The world’s largest social network Facebook has acquired mobile application developer Belarusian Masquerade (MSQRD), reported edition of Tech Insider with reference to the representative of Facebook. Masquerade has confirmed the deal in a corporate blog.
The publication TechCrunch, the Facebook representative said that the development team MSQRD moved from Minsk to London and will be working at the UK office of the company.
The application MSQRD, which has been developed by Belarusian company Masquerade Technologies Inc., allows you to shoot photos and video superimposed on the user’s face masks and frames to lay out the videos on Instagram, Twitter and other social networks. Mask MSQRD — known actors, singers, online characters. The service was “compiled” by the creators in November 2015, said General Director Yevgeny MSQRD Newgen in an interview Lenta.ru. According to him, now MSQRD 16 million units, more than 14 million users per month and 3 million a day.
Popularity MSQRD provided the last ceremony of “Oscar” and actor Leonardo DiCaprio, the Agency reported Bloomberg, citing data from research firm App Annie. A few days before the “Oscar” of American television host Jimmy Kimmel showed on his show the application by wearing the mask DiCaprio, then MSQRD escaped in leaders among the applications for processing photos and videos. On the eve of the Oscars MSQRD entered the top 3 most popular apps in the App Store.
“Masquerade has managed to create a fantastic app, it’s a technology world-class image processing in the video — said the representative of Facebook. — We are pleased to welcome Masquerade in our team and [with it] will continue to develop the possibilities of video in Facebook”.
CEO MSQRD Yauheni nevgen noted that thanks to Facebook the app will be available to a huge audience — almost 1.6 billion people. “We never imagined that we will reach such a large audience,” he said.
The amount of the deal has not been disclosed. The polled investors disagree on how much Facebook could pay for MSQRD. According to managing partner of Russian Ventures Evgeny Gordeev, the size of the transaction does not exceed $10 million For the money Facebook acquired technology and the goodwill of the brand MSQRD, he said.
“Contrary to popular belief, corporations are not buying the users of such applications, and the team,” says a partner at a venture Fund Impulse VC Kirill Belov. In his estimation, the standard size of such transaction is $1-5 million for a team of 5-7 people, and for MSQRD the social network could shell out $2-3 million.
Partner of the Foundation Vestor.In Partners Pavel Cherkashin suggested that it was in the case of buying MSQRD can talk about “tens of millions of dollars”.
The social network plans to develop MSQRD as an independent project, however, the video processing technology will also be integrated into the functionality of Facebook, says Tech Insider. According to the publication, in the near future “face” MSQRD may appear in social media the social network. This will help Facebook to sustain its position in the market of mobile photos and video and better compete with the popular Snapchat the youth audience that in 2013, Facebook tried unsuccessfully to buy for $3 billion.