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Snapchat's acquisition of Cimagine could signal a big push into AR

Snapchat reportedly acquired the AR startup Cimagine, which means the messaging app could be launching new augmented reality features in the future.

Published onDecember 26, 2016

Snapchat looks like it will be adding some augmented reality features to its messaging app in the near future. The company has reportedly, and quietly, acquired an AR startup in Israel called Cimagine, and the price was allegedly between $30 million to $40 million.

Snapchat Spectacles review

TechCrunch reports that Cimagine, which launched in 2012, created technology that allows companies to show how their products look in the real world with virtual devices. Coca-Cola was among its many clients before the acquisition by Snap Inc, the recently renamed parent company of Snapchat.

Snapchat has already become a hit among many users for its animated stickers that can be superimposed on a person’s videos. It also recently began selling Snapchat Spectacles, in special flash sales in many US cities. While these are more of a marketing gimmick than a real push to sell hardware, it could offer a glimpse into the future of Snapchat. It’s possible people could wear future versions of those glasses to see AR visuals selling products and services in the real world.

Do you think that Snapchat is about to enter the augmented reality market in a bigger way with this new acquisition? Let us know your thoughts and impressions in the comments!

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