MSQRD

MSQRD (Masquerade) is a mobile application that allows users to change human appearance during video-chats in real time. The application is based on the 3D face tracking technology developed by its creators, and works both on iOS and Android.^[1]

The application was developed by Masquerade Technologies, a Belarus-based company.^[2] On 9 March 2016, the product was acquired by Facebook.

Description

MSQRD creates animated masks and lays them over human faces. Each mask exactly fits the user’s facial features and repeats his or her movements. The full application name is “Masquerade – animated masks for selfie-videos”.^[3]

Using MSQRD is extremely easy. Having opened the app, you choose Photo or Video mode, and the front or back camera. By tapping the screen, you can change the level of exposure. Then you choose the video effect by previewing it, and record a video of up to 30 seconds. You can then share the video on social media.^[4]

In Masquerade Editor, you can create your own masks. This tool facilitates the creation and use of filters. It can be used to edit filters in real time. The saved filters can be included into a public catalog.

The app works across iOS and Android. Using the Bluestacksemulator, you can also launch it on your PC.^[5]

History

Sergey Gonchar

Eugene Zatepyakin

Eugene Nevgen

The Masquerade team has been developing the face tracking technology since 2010.^[1]

In late November 2015, the team took part in the Garage48 Minsk Hackathon, where over 48 hours it developed MSQRD for iOS – the app that allowed users to change their appearance with amusing filters.^[1]

As of January 2016, there were 11 members in the team. Key figures:^[6]

• Sergey Gonchar, 3D rendering and graphics technologies;
• Eugene Zatepyakin, computer vision;
• Eugene Nevgen, design, business ideology, SplitMetrics co-founder.

Until March 2016, the app had only been available for iOS. On 4 March, the beta-version for Android was announced.

In the 1.3 version for iOS, Facebook login and live broadcast in virtual masks that you can change as you record is available using Facebook Live. This feature is not available for Android yet.^[7]

The most recent versions were released on 29 June 2016, (1.3 for iOS)^[8]and on 28 June 2016 (1.7.0 for Android).^[9]

Popularity

On 22 December 2015, MSQRD was featured on Product Hunt.^[1] Within the same month, it appeared on the App Store.^[6] On 4 March 2016, the application appeared on Google Play and became available for Android users.^[10]

In January 2016, MSQRD reached 1.92m downloads globally. This number increased four fold up to 7.6m in February and kept growing. By early February 2016, MSQRD became the 9th most popular app on the App Store.^[11] By mid-March, the number of installs exceeded 20m.^[12]

In February 2016, US TV host Jimmy Kimmel used the app on his show.^[13][14][15]

Facebook Deal

On 9 March 2016, the product was purchased by Facebook, whose CEO Mark Zuckerberg announced the deal on his blog.^[16][17]

According to John Koetsier of Business Insider, this will allow Facebook to compete with the Snapchat filters.^[11] Facebook is going to integrate MSQRD into its social network and other apps, and promises to keep it free for the users.^[18]

The team of developers moving to London to work in the Facebook office is part of the deal. The Facebook-Masquerade deal value has not been disclosed. A similar Ukrainian start-up project, Looksery, was acquired by Snapchat for $150m in 2015.^[19]

Notes

References

• Masquerade Technologies website
• Tsukayama, Hayley (April 22, 2016). "A quick look at the MSQRD app". The Washington Post. 
• Koetsier, John (March 11, 2016). "Facebook buys 'face swapping' app Masquerade to take on Snapchat in battle of the selfie filters". Daily Mail. 
• "Face-swapping app MSQRD". dw.com. Deutsche Welle. 
• "«Все говорят, что Ди Каприо пропиарил белорусов»". Lenta.ru (in Russian). 
• "«Все говорят, что Ди Каприо пропиарил белорусов»". Lenta.ru (in Russian). 
• Sahil, Goyal (October 17, 2016). "MSQRD app by Facebook". http://www.travellingtowns.com/. Sahil Goyal. Retrieved October 18, 2016.  External link in |website= (help)
• Дубков, Алексей. "MSQRD — приложение, которое превратит тебя в Сталина, Кончиту или другого странного персонажа" [MSQRD - an application that will turn you into Stalin, Conchita or other strange characters]. Maxim (in Russian). Moscow: «Hearst Shkulev Media» Limited Liability Company. 
• "MSQRD CEO Shares 5 Marketing Hacks Behind the App's Viral Success". SplitMetrics.com. May 26, 2016.