AR is everywhere. However, many experiences require specific hardware which can be costly and not widely accessible for audiences. WebAR services, social platforms and open frameworks offer a lower barrier to entry and a greater reach for content creators – but what are the creative possibilities?
Quite simply, if you’re building an AR experience and want to reach the largest possible audience, WebAR is the answer. There are around 3 billion compatible WebAR devices, that figure dwarfs the current native market where Apple’s ARKit is estimated to have 1.2 billion compatible devices, and Google’s ARCore around 600 million.
Unlike app-based AR, which uses native (on-device) ARKit & ARCore features, the WebAR landscape is fragmented across a range of different platforms, services, and custom libraries, all with their unique capabilities and constraints.
When navigating these affordances for clients, we break down the WebAR landscape into three main categories: social platforms, paid-for services, and open frameworks. There is also a hybrid option, but more on that later.