Cross-platform HTML5 games are convenient and can even be distributed through mobile applications of social networks and instant messengers.
A recent update to the VKontakte application includes the Direct Games platform, for which moderators will select the best projects. To offer your game, you need to integrate it into the Mobile SDK VKontakte code and apply for moderation or let IceStone do it.
On Facebook, you can add your game using the plugin for the Cocos2d-X engine. So far, this is the only widely available way to upload your game to Facebook, as the Instant Games platform for Messenger is available for developers in closed beta. Or you can let IceStone do it.
In Telegram, publishing your game is easier: but you will have create it using a special telegram bot. Or you can let IceStone do it!
There are more instant messengers to provide HTML5 - games. Be the first there, let IceStone do it!