Valve is preparing to implement significant changes to Steam's Discounts and Events page, transitioning from a curated system to one driven by algorithmic, personalized recommendations. The shift, expected to begin in early 2027, aims to improve how games are discovered by users.
Currently, the Discounts and Events page features a mix of sale events, developer-curated placements, and recommendations based on a user's wishlist or past activity. Valve plans to replace some of these curated spots with dynamic and personalized suggestions. According to the company, initial experiments with this approach in the Discounts & Events section resulted in a tenfold increase in the number of games shown to customers daily. This led to notable improvements in store page visits, wishlist additions, and cart additions.
Valve stated that its goal is to "show the right game to the right customer." The company believes that a manually managed calendar system is less effective given the diverse tastes of players and the constant availability of relevant deals. By allowing more discounted games and sale events to be visible across Steam, rather than being limited by fixed slots, Valve hopes to enhance the discovery process for both players and developers.
While some early discussions raised concerns about dynamic pricing, Valve has clarified that the changes pertain to recommendations and not the dynamic adjustment of game prices. The intention is to alter what users see based on their preferences, not to change what they pay in real-time.
For indie developers, who often face challenges in gaining visibility on the platform, this move could represent a positive development. By potentially exposing more games to a wider audience, the algorithmic approach may offer a greater chance for titles to be discovered, even if they fall outside a player's typical interests. The exact implementation details are still forthcoming, but the rollout is slated to commence in early 2027.