Zappar
Zappar is a UK-based XR technology company offering AR/WebXR software tools (Zapworks, Mattercraft, Universal AR SDK), an accessible QR code platform (Zapvision), a smartphone-powered mixed reality headset (Zapbox), and creative production services (Studio Z) for CPG, entertainment, and retail brands globally.
- Company typePrivate
- Founded2011
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2B and B2C
- OfferingSoftware
What Zappar does
Zappar Limited is a UK-based extended reality (XR) technology company founded in 2011 and headquartered in London, with a registered office in Auchterarder, Scotland. The company builds an integrated XR ecosystem comprising no-code and code-based authoring tools (Zapworks Designer, Mattercraft, and Universal AR SDKs for Three.js, Unity, PlayCanvas, Babylon.js, and JavaScript), a smartphone-powered mixed reality headset (Zapbox at £79.99), an assistive accessible QR code solution (Zapvision with patent-pending AQR D3 surround technology developed with RNIB), and an in-house creative production studio (Studio Z). Its computer vision stack supports image tracking, world tracking, face tracking, QR scanning and spatial mapping, and Zapalytics provides proprietary engagement analytics.
Zappar generates revenue through a mix of recurring software subscriptions (Zapworks, Zapvision CMS on annual contracts), one-time hardware sales of Zapbox, professional services delivered by Studio Z to enterprise brands, and SDK licensing to developer platforms. It serves multiple verticals: consumer packaged goods brands using connected packaging and accessibility solutions (Unilever, Nestlé, Bayer), entertainment franchises (Lego, Universal Pictures, Paramount), retail and sports brands (UGG, Nespresso, Cobra Puma Golf, Atlanta United), and a long tail of developers and agencies using Zapworks tools. The company is ISO 27001:2022 certified and reports 5 billion+ AQRs deployed globally across product packaging.
In October 2024, Infinite Reality Inc. acquired Zappar for $45 million to integrate its AR/VR platform and creative capabilities into a broader XR content distribution portfolio. The company continues to operate as a subsidiary under new ownership, with three co-founders (Caspar Thykier as CEO, Simon Taylor as Chief R&D Officer, Connell Gauld as CTO) leading operations across a 51-100 employee organization with global reach across EMEA, North America, and the EU.
Zappar firmographics
Firmographics- Name
- Zappar
- Legal name
- Zappar Limited
- Website
- https://zappar.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Zappar is a UK-based XR technology company offering AR/WebXR software tools (Zapworks, Mattercraft, Universal AR SDK), an accessible QR code platform (Zapvision), a smartphone-powered mixed reality headset (Zapbox), and creative production services (Studio Z) for CPG, entertainment, and retail brands globally.
- Ownership category
- akta.pro rank
Zappar industry classification
Industry- Product category
- Augmented Reality Platform
- NAICS
- Software Publishers (51321), Software Publishers (5132)
- akta.pro primary industry
- XR/AR/VR/MR Development Frameworks & Toolchains (MPAFAFAF)
- akta.pro secondary industry
- Game Engine & Creation Platforms (UGC/Modding) (BPAMAKAE)
Keywords
Where Zappar is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Zappar business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Supply Chain, Infrastructure
Revenue model
- Software Subscriptions: Zapworks platform subscriptions forXR creation tools; Zapvision CMS subscriptions for accessible QR code management
- Hardware Sales: Zapbox mixed reality headset sold directly via e-commerce at £79.99
- Creative Studio Services: Studio Z providing end-to-end XR campaign planning, strategy and execution for enterprise brands
- SDK Licensing: Universal AR SDK licensing for integration into third-party platforms and applications
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Zapbox hardware at accessible price point |
| Subscription | Annual | Zapvision CMS subscription |
| Freemium | Monthly | Zapworks platform tiers |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels7 records
Zappar product offering
Product offeringCore offering
Zappar provides a comprehensive extended reality (XR) ecosystem combining software tools (Zapworks no-code Designer, Mattercraft 3D web editor, and Universal AR SDKs for Three.js, Unity, PlayCanvas, Babylon.js, and JavaScript), affordable smartphone-powered mixed reality hardware (Zapbox), assistive packaging technology (Zapvision Accessible QR codes), and creative production services (Studio Z) for brands, agencies, and developers.
Product overview
Zappar operates as a comprehensive extended reality (XR) technology company offering an integrated ecosystem of software tools, hardware, and creative services. The core Zapworks platform provides no-code (Designer) and code-based (Universal AR SDK for Three.js, Unity, PlayCanvas, Babylon.js, JavaScript) development options, complemented by Mattercraft for 3D web experiences. Studio Z delivers professional creative production services built on these tools. Zapvision provides accessible QR technology for inclusive packaging. Zapbox offers affordable mixed reality hardware. The company was founded in 2011 and acquired by Infinite Reality Inc. in October 2024.
Differentiator
Problem solved
Functional benefit
Brands
- Zapworks: Full suite of XR creation tools including Designer (no-code), Universal AR SDKs, and Zapworks Spaces for app-free wayfinding.
- Mattercraft
- Zapvision
- Zapbox
- Studio Z
Products and services
- Zapworks Platform Full suite of XR creation tools combining no-code Designer, code-based Universal AR SDKs (Three.js, Unity, PlayCanvas, Babylon.js, JavaScript), Mattercraft 3D web editor, and Zapworks Spaces for app-free indoor wayfinding. Sold via subscription to developers, agencies, and enterprise brands for building AR, VR, and WebXR experiences.
- Zapbox Mixed Reality Headset Smartphone-powered mixed reality headset hardware sold direct-to-consumer at £79.99 with 100-degree field of view, two active 6DoF controllers, and video pass-through, paired with the Zapworks platform for authoring mixed reality content.
- Studio Z Creative Services Award-winning immersive production studio with 13+ years of expertise delivering end-to-end XR campaign planning, strategy, and execution across 3D Web, AR/XR, mobile games, real-time cinematic video, and faux out-of-home experiences for enterprise brands and agencies.
- Zapvision Accessible QR (AQR) Assistive QR code technology with patent-pending D3 surround that makes product packaging accessible to people who are blind or have low vision via the Zapvision mobile app. Includes CMS subscriptions for brands and is compliant with the EU Accessibility Act and ADA. Deployed on over 5 billion product items globally.
- Universal AR SDK Software development kits licensed to developers for Three.js, Unity, PlayCanvas, Babylon.js, and JavaScript, enabling production-proven WebAR tracking and publishing inside third-party platforms and frameworks.
Quantifiable outcome
- 95% increase in visual attention compared to non-AR
- +5 more outcomes
Companies that use Zappar
Customer profileNamed customers13 records
Segments6 records
Ideal customer profiles5 records
Zappar technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability6 records
Feature7 records
Zappar partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Auki LabscorePartnership combining Zappar's Accessible QR code technology with Auki Labs' PoseMesh spatial mapping protocol for indoor navigation enabling blind and low vision users to navigate complex spaces independently.
- Royal National Institute of Blind People (RNIB)coreRNIB provided guidance and expert advice during development of Zapvision and Accessible QR codes to ensure the technology meets the needs of blind and partially sighted users.
- Loftware BL.INKcoreLoftware's BL.INK connected packaging platform partnered with Zappar to integrate accessible QR experiences for brands including Unilever, Nestlé, and Bayer.
- 360Channelminor360Channel used Mattercraft to power '360maps' turning indoor wayfinding into immersive entertainment at The Ghost in the Shell Exhibition.
- HelloU CreativeminorHelloU Creative created Wicked AR activation using Zappar technology, driving over 300 views at Top 30 Under 30 Celebration.
Scale indicators9 records
Recent moves6 records
Expansion highlights7 records
Zappar competitors and assessment
Company assessmentDirect peers
- Blippar: UK-based AR technology company offering AR creation tools, SDKs, and creative services to enterprise brands. Closest direct competitor geographically and product-wise, competing in WebAR creation, AR marketing campaigns, and SDK distribution.
- Marxent: Enterprise AR/3D platform specializing in product visualization, retail AR, and connected-packaging solutions for major CPG and retail brands. Directly comparable to Studio Z and Zapvision in vertical focus and customer base, particularly in retail/CPG AR.
- Wikitude: AR SDK and creation platform (acquired by Qualcomm) offering image tracking, object recognition, and geo-AR for enterprise and agency customers. Closely comparable to Zappar's Universal AR SDK in developer-facing AR tooling and target verticals.
- 8th Wall: WebAR development platform acquired by Niantic, offering a similar no-code and code-based toolchain for building browser-based AR experiences. Directly comparable to Zapworks/Mattercraft in target customer (developers and agencies) and core capability (WebAR tracking and publishing).
Broad incumbents
- Niantic: Owns 8th Wall and operates the Lightship AR developer platform alongside Pokémon Go-scale AR games. Comparable as both a WebAR platform competitor and a much larger XR player with significantly more capital and developer mindshare.
- Unity Technologies: Dominant 3D development platform with deep AR/VR toolchain via Unity Editor, AR Foundation, and industry partnerships. Comparable as an XR development environment where Zappar's Universal AR SDK integrates, but Unity operates at far greater scale across gaming and enterprise.
- Adobe (Substance / Aero): Adobe Aero provides AR authoring and viewing integrated with Creative Cloud and Substance 3D tools. Comparable to Studio Z and Zapworks for branded AR experiences, but with a vastly larger creative-software installed base and ecosystem integrations.
- Apple (ARKit / RealityKit): Provides the dominant native iOS AR development stack via ARKit and RealityKit, now extending to Vision Pro. Comparable as an XR platform layer for developers, but with deeper OS integration and significantly more capital than Zappar's web-centric approach.
- Snap (Snap Lens Studio): Operates Lens Studio for AR effect creation and a global AR distribution platform via Snapchat. Comparable as a competing AR creation platform targeting developers, agencies, and consumer brands, but with a much larger built-in distribution audience.
- Meta (Spark AR): Operates Spark AR Studio for creating AR effects across Instagram, Facebook, and Meta's Quest hardware ecosystem. Comparable to Zapworks in developer tooling, but with massively larger distribution and platform reach across Meta's family of apps.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
Zappar social profiles
Digital presenceZappar compliance and trust
Trust signalCompliance1 record
Zappar financial estimates
Financial estimateRevenue estimate
Valuation estimate
Zappar leadership team
Management profileNumber of profiles
Profiles9 records
Zappar funding detail
Funding detailFunding overview
Funding rounds1 record
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Zappar M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Zappar
What does Zappar do?
Zappar provides a comprehensive extended reality (XR) ecosystem combining software tools (Zapworks no-code Designer, Mattercraft 3D web editor, and Universal AR SDKs for Three.js, Unity, PlayCanvas, Babylon.js, and JavaScript), affordable smartphone-powered mixed reality hardware (Zapbox), assistive packaging technology (Zapvision Accessible QR codes), and creative production services (Studio Z) for brands, agencies, and developers.
Is Zappar a public or private company?
Zappar is a private company. It is classified as corporate owned and is currently operating.
When was Zappar founded?
Zappar was founded in 2011. It employs 51 to 100 people.
Where is Zappar based?
Zappar is headquartered in London, United Kingdom, in the Europe region.
How does Zappar make money?
Four revenue lines are on record. Software Subscriptions are the primary driver. The others are hardware Sales, creative Studio Services and SDK Licensing.
Who are Zappar's main competitors?
Direct peers on record are Blippar, Marxent, Wikitude and 8th Wall. Broad incumbents are Niantic, Unity Technologies, Adobe (Substance / Aero), Apple (ARKit / RealityKit), Snap (Snap Lens Studio) and Meta (Spark AR).
Does Zappar have an API?
Yes. Zappar Universal AR SDKs are available for Three.js, Unity, PlayCanvas, Babylon.js, and JavaScript. These SDKs enable developers to integrate production-proven WebAR tracking and publishing into their preferred development environments. Zapworks is the full suite of XR creation tools. Developer documentation is at zap.works/universal-ar.
What industry is Zappar in?
Zappar's product category is Augmented Reality Platform. Its primary akta.pro industry code is MPAFAFAF, XR/AR/VR/MR Development Frameworks & Toolchains, with a secondary code of BPAMAKAE, Game Engine & Creation Platforms (UGC/Modding). Its NAICS code is 51321.