Valve is Replacing Steam’s Homepage Deals and Events Section with an Algorithm-Driven Feed Designed to Nudge You Into Buying More Games

Background: The Storefront Slot That Used to Be Hand Picked

When users open Steam, the storefront usually shows paid promotional space at the top, followed by featured and recommended sections. Underneath the ad banner for whoever paid to be there for that day, and below those featured and recommended areas, users have found 1 section titled discounts and events.

As it currently stands, Valve hand curates this section to highlight some site-wide relevant sales. In practice, it has functioned as a human-selected storefront destination: if a broad sale or event mattered to Steam as a whole, Valve could place it there for that day.

Development: A Wider Steam Creates a Curation Problem

This change does not arrive in isolation. Valve have been changing Steam up a lot in recent years, with the storefront widening in every aspect. More promotional space, more featured content, and more events can make a hand-curated section harder to keep current.

A curated area can still point to some site-wide relevant sales, but it does not scale as easily as a storefront that is expected to feel useful for every customer. The shift therefore reflects a broader storefront trend: Steam is moving from fixed presentation toward more adaptive presentation.

Latest: The Section Will Become Personalized

The latest step is the clearest. The discounts and events section will move away from being curated and will become "more dynamic and personalized for each customer."

The key change is not the section's name, but its logic. Instead of a single set of hand-selected offers for all visitors, the section is being reframed as a customer-specific storefront area.

What It Means for Readers

For readers, this means Steam's sales discovery may become less uniform. If two people open the same section, they may not see the same discounts or events, because the section is designed to be personalized.

That could make relevant offers easier to find, but it could also make the storefront feel less like a shared catalog. A curated section once offered a simple signal: these are some site-wide relevant sales chosen by Valve. A dynamic section may offer a different signal: these are sales and events selected for you.

Current Stage: Announced Transition, Not Yet a Full Replacement

At present, the change is best understood as a transition inside Steam's storefront redesign. The 1 discounts and events section remains a familiar part of the store, but its future role is shifting from hand curation to personalization.

The immediate takeaway is that Valve is changing a visible entry point for sales, and users should expect that section to behave differently for each customer as Steam continues to widen its storefront.