Messaging app Snapchat, which is widely popular among younger users but has struggled to turn a profit since its creation in 2011, on Thursday unveiled new features including an integrated gaming platform, an expansion of its original series and new partnerships with developers.
“Friendship is more than just the things you chat about,” said Will Wu, the director of product at Snapchat as he unveiled Snap Games at a Partner Summit in Los Angeles to highlight the new features for creators and app developers.
“Friendship is also about experience you have together.”
The six made-for-Snapchat games, including “Bitmoji Party,” “Alphabear Hustle” and “Zombie Rescue Squad,” will be part of a global gaming industry that saw $77 billion in revenue last year, Wu said.
“We wanted to build something that makes us feel like we’re playing a board game with family over a long holiday weekend, something that makes us feel like we’re sitting with friends, controllers in hand,” he said.
