Valve Corporation has released a new policy page on its Steamworks platform outlining guidelines for in-game ads and advertising in games available on Steam. The company states that it is acceptable to feature ads within games if they are “appropriate within the context of the game.” However, using paid advertising as a business model, such as requiring players to watch ads to unlock content or gating gameplay behind ads, is not permitted.
According to Valve’s policy, developers can include real brands and products in their games as part of gameplay, but must obtain permission and licenses for any copyrighted content. The company also suggests switching to single-purchase models or free-to-play with microtransactions instead of using paid advertising as a business model.
Valve’s approach to in-game ads is nuanced, recognizing that product placement can be a believable aspect of the setting. However, it also warns against using advertising as a way to provide value to players or gating gameplay behind ads.
The new policy comes amidst a tradition of product placement within games, with some examples including pirate sim Overboard! and Obama campaign ads in Burnout Paradise. While some developers have expressed enthusiasm for this approach, others have raised concerns about the potential impact on player experience.
Valve’s guidelines provide clarity for developers, but also highlight the complexities of navigating advertising in games. As one commentator noted, including an advertisement in a game like The Lord of the Rings might be challenging, given the Orcs’ familiarity with menus.
Source: https://www.rockpapershotgun.com/steams-overlords-still-think-in-game-ads-are-fine-as-long-as-theyre-appropriate