Highlights
- Games account for around 60% of advertising on Snapchat, according to Snap Inc.
- Snapchat Playables improved installs, retention, and return on ad spending.
- Snapchat reaches high-engagement gamers, with 78% playing daily.
Games now make up around 60% of advertising on Snapchat, underscoring the platform’s growing role in mobile game marketing. The figures were shared by Sara Antonelli, Snap Inc.’s lead of app growth strategy, at Pocket Gamer Connects London. Antonelli stated that Snapchat’s Playables format is delivering strong performance while helping developers reach users who are less active on competing platforms.
Antonelli highlighted Snapchat’s ability to reach audiences not easily found elsewhere. She said 37% of Snapchat users are not on Facebook daily, while 53% do not use YouTube daily.
At the same time, engagement with games is high: 78% of users play games every day, and 61% are interested in discovering new titles.
Meanwhile, Antonelli stated 36% of Snapchat users have made a payment within the app. In comparison, 50% have made an in-app purchase of some kind, either on Snapchat or other platforms, making game monetization more familiar to the audience.
Snapchat Playables, Gamification, and App Growth
Antonelli pointed to Playables, which allow users to try mini versions of games directly within Snapchat before installing the full app.
“Playables might seem like something from the past, but not for Snapchat,” she said, adding that results have been “quite impressive.” She cited one campaign that reduced cost per install by 37% while sustaining a 19% increase in return on ad spend, with players showing strong intent to continue after downloading.
She added that Playables have increased retention time on Snapchat, even though they promote third-party games. The approach reflects broader gamification trends across apps, including acquisitions such as Duolingo’s move to bring in much of NextBeat’s team.
Snapchat says it reaches 75% of 13 to 34-year-olds across more than 25 countries, representing an estimated $5 trillion USD in spending power.
Beyond games, brands such as Oak & Luna have reported results, including a 47% higher return on investment (ROI) from e-commerce ads. “Snap’s platform provided us with an invaluable opportunity to connect with fresh audiences, surpassing our initial investment expectations,” said Eytan Korn, CEO, Personalized Jewelry, Tenengroup. Snapchat also emphasizes budget controls through its Ads Manager, allowing advertisers to set daily or lifetime limits.
