Pokémon Go developer Niantic snaps up WebAR firm 8th Wall

Pokémon Go's developer Niantic has acquired WebAR development platform, 8th Wall, to empower more Lightship developers to realise their visions for AR in the real-world metaverse. Launched globally in November last year, Lightship is a creator platform that offers developers a canvas to bring their creations to life. It also comes with a set of AR tools known as the Augmented Reality Developer Kit, which allow developers to tap on Niantic's technology to create their own AR applications.

Some of the tools include real-time mapping, semantic segmentation (which ensures digital objects interact correctly with different surfaces in the real world), multiplayer programming, and a visual positioning system that allows virtual objects to be placed at and tracked to a specific location. According to Niantic, the Lightship platform is the foundation for its products, built on years of experience developing and running titles ranging from Ingress to Pokémon GO and Pikmin Bloomm.  MARKETING-INTERACTIVE has reached out to Niantic for additional information about the acquisition.

Since 2018, the 8th Wall WebAR development platform has been used by developers to create over 50,000 experiences, said Niantic. Agencies and creative studios have tapped on the platform to create AR activations for brands including Pepsi, Microsoft, Nike, Porsche, Netflix, Heineken, LEGO, General Mills, Dior, Universal Pictures, Westfield, and Verizon, among others. 

At the same time, Niantic also has plans to form a venture arm, Niantic Ventures, which was initially announced last November. The company has already invested US$20 million in companies building applications that shared its vision for the "real-world metaverse", and contributed to the global ecosystem it is building.

“Transforming humanity’s relationship with technology by merging the physical and virtual worlds will require the ideas and perspectives of as many people as possible,” said John Hanke, founder and CEO of Niantic, previously. “That’s why we’re so excited to open the vault of technology that powers our own games, so developers, creators and brands globally can build inclusive experiences that push the boundaries of what’s possible in AR.”

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