Valve Shatters EA’s Hopes of Using Advertisements in Games with New Ruling That Prevents Locking Gameplay behind Advertisements

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Valve Shatters EA’s Hopes of Using Advertisements in Games with New Ruling That Prevents Locking Gameplay behind Advertisements

Valve is making a bold move to prevent the integration of intrusive ads in games on Steam, setting a clear boundary for developers. In recent years, Electronic Arts (EA) has shown an increasing desire to extract as much money as possible from gamers, using microtransactions and in-game purchases.

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Last year, EA took this one step further, discussing the possibility of integrating advertisements directly into its games. However, with Valve’s new policy in place, these ad-driven business models now face major obstacles. EA and other developers will need to rethink their approach if they want to keep their games on Steam.

Valve’s new advertising policy disrupts EA’s plans

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Valve’s newly introduced policy on advertisements is a bold move aimed at safeguarding the player experience. As per the

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, Steam only allows product placement in games, such as real-world brands, logos, or products as long as they are appropriate within the context of the game.

However, Valve has set clear boundaries: these brand placements cannot disrupt the gameplay experience in any way and developers must obtain proper licenses for any copyrighted content.

More importantly, Valve explicitly forbids advertising as a business model within games. This means that developers cannot require players to watch ads in exchange for gameplay progression or gate content behind advertisements.

If a game relies on ads from other platforms, such as pop-up ads or videos to unlock features, these must be removed before the game can be launched on Steam.

This ruling directly disrupts EA’s plans (as reported by

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) to introduce ‘dynamic ads’ in its titles, where players would likely be exposed to real-time advertisements that could interrupt or lock content. The company’s dreams of using ads as a core part of its revenue model are now ruined, at least on Steam.

The new policy protects the player experience

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EA, like many other large corporations, has long been focused on maximizing its profits, which comes often at the expense of the player experience. While making money is a necessary part of any business, it shouldn’t come at the cost of ruining the gaming experience for paying customers.

By integrating advertisements into gameplay, companies like EA risk creating a disruptive environment where players are constantly bombarded with ads, diminishing their immersion and enjoyment.

Valve’s new policy is a clear statement that the player experience comes first. This move ensures that Steam will remain a platform where players can enjoy uninterrupted gaming experiences, without having to worry about watching ads to access core content.

By allowing only non-disruptive product placement and preventing ads from becoming a core business model, the policy is making a statement in favor of consumer-friendly practices, prioritizing gameplay over profit-driven ad schemes.

In the end, Valve has done the right thing by protecting its users and ensuring that games maintain the quality and immersion that players expect. As for EA’s aspirations to flood their games with dynamic, intrusive ads may now have to be abandoned.

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#Valve #Shatters #EAs #Hopes #Advertisements #Games #Ruling #Prevents #Locking #Gameplay #Advertisements

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