Infinite Actuality, an “immersive technology” firm mixing digital media and ecommerce via prolonged actuality — beforehand often called the metaverse — has acquired digital purchasing agency Obsess.
Infinite Actuality mentioned it has a definitive settlement to amass Obsess, a premier digital platform that has launched over 400 extremely visible, discovery-driven 3D digital shops and experiences. Phrases weren’t disclosed.
This acquisition comes on the heels of Infinite Actuality’s $3 billion in fundraising introduced earlier this month and marks the primary acquisition because the substantial increase in capital. That deal made individuals marvel if the metaverse may not be lifeless in any case.
By way of this acquisition, Infinite Actuality will combine Obsess’s superior know-how and cross-platform distribution capabilities into its product portfolio, increasing iR’s e-commerce options. The addition of Obsess’s proprietary know-how suite, stable management crew, and spectacular roster of world model and retail shoppers accelerates iR’s goals to uplevel digital experiences, together with ecommerce, via XR and AI,additional positioning the corporate to seize a bigger share of the quickly rising world immersive know-how market.
Based in 2017 by CEO Neha Singh, Obsess shortly established itself as a market chief in immersive commerce know-how. The corporate’s proprietary platform has reworked digital retail throughout a number of sectors, together with magnificence, trend, meals and beverage, and media and leisure, powering a whole lot of refined 3D storefronts for world manufacturers similar to Ralph Lauren, L’Oréal, Crate & Barrel, e.l.f. Cosmetics, J.Crew and Disney Music Group.
Crate & Barrel digital retailer.
Singh, who brings deep experience as each a former Google software program engineer and the earlier head of product for Vogue, has efficiently launched and scaled a number of net and cellular merchandise reaching tens of millions of customers, driving important viewers and income progress. She joins Infinite Actuality as Chief Innovation Officer and can proceed to develop new merchandise that reimagine how manufacturers work together with shoppers on-line.
“Obsess’s stellar track record of building successful 3D virtual stores for major brands is a testament to the incredible opportunity ahead,” mentioned John Acunto, cofounder and CEO of Infinite Actuality, in a assertion. “Neha and her brilliant team share our vision to upgrade the ancient 2D web grid to improve ecommerce KPIs for our clients, and delight their customers with more engaging, dynamic, and personalized experiences.”
Infinite Actuality’s imaginative and prescient of enabling accessible, device-agnostic immersive experiences aligns completely with Obsess’s demonstrated potential to deploy model tasks throughout a number of platforms – from net browsers to video games similar to Roblox to next-generation gadgets just like the Apple Imaginative and prescient Professional and Meta Quest. And thru its proprietary CMS with superior 3D modifying and rendering know-how, Obsess brings highly effective branded interactive shops to life. These capabilities, mixed with iR Studio, Infinite Actuality’s low-code and no-code SaaS resolution, and Infinite Actuality Enterprise, iR’s end-to-end immersive companies company, lay a robust basis to outfit manufacturers and creators with intuitive instruments to construct, monetize, and successfully measure immersive experiences, all whereas proudly owning all their knowledge.
“Obsess was founded on the belief that it was time to reinvent the outdated e-commerce experience,” mentioned Neha Singh, founder and CEO of Obsess, in an announcement. “We have built a platform that creates the next generation consumer interface with visually dynamic and interactive experiences that are highly engaging and feel alive. As a part of Infinite Reality, we are doubling down on our mission to supercharge consumer engagement with immersive brand storytelling.”
“Our aggressive growth strategy is laser-focused on leading the future of immersive technology with the most powerful and complete platform for software, content, and services. Bringing Obsess and Neha’s incredible team onboard supercharges our trajectory,” mentioned Amish Shah, cofounder and Chief Enterprise Officer of Infinite Actuality, in an announcement. “With their visionary talent joining the iR family, we are not just changing the game – we are creating an entirely new playbook for what’s possible in this space.”
Obsess’ Digital Benemart
Obsess marks Infinite Actuality’s first acquisition of 2025, constructing on the corporate’s momentum following a number of strategic acquisitions in 2024 totaling roughly $800 million. Obsess will preserve operations in New York, additional strengthening iR’s presence in a key market whereas increasing the corporate’s rising suite of AI and immersive know-how options for shoppers worldwide.
Obsess provides about 52 individuals to Infinite Actuality, which now has 319 individuals. Just lately, Infinite Actuality signed a five-year take care of Google Cloud to host immersive digital experiences utilizing AI and spatial computing.
Infinite Actuality additionally paid $450 million for Dubai-based Landvault (now iR Enterprise) which has constructed over 1.2 million sq. toes of digital experiences for numerous high-profile manufacturers together with Mastercard, Customary Chartered, Hershey, a Cannes Lion-winning Heineken marketing campaign with Dentsu, groundbreaking activations with Hershey in Decentraland, and the revolutionary World of Girls expertise in The Sandbox.
It additionally closed a number of acquisitions, together with the $250 million acquisition of the Drone Racing League, the $75 million buy of Ethereal Engine, Motion Face, and Stakes. These offers strengthened iR’s capabilities in laptop imaginative and prescient and spatial net know-how, gaming, robotics, and extra.
And it continued work with Warner Bros. Discovery Sports activities, together with the launch of the FIM SGP-VERSE app, the world’s first socially interactive and absolutely immersive speedway expertise with options similar to customizable digicam streams, an unique pit reporter feed and on-demand video content material. Infinite Actuality continues to work with Pairpoint, a Vodafone and Sumitomo Firm. Their work was on full show in Dubai at GITEX World 2024, the world’s largest tech and startup occasion.
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