Valve has updated its advertising guidelines for video games offered on Steam. Developers are no longer allowed to place ads in games solely to generate revenue. For example, forcing players to watch short ads to continue playing, earn in-game currency, and gain additional power-ups.
This is a technique used by freemium games on mobile devices to allow them to continue being offered “for free” to players. Developers are still allowed to place in-game advertising as long as it doesn’t disrupt the gameplay. Ads for buying games outside of the game are also allowed.
Valve has previously banned the sale of crypto games and NFTs on Steam. This is part of Valve’s efforts to ensure that the video game experience through their platform is not disrupted in the way that has become a cancer on smartphone mobile games.