The algorithm comes for Steam's Discounts and Events

Valve, the company behind Steam, is introducing dynamic and personalized recommendations for discounts and events on the platform. These changes will allow more discounted games and sale events to be visible on the homepage and throughout Steam, rather than being limited to a small number of slots. Valve believes this approach aligns better with their goals and results in a better experience for both customers and developers.

The constraint of manually managing a calendar no longer makes sense given the diverse customer tastes and numerous relevant deals available at any given time. There was some initial confusion and concern about dynamic pricing, but the changes will only affect recommendations, not prices. At this early stage, the updates seem fine, but it remains to be seen how the system will work in practice.

While some may miss out on games outside their usual interests, the platform's challenge for indie developers is that visibility is always a concern. If this move puts more games in front of more people, it could be considered a small win. The rollout is expected to begin in early 2027.