Snapchat Discover adds IGN, Tastemade and Mashable to its list of publishers
Snapchat Discover is adding IGN, Tastemade and Mashable to its current roster of publishers. Since Snapchat launched Discover in January they have been very strict about not increasing its number of publishers past 12. However, the addition of these three new publishers sees Snapchat relax its rules on&nbsp;capping, allowing further opportunity for growth and ad&nbsp;revenue. Snapchat Discover&nbsp;is likely to expand its roster of publishers in the future. The more channels Snapchat has, the more content it has to monetise. &nbsp;&nbsp;
Snapchat Discover's roster of publishers just got bigger.

The popular app's media content section already highlights daily content from 12 publishers, such as People, the Daily Mail and CNN. But come Thursday, three more publishers will join Discover's growing roster with live channels of their own, including IGN, Tastemade and Mashable, the very site you're reading.

SEE ALSO: Snapchat hires media executive to take Discover to next level

Snapchat, which launched Discover in January, has until now capped the number of publishers to 12. Last month, for example, it swapped out Yahoo and Warner Music for iHeartRadio and Buzzfeed. The company is relaxing that rule though, and the new additions won't kick anyone else out. That means more potential ad revenue -- the likely impetus behind the decision.

Currently, all content piped through Discover includes advertising, one of Snapchat's two revenue sources at the moment. (The other? Location-based filters user can only activate when using Snapchat in a particular location.) In fact, Snapchat reportedly expects to generate $50 million in revenues this year, according to a Re/code report(opens in a new tab) from July.

Discover partners aren't just repurposing content for Snapchat's 100 million-plus active users -- they're creating original content.

Tastemade, Mashable (in partnership with Qualcomm) and IGN all plan on including vertical video alongside all-new franchises and series. For IGN, that includes six-second reviews and behind-the-scenes video. For Mashable and Tastemade, it means new franchises and shows, respectively.

More than 85% of American teens play video games, points out IGN general manager and cofounder Peer Schneider, which makes Snapchat a a perfect fit for the company's daily content about the hottest games, movies, comics and TV shows.

"We have seen tremendous success with making our content available outside the traditional desktop and mobile web, from our popular YouTube channel to the PlayStation 4," Schneider told Mashable. "Each one of these new 'homepages' has taught us something new -- we're eager to find out what content Snapchat users will engage with the most."

In addition, Tastemade cofounder Steven Kydd said it is "excited about the promise Snapchat offers as one of the fastest-growing platforms out there."

Kydd added the food and travel network did not have expectations around what qualifies as successful engagement with Snapchat users; however, several partners Mashable spoke with soon after Discover's January launch said they would be satisfied if "several million" Snapchat users read their content everyday.