Snap Readies Push Into Gaming

“Project Cognac,” will feature games made for Snapchat.

Alex Heath
Mar 15, 2019 · 2 min read

nap Inc. plans to announce its long-rumored gaming platform for developers next month, Cheddar has learned.

The mobile game platform, internally codenamed “Project Cognac,” will feature a handful of games from outside developers designed to work specifically in the Snapchat app, according to a person familiar with the matter.

The new games initiative will be unveiled at Snap’s first-ever summit for content and developer partners in Los Angeles on April 4, the person said, adding that video initiatives like more original shows will also be announced. An invitation to the event that was seen by Cheddar includes the tagline, “Less talk. More play.” — a nod to the gaming platform.

To help bolster its forthcoming push into games, Snap last year acquired a small Australian gaming studio called Prettygreat for $8.6 million, according to financial documents filed publicly with the Australian government that were obtained by Cheddar. One of the employees of Prettygreat was behind the hit mobile games “Fruit Ninja” and “Jetpack Joyride.”

CNET earlier reported that Snap had invested an undisclosed amount in Prettygreat, and Business Insider reported a year ago that Snap had acquired a web-based game engine startup called PlayCanvas. The Information first reported that Snap was working on a gaming platform in mid-2018.

A Snap spokesperson declined to comment on the record for this story.

Snap has already shown its interest in gaming by launching a handful of its own lightweight, augmented reality games in the Snapchat app in early 2018. A year prior, the Chinese tech giant Tencent acquired roughly 10 percent of Snap’s publicly traded shares.

Tencent, which makes hugely popular games like “King of Glory” and “League of Legends,” said at the time that it hoped to collaborate with Snap on mobile games. It’s unclear if any of Tencent’s properties, including the game publisher Riot Games, will be involved in the launch of Snap’s gaming platform.

Games could provide a new source of revenue for Snap, either through in-app purchases or advertising. Snap’s stock has surged in recent days on positive sentiment around its most recent earnings. User growth was flat, but revenue grew 36 percent to a record $390 million. Snap has begun slowly rolling out the all-new redesign of its Android app, which the company has said should revive growth.

Cheddar

Original reporting on social media, fintech, entertainment…

Alex Heath

Written by

Reporter for The Information, covering Facebook and its competition. Previously at Cheddar, Business Insider.

Cheddar

Cheddar

Original reporting on social media, fintech, entertainment, cannabis, and more from the leading post-cable network.

Alex Heath

Written by

Reporter for The Information, covering Facebook and its competition. Previously at Cheddar, Business Insider.

Cheddar

Cheddar

Original reporting on social media, fintech, entertainment, cannabis, and more from the leading post-cable network.

Medium is an open platform where 170 million readers come to find insightful and dynamic thinking. Here, expert and undiscovered voices alike dive into the heart of any topic and bring new ideas to the surface. Learn more

Follow the writers, publications, and topics that matter to you, and you’ll see them on your homepage and in your inbox. Explore

If you have a story to tell, knowledge to share, or a perspective to offer — welcome home. It’s easy and free to post your thinking on any topic. Write on Medium

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store