In the evolving landscape of mobile gaming, app stores have long been the dominant platform, often taking up to 30% of developers' earnings. However, a new player named Jest is challenging this status quo with a fresh approach to gaming.
Emerging from stealth mode with $7 million in seed funding, Jest envisions a future where games are integrated directly into messaging applications rather than being confined to traditional app stores. This innovative marketplace allows users to engage with games right within their chat threads, significantly enhancing user convenience.
The timing of Jest's launch aligns perfectly with the rise of Rich Communication Services (RCS), which offer richer media and interactive features compared to standard SMS. With major advancements in RCS, including Apple's support in iOS 18, the potential for messaging-based gaming is expanding rapidly. As of May 2025, RCS was facilitating over a billion messages daily in the U.S., indicating a growing trend towards more dynamic communication.
According to Deyan Vitanov, CEO and co-founder of Jest, "Mobile game developers have largely been locked into app store distribution as the primary way to reach players. RCS games live in the messaging inbox, where users spend substantial time connecting with friends and family."
Jest's model allows users to play games directly in their browsers without the need for app downloads, catering to a market where traditional game downloads are declining. In 2025, mobile game downloads fell by 8.6%, illustrating a shift in consumer behavior.
In its initial beta phase, Jest has already achieved remarkable milestones, with over 1 million games played and 300,000 messages exchanged. Vitanov noted, "We're seeing 3-4 times better retention than traditional mobile apps, validating that users are eager to engage with games through messaging."
Jest's revenue model is particularly attractive for developers, offering a 90/10 split, where developers retain the majority of earnings--an enticing alternative to the typical app store commission. Additionally, Jest incorporates a unique network effect, allowing studios to benefit financially from user interactions across the platform.
Notably, Jest has garnered interest from various development teams, including those behind popular titles such as "Episode" and "Kingdom Maker." The recent funding, led by Innovation Endeavors, will facilitate the platform's expansion and support for gaming studios.
To further enhance its offerings, Jest has initiated a dedicated Games Fund to assist studios at various development stages, with capital allocated across different tiers. Currently operational in the U.S., Jest plans to expand to 14 additional countries by Q3 2026.