Allowing developers to self-discount their own games on Steam is "another effort to shorten the distance between developers and customers", Valve has said.
The initiative, dug up by Reddit user Sharkiller from a private Steam forum, will allow developers to configure, up to two months in advance, sales lasting up to two weeks. There don't appear to be any restrictions on discount amounts, and Valve doesn't need to approve the deals.
To prevent exploitation, however, Valve specified that a game cannot be discounted more often than once every two months.
"As with the addition of a 'Recently Updated' section to Steam, this is another effort to shorten the distance between developers and customers," Valve told Ars Technica.
"This new Steamworks tool allows developers to configure discounts for their own products, on their own schedules. They can define custom sale periods or opt in to regularly scheduled sales. This will enable developers to better coordinate their promotions with events, announcements, or major updates they are planning for their products."