Steam has adjusted its game platform guidelines after encountering issues with games forcing users to watch increasing amounts of ads, a common occurrence in mobile games. Steam now prohibits certain actions, including using business models that require users to watch ads before playing. Instead, they recommend using revenue models such as selling games at regular prices, microtransactions, or DLCs.
Furthermore, Steam prohibits using ads to entice players, like watching ads to receive rewards in-game. They also forbid developers from charging other game developers to access Steam services, such as selling bundles or advertising on Steam game pages.
On the other hand, Steam allows product placement within games, as long as it doesn’t disrupt gameplay and fits within the game’s context. For instance, racing games can have ads on cars, and characters can wear real brand clothing with permission from the brands.
Cross-promotion with other games on Steam is permitted, as well as advertising games outside of Steam to attract traffic to games on the platform.
TLDR: Steam updates its guidelines to prohibit ads-for-play business models and incentivized ads, while allowing for product placement and cross-promotion with other games on the platform.
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