Not one to be outdone by those console manufacturer types, Valve have just announced a new in-game DLC delivery system for their Steam gaming service. Developers and publishers alike will be able to use their own games as DLC delivery and notification platforms, directly targeting the consumers they want.
DLC can now be added to any game on Steam, regardless of whether it was originally purchased via Steam, at retail, or via other digital outlets. It is also a feature of Steamworks, the suite of free tools and services available to game developers and publishers.
According to a Valve rep, the first title to offer in-game DLC via Steam will be Twisted Pixel's The Maw (also available on XBLA and PSN), offering two new levels that fit in between existing levels as seminal "deleted scenes".