Snapchat partners with LEGO to launch augmented reality game

May 24, 2021 Joe Kenehan

Snapchat is launching a new feature, Connected Lens, to allow people isolated by the pandemic to connect around a virtual reality game, even if they are halfway around the world. The first game available is the result of a collaboration with LEGO: you can now play the famous brick game with your friends. More examples should arrive in the coming months.

Snapchat collaborated with LEGO around a new feature. Called “Connected Lenses”, it is about allowing users to meet virtually to play. Connected Lenses will eventually offer many experiences and games. But for now, it’s LEGO that opens the ball, with a variation of its famous bricks in augmented reality.

Those who wish to test the game when it becomes available must have a Snapchat account. When launching the application, choose Connected Lenses, then, from there, launch the LEGO game. Snapchat will then use the Augmented Reality API to scan the surface you are targeting with your smartphone and allow you to interact with it. You can share a virtual LEGO play session with someone in the same room or a friend who is halfway around the world.

Snapchat launches Connected Lenses and first AR game created in partnership with LEGO

In both cases, the experience will be almost identical: Connected Lenses allows participants to interact in real time with the bricks and collaborate to build increasingly complex parts. This is not the first time that LEGO has tried to innovate in virtual reality. LEGO stores, for example, sometimes offer QR Codes that display animations on visitors’ smartphones.

Snap is also tech-savvy. The firm is the first to popularize photo and video filters based on augmented reality. Functionality since copied extensively by the competition, starting with Facebook. In their press release, Snapchat and LEGO explain that they are looking for new ways to break the isolation that results from measures to fight the coronavirus pandemic.

Also read: Lego trolls Tesla’s Cybertruck – at least this pickup stands up to Elon Musk’s failed demos!

Connected Lenses is available today for creators of new augmented reality experiences through Snap Lens Studio. The LEGO game should be available very soon on the LEGO Snap profile.