Valve is updating Steam’s Discount & Events section to become more “dynamic and personalised”
Valve is overhauling Steam’s Discount & Events section with a shift toward dynamic, personalized recommendations starting in early 2027. The update moves away from the traditional manual, calendar-based curation system that has historically limited front-page visibility to only a fraction of discounted games.
Under the new system, featured games will be selected based on individual user preferences and purchase history rather than fixed slots controlled by Valve employees and partners. Early experiments with this dynamic approach showed promising results, enabling up to ten times more games to appear daily in the Discount & Events section—a significant expansion from the current tightly controlled model.
Valve has reported that preliminary tests of the personalized system resulted in meaningful increases in store page visits, wishlists, and cart additions, suggesting improved discoverability for games. The shift aims to benefit both players, who will see more relevant deals, and developers, who will have expanded opportunities for front-page promotion beyond the limited manual curation slots previously available.
This represents a fundamental change to how game visibility works on Steam’s storefront, moving from a centralized, curated approach to an algorithmic, individualized discovery model that adapts to each user’s interests and buying patterns. The full rollout is expected to be completed in early 2027.