Snap is following WeChat and Messenger by adding games

Snap is following the mobile gaming lead of WeChat and Facebook Messenger by adding games to Snapchat, part of its latest attempt to revive its fortunes after a bruising 2018. The company is hoping to tap the $70 billion mobile gaming market, at a time when Apple, Google, Tencent and Microsoft are all making new bids for developers’ and players’ attention. The new multiplayer platform within its app, announced yesterday, will host its own games as well as those from third party developers, such as Zynga. The launch comes after a year of user declines, product roll-out delays and high turnover of senior executives. At the same time, investors have grown concerned over competition from Facebook-owned photo app Instagram… Snap’s shares are trading at about $11 per share, well below their initial public offering price of $17. Announcing its results, the company said it was edging towards profitability, helped in part by its automated, self-service advertising platform… Online social games were once a key part of Facebook’s business but Zynga and other developers struggled when the social network shifted to mobile. More recently, messaging app WeChat has attracted hundreds of millions of players to its “mini-games”, a strategy that Facebook has tried to emulate with its “instant games” for Messenger.
Hannah Murphy and Tim Bradshaw