Valve has announced plans to change the game promotion system on Steam – in early 2027, the “Discounts and Events” section will move from a carefully curated promotion calendar to dynamic, personalized recommendations. This will allow you to display more offers on your store homepage and other sections without being limited to a fixed number of locations.
Currently, some promotions are planned by developers through Steamworks or directly by the Steam team. Under the new system, games will be selected using a recommendation algorithm and taking into account user preferences.
According to Valve, experiments with personalization options have resulted in “an increase in the number of games shown daily”Discounts and events“10x. The company also saw significant growth in game page views, wishlists, and shopping cart additions.
These changes will also impact developer promotional tools. Valve is ditching its carefully curated sales calendar, which includes weekend deals, mid-week deals, and daily deals. In this case, the previously agreed promotion will proceed as planned and no additional action will be required by the developer.
As it transitions to the new system, Valve plans to roll out improved tools for managing discounts and sales. The company expects this will allow developers to focus more on preparing offers for players rather than coordinating the promotion of their products.
An exact date for implementing these changes has not yet been set, with Valve promising to reveal more details and timing in the coming weeks.
