Meta surprises Threads users with a new basketball mini-game and changes the rules of communication

Meta is once again drawing attention by experimenting with unexpected features for Threads. The company is testing a basketball mini-game directly inside chats, which could significantly change the usual user experience. This news raises questions: why is Meta embedding game elements into its messenger, and how will this affect competition among popular platforms?

Meta introduces a mini-game and aims to liven up communication between users

A prototype of a basketball mini-game has appeared inside Threads, currently available only for internal testing. In this game, participants can make virtual ball throws simply by swiping their finger across the screen during a conversation. The results of the throws are displayed in the chat, allowing users to compare scores and hold small competitions between friends or relatives. Despite the interest in this innovation, Meta has not yet announced when the game will become available to the general public.

Meta aims to increase engagement and intensify competition for audience attention

The introduction of mini-games is Meta’s attempt to make Threads more attractive and keep users engaged for longer. Game mechanics can liven up communication, turning the messenger into a real “playground” for friends and family groups. The company’s key goals in this direction are:

• Increase user engagement so that they return to conversations more ofte
• Encourage friendly competition and create new reasons to chat
• Provide features that competitors such as X or Bluesky do not have

Adding games to chats can give Threads an advantage over platforms where such entertainment is absent. In addition, this allows it to compete with Apple Messages, where it is already possible to launch mini-games through third-party apps.

Short mini-games are perfect for mobile chats: a round takes seconds, and the result can be discussed immediately. Therefore, the growing interest in arcade formats is noticeable not only in social networks but also in other digital entertainment. Threads users familiar with the online gambling industry immediately noticed that this format is very similar to the crash-game mechanics in online casinos.

Such games have long been popular in iGaming, as they are based on timing and quick response, and there are already separate pages for launching them on mobile phones—online aviatrix game is just such a format. This clearly shows why Meta is betting on simple game mechanics right inside conversations, where engagement is built on simplicity.

Threads gets disappearing posts and expands communication opportunities

Meta is not limited to only gaming features and continues to develop Threads by adding new communication tools. Recently, the app introduced a disappearing posts feature called Ghost Posts. The essence of this innovation is simple: messages automatically disappear 24 hours after publication, and only the author of the original post can see the replies. The new feature is accompanied by a special ghost icon, which helps quickly distinguish such posts from regular ones. In addition, users can view their disappeared posts in the archive, which adds flexibility in content management.

Meta uses gaming and temporary features to capture the audience and relies on successful cases

The company actively studies successful solutions from its other products, such as Instagram Stories and Facebook Stories, where temporary posts have become an important part of the user experience. Similar features have previously appeared among competitors, for example, as Fleets on Twitter or mini-games in Apple Messages, but Meta’s approach is distinguished by its focus on “authenticity” and “low pressure.” The advantages of temporary and gaming features include:

• The opportunity for spontaneous, informal communication
• Reducing the fear of judgment and criticism
• Creating new scenarios for user interaction

Nevertheless, not all users perceive such innovations equally. Some believe that temporary posts may make it difficult to find important information or lead to the loss of interesting publications.

Disappearing posts are becoming the new standard of communication in the digital environment

The popularity of disappearing posts is explained by people’s desire for greater freedom of self-expression and privacy protection. The main reasons for the demand for such features include:

• The desire to share moments “in the here and now” without worrying about long-term consequences
• Reducing pressure from the audience and not having to maintain a “perfect” image
• Increasing control over personal information and the ability to quickly delete unwanted content

The success of such solutions on platforms like Instagram and Snapchat confirms that temporary posts are indeed in demand among a wide audience.

Meta faces challenges on the path to leadership and seeks new ways to develop Threads

Despite constant updates and the introduction of new features, Threads still lags behind X in terms of user numbers in the US. According to Meta, the platform has about 400 million active users per month worldwide, but this figure is significantly lower in the US. For further growth in popularity, Threads may need:

• Expanding the set of unique features that will be in demand among different audiences
• Improving tools for creating and moderating communities
• Developing new formats of interaction that can interest both young and mature users

Meta is betting on creating an atmosphere of “authenticity” and “low pressure” to win the trust and loyalty of the audience.

Threads changes the rules of the game and inspires users to new ways of communication

The introduction of mini-games and disappearing posts may become the very “new breath” that will allow Threads to stand out among competitors. Meta is experimenting with formats to keep users’ attention and encourage them to actively participate in the life of the platform. The success of these innovations will depend on how quickly and positively users accept the new tools, as well as the company’s ability to adapt to changing trends.

Advantages of mini-games for communication:

• Increasing engagement and interest in the platform
• Forming new habits and communication scenarios
• Expanding the range of topics for discussion and joint pastime

Distinctive features of disappearing posts in Threads:

• Automatic deletion of posts after 24 hours
• Privacy of replies, which are visible only to the author
• The ability to archive and subsequently view disappeared messages

Context and comparison with competitors help to understand that Threads seeks to combine the best market practices with its own innovations. However, Meta’s success will depend on its ability to quickly respond to audience needs and offer truly valuable features.