Meta Platforms Inc. is losing a growing number of augmented reality (AR) developers to rival Snap Inc. following the abrupt closure of Meta Spark, its AR development platform. Meta Spark, which allowed developers to create custom filters for Instagram and Facebook, was shut down with less than six months’ notice, leaving developers with no alternative for continuing their work.
AR filters are immensely popular on Meta’s Instagram and Snap’s Snapchat, with billions of users engaging with these effects, which range from adding makeup and glitter to overlaying dog ears on faces. Meta’s closure of Spark surprised many developers, especially after the company recently launched its first AR glasses, Orion. Several developers expressed disappointment, noting that Meta has not offered replacement tools or alternatives, which cuts off their revenue streams.
“Announcing the shutdown of a software and its AR filters only five months in advance shows a total lack of interest in their creators and clients,” said Lucie Bouchet, an AR designer who has created filters for brands like NYX Cosmetics and Umami Burger.
Meta launched Spark in 2017 to compete with Snap’s AR platform, Lens Studio. However, developers say Meta had already stopped adding significant updates to Spark, with some describing the platform as buggy and monotonous. With Snap’s AR platform viewed as more advanced and easier to use, many developers are now migrating to Snap.
Snap recently launched its AR Spectacles and has actively been courting developers to build apps for its own AR glasses. The competition between Meta and Snap is intensifying as both companies aim to dominate the nascent smart glasses market.
Meta’s history of strained relations with developers is further complicating its position. “We have not made it easy to develop for our platforms, and we’re very sorry,” said Meta’s Chief Technology Officer Andrew Bosworth. Yet, despite AR becoming a key focus for Meta, developers feel increasingly disconnected from the company.
“I think Meta is burning a lot of bridges with developers, but they seem to be so big that they don’t care,” said Brielle Garcia, an AR filter developer for both Meta and Snapchat.
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