Valve, the company behind the popular gaming platform Steam, announced on Tuesday, September 29, that the promotions shown at the top of the Steam store will soon be personalized for each player. This change is expected to roll out in early 2027. For users, this means they will see fewer discounts on games they are not interested in and more space for games they enjoy. Earlier this year, Valve reorganized the Steam store menu to help players find games more easily. Now, the change affects the "Promotions and Events" section, which displays current sales. Valve explained that starting in early 2027, the way promotions are shown on Steam will change. Instead of offering the same promotion pages to all users when sales are launched (via the platform's home page), users will soon see more personalized pages based on their preferences. Currently, the "Promotions and Events" section on Steam includes placements that are either directly programmed by partners through Steamworks or by the Steam team. With this new approach, more discounted games and promotional events will have the chance to appear on the home page and other areas of Steam, without being limited by a fixed number of placements. The goal of Steam's discovery features is to connect games with their audience. In recent months, Valve has been testing the replacement of some selected placements with dynamic and personalized recommendations. By personalizing the games shown in the "Promotions and Events" section, they have managed to present 10 times more games to customers each day. As a result, they have seen a significant increase in store page visits, wish lists, and shopping carts. The developer of Manor Lords, a medieval management game, explained the change in a message posted on LinkedIn. He dismissed concerns about dynamic pricing, meaning prices that vary depending on the buyer. Discounts will remain the same for everyone. However, each player will see different promotions on the main page. He gave his own example, noting that he does not like sports games and prefers that discounts on titles like EA FC or NBA 2K be replaced by games similar to those he enjoys. For him, small studios and independent games stand to benefit the most. The spots on the home page will no longer always be taken by the same AAA games, which are high-budget titles from major publishers. Valve aims to launch the new section at the beginning of 2027, though the company has not yet provided a more precise date.