TheBadGamer

Valve is known for its unique approach to game development and marketing, but with its latest title, Deadlock, the company seems to be taking things to a new level. From its under-the-radar release to its minimalist Steam store page, Valve’s casual approach to Deadlock has caught the attention of players and developers alike. Interestingly, it appears that Valve is even bending its own rules when it comes to how the game is presented on Steam. Deadlock’s Steam Page: A Rule-Breaker? When you visit the Deadlock Steam page, you're met with a sparse setup—a short video showcasing one of the game’s environments with a soundtrack in the background, and not much else. Notably missing are the standard screenshots that typically accompany game listings on Steam. This omission is more than just unusual; it’s technically a violation of Valve’s own publishing guidelines. According to Steam’s partner documentation, developers are required to upload at least five screenshots of their game. These images are essential for the Steam homepage and other promotional areas on the platform. Yet, Deadlock’s page breaks this rule, leading to some eyebrow-raising among the developer community. A Developer’s Perspective: Pointing Out the Paradox One developer, who is working on an upcoming action-horror game called B.C Piezophile, humorously highlighted Valve’s rule-breaking on social media. In a sarcastic post, they noted, "Valve Software is actively violating own rules. Store page submissions require a minimum of 5 screenshots. Review process has been intentionally bypassed. I am not laughing." The post reflects the irony of the situation—while independent developers must strictly adhere to Steam’s guidelines, Valve seems to have sidestepped its own rules when it comes to Deadlock. It’s a move that could only be pulled off by a company that owns the platform itself. What Is Deadlock? An Elusive Hero Shooter For those not yet familiar, Deadlock is a 6v6 third-person hero shooter set in a fantastical version of the 1900s, blending elements of Overwatch with MOBA mechanics. Despite its growing popularity—boasting an average of 50,000 concurrent players—Valve has kept the game relatively low-profile. The lack of a detailed store page and the absence of an official release plan or roadmap have only added to the game’s mystique. Currently, the only way to gain access to Deadlock is through an invite from someone who already has it, further adding to its exclusivity. Valve’s decision to avoid traditional marketing and bypass standard store page requirements seems to align with this strategy of maintaining a sense of intrigue around the game. Final Thoughts Valve’s approach with Deadlock is a clear departure from the norm, even for the company itself. By bending its own rules and keeping the game’s details under wraps, Valve is creating a buzz in a way that few other companies could pull off. Whether this strategy will pay off in the long run remains to be seen, but for now, Deadlock stands as a testament to Valve’s unique position in the gaming industry—where even the rules don’t always apply. As Deadlock continues to grow in popularity, it will be interesting to see if Valve eventually fleshes out the game’s Steam page or continues to let the game speak for itself through its player base and word-of-mouth. For now, this unconventional approach has certainly got people talking, making Deadlock one of the most intriguing releases of the year. Also Read:

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Steam rules

Valve’s Deadlock Steam Page Bends Its Own Rules