Steam's discounts and events tab will soon be fully algorithm-driven
Valve has announced a major overhaul for the "Discounts and Events" tab on the Steam platform. The company is moving away from its current manual, calendar-based approach in favor of a dynamic system driven by algorithms and personalized recommendations tailored to each user.
Currently, the section is populated through automatic rotation or is scheduled directly by partners via Steamworks. However, Valve plans to complete the transition to a fully algorithmic model by 2027. The primary objective, according to the company, is to "show the right game to the right customer."
Experimental testing of this feature has already yielded significant results. By replacing some curated spots with dynamic recommendations, Valve reported being able to feature 10x more games to customers in a single day. This shift has led to meaningful increases in store page visits, wishlist additions, and items being added to carts.
The industry has been noticing these shifts quietly. Simon Carless, founder of GameDiscoverCo, previously noted that the increasing personalization in the section could benefit smaller developers by helping them reach more players. These benefits were echoed by Hooded Horse CEO Tim Bender, who shared data showing a massive spike in traffic for one of his studio's titles. According to Bender, the Discounts and Events page drove over 7,000 visits to a game's page in a single month, compared to just 14 visits over the previous five months.
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