Valve announced that its regular Lunar New Year Sale on Steam is being replaced with a Spring Sale in March. Steam already runs four major seasonal sales (Lunar, Summer, Autumn, Winter), but developers and publishers have been asking Valve for a Spring Sale.
In response, the Lunar Sale which is usually held in late January is being replaced with a Spring Sale in March. Valve explains(Opens in a new window) how making this change allows more time between its four major seasonal sales, and therefore, "more opportunities throughout the year for developers to expand and execute their discounting calendar." The new calendar breaks down as follows: Spring Sale - March Summer Sale - June Autumn Sale - November Winter Sale - December Other sale events and fests will continue to run, but the seasonal sales are always the biggest.
Valve completely changes the layout of the Steam store front page to highlight promotional deals during these periods, which significantly reduces the visibility of new releases.
More time between the seasonal sales should make it easier to plan new game launches around them. It also makes sense to rename the Lunar New Year Sale because Valve originally introduced it in 2016 to celebrate developers and customers from Hong Kong, Taiwan, China, and South Korea gaining access to Steam.Read more on pcmag.com