Microsoft’s Xbox gaming unit teamed up with augmented reality agency Look Mister to create 12 unique Snapchat lenses representing the biggest game reveals during the Xbox Games Showcase this week.
The event marks the largest for Xbox this year and leads up to the debut of the Xbox Series X for the holiday shopping season, as well as a new release in the Halo franchise and many other games making their debuts.
The lenses are available via the Snapchat application and the Snap Camera desktop app, via organic search or Snapcodes.
Snap also implemented a special Snap Camera gaming category takeover, where gamers can use the lenses in videoconference calls or livestream from game worlds including the Halo universe, Minecraft and Forza Motorsport.
Snap creative strategy tech lead Erik Harte said in a statement, “At Snapchat, we believe AR is a captivating medium that brands like Xbox can use to engage passionate gamers on our platform. The new Xbox AR lenses are inspired by many of the biggest games launching this fall, and we look forward to Snapchat gamers sharing these exciting, creative experiences with their closest friends and family.”
Xbox director of marketing Julie Lowe added, “It’s been such a pleasure to work with Look Mister and Snapchat on these lenses. While we can’t physically be with our fans at events, these are providing a fun way for us to help the gaming community stay connected. We can’t wait to see them come alive in Snapchat, in streams and calls.”