Snapchat launches AR Camera Platform, Discover Originals, Snap Games & Snap Kit

Snap will launch the Snap Audience Network designed to offer third-party developers the opportunity to monetise their apps with the company’s popular full-screen mobile ad format, Snap Ads

e4m by exchange4media Staff
Updated: Apr 5, 2019 12:24 PM

Snapchat announced the launch of its all-new AR Camera Platform, Discover Originals, Snap Games and Snap Kit at the Snap Partner Summit 2019.

It announced a new augmented reality and camera search experiences for creators, partners, and Snapchatters. Lenses are Snap’s augmented reality product. On average, more than 70% of Daily Active Users play with or view a Lens every day on the service. 

Scan is Snap’s camera search experience. Today, Snapchatters can “press and hold” on the Snapchat camera screen to Scan and unlock relevant experiences based on what is in the viewfinder or environment. Scan a Snapcode to unlock special Filters and Lenses, a physical product or barcode to surface search results on Amazon, or while listening to music to learn more about what’s playing through an integration with Shazam.

Snap’s Lens Studio is a free, publicly available desktop app for anyone to build and distribute Lenses on Snapchat. Lens Studio packages up Snap’s state of the art computer vision and graphics technology into simple templates for creators. More than 400,000 Lenses have been created by Snap’s community through Lens Studio, and those Lenses have been played with over 15 billion times. 

Snap is updating Lens Studio to include even more capabilities for Lens creation, including templates for hand tracking, body tracking, and pet tracking.

For the first time, Lens Studio will include templates for Snap’s all-new Landmarker Lens experiences. These Lenses enable augmented reality experiences that can transform the world's most iconic landmarks in real-time.

Templates for five locations are available to creators today, including: Buckingham Palace (London), United States Capitol Building (Washington, D.C.), Eiffel Tower (Paris), Flatiron Building (New York City), and the TLC Chinese Theater (Los Angeles), with more to follow. 

Snapchatters visiting these physical locations will also be able to experience these Landmarker-enabled Lenses beginning today.

Snap is also introducing a new, unified Lens experience on the platform and additional, robust camera search capabilities. “AR Bar” and “Scan” will begin rolling out soon to Snapchatters.

AR Bar is designed to make it easier than ever before for Snapchatters to discover and navigate Lenses and camera search experiences on Snapchat. With AR Bar, for the very first time, Snapchatters will be able to Create, Scan, Browse, and Explore all in one place. 

AR Bar will also feature a new Scan button, designed to surface contextually relevant Lenses and camera-based experiences with just a tap. 

With Scan, relevant Lenses, including those created by Snap’s public community through Lens Studio, will dynamically surface for Snapchatters based on what is in the camera view. 

Snap is also introducing new Scan partners. In partnership with Photomath, Snapchatters will be able to point the Snapchat camera at a math equation to see the solution appear within the camera. Additionally, a new integration with partner GIPHY will invite any Snapchatter to decorate their Snaps with contextually relevant, dynamically generated GIF Lenses based on what’s in the Snapchat camera view.

Snap Originals

Snap Inc announced its new slate of Snap Originals, the company’s premium, mobile shows created exclusively for Snapchat’s audience. Snap’s new shows will be available globally on Snapchat’s Discover page, one of the industry’s leading made-for-mobile video platforms.

New Snap Originals will begin airing May 2019 and include a range of genres including serialized scripted dramas and comedies, character-driven docuseries, unscripted social commentary, and more. Snap is partnering with some of the industry’s next and best creators to continue to define mobile storytelling. Production partners include Bunim/Murray Productions, Dakota Pictures, New Form, and Bazelevs, as well as established film and television writers and producers.

Snap’s new slate announced includes Commanders, Two Sides, Untitled BuzzFeed Daily Show, Sneakerheads, While Black, Can’t Talk Now, Compton Dreams, Denton’s Death Date, Stranded with Sam and Colby, Dead of Night. 

Snap launched Discover in January 2015 as a place for Snapchatters to explore premium content from an editorial perspective. Snap unveiled its first slate of serialised Snap Originals in October 2018. Season one of Endless Summer was watched by over 28 million unique viewers, and over 40% of the users that completed the first episode of The Dead Girls Detective Agency went on to watch the entire first season. 

Snap Games

Snap Games is an all-new real-time multiplayer gaming platform featuring original and third-party games from Game Closure, PikPok, Spry Fox, Zeptolab, and Zynga.  

Snap will begin rolling out a series of made-for-Snapchat games, each designed for high-fidelity, synchronous gameplay such as Bitmoji Party, Alphabear Hustle - (Spry Fox), C.A.T.S. (Crash Arena Turbo Stars) Drift Race, Snake Squad, Tiny Royale - (Zynga), Zombie Rescue Squad. 

Snapchatters can dive into gameplay right from Chat, Snapchat’s popular messaging feature, offering friends a fast and intuitive way to start playing.

Snap Games will include monetisation opportunities for our game development partners and Snap. The platform will launch with video advertising featuring Snap’s non-skippable, six second Commercials ad format that launched in Q3 2018.

Snap Kit

Snap Kit capabilities and partnerships, including App Stories, lets Snapchatters create custom Stories for partner apps directly from Snapchat. Additionally, the company announced new partners across the Snap Kit ecosystem. 

Snap Kit launched in June 2018 as a new way to help partners and developers grow their apps by integrating Snapchat’s most popular features. Partners can now bring many of the best Snapchat features into their own apps, as well as integrate their apps into the Snapchat experience. More than 200 apps have integrated with Snap Kit to date. 

Like all Snap products, Snap Kit was designed with a privacy-centric approach: Snap does not share demographic information or friend lists with third-party developers. 

App Stories
With App Stories, developers can invite their own community to create custom Stories for their platforms, right from the Snapchat app. Through the all-new App Stories offering, developers can now leverage Snapchat’s camera engagement to enrich the experiences on their own apps.

- Tinder - Tinder is making it easier for their users to update their profiles more often with personal, engaging Stories. Tinder and Snapchat users will be able to send a Snap to a new "My Tinder Story" option right from within the Snapchat app, adding that specific Snap directly to their Tinder profile.

- Houseparty - Houseparty, a face-to-face social network, is integrating App Stories to help friends connect, even when they aren’t all able to group video chat.

- Adventure Aide - With Story Kit, Adventure Aide’s local community guides can post Stories from their adventures directly to the app, helping users discover their outdoor activities and sign up for adventure. 

These integrations will launch throughout 2019. 

Bitmoji Kit enables Snapchatters to bring their Bitmoji with them to even more app experiences. 

- Fitbit - Beginning today, Fitbit is bringing Bitmoji off of the phone and onto the wrist for the first time ever to make getting healthy more fun. Bitmojis can be displayed on Fitbit smartwatch clock faces,  including the new Fitbit Vera Lite Edition, and dynamically update throughout the day.

- Venmo - Venmo is integrating Bitmojis into its payments app. Customers will be able to seamlessly “say it with Bitmoji” when writing payment notes to accompany their Venmo transactions.

Creative Kit invites developers to design and build their custom, branded Stickers, Filters, links, and more that can be shared from their own apps right into the Snap Camera, where they become a part of Snapchatters’ conversations. Creative Kit integrations offer partners both free distribution within Snapchat and attribution back to their app or site.

In the coming months, Snap will launch the Snap Audience Network, designed to offer third-party developers the opportunity to monetize their apps with the company’s popular full-screen mobile ad format, Snap Ads. As the developer ecosystem grows, the Snap Audience Network will offer advertisers new ways to reach relevant communities outside the Snapchat app. Starting today, developers can apply to get access to our Ad Software Development Kit (SDK) at The program will launch with iOS integrations, and will be available in the United States only. 

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