Valve to Make Steam Discounts & Events Personalized by 2027

Valve has announced that Steam's Discounts & Events section will move away from manually curated placements toward dynamic, personalized recommendations. The company said it spent the last few months experimenting with replacing some curated spots in Steam's discovery features with these recommendations.

According to Valve, featuring games in a more personalized way in the Discounts & Events section allowed it to show 10x more games to customers in a given day in that section. The company also reported meaningful increases in store page visits, wishlists, and cart additions as a result.

Under the new approach, more discounted games and sale events will have the chance to appear on the homepage and elsewhere on Steam, rather than being limited by a small, fixed number of slots. Valve said the constraint of a manually managed calendar doesn't make as much sense with diverse customer tastes and many relevant deals available at any given time.

Valve expects to start the rollout process in early 2027, with no hard rollout date set.

The Discounts and Events page has historically been a collection of discounted games and special events, such as The Nier Franchise Sale and Game Devs of Color Expo, all as curated placements scheduled by developers, publishers, or Steam. There was early confusion about whether Valve would pursue dynamic pricing, but the article clarifies that recommendations, not prices, are going dynamic.