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What's New is news posted by the game's developer/publisher about said game. They choose to publish the news and/or updates. I am not sure if there is an option for them to not appear in the Want's New section, but if there is, then some may have simply decided not to use it.
Best way would be to contact each developer/publisher and request they use the What's New feature.
https://steamcommunity.com/groups/steamworks/announcements/detail/3636131061119583006
https://steamcommunity.com/groups/steamworks/announcements/detail/2961646623387542635
https://partner.steamgames.com/doc/marketing/event_tools/type_patchnotes
https://partner.steamgames.com/doc/marketing/event_tools/type_majorupdate
But a lot of game devs still miss the point about marketing in this fashion.
The same three or four games that appear in "What's New" are the same three or four games that appear in News. I'm not seeing any news or "What's New" about anything other than American Truck Simulator, Grand Theft Auto V, Team Fortress 2, or Kerbal Space Program in either "What's New" or in "News." I know that there has to be more news than that about newer games that I follow.
You can go to the game's game hub and see if they have any news for the games there. If not, then the developer simply did not publish anything.
The games I'm interested in seeing in "What's New" HAVE news for the games in the game's hub, so it's not like they're too old to have any news. It's just that the news they are publishing to the game hub (and, according to the publisher to the "What's New" shelf,) they simply aren't showing up on "What's New" even though the publisher wants it to show up there.
This doesn't add everything to "What's New." It only shows the news on a separate page. I want the news in "What's New" not in the "Store."