Apple has added a new feature that lets developers name URLs for their apps in the App Store. So rather than having long a URL with lots of code, these new short links can feature the name of your book, video game or company.

Apple explains these short links on its developer’s blog: “You can also create easy-to-read links to your app using App Store Short Links, which use the AppStore.com base URL plus a specific form of your app or company name. This provides a simple way for users to find your apps on the App Store directly from your website or marketing campaigns.”

CNET broke the news during the Super Bowl last night:

The commercial for the upcoming ‘Star Trek: Into Darkness’ film, Paramount flashed a quick promotion for its iOS app, complete with an AppStore.com link that takes people right to it. In function it’s identical to what Apple already uses through its iTunes links, but this one’s designed so that people can quickly type it into a mobile device or remember it for later.