2025 marks ten years since the launch of Lenses by Snap Inc., a milestone the company is highlighting at this year’s Lens Fest. Over the past decade, more than 400,000 developers have created over 4 million Lenses, establishing one of the largest ecosystems for augmented reality (AR) and creative expression.
Snap Inc. announced several updates aimed at supporting its developer community and advancing AR technology. The company is focusing on making its platform more accessible for developers, helping creators monetize their work, and providing advanced tools to further AR development.
According to Snap Inc., more than 175 million people play Lens Games on Snapchat each month, with sharing of these games increasing by 130% compared to last year. The company is introducing new features such as the Games Chat Drawer, which integrates games directly into Snapchat’s chat function, and enhancements to its Asset Library for game development. Snap Inc. also plans to launch live multiplayer matchmaking next year.
Lens Studio, Snap’s AR creation tool, is receiving new capabilities designed to enable higher-fidelity and more personalized Lenses. The company is also expanding monetization options for creators. After piloting Lens Creator Rewards, Snap is introducing Lens+ Payouts, allowing creators to earn revenue based on engagement from Lens+ and Snapchat Platinum subscribers.
Camera Kit, Snap’s AR technology for third-party apps and websites, reached over 68 million monthly active users in the third quarter of 2025. The company has removed mandatory branding from Camera Kit in response to developer feedback, enabling more flexible and professional AR experiences.
Snap Inc. is launching Lens Studio AI, which allows users to build Lenses using conversational prompts. This tool can generate code, debug, and suggest assets for both beginners and experienced developers. Additionally, a new framework called Blocks enables modular AR development and sharing within the community.
The updated Lens Studio Mobile & Web now supports Blocks and features an AI-powered chat tool for on-the-go creation.
Snap is preparing for the public launch of its fifth-generation Spectacles in 2026. The new Snap OS 2.0 operating system offers improved performance and features such as a native browser with WebXR support and new development kits for interface design. All current work for Spectacles will be compatible with the upcoming version.
New system features for Spectacles include Travel Mode for uninterrupted AR experiences while traveling and EyeConnect for instant setup of shared Lenses between users.
For monetization on Spectacles, Snap is introducing Commerce Kit, allowing select creators to accept payments directly within Lenses for digital goods or premium features.
Snap Inc. also announced new content partnerships for Spectacles, including experiences from Industrial Light & Magic’s Star Wars: Holocron Histories, Synth Riders, and Paramount’s Avatar: The Last Airbender. Additional collaborations with Figma, Tripadvisor, and Mastercard are expected soon.
To support these advancements, Snap is launching Snap Cloud in partnership with Supabase. This service provides developers with APIs, secure storage, and real-time capabilities to help build more dynamic and privacy-focused AR projects.
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