Online game platform Kongregate is now getting deeper into the publishing game with Launchpad, an incubator program for indie game makers aimed at helping them design, fund and promote their game on the web -- and if it does well enough, on mobile as well.

Kongregate, which was acquired by GameStop in 2010, has been trying to expand beyond its roots as a web game portal for some time.

The company launched its own mobile game division and a $10 million fund for free-to-play mobile game makers back in 2013, and this new Launchpad program seems designed to strengthen Kongregate's mobile publishing efforts while capitalizing on the established Kongregate web game portal as a proving ground where games can be tested before launching into the incredibly competitive mobile marketplaces.

"Some of our most successful mobile games launched first on web and iterated there,” stated Kongregate CEO Emily Greer in a press release. "The Launchpad program is designed to fund innovative content from small teams through a similar web-to-mobile strategy. It’s faster and cheaper to build games for web, and that allows us to break the mold of publishers looking for projects near completion in limited genres and styles."

Greer herself has previously spoken publicly about F2P game design lessons learned from Kongregate's analytics data, and now the company will presumably apply those learnings to games developed through the Launchpad incubator.