Xbox, a Microsoft brand, and Snapchat are celebrating the release of The Outer Worlds 2 with an augmented reality (AR) lens that turns the moon into the game’s mascot, Moon Man, according to information shared with Marketing Dive. It is the first Snapchat lens which is able to scan the celestial body, per the platform.
The lens utilizes phone compasses and celestial tracking technology to allow consumers to scan the moon from anywhere, regardless of weather conditions. Once scanned the moon is given Moon Man’s signature wink and smirk, tying the activation back to the popular role-playing game (RPG) from Obsidian Entertainment. Users can also use the lens on themselves.
In addition to the AR tool, Xbox and Snapchat created a real-life telescope inspired by in-game items. The telescope, which will be used in promotional material, also runs using Snapchat AR technology. Its functionality is similar to that of the digital lens.
Over 350 million people engage with AR technology on Snapchat daily, according to information provided in press materials. The platform has taken steps to build out its AR capabilities, largely with generative artificial intelligence (AI) tools and other software developments. Snapchat does have its own AR wearable, known as Spectacles. However, the device is mostly aimed at developers, unlike other products such as Meta’s AR glasses, which are targeted toward the general population.
The Outer Worlds franchise has proven to be commercially successful, selling over 5 million copies as of 2023. Its developer, Obsidian Entertainment, became part of Microsoft Studios in 2018.
The activation comes as Xbox finds itself amid a pricing controversy. In September, the company raised console prices by $20-$70 depending on the model. Around the same time, the company raised the monthly price of its Game Pass Ultimate by 50%, inciting user backlash. However, recent news indicates the price changes to Game Pass may only affect new users in certain areas.
The price increases have damaged Xbox’s brand image, leading to false online rumors that Target and Walmart are pulling Xbox consoles and accessories from stores. While Target and Walmart currently have no plans to discontinue sales of the console, Costco discontinued the sale of the hardware back in September.
