King has launched a promotional campaign for its game Bubble Witch 3 Saga which will unlock new features for use in social camera app Snapchat.

Bubble Witch 3 players will be able to take part in a Halloween-themed Trick or Treat event as part of a team. Playing in this event will then unlock new Lenses and Filters in Snapchat. This is the first time a mobile developer has integrated this kind of content in its games.

These unlockables feature AR versions of the game's characters interacting with the real world. Players can access them from October 26th to November 2nd, at which point another Lens will be given to all Snapchat users for one day only.

Bring me to life

"We're thrilled to bring Bubble Witch 3 to life in such an engaging way and to be the first mobile gaming brand to integrate Snapchat content into our game by rewarding players with exclusive Lenses and Filters," said Richard Hocking, VP, Performance Marketing, King.

"We are committed to finding innovative new ways of marketing our games and we feel that this partnership with Snapchat pushes the envelope in terms of offering players unique and immersive gaming experiences."

King's biggest game to date is still Candy Crush Saga, which it continues to heavily support. You can find out more about its live ops for the game in our interview with Producer Andra Petrosan.