Threads Experiments with Games in DMs

01/07/26
Source: Social Media Today – Latest News by Andrew Hutchinson. Read the original article

TL;DR Summary of Meta’s Threads Explores In-Stream DM Games to Boost Engagement

Meta’s Threads app has rapidly evolved its direct messaging (DM) features, now testing in-stream games like a basketball shooting challenge within chats. This move aims to increase user engagement by encouraging more interactive and entertaining conversations. The shift follows Meta’s legal victory over the FTC, allowing greater flexibility in Threads’ DM development without integrating it into other Meta messaging platforms. These experiments could redefine how messaging apps boost retention and time spent through innovative features.

Optimixed’s Overview: How Meta’s Threads Is Innovating Messaging with Interactive Features to Enhance User Engagement

Meta’s Strategic Shift in Threads Messaging

Originally hesitant to include direct messaging within Threads, Meta reversed course by introducing DMs in mid-2023 and later expanding to group chats. Now, Threads is experimenting with integrated mini-games inside DMs, such as a basketball shooting game controlled by swipe gestures. This approach mirrors successful engagement tactics used by other platforms and aims to make conversations more dynamic and entertaining.

Driving Engagement Through Play

  • In-stream games: Simple, casual games embedded in chat interfaces encourage users to spend more time interacting within the app.
  • Social competition: Users can challenge friends directly through DMs, adding a layer of fun and competition to messaging.
  • Retention benefits: Increased time spent on the app and repeated usage are likely outcomes of these interactive features.

Legal Context Enabling Innovation

Meta’s recent legal victory over the Federal Trade Commission (FTC) ended regulatory pressure that previously forced it to unify messaging across WhatsApp, Instagram, and Messenger to prevent potential divestitures. Freed from this obligation, Threads can now develop its own distinct DM features without integrating into Meta’s broader messaging infrastructure. This independence allows for more experimental and unique messaging experiences.

Looking Ahead

While these gaming features are still in experimental phases and not yet publicly available, their introduction signals a broader trend of blending social interaction with light gaming to boost engagement metrics. Threads’ continued innovation in messaging could position it as a more compelling alternative to traditional social platforms, offering users fresh ways to connect beyond text-based conversations.