Snap just made its largest push yet into social gaming with Bitmoji Paint. The new game lets millions of users collaboratively paint a pixelated canvas and marks an expansion of Snap's gaming division, which launched in 2019.

Players can communicate with each other in Bitmoji Paint, though only through a limited set of preloaded messages. Snap's games previously could only be played by oneself or with one's Snapchat friends. But Bitmoji Paint can accommodate millions of players. Gamers tend to play Snap's games longer when they play with others rather than alone. Since launching its Games platform, the company says 100 million users have played.

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Snap's third annual Lens Fest kicked off Tuesday with a multi-million-dollar bang.

The three-day event convenes Snap's community of external lens creators who use Snap's Lens Studio development toolkit to design augmented reality (AR) filters – which Snap calls lenses – for Snapchat users. That community will be the beneficiary of Snap's announced $3.5 million investment, which will be used to "continue Snap's commitment to funding opportunities for Lens Creators." The company promised to release more details early next year.

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Snapchat is paying out $1 million a day to top creators as competition for influencers intensifies.

It is the latest move in an arms race among a growing list of social media companies that depend on short-form, user-generated videos.

The new feature, called Spotlight, rolled out on Monday. Snap, which once distinguished itself as a friend-to-friend messaging app, is now letting users submit video clips of up to 60 seconds that can be viewed by anyone on the platform. It comes weeks after the platform opened up public profiles to everyone.

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