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Valve Bans Forced In-Game Ads From All Steam Titles
(kotaku.com)
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this post was submitted on 10 Feb 2025
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This seems to be targeting "watch these ads to get credits" model, which is pretty common in free-to-play games.
One of the funnier/less annoying ads-in-game I've seen would be where they fill the spaces where ads normally are, though. Like, if a game had an IRL stadium or street, they would replace the billboard contents with their own ad content instead of putting in ersatz advertising.