Steam Promotions Calendar, Discount Tools and Policy Updates
Details on sales and events for the first half of 2022, and new tools to help schedule and plan for them
Hello Steam game developers!
We know that being able to plan ahead is really important for running your business. Today we have news of a few items we’ve designed to help schedule and manage pricing discounts.
First, we’re announcing some new policies around the timing of discounts. These will be taking effect on March 28 and are intended to make discount eligibility more predictable and allow for more participation opportunities throughout the year.
We're also excited to announce the beta availability of new tools for managing participation in available opportunities across your portfolio of products.
Last but not least, we’re sharing the next six months of Steam’s promotional calendar, featuring dates and themes of upcoming sales and events.
Let's dig into the details
Discount Policy Changes Coming
Starting March 28, 2022, we'll be shortening the required cooldown period between discounts on Steam to four weeks (28 days to be exact) from the previous six week term. This means there must now be just 28 days between the end of one discount and the start of the next discount. Moving forward, all discount opportunities will be subject to this same 28-day cooldown period, with the only exceptions being our four major store-wide seasonal sales: Lunar New Year, Summer, Autumn, and Winter.
For more details, please see
Discount Rule Changes documentation.
New Bulk Discounting Tools - In Beta
Starting today, we're opening beta access for all developers to a new bulk discounting tool for managing participation in promotional events. This tool is a centralized place where you can see all the promotions for which your game(s) qualify. It offers options to filter for specific games and events, register for participation, and set discounts. This new tool will also flag when a game is eligible for promotional events that are within the discount cooldown period, so you can easily view timing tradeoffs and make decisions about event participation.
You can also create custom discounts, and add multiple games to be offered at the same time. For those with multiple games on Steam, we hope this will make it much easier to set up things like simultaneous custom discounts on all your games, or sales on a base game and all its associated DLC.
Check out the new tools
Promo Calendar 2022
Here is our official promotions schedule for the first half of 2022. There are a number of themed sales coming up that may or may not apply to your games. For each event, we will be sending out invitations to eligible games, generally 2-3 months ahead of time. In the meantime, consider which of your games might be a fit for each event. Remember that you might have to make some tradeoffs if a game is eligible for two sale events that are within 28 days of one another.
Check out the full promotional calendar and more details here:
https://partner.steamgames.com/doc/marketing/upcoming_events
Frequently Asked Questions
Q. Will there still be sale events that accompany other physical and digital festivals?
A. Absolutely! If you have been invited to participate in a Steam sale event organized by someone outside of Valve (eg. physical events such as PAX or Gamescom; regional events such as a Made in France sale) you'll just need to consider whether that event works for the discount cooldown timing on your game. It's also fine to participate in events like that without being on discount.
Q. Will these new discount cooldowns apply to curated promotions too?
A. Yes, discount cooldowns will apply to promotions like Daily Deals, Midweek Madness, Weekend Deals, Weeklong deals, publisher weekends, and any custom discounts. Any discount applied to a game must have 28 days between the end of one discount and the beginning of the next discount. The only exceptions to this cooldown are the four major seasonal sales: Lunar New Year, Summer, Autumn, Winter.