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Maybe uncheck that? i'm not sure if that's the setting.. but...
i do know i have that unchecked... and don't get those steam-related ads. And.. a friend who has that checkmarked does get the ads. so maybe try it? If that doesn't work look through your other settings, perhaps?
"Annoying adverts" is what it is about!!!
Its like walking into a supermarket and saying "i dont like beans, get that big bean poster away from me!".
I would disagree since I don't store my food at a supermarket (the way I store and manage my games with Steam), I don't hang out or keep my friends at a supermarket (like one can with steam), and I don't prepare my food at a supermarket (as one must run their steam games thru steam), and so on. Ie, Steam is much more than just a store.
One reason I like Steam as a store is that it's not obnoxious but with these huge screen raping ads that changes to the complete opposite and it becomes overwhelmingly obnoxious.
You can always set Steam to start in library view instead. That along with disabling the pop-up ads makes it to where you can play your games with never having to see an ad.
The Cryengine is a high profile program. It would make sense to have it predominantly displayed on it's release.
Don't want ads? Don't go to the store. Just because a few are not interested doesn't mean many others are not.