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I don't think Valve has any rules against developers no using Steam for a user to make in-game purchases.
There is a rule against this, see:
https://partner.steamgames.com/doc/store/review_process
https://partner.steamgames.com/doc/features/microtransactions
Anybody doing anything else is, at best, operating in a letter-of-the-law-but-not-the-spirit grey area. E.g., you could argue it's permissible to offer a store on your website which lets users make payments using methods other than Steam wallet, as long as the game itself doesn't contain any links to that website. I'd have to check the text of the Steam Distribution Agreement (SDA) itself to be sure, but (pointlessly, because anyone can sign up to read it) the SDA is under NDA and you can't link to it publicly.
True. I guess one's own site could be considered first party and Valve second, though even a first party has to go through a payment processor (not sure if that is also a "payment gateway").
But as I said, there are multiple examples of developers at least hosting their own payment for in-game money and have been for a long time.
Note that you 'can' do external stores that don't link to Steam
HOWEVER
Steam is not dumb
Frontier was required by Steam to take the 30% cut of purchase from ANY steam account linked to Elite Dangerous made on their own store goes to steam. This circumvents the 'we can distribute our game for free on steam but byapss their cut by making our own store'
that rockstar does something similar might have indicated valve being more lenient towards the bigger publishers on steam and probably allowed these bigger publishers to do so to avoid another meltdown.
however i highly doubt that valve is going to allow it unless your game is really successful or if you are really well established publisher.
but it is certain that many are told they are not allowed and have to use valves microtransaction implementations.
(Valve does allow certain features to certain developers but it is done case by case. so one dev can be denied and then another dev can be approved and only valve really knows why.)
be that features like, grantpackage api, free weekend promotion and/or even external microtransactions.
Interesting. I played at least a dozen (likely way more) F2P games with their own store to buy expansions, credits, whatever. So possibly the dev can ask valve for exception and it is granted.
Or maybe such purchase applies to the 3rd party account, that account injects the stuff and it does not count as an in-game purchase in the first place.
Also technically the shop may just post an option to pay with steam wallet (beyond card and others) to comply with that text. Might even make it a dud (mapping to a "sorry, transaction failed, try again, check firewall, contact support or use other method" message.)
I'm not anti-valve or any such nonsense, I just really believe in what Frontier does, and want them to do as well as they can.