Today, reports surfaced that Snap Inc. is planning to launch a gaming hub on its Snapchat app. According to The Information, the company is preparing to launch a platform this fall that will let outside developers create games that can be played through the Snapchat app.
If the report is valid, the introduction of games on the app will benefit Snap Inc in a couple ways. In addition to creating a destination where Snapchatters can spend time playing video games (which will likely lead to more time spent on the platform), the gaming hub presents advertisers with a new section of the app to promote their brand or product. The new section may even attract users who have never visited Snapchat’s Discover section, where a majority of the ads on Snapchat live.
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When it comes to attracting advertisers to its platform, Snapchat has some of the lowest numbers compared to other social media giants such as Facebook and Twitter. Between November 2017 and January 2018, just 397 brands bought video ads on Snapchat Discover channels, according to advertising intelligence platform MediaRadar. Compare that to Facebook, which has more than 5 million advertisers; Twitter, which reported having 130,000 advertisers at the end of 2015; and Instagram, which has over half a million advertisers.
Details on the type of games Snap plans to launch have not been specified. But with app”s younger-skewing audience, coupled with the fact that the mobile gaming industy is exploding, gaming on the platform has a decent chance of finding traction.