Steam personalizes its deals: This change is coming in early 2027

Anyone who regularly browses Steam for deals will be familiar with the system: Daily Deals, Midweek Deals and Weekend Deals have fixed placements in the store, where they can always be found in the same spots. As announced in a September 29 post, Valve plans to ditch this system in early 2027.

Instead of showing the same offers to every player, Steam will decide which deals might be relevant to each individual user. Someone who mainly plays strategy games and RPGs, for example, is likely to see more deals from those genres. Importantly, this isn't about prices. Valve has not announced plans to offer different discounts to different users. Only which deals are displayed will be personalized.

Valve has already tested it – and the system appears to work

The change doesn't appear to be based on guesswork. According to Valve, the company has already been testing the new system for several months. During these tests, users were shown up to ten times more different games per day. Store page visits, wishlist additions and purchases reportedly increased as well. While Valve hasn't provided specific percentages, the results appear to have been convincing enough for the company to roll out the system more broadly. There is no specific launch date yet. Valve has only said that the change will arrive in early 2027, with more details to be announced later.

On Reddit, reactions to the change are mixed. Some players hope it will give smaller games more opportunities to appear in the spotlight. Others see exactly that as a potential problem: If Steam focuses too heavily on users' existing preferences, spontaneous discoveries outside their favorite genres could become less common.