In a recent update to its Steamworks developer documentation, Valve has introduced a new advertising page that delineates the types of promotional activities permitted on its popular gaming platform. This development, first highlighted by Gaming on Linux, reflects Valve’s ongoing commitment to shaping the landscape of PC gaming.
Advertising Guidelines on Steam
The newly established guidelines clarify that while in-game advertisements as a revenue model are strictly prohibited, product placement remains an acceptable practice. Valve emphasizes that such placements must not disrupt gameplay and should be contextually appropriate. For instance, a racing game featuring real-life sponsors on its vehicles is cited as an example of an acceptable integration. This opens the door for creative concepts, such as a potential revival of the beloved Pepsiman, to find a niche within the Steam marketplace.
Cross-promotional efforts are also welcomed under the new rules. However, Valve has made it clear that charging developers for participation in bundles or for access to store pages is strictly forbidden. This stipulation aims to maintain a fair and equitable environment for all developers utilizing the Steam platform.
Additionally, Valve has outlined that paid advertising campaigns conducted outside of Steam that direct users to a store page are permissible. This flexibility allows developers to explore various marketing strategies while adhering to the platform’s guidelines.
In a broader context, Valve has taken a firm stance against NFT and crypto-derived games, reinforcing its vision for the future of PC gaming. Furthermore, games that incorporate generative AI must disclose their use of such technology, ensuring transparency within the gaming community.
Through these measures, Valve demonstrates a clear understanding of its role in the evolving landscape of PC gaming, aiming to foster a creative yet responsible environment for developers and players alike.
