Devar Entertainment
| Company type | Privately held company |
|---|---|
| Industry | Technology, Augmented reality |
| Founded | 2011 |
| Founder | Anna Belova |
| Headquarters | Marlton , United States |
Area served | Worldwide |
| Products | Augmented reality platform, AR-enabled books and toys |
DEVAR Entertainment LLC is a privately held American tech firm based in Marlton, New Jersey, focusing on the development of augmented reality (AR) content and related products. Established in 2011 by entrepreneur Anna Belova, the company maintains a global presence with offices located in Cyprus, the United States, and Eastern Europe.
The organization raised a total of $5 million through two investment rounds, beginning with $2 million in seed capital in 2015, followed by a $3 million infusion from LETA Capital in 2018. DEVAR’s primary business revolves around a worldwide AR platform designed to augment traditional books with interactive AR features and embedded audio, catering to publishers interested in expanding their product offerings.
In the first quarter of 2019, DEVAR was acknowledged in Digi-Capital’s AR/VR/XR Leaders report, highlighting its expanding influence and leadership role within the augmented reality sector.
2011-2014: Computer Vision Software Development
Entrepreneur Anna Belova, who was later named in Forbes' 30 Under 30, along with businessman Andrey Komissarov launched a web design agency in 2011 that specialized in software creation, computer vision technology, and CAM systems.
By 2014, the company had been contracted by a nuclear power facility to create a CCTV monitoring system for nuclear reactors. The plant manufactured robots intended for use inside reactors, necessitating computer vision software capable of delivering operational data to supervisors.
That same year at MIPIM in France, the firm demonstrated a mobile application that projected future construction plans onto scale models and developed an animated biology textbook alongside a global fauna atlas. Towards the end of 2014, DEVAR Entertainment redirected its efforts toward producing mass-market augmented reality solutions aimed at entertainment and educational sectors.
2015-2016: Expansion into Mass Market Products
In 2015, DEVAR ventured into children’s publishing by launching an AR-enabled coloring book, initially printing 50,000 copies. Their computer vision technology converted children's colored images into three-dimensional models within real-world settings. By January, DEVAR kids brand and DEVAR Media were officially founded. Within six months, the company sold half a million books throughout Eastern Europe.
September 2015 marked a partnership with Hasbro to create AR-enhanced My Little Pony activity and coloring books. The following year saw an extension of their licensing arrangement with the Transformers brand.
2017-2018: Launching an Augmented Reality Platform
In 2017, DEVAR unveiled new products developed in collaboration with Mattel and Rovio at Book Expo America held in New York.
During 2018, DEVAR secured $3 million from Leta Capital to support the development and release of an upgraded DEVAR app—an AR platform for children that combines physical merchandise with independent digital content. This app utilizes augmented reality alongside machine learning and artificial intelligence to customize experiences according to children’s age groups and skill levels. By early 2019, user interactions with content on the DEVAR app surpassed 13.6 million.
Certification
DEVAR holds certification as a licensed participant in the ESRB Privacy Certified Program.
Technology
DEVAR has developed a range of proprietary technologies, including:
- SimAR marker tracking technology that detects planes through image recognition and multiple marker identification.
- The SimAR SLAM system, which facilitates scanning of surfaces and the integration of virtual objects into real-world settings.
- ARMotion Gesture Catcher, a tool that captures hand gestures in real time.
- Capability for capturing high-resolution graphic frames while managing video streaming.
- SimAR 3D Reconstruction technology that enables live visualization of areas outside the camera's immediate view.
Projects
In 2019, DEVAR teamed up with Eastcolight, a company based in Hong Kong, to introduce AR Human Anatomy Toys—six interactive playthings designed to educate children about internal anatomy through augmented reality-enhanced physical interaction.
Additionally, in May 2019, DEVAR partnered with Bendon, a Hasbro licensee, to launch four augmented reality activity books featuring My Little Pony characters: Applejack, Pinkie Pie, Rainbow Dash, and Twilight Sparkle.
Awards and nominations
DEVAR's ABC 2.0 and Lost Civilizations publications were shortlisted for the Auggie Awards at the Augmented World Expo in 2017 within the best game or toy category.
In 2018, DEVAR received the Digital Book World accolade for excellence in AR/VR application within publishing.
The Human Anatomy Toys, created in collaboration with Eastcolight, secured the rose gold Muse Design Award in 2019 and achieved silver recognition at Italy’s A’ Design Award and Competition.
Moreover, in May 2019, both Human Anatomy Toys and Coding with Fourdi were finalists for the Auggie Awards under the best game & toy classification.