Forge, a platform focused on community-driven game marketing and engagement, has announced the release of GameLink and PayLink. These new tools are designed to support game developers and publishers in building direct relationships with players, enabling easier distribution and payment integration.

Forge Introduces GameLink

In an interview with GamesBeat, Forge CEO Kun Gao, said GameLink and PayLink are purpose-built as Link-in-Bio tools tailored for the gaming industry. GameLink provides a centralized, customizable landing page for any game, where developers can connect players with purchasing options, trailers, community features, and more. This tool is positioned as an alternative to traditional static websites, offering a more dynamic and adaptable experience that can be set up in minutes.

Forge Introduces GameLink and PayLink

Streamlining Payments and Increasing Revenue

PayLink works in tandem with GameLink to streamline payment processing for developers. It allows game companies to integrate payment options directly within their in-app purchase flow, without disrupting the user experience. By using PayLink, developers can support mobile optimized checkout flows and maintain compatibility with both existing methods and alternative payment systems.

This system is designed to help developers improve their revenue margins. Forge states that using PayLink can increase revenue by up to 35% through a simplified integration process. Developers can display purchasable items, or SKUs, directly on their GameLink pages, creating a unified purchasing experience.

Forge Introduces GameLink and PayLink

Adapting to Shifting Mobile and Platform Policies

The launch of these tools coincides with broader shifts in platform policies, particularly following the legal developments between Epic Games and Apple. A recent court decision now allows games to promote and link to alternative purchasing options from within iOS applications. Gao noted that this change is especially relevant for mobile developers, as it removes previous restrictions and enables games to guide players toward external web shops, where lower prices are often available.

GameLink supports this shift by enabling developers to include payment links that work seamlessly on mobile devices. After completing a transaction outside of the App Store, users can be redirected back into the game. Gao acknowledged that while using alternative payment providers may impact app store rankings, this tradeoff is often less relevant for indie games, which are not typically competing for top-grossing positions.

Forge Introduces GameLink and PayLink

New Way for Developers to Build Relationships

Gao emphasized that GameLink is more than a link aggregation tool. It allows developers to build and manage a direct communication channel with their players, including the option to collect email addresses and share updates. The ability to refresh content regularly and track engagement through analytics helps developers better understand and connect with their audience.

This approach aligns with Forge’s broader goal of supporting independent game developers in gaining more control over their publishing and monetization strategies. Since its public launch in late 2023, Forge has worked with hundreds of games and facilitated over 25 million completed player quests through its platform.

Forge Introduces GameLink and PayLink

Building on the Forge Direct Ecosystem

GameLink and PayLink are the latest additions to the Forge Direct suite, which was first introduced at the Game Developers Conference in March. Forge Direct provides tools for game companies to launch direct-to-consumer experiences, and GameLink acts as an entry point into this broader system. Developers can later expand to a full-featured community portal with features such as loyalty programs, quests, and commerce capabilities.

Forge offers both tools for free, with an optional Pro tier that unlocks custom domains, detailed analytics, and additional customization options. The platform is mobile optimized and designed to be implemented quickly, requiring minimal development resources.

Founded by Dennis “Thresh” Fong, Kun Gao of Crunchyroll, and George Ng of Cyence, Forge began as a project within GGWP, an AI-based moderation platform for games. With support from investors such as Makers Fund, Bitkraft Ventures, and Animoca Brands, the company raised $11 million in seed funding to expand its focus on user acquisition and community engagement.

Forge Introduces GameLink and PayLink

Supporting Indie Developers in a Changing Industry

Forge’s launch of GameLink and PayLink comes at a time when game developers are exploring more flexible and sustainable distribution models. With ongoing changes in platform policies and an increasing emphasis on direct player engagement, tools like GameLink and PayLink provide game companies with alternatives to traditional distribution channels.

Gao indicated that these new products are aimed particularly at independent developers, who often face challenges in acquiring users and generating revenue through standard platform systems. Forge’s strategy is to offer lightweight tools that help developers maintain control over how they connect with and monetize their audiences.