Snapchat's mainly millennial audience is increasingly turning to the platform for gaming, and brands are cottoning on.

The latest is an interactive game from Under Armour.

Game on

The game, It Comes From Below, is built on Under Armour's campaign starring Carolina Panthers quarterback Cam Newton.

The game allows users to play as Newton and dodge a variety of obstacles.

Square eyes

The game, accessible via an ad in Snapchat's Discover tab, has been played an average of 78 seconds per user.

Snapchat says 20% of US and Canadian users swiped to play the game, while 19% of those who played shared the game.

While It Comes From Below is only available to North American users, it hints at how Snapchat marketing may be evolving globally.