I wouldn't really say it's a substantial lead, but Snapchat acquired Bitmoji for online avatars, and another map based location company. From what I understand,

I wouldn't really say it's a substantial lead, but Snapchat acquired Bitmoji for online avatars, and another map based location company. From what I understand, they are moving into their AR glasses and have plans to partner with game devs to incorporate your bitmoji avatar into the experience (kinda like Mii's) I don't know whether this will ultimately amount to anything since I don't use it, but they do have some semblance of a direction they seem to be taking the company towards.