philip lelyveld The world of entertainment technology


Tenor lets developers put GIFs into augmented reality apps and games

Tenor is announcing a software development kit (SDK) for Unity and Apple’s ARKit developers, enabling them to integrate animated GIFs into augmented reality apps and games.

By making GIFs easier to search for and share, Tenor helps people personally express themselves better, said Erick Hachenburg, the cofounder of Tenor, in a conversation last week with VentureBeat.

Tenor was founded in 2014 by a team of serial entrepreneurs (David McIntosh, CEO; Hachenburg; and Frank Nawabi) who spent the prior seven years building companies in online video. Tenor was founded on the premise that mobile would create an opportunity for a new format of video built for the core purpose of mobile: communication. The company has 40 people in three offices, and it is based in San Francisco.

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