On Steam, Valve now provides a specific webpage detailing the kinds of ads that are permissible and those that are not.
On Steam, there have long been guidelines governing advertising. Lately, a new clarification has emerged, as pointed out by Gaming on Linux, to make these rules clearer. It’s important to note that Steam itself does not host paid ads or models. The new explanation also covers what qualifies as “advertising” in a game, the kinds of ads developers can use, and the types of advertisements that are not allowed within games on the platform.
What types of ads are allowed on Steam?
Steam supports adverts that incorporate product placement, such as genuine brands, items, personalities, etc., within gameplay. These ads are acceptable when they don’t interfere with the gaming experience and fit seamlessly into the game environment—for instance, sponsor logos in sports games like football, Formula 1, and others.
In simpler terms, cross-promotions are acceptable, like advertising combined offers, sales, and similar events. Developers may even feature other Steam products, external products, or brands; however, they’re not permitted to charge other developers for participating in a bundle nor sell access to their sale page or any other Steam page. Lastly, it’s possible for developers to run paid ad campaigns to boost traffic to their product pages on Steam.
What types of ads are not allowed on Steam?
Regarding the advertisements linked to your game on Steam, developers are prohibited from making “paid advertising a part of their game’s business model.” This means that encouraging players to watch ads in order to play, or restricting gameplay behind such ads, is not allowed.
To launch the game on Steam with success if it relies on advertising as its business model, the creators should eliminate any ad-related features first. Alternatively, they could opt for a one-time paid app version or implement microtransactions and DLCs by making the game available for free to play.
Additionally, misleading advertising tactics, specifically offering value to players by placing rewards or exclusive content behind advertisements in Steam games, is prohibited. Furthermore, developers are not permitted to charge other developers for access to Steam features like sales pages, bundles, store pages, franchise pages, and so forth.
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2025-02-10 16:18