STEAM'S OVERLORDS STILL THINK IN-GAME ADS ARE FINE AS LONG AS THEY'RE "APPROPRIATE"

Summary from the TLDR Marketing newsletter

Valve updated its Steamworks policy to clarify that in-game ads are allowed if they fit the game's context but banned business models relying on paid advertising. Developers must remove forced ad-watching mechanics before selling on Steam and are encouraged to use single-purchase or microtransaction-based models instead. The policy permits real-world brands in games if they enhance immersion and have the necessary licenses, but prohibits rewarding players for engaging with ads. Past controversies, such as unskippable ads in NBA 2K21, show the challenges of balancing advertising and player experience.