ZBD launches games payments platform for PC & console

ZBD has launched a financial infrastructure platform for video games, with developers including 1047 Games and Joygame already using parts of the system.

The rollout expands ZBD's focus beyond mobile games into a broader offering for PC, console and cross-platform publishers. The package covers payments into games, movement of funds within games, and payouts to players and creators.

The suite includes embedded player accounts, payout tools for rewards and competitions, in-game rewards systems, player-to-player marketplaces, and branded debit cards linked to game loyalty schemes. The products are designed to help publishers manage deposits, trading, rewards and cash-outs within their own games rather than sending users to third-party services.

1047 Games, known for Splitgate and Empulse, is using ZBD's Embedded Payouts product for a referral feature that pays players for community-led growth. Joygame has adopted the Embedded Rewards product, while TapNation, Udo Games and Turborilla are also working with ZBD.

Games focus

ZBD argues that many payment systems used by game publishers were adapted from other sectors and do not suit newer forms of game commerce. Modern game economies, it says, now need to support creators, direct player trading and esports prize payouts alongside more conventional purchases.

ZBD has been building the system since 2019 and has raised USD $90 million from investors including RAINE, Square Enix and Lakestar. It is also a licensed payment provider in most US states and across the European Economic Area.

Its earlier payments and rewards products have already been used in mobile gaming, where millions of players have interacted with ZBD's technology across hundreds of titles, including Idle Bank from TapNation. This launch extends that work into a broader financial stack for the games industry.

One part of the platform centres on embedded accounts, allowing publishers to integrate player accounts directly into games. Those accounts support deposits, real-money trading between players, creator payments and regulated cash-out options.

Another part focuses on payouts for players, creators and esports competitors. The system supports cash-out through bank accounts, Cash App, gift cards and push-to-card transfers, while keeping identity checks and withdrawals within the game environment.

Rewards and cards

ZBD is also offering an embedded rewards system that ties real-money incentives to gameplay, progression and live events. Alongside that, it has introduced branded debit cards for game publishers that link everyday spending to in-game rewards or subscription discounts.

Gordon Thornton, Chief Commercial Officer at ZBD, said the broader shift in games is towards two-way financial relationships between publishers and players.

"Money has been part of the video games experience for as long as I can remember, but the big shift is that consumers now expect two-way financial relationships with publishers. Studios can now evolve their financial interactions with players, turning a one-way relationship into a two-way loop that drives engagement, revenue, and loyalty. Ultimately, I see our role as enabling studios to implement strategies they've always wanted to, but simply haven't had the tech or licenses available before. This announcement is the culmination of a seven-year mission to build this capability for the industry, and we're thrilled to already see a lot of pent-up demand from studios and publishers," Thornton said.

One aim is to reduce reliance on grey-market trading by giving publishers a regulated way to support real-money exchanges between players inside their games. Developers can also use the tools to create loyalty programmes and referral systems that involve direct payments or rewards.

For studios, that opens a different commercial model from the standard one-way purchase flow that has dominated much of the games market. Instead of limiting money movement to buying virtual items or subscriptions, publishers can also return value to players, creators and competitive communities through rewards, referrals and prize money.

This approach is likely to appeal most to titles with active online communities, user-generated content or competitive play, where creators and players already contribute to a game's growth and retention. It may also suit games that want tighter control over player marketplaces rather than leaving those transactions to outside channels.

Turborilla is among the publishers working with ZBD on those mechanics. John Wright, Chief Executive Officer at Turborilla, said: "Retention is critical for games to succeed today, and game publishers need to start looking beyond legacy growth playbooks to boost LTV and long-term profitability. ZBD is one of the few companies building for that future by weaving together payments and player engagement. We're excited to be working with them to bring new loyalty mechanics inside our game, giving our whole player base real value for logging in every day."