Snapchat owner Snap has launched a multi-player gaming platform, unveiling exclusive games only available on the Snapchat app. Signaling their investment in the lucrative mobile gaming industry, the social media app is hoping to bring more users back to their platform, particularly after the launch of Instagram Stories seemingly threatening the vitality of their initial business model.

“Last year, mobile gaming was a $77 billion industry,” Will Wu, Snapchat’s Director of Product, explained. “It’s hard to get everybody to install the same game, then find friends to play with, and it’s hard to chat. There’s way too much friction.”

The platform’s debut was announced at the company’s first ever Snap Partner Summit in Los Angeles on Thursday, following similar efforts displayed by Google and Apple to profit off of the multi-billion dollar industry.

Instead of launching a separate app, Snap Games will be available within Snapchat, allowing users to talk to their friends as they engage in virtual competitions.