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Valve ban advertising-based business models on Steam, no forced adverts like in mobile games
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this post was submitted on 10 Feb 2025
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I think what matters more, or perhaps at least in Valve's perspective, is that microtransactions are inherently binding between the game's developer/publisher and the player, so the game's developer/publisher is the sole party held accountable here (by Valve), while ads inherently involve and invite a 3rd party advertiser, muddying the situation for everybody. While on the other hand, microtransactions can only be done for content already a part of the game, while ads serve content outside the scope of the game.
So this is much much more enforceable for Valve, while DLC and microtransactions marketing is already subject to the established rules on Steam.