If you take a look at the product page of any game on Steam, you can immediately see the screenshot area. Sometimes you can find cinematic game trailers, screenshots of cinematics, or images with a small screenshot of the game with the game's features or critical reception. The problem with these particular videos or images is that they either don't actually show the game being played or they make it difficult to see clearly how the game is played.
Now, Valve is banning from the screenshot area for a game's product page on Steam, any image or video that isn't taken from the game being actually played. Valve is saying the screenshot area in the product page is there to help customers see clearly how the game is played.
If the screenshots don't show actual gameplay then it will only confuse customers. Any game trailers, cinematic screenshots, or marketing images should not be in the screenshot area but instead be placed in the appropriate area on the Steam product page.
Valve is clamping down on these so called fake sceeenshots I believe as a direct result of the recent and highly publicised 'bullshots' controversy. Bullshot was the term coined by the website Penny Arcade in 2005 to denote the practice of using video game screenshots that are so obviously different from what really appears on a game's actual screen that they appear to have been doctored.
There are so many examples of bullshots but the most recent and controversial has been No Man's Sky. It has gotten so bad for that game that the U.K.'s Advertising Standards Authority have investigated both Hello Games, the developer of No Man's Sky, and Valve for false advertising. This is probably why Valve has made these changes.
Source: Travelers Today
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