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Snapchat has channelled Snap Maps and augmented reality to host an Easter Egg hunt in the US and Canada.

The messaging and content app has hidden virtual eggs in real-world locations encouraging users to get out-and-about taking pictures, similar to the game mechanism present in Pokemon Go.

When users approach an egg, they can open it to reveal and u a new 3D World Lens. The game is also scored, rarer eggs carry higher values.

This marks the first year the company has hosted such a hunt and could mark a noted shift towards gamification. Snapchat has hidden one million eggs in its Snap Maps and users have until 1 April to find them.

It comes as users become accustomed to a divisive redesign that move content blocks around, largely separating friend and publisher content.