Key information
Valve has announced plans to replace manually managed placements in the Steam store's discounts and events section with personalized recommendations. The upcoming shift is expected to take place in early 2027, although a precise launch date has not yet been confirmed by the company.
Currently, the discounts and events page features campaigns scheduled by Steam partners or chosen by Valve's own team across a limited number of slots. The new algorithmic approach aims to increase game visibility and give a broader range of discounted titles a chance to be seen, rather than limiting visibility to a small set of fixed spaces.
During initial tests, the algorithmic setup displayed 10 times more games to customers in the specific section within a single day. Valve also reported a significant increase in store page visits, wishlists, and cart additions during the test period, though the company noted these results reflect general activity rather than a tenfold increase in actual sales.
The update applies specifically to the discounts and events tab. Steam's main "Featured and Recommended" homepage will continue to combine editorial picks with personal recommendations, and other tabs will remain available for users seeking more curated selections.
