Now Snapchat has “Filter Games”

Snapchat wants you to play with your face, not just take pictures of it. New Selfie Lens filter games are starting to appear to users, creating an addicting new Snapchat feature that also inspires competition between friends and could become a powerful ad revenue driver. Snapchat confirms this is the launch of a new, native games feature.

Back in March, Snapchat tested a limited run of a Sponsored Kraft Mac & Cheese game where you had to catch noodles in your mouth. Then earlier this month, it offered an unsponsored Puzzle Face game where you have to slide tiles around to reconstruct an image of your face in the least amount of time. Both were first reported by Wojdylo.

Snapchat has also previously allowed some traditional Snap Ads in Discover to be swiped up to launch a web browser…

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