By Sagar V. Mankar 
Valve has officially banned games that force players to watch advertisements before playing on its Steam platform. This move directly targets the common mobile gaming practice where players must view ads to continue gameplay or receive rewards.
The updated Steamworks Documentation clearly outlines “what’s allowed and what’s not” when it comes to advertising in games. Developers can no longer require players to watch commercials to unlock gameplay features or earn in-game benefits.
“If your game relies on advertising as its business model, you’ll need to remove those elements before launching on Steam,” states the new documentation. Instead, Valve suggests developers either charge a one-time fee for their games or offer optional downloadable content (DLC) for revenue.
This policy specifically addresses practices common in mobile gaming, where players often encounter unskippable 30-second advertisements with misleading countdown timers or tiny close buttons designed to trick users into visiting app store pages. While these tactics have proven highly profitable in the mobile gaming industry, Valve is making it clear that such practices won’t be tolerated on its PC gaming platform.
However, the platform isn’t completely banning all forms of advertising. As per Steam’s guidelines, games can still include product placement and brand integration, such as racing games featuring real-world sponsor logos or sports games displaying authentic advertising boards. The key requirement is that these elements must fit naturally within the game’s context and not disrupt the playing experience.
The timing of this clarification is particularly significant. As reported by multiple gaming outlets, a recent incident involving a malicious game called PirateFi highlighted the need for stricter oversight on Steam. The game, which was removed from the platform in February 2025, allegedly contained malware that compromised users’ Steam wallets.
This comprehensive policy update serves multiple purposes: it protects players from predatory advertising practices, maintains Steam’s gaming experience quality, and clearly communicates expectations to developers. For game creators who currently rely on advertising revenue, Valve has suggested alternative monetization strategies, including implementing microtransactions or paid DLC options.
The gaming community has largely responded positively to these changes, as PC gamers can enjoy their games without interruption from forced advertising.