Valve has been changing many aspects of Steam in recent years and it seems that the next big change is going to be how they present their deals. In particular, the daily deals, the recommended ones, and the personalized ones. According to the company, by early 2027, they plan to completely change how they handle these aspects of the store. The goal is to give it a “more dynamic and personalized for each customer” look.
A change in the presentation of deals
As they’ve explained in the blog post, their goals are “to show the right games to the right users. That’s why, over the last few months, we’ve been testing ways to replace some of the curated slots with dynamic and personalized recommendations. By featuring games in a more personalized way in the ‘Discounts and Events’ section, we managed to show customers in that section 10 times as many games over the course of a day”. That means more sales.
Although they say that “in the coming weeks, we’ll have a clearer idea of the release date for these changes” and that, by extension, still don’t know for certain when these changes will happen, they’ve already stated that it’ll be during 2027. Specifically, in the first half of next year.
Insisting that all this won’t affect all the marketing plans already planned, it seems Valve wants to push an algorithm-based approach similar to that of other similar stores and services. This has raised concerns in some quarters, because some fear it could be an excuse to introduce dynamic pricing, something Sony is also considering for the PlayStation Store, although Valve hasn’t confirmed anything about that. So we’ll have to wait to learn more about the exact implications of these discount changes.
