Snax: Short-Form Movies & Interactive Games - A New App

A New Approach to Short-Form Video: Introducing Snax

The realm of short-form video applications has witnessed both remarkable triumphs, exemplified by TikTok, and notable setbacks, such as the case of Quibi. Currently, a novel application known as Snax is aiming to present a unique perspective on the prevalent vertical video format. It intends to provide users with the ability to not only view concise films on their mobile devices but also to actively participate within them.

Interactive Storytelling and the Snax Subscription Service

Snax features a subscription-based streaming service boasting an expanding library of original films. These films uniquely blend conventional narrative structures with interactive gaming mechanics. Users might encounter scenarios requiring puzzle-solving to advance the plot, investigations demanding the identification of clues within a crime scene, or decision-making opportunities influencing character actions in a “Choose Your Own Adventure” style format.

The Origins of Snax: Marmelapp's Innovation

The concept behind this innovative interactive cinematic experience originates from Marmelapp, an app development company based in Paris. Co-founded by Alan Keiss, Stéphane Fort, and Jérôme Boé, the company has launched a total of 15 applications, accumulating over 30 million downloads. Marmelapp currently generates revenue in the double-digit millions (euros) annually through its diverse app portfolio.

From Blaze to Snax: A Natural Evolution

Recent Marmelapp titles include the party game Picolo and the text-based interactive app, Blaze. Notably, Blaze served as the foundational inspiration for Snax.

Snax’s Head of Content, James Davies, explains, “We thoroughly enjoyed the development of Blaze and received valuable user feedback.” He continues, “We created and released 75 original stories, each with multiple endings due to the branching narratives.” The team subsequently recognized that Blaze could be significantly enhanced by incorporating visual elements, such as mini-films, alongside its textual stories.

Initially, the intention was to integrate these features into Blaze, but the complexity proved too substantial. Davies states, “It quickly became apparent that a dedicated project was necessary,” leading to the commencement of Snax’s development approximately 18 months ago.

How Snax Works: Bite-Sized Movies and User Engagement

The Snax app presents a collection of concise films, aptly named “Snax,” designed for vertical video viewing. Each episode typically lasts between three and five minutes and incorporates interactive pauses. Users may be challenged to solve puzzles, decipher brain teasers, make critical choices, or locate concealed objects within the scene.

Interaction extends beyond simple selections. For instance, one murder mystery film requires users to type their answers into a text box. To facilitate this, Snax has developed a database accommodating various potential responses and their common misspellings, ensuring accurate recognition of correct answers.

Production Quality and Filmmaking Partnerships

The films featured on Snax demonstrate a level of production quality exceeding typical entertainment apps.

Snax’s seven-person team manages script development and the integration of interactive elements. However, they collaborate with professional filmmakers and production companies to create the video content. Current production costs average around 100,000 euros per project. Snax is actively working to reduce these costs by filming multiple series consecutively with the same crew and varying scripts.

Subscription Costs and Content Availability

Filmmakers are compensated upfront for their work and do not participate in the app’s subsequent subscription revenue. Snax currently offers subscriptions at $4.99 per week, $8.49 per month, or $47.99 annually. A limited number of episodes are available for free preview.

Initially launched in France earlier this year, Snax expanded to English-speaking audiences in the U.S., U.K., Canada, and Australia in October. Currently, the app features French films dubbed in English, with plans to begin producing content in English and Spanish in the future.

Approximately half of Snax’s user base now resides in English-language markets, and the team anticipates this proportion will increase to as much as 90% in the coming months.

Target Audience and User Engagement

Snax’s user demographic primarily consists of young adults aged 18 to 24, with an even gender distribution. U.S. users have demonstrated particularly high levels of engagement, actively discussing and sharing the app and its content.

Davies notes, “We’ve observed that American men and women are considerably more engaged with the content compared to French users. The completion rate of episodes and stories is significantly higher in the U.S.” This observation underscores the need for content tailored to a North American audience.

Future Plans and Expansion

While earlier films featured lesser-known actors, Snax is now collaborating with prominent French personalities, including Norman, France’s third-largest YouTuber, comedian Ludovik, and actor Bastien Ughetto. The company intends to expand these collaborations as it grows its presence in the U.S.

Snax is continually refining its interactive elements to enhance user experience and is also developing its internal scripting software. Marmelapp intends to establish Snax as an independent company in 2022 and may explore fundraising opportunities at that time.