Steam replaces sale event banners on store pages with a personalized event section

Steam has changed how sale events appear on game store pages. The event banners that used to run across the top of a game's page are being removed. In their place, a new personalized section appears alongside the "More like this" carousel and highlights a few games from the event that are recommended for that player.

The Steamworks announcement says the old banners often left players unsure why they were seeing an event, or what the event was about. It also notes that a game in many events over a year could carry a banner for almost all visitors, which pushed the key information about the game down the page.

When a game belongs to multiple events at once, Steam will now show the event that includes the most games highly recommended for that player. From that event, it selects the games most relevant to that player. The format applies to publisher sales, themed and regional sales organized by other developers, and showcase events such as Gamescom, Triple-I Showcase and The Game Awards.

For developers, the section can appear on a store page when the game is included and visible on a sale page. It only appears during the first two weeks after the event starts, or until the event's end date if that comes sooner. Steam points partners to its Sale Page Tools documentation in Steamworks for details.

To measure the effect, check your game's traffic report in Steamworks. Impressions and visits from the new section are categorized under "Other Product Pages" then "More from sale events".

Steam also addressed games appearing in events without permission. A game should only be in an event that its developer or publisher organized or agreed to join. If your game appears in an event you don't recognize, check with your team first, then submit a Steamworks support ticket and Steam will remove the game.