Jest, a marketplace for messaging games, is challenging the app store status quo

In the realm of mobile gaming, traditional app stores have long been the dominant force, often taking up to 30% of developers' revenue. However, a new player is stepping in to challenge this status quo: Jest. This innovative marketplace for messaging games has emerged from stealth mode, backed by $7 million in seed funding, with a vision to transform how games are accessed and played. Jest aims to capitalize on the growing trend of Rich Communication Services (RCS), an upgraded version of SMS that facilitates more dynamic interactions through rich media and interactive features. With RCS gaining traction, particularly after Apple’s adoption in iOS 18, the mobile landscape is rapidly evolving. By May 2025, RCS was reportedly handling over a billion messages a day in the U.S., as noted by Google. According to Deyan Vitanov, CEO and co-founder of Jest, the platform provides a more integrated gaming experience by allowing users to play games directly within their messaging apps. "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, the stickiest surface on mobile," he explained in a recent interview. This approach not only simplifies access but also aligns with consumer behavior, as people spend significant time communicating via messaging. With the decline in mobile game downloads—down 8.6% year-over-year in 2025 according to Appfigures—Jest's model is resonating with users. By the end of January, just four months into its beta, the platform had already achieved over 1,000,000 messaging games played and 300,000 messages exchanged. Vitanov highlighted the impressive retention rates, noting that they are 3-4 times better than traditional mobile apps. Early partners have reported acquisition costs that are 30-60% lower than those typically associated with mobile apps. Beyond just facilitating games, Jest has created a dedicated marketplace for these experiences, offering a developer-friendly revenue model with a 90/10 split—90% of earnings go directly to developers, a stark contrast to the conventional 30% cut taken by app stores. Additionally, Jest's unique economic structure incentivizes collaboration among studios, allowing for revenue sharing based on user engagement across different games. The platform has already attracted notable development partners, including teams behind popular games like "Episode," "Puppy Mansion," and "Kingdom Maker." With the seed funding led by Innovation Endeavors, Jest plans to scale its operations and onboard initial gaming studios. To foster growth, Jest has also launched a Games Fund that will invest in studios at various stages, with capital ranging from $1 million for flagship titles to $40,000 for experimental projects. Currently operational in the U.S., Jest is poised to expand into 14 additional countries by the third quarter of 2026.