Want your video game character to look just like you? Soon you’ll be able to scan an in-game code with Snapchat to play as your personalized Bitmoji avatar on PC, console and mobile games. Today Snapchat announced its new Bitmoji for Games SDK that will let hand-selected partners integrate 3D Bitmoji as a replacement for their character skins. With support for Unity, Unreal and the Play Canvas engine behind Snap’s new Bitmoji Party game inside Snapchat, the SDK should make it easy for developers to pipe in life-like avatars that give people a stronger emotional connection to the game.
“It’s kind of a no-brainer to bring Bitmoji into games. Games can be so much more engaging with you…in the game,” Bitmoji co-founder Ba Blackstock tells me. “We’re adding an identity layer to gaming that has the potential to have a transformational effect on the industry.”
Snapchat has a massive opportunity to colonize the web — and the games ecosystem — with its Bitmoji instead of waiting for developers to make half-assed clones. Bitmoji is perhaps Snapchat’s most popular and enduring feature now that Stories and ephemeral messaging have been widely copied, with 330 million estimated downloads, according to Sensor Tower. As I wrote in my feature piece on Snapchat’s new platform strategy, “To stop copycats, Snapchat shares itself,” every distributed instance of the company drives attention back to its original apps, and each partnership it establishes is one more ally in the fight against Facebook.
As Snapchat moves into this new era of marketing itself through Bitmoji, today it also announced it has hired a new CMO, Kenny Mitchell. He was formerly the VP of marketing at McDonald’s and the head of consumer engagement at Gatorade. Mitchell oversaw the sports drink’s Serena Williams tennis game that lived inside a Snapchat ad and saw an average of over 200 seconds of play time, and its viral Super Bowl augmented reality lens that let you dump a cooler of Gatorade on yourself.
“Kenny’s consumer marketing expertise and his deep understanding of our products will be a great combination for Snap,” writes Snap CEO Evan Spiegel.
The company has seen many senior execs depart over the years due to clashes with Spiegel over leadership, so we’ll see if Mitchell sticks around. He’ll be spearheading Snap’s new marketing campaign to reactivate Android users frustrated by its buggy app and bring them back to its newly reengineered version. “I look forward to helping Evan and Snap continue to tell their story to people around the world, and working with my new colleagues as we define the future of the camera and self-expression,” Mitchell writes.