Facebook acquires filter app Masquerade - Mobile World Live

Facebook acquires filter app Masquerade

10 MAR 2016

The team behind an app called Masquerade, which lets users put real time filters on videos, is set to join Facebook, CEO Mark Zuckerberg announced in a video on his Facebook page.

Masquerade’s CEO, Eugene Nevgen, said the team “worked hard to make video more fun and engaging by creating filters that enhance and alter appearance. Now, we’re excited to join forces with Facebook and bring the technology to even more people”.

“We’ll be able to bring our technology to Facebook’s audience of nearly 1.6 billion people. This is a scale of audience we never imagined was possible,” he added.

The app will continue as a standalone product and will be updated with new features.

Financial details of the deal were not disclosed.

In September last year, Snapchat acquired a simliar company called Looksery, before shutting down its app and launching an animated selfie feature called Lenses, which has become very popular.

Facebook’s strategy appears to be to focus on video, and possibly compete with Snapchat, which it tried to acquire around three years ago.

“Masquerade has great technology to help us bring even more creative tools to Facebook, and help extend this work to video,” a Facebook spokesperson told Bloomberg.


Saleha Riaz

Saleha joined Mobile World Live in October 2014 as a reporter and works across all e-newsletters - creating content, writing blogs and reports as well as conducting feature interviews...More

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