Snap and HBO Max Collaborate on Augmented Reality Experiences for House of the Dragon Premiere

To celebrate the premiere of HBO’s highly anticipated "Game of Thrones" prequel, "House of the Dragon," HBO Max is partnering with Snap to give users access to in-app AR experiences. For the show’s premiere on August 21, Snap and HBO Max are releasing a new selfie and worldview Lens, along with Landmarker Lenses, that let you immerse yourself into the show’s fantasy world.

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Immersive AR Experiences for ‘House of the Dragon’

The selfie Lens transforms you into a fire-breathing dragon. In the worldview mode, the Lens leverages sky segmentation technology to unleash flying, fire-breathing dragons above you so you can pretend to be part of the Game of Thrones world. Snap says the Lens will go live in regions around the world, including Australia, Europe, India, the Middle East and Northern Africa, North America, and more.

Accessing the AR Experiences

The Lens can be accessed via the Lens Carousel in the app. To get started, simply open the Snapchat app, navigate to the Lens Carousel, and search for "House of the Dragon" or look for the special Lens icon that will appear on your screen once you are near a participating location.

Landmarker Lenses: A Global Experience

As for the Landmarker Lenses, Snap and HBO Max have coordinated with Lens creators from around the world to build custom AR experiences in their local markets. The Landmarker Lenses will offer users another way to engage with the show, as they will reveal AR renderings of the show’s dragons over local landmarks all over the globe.

Initial Locations for Landmarker Lenses

The first Lenses will launch for the premiere in Los Angeles at Venice Beach Grand Canals, in Rio De Janeiro at the Princess Isabel Statue, in London at the Tower Bridge, in Chennai at the Sankagiri Fort, in Mumbai at the CST Station, and in Prague at the Charles Bridge. The Lenses will be unlockable via the Lens Carousel when users are near a Landmarker location.

Expanded AR Experience for ‘House of the Dragon’

There will be around 20 new Landmarker Lenses released throughout the season from creators in more than 10 countries. Snap says as new dragons are introduced over the course of the season, Landmarker experiences featuring those dragons will be made available. The Lenses will focus on three key show moments: the series premiere, pivotal mid-season episodes, and the season finale.

Snap’s AR Ecosystem

The launch comes as Snap says more than 250 million users engage with augmented reality every day on average on the app, and that Snapchat sees over 6 billion AR Lens plays every day on average. The company also says more than 250,000 Lens Creators have built 2.5 million Lenses through its AR creation tool, Lens Studio.

HBO’s Companion AR App

In addition to the partnership with Snap, HBO is going all in with AR experiences for "House of the Dragon," as the series has its own companion AR app called DracARys. The app rolled out globally on July 25 across iOS and Android devices and lets fans raise their own virtual dragon.

The "Game of Thrones" Prequel

"House of the Dragon" is set 200 years before the events of "Game of Thrones." The series will focus on the beginning of the end of House Targaryen, as the infamous Dance of Dragons will take center stage as family members of House Targaryen fight for the Iron Throne.

Conclusion

In conclusion, HBO Max and Snap’s partnership is a testament to the power of augmented reality in enhancing viewer engagement. With the release of new selfie and worldview Lenses, along with Landmarker Lenses, fans can immerse themselves in the fantasy world of "House of the Dragon" like never before. Whether you’re a die-hard fan or just curious about the show, these AR experiences are sure to captivate and transport you into the realm of Westeros.

Additional Reading

For more information on Snap’s AR ecosystem, check out our previous articles on how Snapchat is revolutionizing the way we experience augmented reality. And for fans of "Game of Thrones," be sure to explore our coverage of the upcoming prequel series, including exclusive interviews with the cast and crew.