Key Takeaways
1. Valve has introduced new guidelines to regulate how developers use the “Early Access” label.
2. Developers are prohibited from hiding game content behind advertisements or rewarding users for watching ads.
3. Valve encourages developers to use microtransactions and create additional content post-launch instead of ad-based monetization.
4. Developers can still promote products within their games, despite regulations on ads.
5. Valve’s guidelines aim to prevent money-hungry practices common in mobile gaming from spreading to PC games.
After taking action against developers who improperly use the “Early Access” label, Valve has introduced important new guidelines to keep money-hungry free-to-play creators under control. According to GamingOnLinux, the company’s website now outlines clear rules regarding how developers should market their games.
Key Guidelines on Advertising
A major point is that developers are not allowed to hide game content behind ads. Furthermore, users shouldn’t be rewarded for watching advertisements to earn in-game items. These practices are common in many mobile games and have become a regular part of the industry.
New Monetization Strategies
Instead, Valve suggests that developers should focus on using microtransactions and creating additional content after launch, which is another issue that the gaming industry continues to deal with. Although this isn’t a major issue on PC, it’s reassuring to see Valve addressing it early on. However, developers who prefer to use these tactics can always turn to other platforms or choose to self-host their games.
Advertising in Games Still Allowed
Sadly, developers still have the option to promote products within their games. For example, Death Stranding incorporated Monster Energy branding subtly, while EA took a more blatant approach with full-screen ads in UFC 4. Thankfully, this type of advertisement hasn’t become popular, but if it ever does, Steam seems to be okay with it.
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