With just a week before the start of The International 2024 (TI13), Valve made an announcement that there will be no in-game advertisements allowed at the event.
This marks a first-time restriction by Valve at a TI event, prompting reactions from fans and players alike.
No in-game ads at TI13 (Image credit: The International 2023)
No Advertisement in TI13 Matches
Valve’s decision to ban ads comes as a response to teams misusing in-game elements like team banners, logos, and player profile tags for sponsor promotion instead of showcasing team identities. This has turned these spaces into mere advertising slots for sponsors, especially those from esports betting platforms.
In-game elements, team banner, base logo, tags in player profile name have sponsors (Image credit: Dota 2)
The Issue at TI13
While third-party tournaments are free to be sponsored by betting sites, TI Championships are community and Valve-funded, making it inappropriate for sponsors to have advertising rights at the event. Valve’s decision to ban in-game advertisements at TI13 follows backlash received during TI11 for displaying betting platform ads during the tournament.
Official Betting Partner at TI11 (Image credit: PGL)
Reactions from Fans
While most Dota 2 fans appreciate Valve’s decision to ban in-game ads at TI13, concerns have been raised about potential sponsor withdrawal from Dota 2 esports. Notably, Alliance’s co-owner, kellymilkies, expressed disappointment in how sponsors who have funded teams throughout the year may not have their brands showcased at TI13.
Mike Schwartz, head of esports at OG Esports, speculated that Valve’s decision could be due to liability concerns associated with promoting betting in-game. Retired pro player, Peter “ppd” Dager, humorously acknowledged Valve’s announcement by joking about loving gambling.
Overall, fans support Valve’s decision as the intrusive nature of sponsor ads on team flags and player profiles can be distracting for viewers. The consensus is that advertising esports betting at The International detracts from the experience, but marketing opportunities outside of the game remain available despite the ban on in-game ads.
