Is Snapchat the Next Big Name in Social Gaming?

Snapchat boasts nearly 200 million daily users. While that seems
like a staggering number, the
social media app
has actually struggled to acquire new users.
In fact, it posted two straight quarters of losing users, mostly
attributed to increased competition from Instagram. But Snap, its
parent company, plans to flip things around with the launch of Snap
Games. Snapchat appears set to enter the ever-growing world of
social gaming, but is it already a little too late?

Snap Games is a gaming platform in which users can play original
games through the app’s group chats. It’s clear that the focus
is on peer involvement, encouraging users to stay on the app for as
long as possible by offering a selection of games that can be
readily played with other users. This is the company’s attempt to
get users to spend more time than ever on their platform.

As of the moment, Snap Games offers six multi-player games, one
of which comes from Snap itself. Zynga, PikPok, Game Closure, Spry
Fox, and Zeptolab are the other game developers to launch games on
the new platform. These games differ drastically from the app’s
earlier experiments with social games called Snappables, which
mostly involved using the phone camera for interaction.

Social media has revolutionized the gaming industry in many
ways. While it seems like a crowded market, the social gaming
industry is set to get bigger in the coming years. It all started
with the rise in popularity of free-to-play games, from free
racing games for
PC
to the likes of DoTA and LoL allowing users to enjoy their
games without spending a penny. But social media takes things up a
notch by providing a platform in which users can easily find other
people to play with without leaving their preferred
application.

Snap is the latest company to enter the gaming market, and they
hope that their different approach will set them apart from the
competition. Aside from trying to generate more users, Snap Games
is also a way to make money off of their existing audience.
According to Will Wu, Director of Snap Games, people are more
accepting of ads when playing games. They’re eager to see how
well the social gaming ads compare to ads placed into private
chats, which are often seen as an annoyance.

The challenge for Snap, however, is in maintaining a fresh
selection of games. With online users having small attention spans,
it’s difficult to keep them engaged if they only have a handful
of games to choose from.

Additionally, other tech giants are making huge strides in the
gaming industry. Apple recently announced the Apple Arcade, their
new game subscription service that promises zero in-app purchases
and ads. Google also recently launched Stadia, a
streaming service
dedicated to video games that will work on
any computer running Chrome, TV with Chromecast, and Pixel
devices.

While the competition will only get tougher moving forward, Wu
believes that Snapchat has the right ingredients to break down the
common barriers social gamers deal with. Snap Games makes it easy
to connect with friends to play fun games and chat at the same
time, enabling them to feel as if they’re really hanging out
instead of merely playing on their own.

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Is Snapchat the Next Big Name in Social Gaming?
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Is Snapchat the Next Big Name in Social Gaming?