Valve to Replace Steam Curated Deals With Recommendations

Valve plans to replace manually scheduled promotions in Steam’s Discounts and Events section with personalized recommendations in early 2027, shifting how discounted games and sale events are shown to users. The company says experiments with the approach exposed customers to more games and increased activity on store pages, though it has not released the data or methods behind those results. The section currently uses placements scheduled by Valve or participating developers and publishers. Valve says it has paused scheduling new curated placements, while promotions already on the calendar will continue. It expects curated placements in the section to end in early 2027, but has not set an exact implementation date. Under the planned system, recommendations will be selected dynamically for individual users. Valve says its tests, which replaced some curated positions with personalized selections, allowed Steam to show ten times as many games to customers in a day in the section. The company also reported meaningful increases in store-page visits, wishlist additions and items added to shopping carts.