Snap Inc on Thursday launched a gaming platform within its Snapchat app featurin...
- Snap Inc on Thursday launched a gaming platform within its Snapchat app featuring original and third-party games such as Zynga Inc’s Tiny Royale, aiming to keep existing users engaged longer and attract new ones.
Snap made the announcement at its first-ever Partner Summit in Los Angeles. The new features and content are aimed at keeping its core base of 13-34 year olds on its messaging platform longer even as overall user growth has stalled. Snap must also battle for user attention against newer rivals like TikTok, a short-form video app owned by Chinese tech company Bytedance.
“We wanted to build something that makes us feel like we’re playing a board game with family over a long holiday weekend,” Will Wu, director of product at Snap, told creators and developers who had accepted invitations to the one-day event. Snap said the gaming platform will have non-skippable, six-second video ads, a relatively new format that boosted fourth-quarter revenue.
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