diff --git a/.env.example b/.env.example
index f70b443..1e26def 100644
--- a/.env.example
+++ b/.env.example
@@ -37,6 +37,12 @@ EXTRA_CURRENCIES=CAD,EUR,GBP
 MIN_DISCOUNT_PERCENT=50
 MAX_PRICE=20
 
+# Matrix threads — post deals into per-category threads instead of the room
+# Categories: Game Deals, DLC Deals, Epic Free Games, Non-Game Deals
+# When disabled (default), all deals post directly to the room timeline
+# and non-game ITAD content is excluded (original behaviour).
+#MATRIX_USE_THREADS=false
+
 # Send an intro message to the room on startup (true/false)
 SEND_INTRO_MESSAGE=false
 
diff --git a/README.md b/README.md
index f66e29b..060e1a1 100644
--- a/README.md
+++ b/README.md
@@ -68,6 +68,7 @@ All configuration is via environment variables (see `.env.example`):
 | `ITAD_COUNTRIES` | No | US | Comma-separated ISO 3166-1 alpha-2 country codes to fetch ITAD deals from (e.g. `US,CA,GB,DE`) |
 | `DEFAULT_CURRENCY` | No | USD | Primary display currency shown first in price strings |
 | `EXTRA_CURRENCIES` | No | CAD,EUR,GBP | Additional currencies shown after the default (comma-separated) |
+| `MATRIX_USE_THREADS` | No | false | Post deals into per-category threads (see Threads section below) |
 | `SEND_INTRO_MESSAGE` | No | false | Send "The deals must flow." to the room on startup |
 | `DATABASE_PATH` | No | deals.db | Path to SQLite database file |
 
@@ -104,6 +105,21 @@ This verifies:
 
 The command exits with code 0 on success and 1 on failure, so it works in CI and Docker health-checks.
 
+## Threads
+
+When `MATRIX_USE_THREADS=true`, deals are posted inside per-category threads instead of directly into the room timeline. This keeps the room organized and lets users follow only the categories they care about.
+
+| Thread | Content |
+|---|---|
+| 🎮 Game Deals | CheapShark deals + ITAD deals with type `game` |
+| 🧩 DLC Deals | ITAD deals with type `dlc` |
+| 🆓 Epic Free Games | Current and upcoming free games from the Epic Games Store |
+| 📦 Non-Game Deals | ITAD deals that aren't games or DLC (software, courses, etc.) |
+
+Thread root messages are created automatically the first time a deal in that category appears. The root event IDs are stored in the database so subsequent deals are posted into the same threads.
+
+When threads are **disabled** (default), the bot behaves as before — all deals post directly to the room and non-game ITAD content is excluded.
+
 ## Behavior
 
 - **First run**: fetches current deals and records them in the database without posting (avoids spamming the room with existing deals)
diff --git a/gaming_deals_bot/bot.py b/gaming_deals_bot/bot.py
index e55764c..91aed1b 100644
--- a/gaming_deals_bot/bot.py
+++ b/gaming_deals_bot/bot.py
@@ -14,6 +14,7 @@ from .formatter import format_deal, format_epic_free, format_epic_upcoming, form
 from .itad import check_single_historical_low
 from .itad_deals import ITADDeal, fetch_deals as fetch_itad_deals
 from .matrix_client import MatrixDealsClient
+from .threads import ThreadCategory, format_thread_root, itad_type_to_category
 
 logger = logging.getLogger(__name__)
 
@@ -101,6 +102,43 @@ class DealsBot:
             return
         await self.matrix.send_notice("The deals must flow.")
 
+    # ------------------------------------------------------------------
+    # Thread helpers
+    # ------------------------------------------------------------------
+
+    async def _get_or_create_thread(self, category: ThreadCategory) -> str | None:
+        """Return the event ID of the thread root for *category*, creating it if needed."""
+        event_id = await self.db.get_thread_root(category.value)
+        if event_id:
+            return event_id
+
+        plain_text, html = format_thread_root(category)
+        event_id = await self.matrix.create_thread_root(plain_text, html)
+        if event_id:
+            await self.db.set_thread_root(category.value, event_id)
+            logger.info("Created thread root for %s: %s", category.value, event_id)
+        return event_id
+
+    async def _send_to_thread_or_room(
+        self, plain_text: str, html: str, category: ThreadCategory
+    ) -> bool:
+        """Send a message — into a thread if threads are enabled, otherwise to the room."""
+        if not self.config.matrix_use_threads:
+            return await self.matrix.send_deal(plain_text, html)
+
+        thread_root_id = await self._get_or_create_thread(category)
+        if not thread_root_id:
+            logger.warning(
+                "Could not obtain thread root for %s — falling back to room", category.value
+            )
+            return await self.matrix.send_deal(plain_text, html)
+
+        return await self.matrix.send_deal_in_thread(plain_text, html, thread_root_id)
+
+    # ------------------------------------------------------------------
+    # CheapShark
+    # ------------------------------------------------------------------
+
     async def check_cheapshark(self):
         """Poll CheapShark for deals and post new ones."""
         if not self._first_run_done:
@@ -122,6 +160,35 @@ class DealsBot:
         # Prune old records
         await self.db.prune_old(days=30)
 
+    async def _process_deal(self, deal: CheapSharkDeal):
+        """Check dedup, check historical low, format, and post a single deal."""
+        if await self.db.has_been_posted(deal.dedup_id):
+            return
+
+        # Check if this is a historical low via ITAD
+        is_historical_low = False
+        if self.config.itad_api_key and deal.steam_app_id:
+            is_historical_low = await check_single_historical_low(
+                self._http,
+                self.config.itad_api_key,
+                deal.steam_app_id,
+            )
+
+        plain_text, html = format_deal(deal, is_historical_low)
+        success = await self._send_to_thread_or_room(
+            plain_text, html, ThreadCategory.GAME_DEALS
+        )
+
+        if success:
+            await self.db.mark_posted(deal.dedup_id, "cheapshark", deal.title)
+            logger.info("Posted deal: %s", deal.title)
+        else:
+            logger.warning("Failed to post deal: %s — will retry next cycle", deal.title)
+
+    # ------------------------------------------------------------------
+    # IsThereAnyDeal
+    # ------------------------------------------------------------------
+
     async def check_itad_deals(self):
         """Poll IsThereAnyDeal for deals and post new ones."""
         if not self._first_run_done:
@@ -147,43 +214,31 @@ class DealsBot:
 
         await self.db.prune_old(days=30)
 
-    async def _process_deal(self, deal: CheapSharkDeal):
-        """Check dedup, check historical low, format, and post a single deal."""
-        if await self.db.has_been_posted(deal.dedup_id):
-            return
-
-        # Check if this is a historical low via ITAD
-        is_historical_low = False
-        if self.config.itad_api_key and deal.steam_app_id:
-            is_historical_low = await check_single_historical_low(
-                self._http,
-                self.config.itad_api_key,
-                deal.steam_app_id,
-            )
-
-        plain_text, html = format_deal(deal, is_historical_low)
-        success = await self.matrix.send_deal(plain_text, html)
-
-        if success:
-            await self.db.mark_posted(deal.dedup_id, "cheapshark", deal.title)
-            logger.info("Posted deal: %s", deal.title)
-        else:
-            logger.warning("Failed to post deal: %s — will retry next cycle", deal.title)
-
     async def _process_itad_deal(self, deal: ITADDeal):
         """Check dedup, format, and post a single ITAD deal."""
         if await self.db.has_been_posted(deal.dedup_id):
             return
 
+        category = itad_type_to_category(deal.deal_type)
+
+        # When threads are off, preserve original behaviour: skip non-game content
+        if not self.config.matrix_use_threads and category == ThreadCategory.NON_GAME_DEALS:
+            logger.debug("Skipping non-game ITAD deal (threads disabled): %s", deal.title)
+            return
+
         plain_text, html = format_itad_deal(deal)
-        success = await self.matrix.send_deal(plain_text, html)
+        success = await self._send_to_thread_or_room(plain_text, html, category)
 
         if success:
             await self.db.mark_posted(deal.dedup_id, "itad", deal.title)
-            logger.info("Posted ITAD deal: %s", deal.title)
+            logger.info("Posted ITAD deal: %s [%s]", deal.title, category.value)
         else:
             logger.warning("Failed to post ITAD deal: %s — will retry next cycle", deal.title)
 
+    # ------------------------------------------------------------------
+    # Epic Games Store
+    # ------------------------------------------------------------------
+
     async def check_epic_free_games(self):
         """Poll Epic Games Store for free games and post new ones."""
         if not self._first_run_done:
@@ -208,7 +263,9 @@ class DealsBot:
         else:
             plain_text, html = format_epic_free(game)
 
-        success = await self.matrix.send_deal(plain_text, html)
+        success = await self._send_to_thread_or_room(
+            plain_text, html, ThreadCategory.EPIC_FREE
+        )
 
         if success:
             await self.db.mark_posted(game.dedup_id, "epic", game.title)
diff --git a/gaming_deals_bot/config.py b/gaming_deals_bot/config.py
index 98c424f..c9d1f27 100644
--- a/gaming_deals_bot/config.py
+++ b/gaming_deals_bot/config.py
@@ -62,6 +62,11 @@ class Config:
         )
         self.itad_deals_limit = int(os.environ.get("ITAD_DEALS_LIMIT", "200"))
 
+        # Matrix threads — post deals into per-category threads
+        self.matrix_use_threads = os.environ.get(
+            "MATRIX_USE_THREADS", "false"
+        ).lower() in ("true", "1", "yes")
+
         # Intro message on startup
         self.send_intro_message = os.environ.get(
             "SEND_INTRO_MESSAGE", "false"
diff --git a/gaming_deals_bot/database.py b/gaming_deals_bot/database.py
index 096be34..6e5a83b 100644
--- a/gaming_deals_bot/database.py
+++ b/gaming_deals_bot/database.py
@@ -17,6 +17,12 @@ CREATE TABLE IF NOT EXISTS config (
     key TEXT PRIMARY KEY,
     value TEXT
 );
+
+CREATE TABLE IF NOT EXISTS thread_roots (
+    category TEXT PRIMARY KEY,
+    event_id TEXT NOT NULL,
+    created_at TIMESTAMP DEFAULT CURRENT_TIMESTAMP
+);
 """
 
 
@@ -77,3 +83,33 @@ class Database:
             (key, value),
         )
         await self._db.commit()
+
+    # ------------------------------------------------------------------
+    # Thread root management
+    # ------------------------------------------------------------------
+
+    async def get_thread_root(self, category: str) -> str | None:
+        """Return the Matrix event ID for a thread root, or None."""
+        assert self._db is not None
+        cursor = await self._db.execute(
+            "SELECT event_id FROM thread_roots WHERE category = ?", (category,)
+        )
+        row = await cursor.fetchone()
+        return row[0] if row else None
+
+    async def set_thread_root(self, category: str, event_id: str):
+        """Store the Matrix event ID for a thread root."""
+        assert self._db is not None
+        await self._db.execute(
+            "INSERT OR REPLACE INTO thread_roots (category, event_id) VALUES (?, ?)",
+            (category, event_id),
+        )
+        await self._db.commit()
+
+    async def clear_thread_root(self, category: str):
+        """Remove a stored thread root (e.g. if the event was redacted)."""
+        assert self._db is not None
+        await self._db.execute(
+            "DELETE FROM thread_roots WHERE category = ?", (category,)
+        )
+        await self._db.commit()
diff --git a/gaming_deals_bot/itad_deals.py b/gaming_deals_bot/itad_deals.py
index 19f7528..7d25547 100644
--- a/gaming_deals_bot/itad_deals.py
+++ b/gaming_deals_bot/itad_deals.py
@@ -19,6 +19,7 @@ class ITADDeal:
     game_id: str  # ITAD UUID
     slug: str
     title: str
+    deal_type: str  # ITAD type: "game", "dlc", or other
     sale_price: float  # current deal price (normalised to USD)
     normal_price: float  # regular (non-sale) price (normalised to USD)
     discount: int  # percentage off (0-100)
@@ -140,13 +141,8 @@ async def _fetch_country_deals(
         if not deal_data:
             continue
 
-        # Only include actual games and DLC — skip non-game content
-        # (courses, software bundles, etc.)
-        entry_type = entry.get("type")
+        entry_type = entry.get("type", "game")
         title = entry.get("title", "?")
-        if entry_type not in ("game", "dlc"):
-            logger.debug("Filtered out %s: type=%s", title, entry_type)
-            continue
 
         cut = deal_data.get("cut", 0)
         price_amount = deal_data.get("price", {}).get("amount", 0)
@@ -182,6 +178,7 @@ async def _fetch_country_deals(
                 game_id=entry.get("id", ""),
                 slug=entry.get("slug", ""),
                 title=title,
+                deal_type=entry_type,
                 sale_price=price_usd,
                 normal_price=regular_usd,
                 discount=cut,
diff --git a/gaming_deals_bot/matrix_client.py b/gaming_deals_bot/matrix_client.py
index 1b969ab..c9d7aa4 100644
--- a/gaming_deals_bot/matrix_client.py
+++ b/gaming_deals_bot/matrix_client.py
@@ -3,7 +3,7 @@
 import asyncio
 import logging
 
-from nio import AsyncClient, PresenceSetError, RoomSendError
+from nio import AsyncClient, PresenceSetError, RoomSendError, RoomSendResponse
 
 logger = logging.getLogger(__name__)
 
@@ -72,6 +72,70 @@ class MatrixDealsClient:
             logger.error("Matrix send error: %s", exc)
             return False
 
+    async def send_deal_in_thread(
+        self, plain_text: str, html: str, thread_root_id: str
+    ) -> bool:
+        """Send a deal message as a reply inside a Matrix thread.
+
+        ``thread_root_id`` is the ``$event_id`` of the thread root message.
+        """
+        content = {
+            "msgtype": "m.text",
+            "format": "org.matrix.custom.html",
+            "body": plain_text,
+            "formatted_body": html,
+            "m.relates_to": {
+                "rel_type": "m.thread",
+                "event_id": thread_root_id,
+                # Fallback for clients that don't support threads
+                "is_falling_back": True,
+                "m.in_reply_to": {"event_id": thread_root_id},
+            },
+        }
+
+        try:
+            resp = await self._client.room_send(
+                room_id=self.room_id,
+                message_type="m.room.message",
+                content=content,
+            )
+            if isinstance(resp, RoomSendError):
+                logger.error("Failed to send threaded message: %s", resp.message)
+                return False
+            logger.debug("Threaded message sent: %s (thread %s)", resp.event_id, thread_root_id)
+            return True
+        except Exception as exc:
+            logger.error("Matrix threaded send error: %s", exc)
+            return False
+
+    async def create_thread_root(self, plain_text: str, html: str) -> str | None:
+        """Send a message that will serve as a thread root.
+
+        Returns the ``$event_id`` on success, or ``None`` on failure.
+        """
+        content = {
+            "msgtype": "m.text",
+            "format": "org.matrix.custom.html",
+            "body": plain_text,
+            "formatted_body": html,
+        }
+
+        try:
+            resp = await self._client.room_send(
+                room_id=self.room_id,
+                message_type="m.room.message",
+                content=content,
+            )
+            if isinstance(resp, RoomSendError):
+                logger.error("Failed to create thread root: %s", resp.message)
+                return None
+            assert isinstance(resp, RoomSendResponse)
+            logger.info("Thread root created: %s", resp.event_id)
+            return resp.event_id
+        except Exception as exc:
+            logger.error("Matrix thread root error: %s", exc)
+            return None
+
     async def set_presence(self, presence: str) -> bool:
         """Set the bot's presence status on the homeserver.
 
diff --git a/gaming_deals_bot/threads.py b/gaming_deals_bot/threads.py
new file mode 100644
index 0000000..b48eb6c
--- /dev/null
+++ b/gaming_deals_bot/threads.py
@@ -0,0 +1,59 @@
+"""Thread category definitions for Matrix room threads.
+
+When ``MATRIX_USE_THREADS=true``, deal messages are posted inside
+per-category threads rather than directly into the room timeline.
+"""
+
+from enum import Enum
+from html import escape
+
+
+class ThreadCategory(str, Enum):
+    """Categories that map to distinct Matrix threads."""
+
+    GAME_DEALS = "game_deals"
+    DLC_DEALS = "dlc_deals"
+    EPIC_FREE = "epic_free"
+    NON_GAME_DEALS = "non_game_deals"
+
+
+# Display metadata for each thread category.
+# ``label`` is the thread root title; ``description`` appears below it.
+THREAD_META: dict[ThreadCategory, dict[str, str]] = {
+    ThreadCategory.GAME_DEALS: {
+        "label": "🎮 Game Deals",
+        "description": "PC game deals from CheapShark and IsThereAnyDeal",
+    },
+    ThreadCategory.DLC_DEALS: {
+        "label": "🧩 DLC Deals",
+        "description": "DLC and expansion deals from IsThereAnyDeal",
+    },
+    ThreadCategory.EPIC_FREE: {
+        "label": "🆓 Epic Free Games",
+        "description": "Weekly free games from the Epic Games Store",
+    },
+    ThreadCategory.NON_GAME_DEALS: {
+        "label": "📦 Non-Game Deals",
+        "description": "Software, courses, and other non-game deals",
+    },
+}
+
+
+def itad_type_to_category(deal_type: str) -> ThreadCategory:
+    """Map an ITAD ``type`` value to a thread category."""
+    if deal_type == "game":
+        return ThreadCategory.GAME_DEALS
+    if deal_type == "dlc":
+        return ThreadCategory.DLC_DEALS
+    return ThreadCategory.NON_GAME_DEALS
+
+
+def format_thread_root(category: ThreadCategory) -> tuple[str, str]:
+    """Return ``(plain_text, html)`` for a thread root message."""
+    meta = THREAD_META[category]
+    label = meta["label"]
+    desc = meta["description"]
+
+    plain_text = f"{label}\n{desc}"
+    html = f"<strong>{escape(label)}</strong><br>\n<em>{escape(desc)}</em>"
+    return plain_text, html