13 Years in XR: What Zappar’s CTO Wants You to Know
In this in-depth interview, Zappar CTO and co-founder Connell Gauld walks us through the company’s 13-year evolution in the XR industry. From launching one of the first AR platforms for the web to creating accessible tools for the visually impaired, Connell shares real-world use cases, product strategies, and insights on the future of immersive tech to help other founders and XR professionals navigate this ever-evolving landscape.
Before getting into the interview, I wanted to quickly introduce you to today’s sponsor Gracia AI. Gracia AI is the only app that allows you to experience Gaussian Splatting volumetric videos on a standalone headset, either in VR or MR.
It is a truly impressive experience and I recommend you to try it out right now on your Quest or PC-powered headset.
Interview with Connell Gauld
What’s the biggest lesson you’ve learned in 13 years working in XR?
Connell Gauld: The most important lesson is that you have to evolve constantly. The pace of innovation in XR is relentless, and if you’re not evolving, you quickly become irrelevant. Back when we started in 2011, the iPhone was still a relatively new device, and everything we’ve done had to adapt to how fast hardware and software have changed. So our strategy has always been to anticipate what’s coming next and stay aligned with the value it can deliver to end users.
Can you give an example of how your strategy has shifted in response to tech changes?
Connell Gauld: Sure. Around 2017-2018, we made a major shift from native apps to focusing on the web as the core platform for delivering AR. Before that, everything ran through the Zappar app. But as web tech like WebAssembly and WebXR improved, browsers gained access to device sensors and computing power increased. That allowed us to start building AR experiences directly in the browser, which drastically reduced friction for both developers and users.
What’s still holding AR back from broader consumer and business adoption?
Connell Gauld: Honestly, it’s a confusing space for newcomers. There’s so much terminology and so many potential use cases that it’s tough to figure out where the actual value lies. Some brands use AR for marketing, others for training or product visualisation, and consumers might just use it for social filters. The industry hasn’t done a great job of clearly showing the different paths and helping people find what works for their needs.
So, how do you help businesses understand and adopt AR solutions?
Connell Gauld: At a strategic level, we work directly with enterprises, often with innovation teams exploring emerging tech. We help them map our product range to their specific needs. At a product level, we create easy-to-use tools, demos, and templates. That makes it easier for them to start experimenting. We try to meet customers where they are, whether they want a hands-on relationship or just need tools they can use themselves.
Let’s talk about Zapbox. Who is this low-cost headset for and how do you communicate its value?
Connell Gauld: Zapbox is essentially a mixed reality headset that uses your phone and some tracked controllers. It’s like a budget Magic Leap or Quest. That opens it up for educational settings, where you might not want to invest in fragile, expensive devices. Same for events or trade shows where devices get passed around. It’s about scaling access without compromising too much on the experience.
How is Zapbox being used in education specifically?
Connell Gauld: One great example is Anatomy education. Instead of needing a physical human model in every classroom, you can use Zapbox to explore a virtual 3D human body, muscles, bones all layered interactively. It’s simple but incredibly effective. And what’s cool is that educators and students come up with use cases we hadn’t even thought of. The device opens up so many possibilities once it's in people’s hands.
Do you provide out-of-the-box content or is everything user-created?
Connell Gauld: We do both. There’s a library of first-party content you can get from the app store, including games and apps like Open Brush. Developers can build their own experiences using Unity with our plugin, or go web-native using WebXR. We even provide our own browser so you don’t have to go through app stores. And for those building in WebXR, we have our own toolkits like Mattercraft and Designer.
What’s the difference between Mattecraft and Designer? What can people build with them?
Connell Gauld: Mattercraft is aimed at developers. It’s built from the ground up for the web, with scripting in TypeScript or JavaScript. It supports all kinds of AR face tracking, world tracking, image tracking and uses familiar web standards like npm and Three.js. Designer, on the other hand, is for non-coders. It’s a drag-and-drop tool that lets you build animations, multi-scene experiences, and interactive content without writing any code. Both tools serve very different creators.
Are Mattercraft projects viewable on devices like Quest or Vision Pro too?
Connell Gauld: Yes, exactly. Because we follow the WebXR specification, anything you build in Mattercraft or Designer can be experienced in the Quest browser, Vision Pro, Pico, Magic Leap you name it. We even built abstraction layers to handle input across different devices so the same interaction works whether you’re using hand tracking, controllers, or a touchscreen. It’s seamless.
Let’s switch gears to ZapVision. What is it and how does it help visually impaired users?
Connell Gauld: ZapVision is an accessibility-focused solution that uses our advanced computer vision tech to detect enhanced QR codes from far away. The idea came from our work on tracking tiny patterns for our headset controllers. We realized we could use those same patterns around QR codes to help blind and partially sighted users identify products. It works with their phone’s built-in accessibility tools to provide audio descriptions and navigation guidance.
How far has ZapVision been deployed? Are brands already using it?
Connell Gauld: Yes, it's already on over 2 billion products globally. Our launch partner was Unilever, and they’ve rolled out accessible QR codes across a wide range of product categories. We’re also working with Nestlé, Bayer, and others. It’s very much an ecosystem play we need brand support, assistive tech apps, and advocacy organizations like the RNIB in the UK to all collaborate. But it’s happening, and it’s growing fast.
How do you monetise and support these different product lines at Zappar?
Connell Gauld: It varies. The creative tools are SaaS products with both self-serve and assisted sales. The Zapbox headset is sold through retail channels like Amazon and GameStop. ZapVision is much more hands-on. We work directly with brands to integrate the tech into their packaging and help them scale it. Each business unit has its own model, but the goal is the same: deliver real value.
Given this level of diversification, how is your focus spread across products today?
Connell Gauld: The SaaS tools like Mattercraft and Designer are the most scalable, and that part of the business is growing quickly. ZapVision, though, is probably the fastest growing overall because of the unique value it brings and the level of support we offer. A lot of our time goes into working with manufacturers on packaging, barcodes, and deployment strategies. It’s intensive but incredibly rewarding.
What’s your outlook for AR beyond small-scale experiences? What role can Zappar play there?
Connell Gauld: We’re always cautious about chasing hype. The goal is to create value, not just tech demos. Large-scale AR has to be practical. We’re working with Immersal on location-based AR where you can trigger experiences in public spaces. We’re also adapting ZapVision for indoor navigation, helping blind users move through buildings using strategically placed markers. Even simple hardware like a $20 phone mount can be game-changing. It’s about using what’s already out there creatively.
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That’s it for today
See you next week