Threads, Meta’s text-first social app, is experimenting with in-message games. The first prototype, a basketball game that lets users swipe to score hoops, was recently spotted by app researcher Alessandro Paluzzi. A Meta spokesperson confirmed to TechCrunch that the feature is being tested internally but is not yet available to the public.

While the in-chat game might seem like a lightweight feature, it signals something bigger. Meta is gradually turning Threads into an interactive playground, not just a conversation hub. That shift could unlock new surface areas for marketers and brands to engage audiences in more playful, frictionless ways.

This article breaks down what Threads is building, why it could give the platform a competitive edge, and what it means for marketers exploring new digital engagement strategies.

Here is a table of content for quick access:

What is Threads building now?

Threads is currently testing a mini basketball game that lives inside its direct messages. The game appears to be swipe-based, letting users shoot virtual hoops and compete with friends to see who scores highest. Think GamePigeon meets mobile sports apps, but native to Threads.

Alessandro Paluzzi, known for revealing unreleased app features, shared a screenshot of the game in action. Meta confirmed it is a prototype but did not disclose if or when it will roll out to users.

This isn’t Meta’s first move into low-stakes gaming inside messaging apps. In 2025, Instagram quietly launched an emoji-based paddle game in DMs, where users had to keep a bouncing emoji in the air. That game also focused on casual competition between friends, all without leaving the app.

Why this matters now

Threads may have racked up 400 million monthly users, but it is still lagging in the U.S. market. A recent Pew Research Center report found that only 8% of U.S. adults said they use Threads, compared to 21% who use X (formerly Twitter) and 4% on Bluesky. That usage gap has fueled Meta’s push to layer in fresh features across Threads, including Communities and disappearing posts.

The idea behind in-message games is simple but strategic. Users stay longer, interact more, and find new reasons to open the app. This kind of stickiness could be Threads’ edge over platforms like X and Bluesky, which do not support any native gaming. It also puts Threads closer to Apple Messages, where third-party games like GamePigeon help anchor social interactions.

Adding game features also fits Meta’s broader playbook. The company has long explored “micro-engagement” tactics, like emoji reactions, chat themes, and ephemeral content. This new game prototype is just another way to deepen in-app behavior.

What marketers should know

While Threads’ basketball game is still a prototype, it’s part of a larger trend that marketers should be watching closely. Meta is clearly experimenting with ways to make messaging more interactive and sticky—which could open new creative avenues for brand engagement. Here are three strategic angles to consider:

1. Games could open new engagement formats

If Threads moves forward with in-message games, there is potential for branded games or sponsored challenges down the line. Think beyond display ads. Imagine lightweight branded experiences that live in the chat thread itself. While speculative, it’s a concept worth monitoring.

2. Messaging is becoming more interactive

For Meta, direct messages are no longer just about private communication. They are becoming engagement environments in their own right. Marketers should start thinking about how content strategies can extend into messaging spaces, where audience intent is often stronger and more personal.

3. Threads is building its own identity

With features like Communities, disappearing posts, and now in-message games, Threads is moving away from its “Twitter clone” reputation. For brands, this means the platform deserves a distinct content strategy. If Threads continues to evolve its unique social mechanics, early adopters could benefit from lower competition and higher visibility.

Meta has not confirmed a release timeline for the basketball game, or if in-message games will go public at all. But the company’s move signals a clear intention to build Threads into a multi-dimensional app, not just a Twitter alternative.

For marketers, this is a moment to pay attention. Casual games might feel like fun distractions, but they also represent emerging opportunities for interaction, brand play, and community building inside messaging platforms. Threads is shaping up to be more than a text feed—and that shift could be key for forward-looking digital teams.