ManU teamed up with Facebook to demonstrate one of the platform's new features, Camera Effects. The update, which will be made available to the public in the near future, turns smartphone cameras into the first augmented reality platform, and was unveiled with the help of the club at the company's annual F8 developer conference in California. Included with this new platform are two creative tools, Frame Studio and AR Studio, that give the Facebook community the power to create a full spectrum of visual effects using the Facebook camera, from simple frames to interactive AR experiences (ManU). THE DRUM's Taruka Srivastav reported Facebook will "depend on an inventory of external developers" to contribute to the new platform. The first effects will become available inside Facebook's camera feature on smartphones. However, the Camera Effects platform is designed to "eventually be compatible with future augmented reality hardware, such as eyeglasses." ManU is the launch partner, creating an experience by pulling in football match data and "GOOAALL!" image overlays with crowd noises. Game developer EA has also built a mass effect-themed helmet mask that "pulls in stats from your progress in the game." Nike will "overlay a sweatband on your head and pull in your recent running route as an overlaid map" (THE DRUM, 4/19).
