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Socialbakers: Snapchat To Launch In-App Gaming Platform

Feature a range of games from outside developers that are designed to work specifically in the app.

BERLIN, GERMANY - SEPTEMBER 27: In this photo illustration the app of Snapchat is displayed on a smartphone on September 27, 2016 in Berlin, Germany. (Photo Illustration by Thomas Trutschel/Photothek via Getty Images)

Snapchat is slated to launch a new gaming platform within its existing app. This new in-app gaming platform will be a dedicated Snapchat gaming platform, which will feature a range of games from outside developers that are designed to work specifically in the app.

This comes as no surprise as Snap has been adding more interactive AR games and features within its Lens carousel in a bid to grow its audience over recent months. This next step – the launch of an in-app gaming platform – comes as a natural next step for the platform, especially against a backdrop of heightening competition from Instagram, as well as the rise of emerging platforms such as TikTok.

Yuval Ben-Itzhak, CEO of Socialbakers and a thought leader in social media marketing said, “Interactive AR games are the next natural step in the evolution of content format on social media. As the Story format, that Snap introduced long time ago, is already leading in driving consumers’ engagement with content across all social platforms, it is expected that Snap comes up with a new innovation that should take that one step forward.”

He added, “tThe popularity of online games, from the very beginning of social media, is very high. Given Snap’s audience demographics, of a younger age group, and today’s computing power of mobile devices and cameras, interactive AR games perfectly fit into that reality. This new content format opens new opportunities for marketers to engage with audiences over new content format – either by having sponsored games or by embedding sponsored products and messages inside the augmented reality experience.”

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