Augmented reality technology company Layar said that its Layar Player is out of beta, and is “now available to all agencies, brands and developers to include AR for free in their own iPhone applications and reach over a million active users on the Layar platform.” Three apps have already been launched using the technology: Snowboard Hero, an augmented reality extension to the game which enables players to earn additional points; Layar Trade, which helps people view recent projects and work from local builders; and VerbeterdeBuurt, which is intended to improve neighbourhoods by letting users post their issues and ideas for public spaces on a map.

Layar announced its US$10 million series B funding round in November 2010, with Intel Capital joining as an investor. In April 2010, the company launched an augmented reality content store, to enable publishers to distribute content which takes advantage of Layer’s AR technology. It was also the winner of Vodafone Group’s Mobile Clicks competition in 2009, and the company has also partnered with LG and Samsung. While Layar Player is currently supported by the iPhone, Layar also supports devices powered by Android and bada