Facebook isn't the only corporation getting in on these new developments, but it's definitely the one investing the most into it.
The app is billed as a "virtual" manifestation of Facebook, allowing users to create a personalised avatar before interacting with friends.
Facebook F8 conference 2011.
Facebook has tasked developers to contribute to the augmented reality image filters and interactive experiences to its new Camera Effects platform.
He also briefly acknowledged the "tragedy in Cleveland", in which Steve Stephens shot to death a randomly chosen victim, Robert Godwin, on Sunday and then posted video of the crime on Facebook.
Marcelo: No simple games for Real Madrid after Gijon panic
The game's opener came from Croatian frontman Duje Cop, before Isco equalised three minutes later with an excellent solo effort. Real Madrid have scored 18 goals after the 80th minute in #LaLiga this season; more than any other club.
"Think how many things we have in our lives that don't need to be physical, they can be digital", said chief executive Mark Zuckerberg in a keynote speech at the McEnery Convention Center in San Jose, California.
Facebook has named its first AR Studio beta partners as Electronic Arts' Mass Effect: Andromeda, GIPHY, Manchester United, Nike, Real Madrid, TripIt, and Warner Bros' Justice League.
Augmented reality applications will enable people to use their smartphones to display and share location-based information, such as tips about favorite menus items at a local restaurant, with friends and family, Zuckerberg said. The new feature will be used for Facebook video calls and virtual reality headset Oculus Rift.
Or, actually engage with the real world by going out like a normal person. This helps people recognize you and makes VR feel more like hanging out in person. "You're going to hear from Regina Dugan about some of the work that we're doing to build even further out beyond augmented reality, and that includes work around direct brain interfaces that are going to, eventually, one day, let you communicate using only your mind", Zuckerberg said on Tuesday, when teasing the second day's agenda.