Valveis implementing newSteamplatform rules detailing what developers can and can’t do regarding in-game ads.
In itsSteamworks Documentation, Valve lays out what is and isn’t supported for games available on its storefront. The goal is to prevent developers from using advertising to give players rewards, in-game items, or as a business model. They mention avoiding situations requiring players to watch or engage in ads to advance gameplay and avoiding situations where a game is locked behind an advertising wall.
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One thing that is supported is natural in-game product placement.
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The NBA 2K Series was notorious forincluding unskippable in-game ads, which were predictably met with community backlash.Even examples of subtle in-game advertisinghave been met with criticism.
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On the flip side, while it’s certainly silly for Norman Reedus to crack open a can of Monster, it’s ultimately not exactly a harmful experience. You could argue that there are cases wherein-game product placementcan serve as a wonderful enhancement to a game’s immersion or themes when done right.
Having said that, gating gameplay behind unskippable ads stinks and is an awful practice. Let’s keep that out of gaming, please.
