Steam's overlords still think in-game ads are fine as long as they're appropriate
1 min read
Summary
Valve has published a Steamworks Documentation post outlining its policy on advertising in video games sold on its platform, stating that games may contain advertising if it is not disruptive and is appropriate within the game’s context.
Developers must obtain permission and licences to use copyrighted content in their games, including brands and products.
Valve considers cross-promotional activities such as bundles and sales to be acceptable, but cites examples of unacceptable practices such as requiring players to watch ads to progress in a game or as a reward.
The company suggests that games that use such practices on other platforms should be adapted for Steam by switching to a one-time purchase or free-to-play model with microtransactions.
Examples of effective in-game advertising include Obama campaign ads in Burnout Paradise and product placement in Overboard and The Crush House.
Some developers have reacted negatively, commenting that Valve’s changes will incentivise developers to “surreptitiously shove ads in your face”.
