Steam's Discounts & Events Page Goes Algorithmic in Early 2027

Steam is overhauling its Discounts & Events page with an algorithm-based recommendation system, replacing the current manual, calendar-based approach. The shift is scheduled for early 2027, though Valve has not announced a specific implementation date.

Currently, the Discounts & Events section displays curated placements scheduled by partners through Steamworks or managed by Valve's team. This manual process limits the number of discounted games and sales events that can appear on the homepage and elsewhere on Steam.

Valve tested the algorithmic model and saw significant results. "By moving away from that approach, more discounted games or sale events will have the chance to be visible on the homepage and elsewhere on Steam, rather than be limited by a small, fixed number of slots," Valve explained. Testing showed the algorithmic approach could "show 10x more games to customers in a given day in that section," with "meaningful increases in store page visits, wishlists, and cart additions."

The change reflects Valve's broader shift toward personalized recommendations. The company has been experimenting with algorithmic discovery features across Steam for months, gradually moving away from fixed, manually managed placements.

Valve believes the algorithmic system aligns better with its goal of improving customer experience. "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 said.

The algorithm could present challenges for game discoverability. Users whose recommendations are based on their existing shopping and play habits may miss sales on games outside their typical genres, potentially limiting serendipitous discoveries. The main Featured & Recommended tab will continue mixing hand-curated picks with personalized recommendations, while other tabs offer more curated browsing options.

Valve acknowledged the transition may not be perfect initially. "We don't believe this will be perfect right away, but we are confident the new system will result in better outcomes for customers and developers and are eager to share all the details once we have them," the company said.