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 have confidence this approach is better aligned with our goal, and results in a better experience for customers and developers. The constraint of a manually managed calendar doesn’t make as much sense with such diverse customer tastes and so many relevant deals for customers available at any given time,” 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.