Yes: Steam games cannot require players to watch or interact with ads to play, unlock gameplay, or receive rewards. Valve’s Steamworks rules say advertising models are unsupported in games distributed on Steam. The restriction targets in-game ad monetization—not licensed product placement or marketing a game outside Steam.
What Valve’s Steam ad policy prohibits
Valve’s Steamworks documentation states: “Steam does not contain any paid advertising, nor are advertising models supported in games distributed on Steam.” Steamworks: Advertising on Steam
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Valve identifies these unsupported practices:
- Making paid advertising the game’s business model, including requiring players to watch or otherwise engage with an ad to play.
- Gating gameplay behind advertising.
- Giving players value—such as an in-game reward—for watching or engaging with an advertisement.
In practice, a Steam game cannot make ad viewing or interaction a condition of access, progression, or a reward. That includes the rewarded-video format common in some mobile games.
What developers can still do
Use licensed product placement
Games may include real brands, products, or personalities as non-disruptive product placement when the portrayal fits the game’s context. Developers need the relevant permissions and licenses for copyrighted material. Steamworks: Advertising on Steam
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- Visa Virtual eGift Cards are designed for online use only. Gift Cards are subject to Terms and Conditions: a.co/5bw3qXJ
- When you access your Visa Virtual eGift Card for the first time, you’ll need to register your name, address, phone number, and email address via activationspot.com. These details should also be used as your billing address for online purchases, as many merchants require address verification for purchase authorization.
- This Visa Virtual eGift Card is non-reloadable. No cash or ATM access. Visa Virtual eGift Cards are emailed active.
- Funds do not expire but your Visa Virtual eGift Card has a ‘valid thru’ date (9 years from date of purchase). If funds remain after this date has passed, please call the Toll Free number found on your Visa Virtual eGift Card for a replacement card. A one-time purchase fee applies at the time of checkout.
- This item is not eligible for refund, resale, or return. Available for sale within the United States only. Not available to residents of Puerto Rico, Hawaii, New Mexico, South Dakota, West Virginia and the US Virgin Islands.
Promote the game outside the game
Valve supports cross-promotion through activities such as bundles and sale events. Developers may also buy advertising on other platforms to direct players to a Steam store page; Valve points to Store Widgets and UTM Analytics for promotion and measurement. Steamworks: Advertising on Steam
That distinction matters: marketing a Steam release elsewhere is not the same as showing ads inside the game and making play, progression, or rewards depend on them.
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- Visa Virtual eGift Cards are designed for online use only. Gift Cards are subject to Terms and Conditions: a.co/5bw3qXJ
- When you access your Visa Virtual eGift Card for the first time, you’ll need to register your name, address, phone number, and email address via activationspot.com. These details should also be used as your billing address for online purchases, as many merchants require address verification for purchase authorization.
- This Visa Virtual eGift Card is non-reloadable. No cash or ATM access. Visa Virtual eGift Cards are emailed active.
- Funds do not expire but your Visa Virtual eGift Card has a ‘valid thru’ date (9 years from date of purchase). If funds remain after this date has passed, please call the Toll Free number found on your Visa Virtual eGift Card for a replacement card. A one-time purchase fee applies at the time of checkout.
- This item is not eligible for refund, resale, or return. Available for sale within the United States only. Not available to residents of Puerto Rico, Hawaii, New Mexico, South Dakota, West Virginia and the US Virgin Islands.
What ad-dependent games must change before shipping
Valve’s instruction is explicit: “If your game’s business model relies on advertising on other platforms, you will need to remove those elements before shipping on Steam.” Steamworks: Advertising on Steam
Developers whose existing game relies on ads therefore need to remove those elements for its Steam release and use a different business model. A Steamworks documentation mirror describes possible alternatives, including a single-purchase paid app or optional upgrades, microtransactions, or DLC. Steamworks pricing guidance (documentation mirror)
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- Visa Virtual eGift Cards are designed for online use only. Gift Cards are subject to Terms and Conditions: a.co/5bw3qXJ
- When you access your Visa Virtual eGift Card for the first time, you’ll need to register your name, address, phone number, and email address via activationspot.com. These details should also be used as your billing address for online purchases, as many merchants require address verification for purchase authorization.
- This Visa Virtual eGift Card is non-reloadable. No cash or ATM access. Visa Virtual eGift Cards are emailed active.
- Funds do not expire but your Visa Virtual eGift Card has a ‘valid thru’ date (9 years from date of purchase). If funds remain after this date has passed, please call the Toll Free number found on your Visa Virtual eGift Card for a replacement card. A one-time purchase fee applies at the time of checkout.
- This item is not eligible for refund, resale, or return. Available for sale within the United States only. Not available to residents of Puerto Rico, Hawaii, New Mexico, South Dakota, West Virginia and the US Virgin Islands.
How the rule was highlighted
GameDeveloper reported on February 10, 2025, that Valve had created or highlighted a dedicated “Advertising on Steam” page reiterating its restrictions on paid in-game advertising. GameDeveloper report, February 10, 2025
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- Visa Virtual eGift Cards are designed for online use only. Gift Cards are subject to Terms and Conditions: a.co/5bw3qXJ
- When you access your Visa Virtual eGift Card for the first time, you’ll need to register your name, address, phone number, and email address via activationspot.com. These details should also be used as your billing address for online purchases, as many merchants require address verification for purchase authorization.
- This Visa Virtual eGift Card is non-reloadable. No cash or ATM access. Visa Virtual eGift Cards are emailed active.
- Funds do not expire but your Visa Virtual eGift Card has a ‘valid thru’ date (9 years from date of purchase). If funds remain after this date has passed, please call the Toll Free number found on your Visa Virtual eGift Card for a replacement card. A one-time purchase fee applies at the time of checkout.
- This item is not eligible for refund, resale, or return. Available for sale within the United States only. Not available to residents of Puerto Rico, Hawaii, New Mexico, South Dakota, West Virginia and the US Virgin Islands.
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