Aurasma is an augmented reality platform. It is available as a software development kit or as a free app for iOS and Android-based mobile devices. Aurasma's image recognition technology uses a smartphone's or tablet's camera to recognize real world images and then overlay media on top of them in the form of animations, videos, 3D models and web pages.

The company states it has over 200,000 customers in 100 countries who use its augmented reality platform to turn everyday objects, images, and places into interactive opportunities in order to engage with fans and customers. Aurasma includes a cloud-based studio for creating, managing, and tracking augmented reality campaigns, creative services, a software development kit (SDK), white-label app development, and the Aurasma app, which is available on Google Play and the App Store.

Aurasma Studio is the company’s free web-based portal, which allows users to create, manage, and publish their own augmented reality content known as ‘Auras’. Almost like Twitter, only for AR content.

Aurasma offers a range of different subscription options to integrate its augmented reality technology. Customers can choose to make content viewable via the main Aurasma app, apply for a skinned version of Aurasma with their own branding, or request an Aurasma SDK to embed inside a new or existing app.

There are four ways in which Aurasma is designed to be used:

  • Create Auras and see them through the Aurasma app
  • Request a version of Aurasma skinned with bespoke branding
  • Embed the Aurasma SDK into an app
  • Embed Aurasma into a customers’ own manufactured hardware

Aurasma users are able to make augmented reality content through an online portal called Aurasma Studio. Online registration is free, and it is from here that users are able to start augmented reality campaigns by building an Aura, or augmented reality experience. Once built, Auras are then shared with the community.

The company states that a simple Aura (for example, having a poster launch both a video and a button to a website) can be set up and published to Aurasma in less than a minute. Aurasma also offers a Community Support Site, as well as several video tutorials.

Aurasma was started by UK software company Autonomy, which was acquired by Hewlett-Packard Enterprise (HPE) in October 2011 in a deal that valued Autonomy at $11.7 billion (£7.4 billion). After the acquisition, the company operated as HP Autonomy.

On 7 September 2016, UK Software and IT business, Micro Focus, announced its intent to merge with HP Autonomy. The deal was completed almost a year later on September 1, 2017, wherein HP agreed to sell its Autonomy assets to Micro Focus.

Aurasma itself is the product, however this consists of different aspects, namely a Mobile App, and the Aurasma Studio web-based portal.

88 Wood Street London
SW1Y 5YJ United Kingdom

Company Size
11-50 Employees

Contact Info


Head of Development – Rob Severn

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