Publisher Hooded Horse's own data, reported ahead of Valve's confirmation, showed one back-catalog title's feed visits rising 2,621x month-over-month once discovery went personalized, from an average of 2.8 to 7,341 visits.
That traffic came at zero incremental marketing spend, directly lowering the marginal customer acquisition cost for older or niche titles that no longer receive active UA budget.
With curated slots gone, exposure now depends on signals publishers can influence indirectly, such as wishlist accumulation and playtime, rather than one-time launch marketing or a manually booked sale date.
Valve's own 2025 disclosure that nearly 6,000 games topped $100,000 in revenue while over 5,000 failed to recoup the $100 listing fee frames the gap this algorithmic shift is meant to narrow.