An upcoming change to Steam will allow developers to start discounts on their games whenever they want, as discovered by Redditor Sharkiller on a private Steam forum.
Under this new system, developers will be able to simply input the discount they want and the duration (Capped at two weeks) and then simply submit the sale.
The old sale system required that developers first get their discount approved by Valve.
Speaking to Ars Technica, Valve stated that this initiative is intended to boost interactions between the developer of a game and their fans, as well as providing greater control for developers.
This is another effort to shorten the distance between developers and customers. 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.