On September 29, 2026, Valve announced plans to replace some manually scheduled placements in Steam’s Discounts & Events section with dynamic, personalized recommendations. Valve expects to end the curated calendar sometime in early 2027, but has not set a specific implementation date.
Valve is changing how Steam surfaces deals
The section has relied on curated placements scheduled by partners through Steamworks or by Valve’s Steam team. Under the plan, personalized recommendations will determine which discounted games and sale events are surfaced to each customer.
New featured-deal scheduling has paused
Valve has paused scheduling new Daily, Midweek and Weekend Deals in the section. Placements already scheduled will be honored.
What Valve says its experiments found
Valve says its experiments with personalized placements showed customers 10 times as many games in the Discounts & Events section in a given day. The company also reported meaningful increases in store-page visits, wishlists and cart additions.
The transition is expected in early 2027
Valve expects to stop using the curated calendar sometime in early 2027. It has not set a specific implementation date and says it is still tuning the details. Valve also says new and updated developer tools will help developers manage discounts and sale events.
What personalization changes for players
The planned change is about which discounted games and sale events are recommended to each customer. It is not a plan to charge different players different prices for the same game.
