On September 30, 2026, Valve announced plans to replace some manually scheduled placements in Steam’s Discounts & Events section with dynamic, personalized recommendations. Valve expects the change to be fully implemented in early 2027.
What changes in Steam’s Discounts & Events section
The section currently features placements scheduled by partners through Steamworks or by Valve’s Steam team. Valve plans to replace some of those curated spots with recommendations tailored to customers, so more discounted games and sale events can appear on Steam’s homepage and elsewhere in the store.
What Valve’s 10x result measures
Valve says its experiments showed customers 10x more games in the Discounts & Events section during a given day. That figure is about the number of games shown. Valve separately reported meaningful increases in store-page visits, wishlists, and cart additions, without giving numerical changes for those measures.
What happens to scheduled deals
Valve has paused scheduling new curated Weekend Deals, Midweek Deals, and Daily Deals. It says placements that were already scheduled will be honored. Valve expects to fully implement the planned changes in early 2027, but had not set a definite implementation date when it announced them.
Tools for developers
Valve also plans to provide developers with new and updated tools to manage discounts and sale events.
