Snap Inc launches gaming platform to Snapchat

Snap Inc on Thursday launched a gaming platform within its Snapchat app featuring original and third-party games such as Zynga Inc’s Tiny Royale, aiming to keep existing users engaged longer and attract new ones.

Snap also announced a slew of fresh features and content for existing products, adding shows from Bunim/Murray Productions and BuzzFeed and augmented reality filters including templates of landmarks. It said it will also allow advertisers to buy ads that run outside the Snapchat platform.

Snap made the announcement at its first-ever Partner Summit in Los Angeles. The new features and content are aimed at keeping its core base of 13-34 year olds on its messaging platform longer even as overall user growth has stalled.