for developers to understand.
Product placements and cross-promotions are still allowed, provided they are non-disruptive and contextually appropriate within the game.
Developers relying on ad-based revenue must shift to alternative models, such as single-purchase games or free-to-play with microtransactions or DLC.
This move is seen as a proactive step to maintain a consumer-friendly gaming environment and prevent exploitative practices common in mobile games.