Since the launch of Lenses 2.5 years ago, Snapchat has grown to become one of the world's largest platforms for AR. Snapchat has aired more than 3,000 AR experiences, resulting in more than 250,000 years of playtime - and 40% of users play with AR experiences each day. In this talk, Peter Sellis, Snap Inc. Director of Product Management, will discuss the distribution of AR on Snapchat, how the power of play drives brand objectives and the democratisation of AR through innovation.