【Denmark】

Snapchat is,Denmark for the first time, bringing its camera outside of its mobile app.

The company just released a dedicated desktop app, called Snap Camera, which lets people use its signature augmented reality selfie lenses inside of other desktop apps. Snap is also partnering with Twitch, so streamers can use Snapchat lenses while they're streaming.

SEE ALSO: Snapchat's new mission: getting you to buy more stuff

Snap Camera, which is now available for Windows and Mac, lets you access Snapchat's library of lenses, including those made by other users via Snapchat's Lens Studio software.

After you've installed Snap Camera, you can select it as the camera output for other apps, like Skype or Google Hangouts, so you can use the lenses within those apps. Snap has also partnered with Twitch on a dedicated extension within Twitch so game streamers can use the AR effects while they stream. Streamers will also be able to offer lenses to fans who subscribe to their channels.

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Original image has been replaced. Credit: Mashable

Eitan Pilpski, Snap's VP of camera platform, says the company was motivated by the success of its Lens Studio product, which has led to more than 250,000 user-generated lenses since the end of last year.

"We saw there is a shift in the community where anyone who wants to be creative wants to build AR applications, but they don't have the skills to build a standalone app," Pilpski said. "What Snap Camera signals is that we at Snapchat wanted to make sure that we are leading the industry and leading the creative community in terms of providing them the ability to have a presence in AR."

Original image has been replaced. Credit: Mashable

Snap Camera is also an opportunity for Snapchat, which is losing users in its mobile app, to expand its reach without relying on its app. Snap Camera doesn't require a Snapchat account to use. And, by getting the app in front of Twitch streamers and other personalities, Snapchat's augmented reality features will be able to reach a much larger audience than what's possible within the confines of Snapchat.

It's the latest in a series of updates the company has made to expand its content beyond its app over the last year. The company has also opened up publicly shared "Our Stories so media companies can publish them on their sites, and users can share Stories outside of the app as well.

Now, Snap is looking to bring another of its most important features -- its popular augmented reality effects -- to people who may not be regular users of the Snapchat app.

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