Valve won’t allow awards and reviews on Steam store images starting in September

theverge.com:

Valve is making a big change to the way developers can market their games on Steam. Beginning September 1st, graphical assets developers use in their store listings will only be able to include game artwork, the game’s name, and any official subtitle. Images won’t be able to include review scores, award names or logos, text that markets discounts, or text promoting a different product.

The new rules could prove to be a drastic shift for some developers, as they may rely on reviews or awards on their images in an effort to stand out from the humongous number of games available on Steam. Even some developers of well-known games will have to make changes — while writing this article, I saw promotional images of Hades and It Takes Two on Steam that featured awards.

Here’s Valve’s reasoning for the changes, from a blog post:

It’s our goal to make it as clear and straightforward as possible for customers to find games to buy and play on Steam. Recently, we’ve noticed more text, award logos, and even review scores being included by game developers in their graphical asset images. This made us realize our guidelines haven’t been as clear as they should be. As a result of not having clearly-defined rules, we’ve seen additions to graphical assets that are creating a confusing and sometimes even inaccurate experience for customers.

For example, some game logos themselves have become so small that it’s hard for players to tell what the name of the game is. In other cases, graphical asset images are so cluttered with award logos and ratings that it is distracting and hard to read. Some capsules include review scores that are no longer accurate. We also see that in most cases this additional text on assets is presented in English