All eyes are on the camera. Last week Facebook took the stage at F8 to launch the Camera Effects platform in an effort to get developers to help it dominate Snapchat.

Camera Effects is an augmented reality platform that lets developers add augmented reality overlays to people, table tops and anything else that can be viewed through the lens of a camera. The potential is huge with the ability to play AR games (think Pokemon Go to the next level), tag AR pieces in the world for friends to find, leverage object recognition, do 3D mapping and so on. Facebook is giving developers tools turn Facebook Camera into the the best way to create and share with friends.

Why would Facebook do this? Well, the camera is Snapchat’s game. It does after all call itself a camera company, and not to be outdone, it launched World Lenses that allow users to add virtual, augmented reality objects to landscapes and the world around them. What Snapchat did for the selfie, it aims to do for the world.