Valve is planning major changes to Steam’s Discounts & Events section in early 2027, moving away from its manually managed calendar of curated promotions towards a more dynamic and personalised system.
The current section features a limited number of curated placements, which are scheduled either by developers and publishers through Steamworks or directly by Valve. Under the planned system, more discounted games and sale events will be eligible to appear on the Steam homepage and elsewhere instead of being restricted by a fixed number of promotional slots.
Valve said it has spent the past few months testing personalised recommendations in place of some curated placements. According to the company, the approach allowed Steam to showcase 10 times more games to customers in the Discounts & Events section on a given day, while also producing increases in store page visits, wishlists and cart additions.
The changes are intended to better match Steam’s discovery systems with individual customer preferences while giving developers more opportunities to reach relevant audiences. Valve said the existing manually managed calendar has become less practical as the number of available deals and the variety of customer preferences have grown.
For developers, Valve has temporarily stopped scheduling new curated placements for Weekend Deals, Midweek Deals and Daily Deals. Existing bookings for these promotions will still be honoured, so developers with an upcoming scheduled placement do not need to take action.
Valve expects to fully move away from the curated calendar sometime in early 2027, although a specific implementation date has not yet been confirmed. The company is still refining the system and plans to provide more information about the changes in the coming weeks.
New and updated tools will also be introduced to help developers manage discounts and sale events directly on Steam, with Valve aiming to reduce the need for developers to seek individual promotional placement.
