QQ is one of the most popular social communication platforms today, especially among teenagers. With the rapid development of AR technology, QQ has started to integrate AR features into its platform, offering them for free in order to attract more developers and creators. This move marks the beginning of a new era for national AR innovation.
As social and media platforms continue to explore the balance between user experience and business expansion, QQ has been at the forefront of AR exploration. At the Tencent Global Partner Conference’s Ideas·QQ Sub-Forum, Tencent officially announced that the QQ-AR open platform (ar.qq.com) would be made freely available to developers, encouraging creative content creation.
In June this year, McDonald’s collaborated with the popular IP "Xiao Huangren" on a special campaign for the movie "Daddy Dad 3." The same AR gameplay was also used in PepsiCo’s Emoji packaging launch, where users could scan a can with mobile QQ to collect dynamic emoji expressions.
Back in July last year, a famous painting "Mona Lisa" featured in the Shenzhen Evening News attracted attention. Under the painting, a QR code invited users to scan it via QQ and uncover the mystery behind the artwork, showcasing the potential of QQ-AR.
At the 2017 Tencent Global Partner Conference, Tencent officially launched the QQ-AR platform for free, encouraging the creation of AR content that reflects youth culture and innovation, under the theme of “New Youth, New Social.â€
The QQ-AR platform allows users to upload photos, videos, or URLs, enabling low-threshold AR creation directly within QQ. It supports both online and offline interactive experiences with other users, making it more accessible than ever.
With a free and zero-tech threshold, the QQ-AR platform not only revives the potential of apps but also leverages QQ's massive user base—over 800 million monthly active users. This provides great growth opportunities for AR developers and users alike, expanding the space for creativity.
On one hand, AR can build an “internal ecosystem†within the QQ platform, attracting more developers through technical capabilities and helping to shape the AR content landscape. On the other hand, AR can extend beyond the platform, creating an “external ecosystem†by empowering various industries and fields without being limited to specific operating systems like Android or iOS.
Moreover, AR has the potential to revolutionize sectors such as shopping, entertainment, education, and tourism, forming a comprehensive AR ecosystem from the inside out.
According to Yan Yecheng, General Manager of Tencent's Social Network Business Group, “QQ-AR is becoming a new way to connect creativity, brands, content, and vertical services with users.†The platform integrates Tencent’s expertise in image recognition, gesture recognition, face recognition, video, and 3D animation tracking, with picture recognition being the main feature available to all users.
Tencent’s launch of the QQ-AR platform is also a strategic response to the growing competition in the AR space, particularly against Alibaba. As a leading internet company, keeping up with emerging technologies is essential.
For small and medium-sized brands, collaborating with QQ and leveraging its AR capabilities and massive traffic can be a practical and effective way to implement AR marketing. By opening its internal AR creative platform to the outside world, QQ is providing valuable support for industry-wide AR marketing efforts.
In conclusion, the launch of the QQ-AR open platform is a significant step towards building a robust AR ecosystem. Whether through app development on the QQ platform or integrating online and offline experiences, the platform is expected to create a win-win environment for users, brands, and developers. It marks the dawn of a new era in universal AR, filled with endless possibilities and imagination.
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