Not all of the big players are so sure about games, though. WhatsApp, which Facebook acquired in February for $19 billion in cash and stock, has avoided the trend because it wants to create a "pure messaging" experience. CEO Jan Koum famously keeps a note taped to his desk that reads, "No Ads! No Games! No Gimmicks!"
Due to heavy competition and market differences, it's possible there will never be just one top messaging app in the U.S., Tango CTO Eric Setton said.
"The U.S. is very diverse," Setton said. "In China, Korea, Japan, one of the reasons they've been won over [by certain apps] is that the users are more uniform. … We want to gain as much momentum as possible in U.S. and [in the end] probably will have two or three established messaging apps."
—By Eric Johnson, Re/code.net.
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