The Domino Effect: How a Gamescom trade mission helped Jestr find its breakthrough – Digital Nova Scotia – Leading Digital Industry
The Domino Effect: How a Gamescom trade mission helped Jestr find its breakthrough

June 30, 2026

The Domino Effect: How a Gamescom Trade Mission Helped Jestr Find Its Breakthrough

When Jestr arrived at Gamescom in August 2025, the Halifax startup had little more than a vision, a single customer success story and a determination to prove itself on the global stage.

Less than a year later, the company is making its mark on one of the gaming industry’s biggest stages. During Steam Next Fest in June 2026, 15 of the 50 most-played game demos had run campaigns through Jestr—a remarkable milestone for a platform that launched less than a year earlier. The annual event is one of the industry’s most closely watched showcases for upcoming games, making the result another signal of Jestr’s growing influence among publishers and developers.

The momentum doesn’t stop there. Jestr has facilitated nearly $3 million USD in creator payouts, generated more than 1.1 billion views across short-form content platforms, worked with some of the biggest names in indie gaming and helped hundreds of creators turn content creation into a sustainable source of income.

For co-founder Mahdeen Abrar, the journey illustrates what can happen when ambitious Nova Scotia founders gain access to international markets and industry connections.

“We had really nothing—no money to get to Gamescom,” Abrar said. “I literally had maybe $20 to my name. It was either not going to Gamescom and hoping something would take off, or being able to go through the support of you guys.”

That support came through Digital Nova Scotia’s Gamescom trade mission and complementary export programs that helped make the trip possible. Looking back, Abrar sees the opportunity as a turning point for the company.

“It seemed to work out, but it wouldn’t have worked out if we didn’t have you guys,” he said. “That’s why I think it was a very pivotal moment for us to be at Gamescom.”

Building a Startup From Scratch

Jestr was founded by three longtime friends from Halifax who had known each other since middle school before later studying computer science together at Dalhousie University.

Rather than pursuing traditional careers after graduation, they decided to create their own path.

“I knew immediately that I really wanted to do something in Halifax. Halifax is a city with a lot of talent, but that talent either leaves or conforms to the smaller opportunities here. I figured, let’s make our own opportunity.”

After experimenting with several startup ideas, the team discovered a significant gap in the gaming industry. Game studios were struggling to connect with short-form content creators on platforms like TikTok, Instagram Reels and YouTube Shorts—despite those platforms increasingly driving game discovery.

The result was Jestr: a marketplace that connects game studios and publishers with creators, making paid collaborations easier, more transparent and more effective.

One Conference. One Conversation. One Domino Effect.

By the summer of 2025, Jestr had completed its first successful customer campaign.

What the company lacked in resources, it made up for in ambition.

Through the Digital Nova Scotia’s trade mission, Jestr gained access to MeetToMatch networking, allowing the founders to schedule more than 40 meetings with publishers and industry leaders from around the world.

Abrar spent the conference pitching Jestr’s vision.

Most conversations were encouraging.

One changed everything.

An impromptu meeting with UK publisher Fireshine Games led to campaigns on the platform and introductions to other publishers across Europe.

“You just need to do good by a couple of people and they’ll happily spread you around in this industry,” Abrar said.

That single relationship created a ripple effect that continues to fuel Jestr’s growth.

Today, much of the company’s customer base comes from Europe and the United States, where referrals have helped establish credibility with publishers and studios alike.

From One Case Study to Industry Impact

The numbers tell one story.

Watch: Jestr co-founder Mahdeen Abrar shares how Digital Nova Scotia’s Gamescom trade mission became the turning point for the Halifax startup.

In less than a year since launching its first campaign, Jestr has:

But for Abrar, the company’s success isn’t measured by views or revenue.

It’s measured by the people behind the content.

“I don’t see why content creation can’t just pay the bills, pay rent, buy gas or buy groceries. Why can’t middle-class content creators exist?”

That philosophy has become central to Jestr’s mission. Today, many creators on the platform are earning enough through Jestr campaigns to pursue content creation full-time.

Why Trade Missions Matter

With applications now open for Digital Nova Scotia’s Atlantic AI Trade Mission to ALL IN 2026, Abrar doesn’t hesitate when asked what he would tell founders considering applying.

“I really recommend that everyone goes. Everyone should take advantage of these opportunities because that’s the only reason we’re in the place that we are.”

For founders wondering whether they’re ready to step onto an international stage, he offers another piece of advice.

“To win as a Nova Scotian or someone in Canada, you have to be bold.”

That boldness matters because, in the gaming industry, relationships are still built face to face.

“People don’t respond to cold emails. They don’t respond to cold LinkedIn messages. What they respond to is being there face-to-face with them.”

Or, as Abrar puts it more simply:

“These conferences are really the only place that you can access publishers.”

Building the Future From Halifax

Despite Jestr’s rapid growth, Abrar believes the company’s biggest opportunity is still ahead.

His vision extends beyond building a successful company. He wants to help strengthen the broader gaming ecosystem in Atlantic Canada and create more opportunities for creators, developers and gaming businesses to thrive from home.

“I want Halifax to be a really good place for game developers and content creators.”

For Digital Nova Scotia, Jestr’s story is a reminder of what’s possible when Nova Scotia companies are given opportunities to compete on a global stage.

A trade mission opened the door.

A single conversation started the domino effect.

Today, a Halifax startup is helping shape how game publishers around the world connect with creators—and proving that world-class companies can be built right here in Nova Scotia.