Conducting a beta test on Steam is usually something of a hassle, as developers must distribute individual Steam keys to those who wish to participate. However, Valve seems to be trying to eliminate that hassle by adding a new option that allows developers to incorporate test applications directly into their Steam page.

The new feature, which Steam Database creator Pavel "xPaw" Djundik found on the Steam page for Creative Assembly's strategy card game "Total War: Elysium," currently in closed beta testing This was revealed in a tweet. Just below the "Add to Wish List" option is a button to request access to the playtest: when clicked, it indicates that you have requested access and "Keep an eye out for a notification email from Steam when the developer is ready to accept participants.

The button displays.

Unfortunately, Total War: Elysium does not currently appear to be in need of testers, given that Valve has previously announced, tested, and rolled out new features such as Interactive Recommender, Play Next, and News Hub through Steam Labs. it is interesting that this update arrived quietly and without fanfare. This is clearly a feature for developers rather than for end-users, but one that should have been noticed sooner or later.

Update: Valve has confirmed that this is a new feature that they have recently begun testing and that more information and a formal rollout will be forthcoming.