iWorld
Snap celebrates Augmented Reality at APAC AR Day
Mumbai: Today, Snap Inc hosted its inaugural APAC AR Day in Mumbai, India, celebrating Snapchat’s leadership in Augmented Reality (AR), its thriving AR creator and developer community, and the company’s ongoing commitment to democratising AR for users and brands.
The event saw Snap CEO and co-founder Evan Spiegel engage in a candid fireside chat with Snap APAC president Ajit Mohan as a part of Spiegel’s three-day trip to India. The discussion centered around the adoption of AR globally by consumers and brands, India’s booming creative talent pool, the future of AR, and Snap’s innovative approach to this transformative technology.
“I love the energy of the young and vibrant Indian developer community. With over 200 million Snapchatters in India, we’re seeing more and more creators, developers and brands tap into our community’s passion for augmented reality experiences. We’re excited to be building the future with such incredible local talent.” said Snap Inc CEO and co-founder Evan Spiegel.
Ajit Mohan also delivered a keynote address that emphasized the strength of India’s thriving AR creator and developer community and their innovative collaborations with brand partners.
Highlighting the hyper-growth of the AR creator community in India, Snap Inc APAC president Ajit Mohan said, “Thanks to the innovation and creativity of these incredibly talented AR developers and creators, Snapchatters around the world are able to engage with immersive AR experiences which bring everyday moments to life. Snapchat is deeply committed to empowering these creators, offering monetization avenues and providing innovative tools to support their creative aspirations. We are honoured to have had creators from all over India and across APAC attend Snap’s AR Day to celebrate this ongoing innovation.”
The event saw AR developers, creators, advertisers, brands, and content creators attend sessions led by expert speakers including Ty Ahmad-Taylor, Snap’s VP product growth, Resh Sidhu, global director Arcadia, Snap’s AR Creative Studio, Haran Ramachandran, Snap’s APAC head of creative strategy, and Jeremy Voss, Snap’s director of product. Through these engaging sessions, attendees were able to learn about Snap’s latest AR innovations and engage with interactive AR try-on stations.
Building Businesses with Snap AR
With over 250 million people1 engaging with AR on Snapchat daily on average, Indian AR developers are building strong businesses on the platform. The Snap AR creator community in India grew by 60% in 20222, and given the positive trends, will continue to grow with talented AR creators from all walks of life in 2024 as well.
One such creator is Vivek Thakur, who began his academic journey in medicine but switched to microbiology due to financial constraints. It was during his college years that he discovered the immersive world of augmented reality, creating the immensely popular “Smoke Flare” Lens which was a global viral Lens that generated over 10 billion impressions on Snapchat. Vivek is now a successful AR developer who collaborates with renowned brands such as Coca-Cola as well as creating custom Lenses found on Snapchat.
Emphasizing the opportunities that are paving new revenue streams for AR creators, Snap Lens Network member Vivek Thakur said, “AR Lenses have gained immense popularity in India as they encourage visual expression. Snap is empowering creators and developers like myself by providing us with creative tools and opportunities to generate revenue through Lens creation. Even for creators without coding backgrounds, by using Snapchat’s Lens Studio, which is incredibly intuitive, they can build careers and strong communities.”
In August this year, Snap launched the Lens Creator Rewards program, a new way for Snap AR creators, Lens developers, and teams to get rewarded for building top-performing Lenses on Snapchat.
Shopping Made Fun and Easy with AR
Snapchat has a distinctive and unduplicated audience, as well as advanced advertising solutions, and has emerged as a key partner for brands. This is especially true given the growing adoption of AR among Indian users, providing businesses with a unique opportunity to connect with this user base.
In India, 95 per cent of Gen Z individuals express a keen interest in using AR for shopping, with 73 per cent believing that AR experiences provide a more personal touch. Moreover, globally, AR demonstrates an impressive 94% higher conversion rate4 when consumers interact with products, resulting in a 25% decrease in return r
ates4.
Snap featured its AR try-on booth at the AR Day event, offering attendees an opportunity to experience this innovative technology firsthand. These stations provided various try-on experiences, including fashion and beauty.
Further igniting the festive fervor, Snapchat is gearing up to bring the festive spirit alive for its 200 million Indian users with the launch of special Diwali-themed AR Lenses.
One of them called the “Sweets Make My Diwali Complete” exclusive Lens, built by Snap Lens Network creator Karishma Katiyar, helps decorate mithai shops with firecrackers, diyas, and floral decor, adding to the festive vibe.
With a Connected AR Lens developed by Snap Lens Network inventor Pal Kagrecha, one can enjoy painting a virtual rangoli during Diwali even if away from home.
These Lenses bring the warmth of Diwali come alive, allowing Snapchatters to celebrate and share the festive spirit with loved ones.
Gaming
Sony raises PS5 prices for second time in under a year
US disc edition jumps $100 to $649.99 as memory costs surge.
MUMBAI: Sony just hit the pause button on affordable gaming because when memory prices skyrocket, even the Playstation has to pay the premium. Sony has announced its second price increase for the Playstation 5 range in less than a year, citing pressures in the global economic landscape and a sharp rise in memory component costs driven by AI demand.
In the US, the PS5 disc edition will rise from $549.99 to $649.99, a $100 hike while the digital edition increases to $599.99. The more powerful PS5 Pro will jump $150 to $899.99. The Playstation Portal remote player will also rise by $50 to $249.99. The new prices take effect on 2 April 2026.
Similar increases have been applied in the UK (£90 per model), Europe and Japan. Sony last raised PS5 prices in the US in August 2025.
“We know that price changes impact our community, and after careful evaluation, we found this was a necessary step to ensure we can continue delivering innovative, high-quality gaming experiences to players worldwide,” Sony said in a blog post.
The hikes come amid an unprecedented surge in memory prices, as manufacturers prioritise supply for AI data centres. Analysts say Sony had likely secured price protections for components that have now expired, forcing the company to protect its hardware margins.
Ampere Analysis research director of games Piers Harding-Rolls told CNBC that further increases from Microsoft and Nintendo would not be surprising, though Nintendo may hesitate to raise the price of its recently launched Switch 2 while establishing the new platform.
The increases arrive eight months before the highly anticipated release of GTA 6, which is expected to drive strong console sales. However, early reactions online have been a mix of disappointment and resignation, with growing concern that premium gaming is increasingly becoming a hobby for higher-income players.
In a sector already grappling with tariffs, inflation and component shortages, Sony’s move underscores a tough reality: even the most popular consoles are not immune to the rising cost of keeping up with the latest technology.
