Snapchat first launched its in-app gaming platform, Snap Games, in April 2019. This allowed Snapchat users to play multiplayer games together within the Snapchat app. The launch of Snap Games represented Snapchat’s first major move into mobile gaming. Since the initial launch, Snapchat has continued to expand and improve its gaming offerings over time.
The Launch of Snap Games
On April 4, 2019, Snap Inc. announced the launch of Snap Games, which it described as a “new platform for social games inside Snapchat.” At launch, Snap Games featured six original titles created by Snap and partner game developers. These launch titles included:
- Bitmoji Party – A fast-paced mini-game collection starring your Bitmoji avatar
- Snake Squad – A multiplayer version of the classic Snake game
- Tiny Royale – A mini battle royale game
- Zombie Rescue Squad – A cooperative zombie action game
- Alphabear Hustle – A fast-paced word game
- C.A.T.S. Drift Race – A multiplayer drifting and racing game
A key feature of Snap Games was the ability to quickly launch into multiplayer games with friends right within the Snapchat app. Users could swipe up from a Chat screen to open any game, then invite friends to join with one tap. This made starting a game with friends as easy as sending a Snap. Games were also designed for turn-based synchronous play, meaning friends could take turns even when not online at the same time.
Developer Platform and HTML5
Along with the six launch titles, Snap introduced the Snap Games platform itself. This provided Snapchat’s developer partners with the tools to build multiplayer games that work seamlessly within Snapchat. Snap Games was built using HTML5 web technology, rather than native iOS or Android development. This allowed games to be developed once and deployed across platforms. For users, it meant games could be launched directly within the app without installing any additional files or apps.
Snap reported that over 30 developer partners were already working on building games for the new Snap Games platform prior to launch. Some of Snap’s long-time developing partners for Snapchat lenses and filters were shifting focus to build out the Snap Games catalog.
New Games and Features
Following the launch, new games continued to be added to the Snap Games platform. By June 2019, Snap announced that the total number of Snap Games had grown to 10 titles. Some of the new additions included:
- Pinned In – A head-to-head bowling game
- Zed Run – An endless runner set in a retro space world
- Ludo Club – A digital version of the classic Ludo boardgame
In July 2020, Snap introduced several new features to enhance gameplay. These included the ability to easily visualize who you are playing with in Bitmoji Party, a new 8-person mode in Snake Squad, the option to play Zombie Rescue Squad solo, and a remote play feature to send live gameplay to friends.
By November 2021, Snapchat officially hit 25 total Snap Games available on the platform. New titles continued to be added, bringing more diversity in genres and gameplay formats. The broad catalog ultimately allowed Snapchat users many options to suit different interests and playstyles.
Leaderboards, Profiles, and Chat
In addition to new games, Snap has added more social features over time to strengthen the multiplayer and competitive aspects of Snap Games. In June 2019, Snapchat enabled public leaderboards for Snap Games, allowing friends to compare high scores.
In November 2019, Snap rolled out Profiles for Snap Games. This allowed users to build a public profile showing off their highest scores, achievement progress, and gaming friends. Friends could explore each others’ profiles to foster competition.
Snap Games also features integrated Chat. Players can seamlessly talk with friends through Chat before, during, and after playing games together. Combined with the other social features, this creates more interactivity around Snap Games.
Snap Games as a Mobile Gaming Platform
While Snap Games started off as a way to strengthen connections between Snapchat friends, it has grown into a robust mobile gaming platform in its own right. The launch of Snap Games represented Snap’s first big step into the mobile gaming industry.
Prior to Snap Games, Snapchat had developed and launched various AR experiences. But Snap Games signaled Snap’s venture into real-time multiplayer mobile gaming. Given Snapchat’s large mainstream reach with younger users, Snap Games gave Snap the power to meaningfully shape trends in mobile gaming.
Since launch, Snap has reported strong growth, engagement, and retention for Snap Games. As of June 2020, over 100 million Snapchatters had played a Snap Game at least once in the past year. On average, users were spending more than 20 minutes playing per day. Snap reported that the majority of Snap Games players continued engaging with the platform and specific games over extended periods of time, suggesting strong retention.
For developers, Snap has promoted Snap Games as an attractive platform compared to traditional mobile game distribution through app stores. Snap provides developers with an instant path to distribution to Snapchat’s broad, young user base. Snap Games are also the only mobile games that allow synchronous, cross-device multiplayer that works seamlessly with in-app text and video chat. This can increase players’ sense of connection and competition.
Overall, Snap Games represented a milestone in Snap’s long-term ambitions in gaming. The launch built on Snapchat’s social and communication strengths to deliver a differentiated mobile gaming experience. While still relatively new, Snap Games has already shown promise in driving meaningful user engagement and becoming a full-fledged mobile gaming platform.
The Future of Snap Games
Looking ahead, Snap appears invested in continuing to innovate and expand its gaming platform over the long term. In 2022 at Snap’s annual Snap Partner Summit, the company reiterated its commitment to further building out Snap Games as a key part of its future strategy.
Some areas Snap could focus on next with Snap Games include:
- Attracting more major game studios and publishers as developer partners
- Expanding genres and formats for games on the platform
- Adding more social competition features
- Integrating games with Snapchat’s AR and Camera Kit
- Launching exclusive original IP games
- Improving spectating, replays, and streaming around games
With continued growth and innovation over time, Snap Games has the potential to become a leading platform for social, interactive mobile gaming. It leverages Snapchat’s strengths in communication and AR technology to create a differentiated gaming experience. While still early in its life cycle, the launch and evolution of Snap Games represents an important milestone for Snap. It points to gaming becoming a key pillar in Snap’s future product and business strategy alongside social networking, communication, and augmented reality.
Conclusion
Snap Games launched in April 2019, marking Snapchat’s first major foray into mobile gaming. The platform debuted with six original multiplayer titles and was built using HTML5 web technology. Since launch, Snap has expanded the catalog to over 25 games, added more social features, and grown a user base with over 100 million Snapchatters playing games each year.
The launch and growth of Snap Games establishes mobile gaming as an important new line of business for Snap beyond just social networking. With a strong start, Snap appears committed to investing in Snap Games as a key part of its future. Ongoing innovation and improvements around gaming can strengthen Snapchat’s value as an engaging, interactive mobile platform.
| Date | Milestone |
|---|---|
| April 2019 | Official launch of Snap Games platform with 6 original titles |
| June 2019 | 10 games now available on platform |
| July 2020 | New gameplay features added |
| November 2021 | Snap Games catalog reaches 25 titles |
| June 2019 | Public leaderboards enabled |
| November 2019 | Profiles introduced for Snap Games |
| June 2020 | Over 100 million Snapchatters play Snap Games |
| 2022 | Snap reiterates commitment to grow Snap Games platform |