No self-respecting gamer likes watching ads while playing, especially if they have a choice.
Valve also committed to this by releasing a new set of advertising rules for Steam, first reported by Gaming on Linux. These rules prohibit games that force players to watch in-game ads on Steam.
The unsupported advertising on Steam includes games requiring players to watch or engage with advertising to play or gating gameplay behind advertising. Advertisers also can’t use ads to provide value to players, like giving players rewards for watching or engaging with ads.
“If your game’s business model relies on advertising on other platforms, you will need to remove those elements before shipping on Steam. Some options you could consider include switching to a single purchase “paid app,” or making your game free to play with optional upgrades sold via Microtransactions or Downloadable Content (DLC),” the document explained.
Developers also can’t charge other developers for access to Steam features, such as sale pages, bundles, store pages, franchise pages, etc.
The rules also set guidelines for allowable advertisements within the platform. For example, games can feature real brands, products, personalities, etc., as part of gameplay, as long as the portrayals are not disruptive and appropriate within the game’s context.
Developers may also run cross-promotional activities on Steam and paid advertising campaigns outside the platform.
Steam’s Pricing FAQs page also explicitly talks about not supporting paid advertisements on its platform and what games and/or products should do instead.