Steam plans personalised Discounts & Events
From early 2027, Valve plans to replace fixed, calendar-scheduled sale placements with personalised recommendations. In tests this showed 10x more games per day in that section.
Valve plans to change how the Discounts & Events section on Steam works. In a Steamworks post on 29 September, Valve said that in early 2027 it intends to move away from a manual, calendar-based approach to promotions and towards something more dynamic and personalised for each customer.
Today the section is built from curated placements that are either scheduled by partners in Steamworks or by the Steam team. Valve says that replacing that with personalised recommendations would let more discounted games and sale events appear on the homepage and elsewhere on Steam, instead of being limited by a small, fixed number of slots.
Valve spent the past few months experimenting with replacing some curated spots with dynamic recommendations. In those tests, it says the section showed 10x more games to customers in a given day, with meaningful increases in store page visits, wishlists and cart additions. Valve does not have a definite date yet and says it is still tuning the details.
Why it matters: if you plan discounts around booking a specific slot, that model is going away. Visibility will depend more on how relevant your game is to each player, so tags, store page quality and a well-timed discount become more important than the calendar.
Source: Steamworks (official post, opens in a new tab)
