Valve has decided to eliminate in-game ads as a revenue model for games on its Steam platform, thereby preventing any ads that obstruct or interfere with gameplay. This decision was seen as a proactive step rather than a response to existing issues.

Details of the Ban

• Valve has released guidance via its advertising page, stipulating that while product placements are permitted, they must not be disruptive to the player’s experience.
• Games that require users to watch ads to progress or gain rewards are explicitly banned.

Valve aims to provide a cleaner gaming environment and anticipates that this change will avoid problems commonly faced on mobile platforms, where such ad placements are prevalent.