Facebook acquires filter app Masquerade

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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.


Source: http://www.mobileworldlive.com/apps/news-apps/facebook-acquires-filters-app-masquerade/