Steam Revolutionizes Discounts and Events Tab with Algorithm-Driven Approach
In a major shake-up, Steam has announced that its discounts and events tab will soon be fully driven by algorithms, marking a significant departure from the platform’s current manual calendar-based approach. The change is set to impact which games players see on the popular section of the Steam store.
According to Valve, the new system aims to show users the “right game” at the right time, leveraging dynamic and personalized recommendations to increase visibility for developers. In practice, this means that instead of a curated page featuring a limited selection of games, the algorithm will determine which titles appear in the Discounts and Events section.
Valve has been experimenting with this approach over the past few months, and the results have been impressive. By using personalized recommendations, the company claims to have shown 10 times more games to customers on any given day in that section, leading to significant increases in store page visits, wishlists, and cart additions. This algorithm-driven approach will also allow developers to better manage their discounts and sale events on Steam.
Developers who already have scheduled placements on the curated calendar won’t be affected by this change immediately. However, Valve has announced that it will pause scheduling these curated placements soon, with more information about the timing of this change expected in upcoming weeks. By early 2027, the manual calendar-based approach will come to an end.
This shift towards algorithm-driven recommendations may seem daunting for developers who rely on Steam’s curated sections to reach their target audience. However, Valve is confident that its new tools will empower creators to focus on crafting engaging games and deals without having to convince platform administrators to feature their products.
The benefits of this change are already being felt by some developers, as evidenced by recent reports from Hooded Horse CEO Tim Bender and GameDiscoverCo founder Simon Carless. With the algorithm-driven approach driving more than 7,000 visits to a single game’s Steam page in one month, it’s clear that this new system has significant potential.
As VR enthusiasts know, platform changes like these can have far-reaching implications for the wider gaming industry. This move by Steam highlights the ongoing evolution of how games are discovered and marketed on digital storefronts. With more developers set to benefit from this algorithm-driven approach, we’re likely to see a surge in innovative marketing strategies that cater to individual tastes.
In conclusion, Valve’s decision to transition its discounts and events tab to an algorithm-driven system marks an exciting new chapter for the Steam platform. As VR fans eagerly await further developments in immersive gaming technology, it will be fascinating to observe how this shift impacts game discovery and marketing in the months to come.
Source: Game Developer XR — 2026-09-29