Snap has introduced ray tracing technology to its platform, allowing users to have a better augmented reality (AR) experience. The Ray Tracing technology is now available in Lens Studio to developers, letting them enhance the “realism of augmented reality experiences by reflecting light on digital objects.” Lenses that feature AR-based diamond jewellery, clothing, and other products will look “ultra-realistic” with the new technology, according to the company.
Snapchat — which had 363 million daily active users as of December 2022, according to a Statista report — will let brands create more engaging AR Lenses — with over 500 million monthly active users — using ray tracing that enhances the light effect. Tiffany & Co is the first brand to use ray tracing technology on Snapchat with the new Tiffany Lock Lens. The new Lens lets customers try on Tiffany Lock bracelets using AR. In case they like the product, they can directly buy bracelets without leaving the app.
The new ray tracing feature is now available on Snapchat for both Android and iOS. It is also available for users in India.
According to Sensor Tower, India is one of its markets with more than 100 million monthly active users. Last year in August, Snapchat introduced its subscription-based service called Snapchat+. The paid version, priced at Rs 49 a month, brings with it exclusive and experimental features before non-subscribers. “India is an important market for Snap, and investments in localising the app experience has been key to our growth in the region,” said Lakshya Malu, interim market development lead at Snap.
As part of the subscription, Snapchat+ users gain access to about half a dozen additional features. They can pin an individual as their best friend on their profile, change the app icon, and rewatch the indicator for how many people are rewatching Stories. The subscription also brings the ability to follow Ghost Trails on Snap Map to follow the general direction of their friends, provided location sharing is turned on.