Snap has introduced Challenge Tags, a new program offering cash prizes to augmented reality (AR) developers who create Lenses meeting specific monthly themes. 

The initiative, launched in partnership with AR marketing platform Lenslist, enables participation from developers in more than 100 countries.

According to Snap’s announcement, the first Challenge Tag focuses on humor-themed Lenses, running through January 31 with a $10,000 prize pool. Top submissions will receive $2,500, $1,500, and $1,000 for first, second, and third places, respectively, while 20 honorable mentions will each earn $250. Winners will be announced on February 14.

Developers can participate by registering for challenges, creating Lenses using Snap’s Lens Studio software, and applying the appropriate Challenge Tag during publication. The submissions are evaluated based on originality, technical excellence, and adherence to the monthly theme.

Educational Institution Access Expands

Snap simultaneously announced new educational pricing for its Spectacles AR hardware. Students and teachers at accredited educational institutions in seven markets can now access Spectacles for a monthly subscription fee of $49.50 (U.S.) or €55 (EU).

The educational pricing program operates in the United States, France, Germany, Spain, Italy, Austria, and the Netherlands. Eligibility extends to enrolled students and employed faculty at accredited institutions within these markets.

The company reports its AR creator and developer community now includes more than 375,000 individuals and teams across nearly every country globally.

The Challenge Tags program represents Snap’s latest effort to incentivize AR content creation through its platform, while the educational pricing aims to increase hardware accessibility in academic settings.

At Snap Partner Summit 2024, the company unveiled its fifth-generation Spectacles AR glasses, shifting focus to developer engagement rather than consumer sales. The tech giant presented a strategy to distribute these devices through a rental program, charging developers $99 monthly for a minimum one-year commitment.

“Our goal is to empower and inspire the developer and AR enthusiast communities,” Snap CEO Evan Spiegel said at the time, acknowledging that Spectacles is not expected to become a significant business until the end of the decade.

When asked about the increasing competition from Meta and Apple in the AR space, Spiegel replied, “Sorry, so who of those have AR glasses?”