WebAR is a browser-based format for experiencing augmented reality. A Web AR game or application loads on the browser by requesting permission from the device's camera and other tools. After the webpage loads, the user can enjoy the augmented reality experience. Unlike ARKit and ARCore, WebAR will be supported by more than 3 billion devices by 2020. Providers of WebAR games include 8th Wall and Zappar.
Companies are increasingly creating games based on their brand. Spiderman Into the Spider-Verse WebAR, developed by 8th Wall, invites users to meet teenage Spiderman/Miles Morales and share photos on social media. Porsche also developed a WebAR experience that lets fans view the colorful history of the car brand through a virtual experience. This program was integrated into a mobile site to engage with consumers throughout Southeast Asia.
WebAR technology also enables brands and marketing agencies to capitalize on the technology. By creating an engaging experience, brands and marketing agencies can encourage consumers to engage in content and interact with a brand. Coca-Cola, for example, recently tested a WebAR game that allowed users to view themselves through filters on a bottle. Its e-commerce site will soon launch a web AR game for Coca-Cola consumers. It will be interesting to see how other brands take advantage of WebAR.
Apart from entertainment, web AR also has applications in education. Its benefits extend to museums. In the case of museums, a web AR game will allow users to view 3D figures of extinct animals. A web AR application will serve as a portal into the Metaverse world, allowing users to discover new content and interact with different objects. Web AR also solves navigational issues, as it provides localization and overlays detailed directions onto a mobile device.
