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I guess they can also set WHEN it goes on sale, although I can imagine that Steam tries to spread sales -- like having just one daily sale, or just one game on a free weekend.
Also, on other shops. and maybe even on Steam, I can imagine that the shop itself might approach publishers to find out whether they might be interested in a themed sale or something like that. Unless we're talking soccer worldcup, halloween or christmas, "random" themed sales are probably unlikely to occur just by a bunch of publishers suddenly wanting similar games on sale at the same time. Things like summer sales are probably announced long before they happen, so publishers can decide whether they want to participate, and in how.
So it's probably not JUST the publishers setting up sales. The shops are probably trying to get something on the way too.
Well it seems likely to go on sale again as it had quite a nice discount during the Summer Sale. :)
They do not publish sale dates ahead of time as it would hurt business. Last year there was a Spring sale (just indie titles) in March, Summer Sale (most titles) in July, Halloween sale (horror titles), Autumn sale (don't remember) around Thanksgiving, and the Winter sale around Christmas.
Lastly, you have the constant sales as well. The daily title sale (posted at 1 p.m. est lasting 48 hours), Mid-week madness sales (I think tue-thr @1 p.m.)), Weekend sales (thurs-monday @ 1 p.m.), Week long sales (Monday 1 p.m.-next monday @1 p.m.). Also publishers are free to make sales at any point they wish ( I believe the minnimum length is 48 hours though it could be 24).
There can also be limited time trials of part/full games and very rarely a game may be given away for a short period of time to keep forever if you start downloading it within that time window.