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

TechCrunch

by Lauren Forristal

February 26, 2026

AI-Generated Deep Dive Summary

Jest, a startup challenging the traditional app store model for mobile gaming, has emerged as a marketplace for messaging games with $7 million in seed funding. By leveraging Rich Communication Services (RCS), Jest allows users to play and share games directly within messaging apps, bypassing the need for downloads or app store visits. This innovative approach taps into the convenience of RCS, which supports rich media and embedded payments, making gaming accessible through everyday chat interactions. The shift from app stores to messaging inboxes aligns with a broader trend: declining mobile game downloads and consumer preferences for instant, frictionless experiences. Jest’s model offers significant advantages, including a 90/10 revenue split between developers and the platform—far better than the 30% cut typical of traditional app stores. Additionally, Jest’s network effect encourages collaboration among studios, with revenue shared between the monetizing and acquiring studios, further incentivizing developer partnerships. Early metrics highlight Jest’s success: within four months of its beta launch, the platform saw over 1 million games played and 300,000 messages exchanged. Retention rates are notably higher than traditional apps, with user acquisition costs also declining for developers. This efficiency is driving interest from major game studios, including those behind titles like “Episode” and “Puppy Mansion,” which have joined Jest’s ecosystem. Jest’s seed funding, led by Innovation Endeavors, will support scaling efforts and the launch of a dedicated Games Fund to nurture emerging and established gaming franchises. The fund provides $1 million for flagship titles, $200,000 for mid-stage projects, and $40,000 for experimental concepts, fostering innovation across the industry. This new distribution model signals a potential paradigm shift in mobile gaming, offering developers greater control over their revenue and users more seamless access to games. As RCS adoption grows, Jest is well-positioned to capitalize on this trend, creating a more dynamic and user-friendly gaming experience while reshaping the app store landscape. For tech enthusiasts, Jest’s approach represents a forward-thinking solution to the challenges of mobile gaming distribution, with implications for both developers and consumers alike.

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Originally published on TechCrunch on 2/26/2026