In some aspects, the techniques described herein relate to a method including: receiving, at a processor, a message sent by a sender to a user, the message including a message content item related to an item of interactive content; displaying, by the processor, the message to the user through a user interface (UI); receiving, by the processor, an input corresponding to an interaction between the user and the message content item in the UI, the input directing the processor to generate the interactive content; obtaining, by the processor, interactive content data related to the interactive content; generating, by the processor, the interactive content based on the interactive content data; and displaying, by the processor, the generated interactive content to the user through the UI.