Snap’s hiring on Monday of Facebook AR executive Joe Darko to oversee AR Developer Relations demonstrates just how much Snap and Facebook are vying for not only the same consumers but even the same pool of AR developers and creators.

Darko helped launch the Spark AR Partner Network in his time as the global lead for Facebook’s AR ecosystem. His hiring is a coup for Snap, which is trying to build up an edge over Facebook’s AR ecosystem. Snap is doing so largely by outreach to developers, in more ways than one.