Valve now requires developers to post real screenshots on game pages
The typical situation “before” and “after” the release of the
Situation “Waiting for Vs Reality” has become so mundane for gamers around the world that there is simply no strength to be surprised. Marketers of various gaming studios, as if at a competition, are being refined in turn in ways to palm off potential buyers of their games with better quality information than they really are. First of all, this applies to demos and screenshots from games posted in preview mode on the project pages in the Steam game store.
Perhaps this game of “guess, I have a screenshot or drawing” would have continued for a very long time, if not for the situation with the highly anticipated title No Man's Sky. The failure of Hello Games and information about the deliberate misrepresentation of players flew around the world at least twice. For the first time- during the release of the game, and in the second , when the NMS developer was accused of unfair advertising and the British advertising standards agency was involved in the proceedings.
It’s clear that the situation with mass returns of NMS and an increase in the general level of suspicion for projects, confidence in tomorrow Valve did not add and revenue was not increased. And the Steam owner company took the step that had long been expected from it - it began to demand real information about the final product.
At the same time, Valve stipulates that screenshots of the real end product, and not any other versions, should be placed in the store. That is, a screenshot, albeit at maximum settings, should correspond to what a person sees when starting their purchase.
This is due to the fact that many developers are cunning from time to time, showing at exhibitions "pre-release gameplay" with photorealistic graphics, which, most likely, is spinning on some kind of monstrous server with a whole sandwich from GTX 1080 on board. In the release version, the graphic part is “cut” in order for the game to run on as many computers as possible. Of course, everything is discreetly silent about the "cutback" of everything.
Of course, by such a step, Gabe Newell’s company primarily cares about its own reputation, but this requirement also increases the transparency of advertising campaigns conducted by developers. Valve reinforces his words with action. The free MOBA Dota 2 page, developed by Valve, has been redesigned. If previously there was a significant part of the art that did not match the gameplay, now real game screenshots are loaded on the game’s page on Steam.
“Before, we didn’t have super-clear principles for the posted screenshots, so we would like to take this opportunity to clarify some of the rules of this space,” writes Alden Kroll, Valve UI Designer. "Using a storefront of screenshots in a store for other images that are not screenshots can make it difficult for customers to understand what the product really is and what they are looking at."
Of course, the innovation does not yet oblige all developers to update existing game pages, but the position of Valve can help in the future to avoid situations with mass returns, as is the case with No Man's Sky. Valve also explicitly encourages developers to take care of their own reputation and stop misleading customers about the quality of the picture in the game.