Valve will make the "Discounts and Events" section on Steam more personalized
Recently, analyst Simon Carless from GameDiscoverCo noted that Valve has decided to revamp the discount section on Steam. Now, the company has publicly announced the upcoming changes.
In its announcement, Valve explained that it wants to move away from the practice of manually curating the "Discounts and Events" section. Currently, the promotions showcased there are either devised in advance by publishers and developers or the Steam team, but in the future, this task will shift to algorithms that will consider the preferences of the gamers themselves.
Valve anticipates that as a result, Steam users will more frequently see discounts on games that genuinely interest them.
“We believe this approach better aligns with our goals and is far more convenient for both users and developers. The limitations associated with manually creating a schedule make no sense given the diverse tastes of users and the number of relevant offers available at any given moment,” Valve explained.
The company has already tested this hypothesis through an experiment. As Valve admitted, in recent months, it has periodically swapped some curated collections of discounted games with personalized ones, resulting in gamers seeing ten times more games at reduced prices than usual, leading to a "significant" increase in wishlists and sales for those games.
Valve plans to update the section in early 2027, with the exact date to be announced later.