I knew personalization could theoretically happen with F2P games, e.g. personalized odds for lootboxes, which would be a disgusting practice to milk whales. Props to Bethesda for not hiding the fact that they are going to personalize time-limited discounts. That is the first time that I see a dev of a F2P Steam game openly admit that personalization is a thing.
For the record, they have collected data during the "Festival of Madness" (one deal per day during last December). I guess they have figured out a few different player profiles and ways to put people into these boxes.
I actually kind of like the idea of sales personalization, as long as developers keep it
generally non-exploitative.
League of Legends has done temporary, personalized sales multiple times a year for a few years now. The temporary shop offers you discounts on six skins, based on what its algorithms believe you'll be interested in, apparently based on things like per champion playing time; champion roles; purchasing habits in similar players, etc. And the discounts range from 20-70% off.
It doesn't always work, and sometimes its recommendations are poop, but it can work. Hypothetically, if you're a marksman/ADC player, your shop might look like this:
For everyone unfamiliar with the game, that screenshot has 5 unique marksman, and one former marksman that's now played in the jungle.
I can't find any screenshots of my own shop, but as a support main, mine has looked similar to this in the past:
Four supports, two junglers, which would be a mix of things I play and things the game thinks I might
want to play.
All in all, I think it's a pretty good way to offer players chances to buy skins at discounts tailored to them.