Recently, Valve put some new rules in place for Steam pages, because they were getting a bit messy with some publishers using them like pure advertising boards for other games. Now though, Valve have announced more changes.
In the latest update Valve has now given developers the ability to adjust the highlight reel of games that appear after the description. So developers directly can pick the "set of games to draw from, as well as the sort order for those games, and set one or more of the included games to force to the front of the list".
For example, on the Starfield page when you scroll down, before the reviews section is this:
Developers can change the list to include various associated developers, publishers, and franchises. To use it though, developers do need to set up a developer homepage, publisher page or franchise page before the above section will actually display on store pages.
They can then set the sort order and force it to feature certain games.
Additionally, the DLC section has been updated so that developers can feature a specific DLC at the top. Like this example for Europa Universalis IV:
While some developers and publishers still won't be happy they can't put multiple big Steam banner images for other games at the top of the page, this is a nice compromise. Gives developers more official options to show exactly what they want, without spamming store pages making it a mess for us normies.
See more from me