V Club implements new Steam regulations prohibit all games that force players to watch ads

2025-02-12 00:15:12|Myriagame |source：minecraft skins

V Club has now implemented new advertising regulations on Steam, prohibiting all games that force players to watch ads.

VS. New regulations state that although Steam allows cross-promotion and advertising implantation, it does not allow players to be forced to watch or participate in advertising to play the game.Developers should also not use ads as a “way to provide value to players, such as giving players a reward for watching or participating in ads in games.”

Official announcement: Advertising on Steam

Steam does not contain any paid ads, and games distributed on Steam do not support the ad model.Explanations of what constitutes an "ad" in the game vary, so the examples below are intended to help guide developers into what Steam supports and does not support.

Supported content

Advertising

Games can include real brands, products, characters, etc. as part of gameplay, provided that such depictions do not cause interference and are suitable for the game context.For example, a racing game can show real-life manufacturer logos on its racing car, or a skateboard game can include characters wearing real-life brands.Note: All developers must obtain relevant permissions and/or licenses for all copyrighted content contained in their games.

Cross Promotion

Developers can conduct a variety of different cross-promotions on Steam, such as bundles, specials and more.Promotions can involve other Steam products, or products/brands outside of Steam.We encourage these types of promotions, and many customers also find them valuable.However, no matter what the situation is, other developers can be charged for joining the bundle, or selling access to the sale page or other pages on Steam.

Paid advertising outside of Steam

Developers may want to launch paid advertising campaigns to increase traffic to their Steam product pages.We recommend leveraging the best use of store widgets and UTM analytics to help improve and measure the effectiveness of all activities outside of Steam.

Unsupported content

Developers should not use paid ads as a business model in their games, such as requiring players to watch or otherwise participate in ads to play, or limiting gameplay to behind ads.If your game's business model relies on ads on other platforms, you need to delete these elements before publishing the game on Steam.Options you can consider include changing to a one-time purchase of “paid apps” or making the game a free game that can sell upgraded content via small transactions or content-enabled (DLC).

Developers should not use ads as a way to provide value to players, such as giving players rewards for viewing or participating in ads in games.

Developers should not charge other developers for accessing Steam features.These features include sale pages, bundles, store pages, series work pages, etc.

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