Snapchat looks to maintain its own friendships — with devs

Over the past few years, Snapchat has been building up an increasingly complex weave of partnerships.

They have their advertising partners that power the vast majority of their monetization efforts. They have app developers on Snap Kit that they are also selling new features like CameraKit and Minis too. They’re bringing game developers on board for their Snap Games initiative, including another partnership with Zynga, which they announced today. They’re also continuing to chase mobile-first original content programming for Snapchat Discover. Sometimes these distinctions can create grey areas. For instance, in a conversation with TechCrunch, Ben Schwerin, Snap’s