Yesterday, Valve stirred the waters of the gaming community with an update to its Steamworks Documentation, unveiling a dedicated “Advertising on Steam” page. This move has been interpreted by GamingOnLinux as a new policy, although it merely formalizes an existing stance against advertising on the platform. SteamDB later clarified this point, highlighting that the addition of this page serves to communicate restrictions more effectively.
Clarifying Advertising Restrictions
The introduction of a dedicated page for advertising policies is a clear signal to developers: Steam is not a playground for ad-laden, mobile game-style monetization. While the platform maintains a degree of flexibility in its regulations, it remains steadfast in its rejection of the prevalent freemium models often seen in mobile gaming.
The updated documentation explicitly states that:
- Steam does not support paid advertisements or referral/affiliate revenue from displaying ads for other games or products.
- If a game’s revenue model depends on advertising from other platforms, developers must explore alternative monetization strategies before launching on Steam.
- Acceptable options include transitioning to a single purchase model or adopting a free-to-play format with microtransactions or downloadable content (DLC).
- Models that block customers and require payment to continue playing are also prohibited.
- Developers are encouraged to offer free demos, which can share files with the full game for seamless gameplay.
For those familiar with Valve’s history and Steam’s operational ethos, these policies may not come as a surprise. Games that attempt to introduce mobile-style monetization on Steam typically evolve into either a one-time purchase or a more acceptable free-to-play model. This evolution mirrors the trajectory of Valve’s own Team Fortress 2, which transitioned from a standard purchase to a live-service model in 2011.
Moreover, GamingOnLinux pointed out that Valve has consistently prohibited games that rely on blockchain technologies, including cryptocurrencies and NFTs, from being sold on Steam. This decision aligns with the company’s commitment to maintaining a safe and reliable gaming environment, especially given the prevalence of scams associated with such ventures. However, this stance does not deter certain studios, like Ubisoft, from pursuing their own NFT projects, which have drawn criticism from various corners of the gaming community.
