The Immersive
Technology Alliance

Together, we can make immersive technology successful.
From virtual reality to stereoscopic 3D, and everything in-between.

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What is Immersive Technology?

Technology that makes the user feel and experience a digital world as though they are inside it. This is primarily referred to as “virtual reality”, but it also includes and/or features technologies like stereoscopic 3D, haptics (touch), sound, and gesture/motion control.

Technology that changes the way we experience the world around us. This is usually referred to as “augmented reality” and is often associated with glasses-like technologies that add digital imagery above and beyond what a user would normally see.

Immersive technologies that can stand on their own, but aren’t necessarily used in conjunction with AR or VR.  Gesture control and motion capture are good examples of this.

Where is Immersive Technology Today?

While immersive technology has been around in countless forms for decades, only now is there an industry-wide concerted effort to make this affordably available for consumers.

The modern era started as an affordable VR product idea shared in the MTBS discussion forums by Palmer Luckey which resulted in a successful launch by Facebook / Oculus VR. Additional market leaders with existing and upcoming products include Sony PlayStation, Samsung, HTC, Valve, FOVE, ImmersiON-VRelia, Google, Microsoft, Magic Leap, Optoma Technology, and countless more with more to come.

What was formerly relegated to the specialized markets is quickly becoming an affordable reality for consumers, academics, and professionals alike.


Press Releases

Immersive Technology Alliance Building Safe VR Guidelines

| ITA Press Releases | No Comments

Dr. Michael Madary Leading Responsible Consumer VR Experience Working Group Toronto, Ontario (May 17, 2016) – The Immersive Technology Alliance (ITA), has secured Dr. Michael Madary, one of the foremost experts on virtual reality (VR) ethics, to lead a new working group on safe practices and responsible consumer targeting for…

Immersive Technology Alliance Celebrates Second Birthday

| ITA Press Releases | No Comments

Toronto, Ontario (March 10, 2015) –The Immersive Technology Alliance (ITA), the official trade organization for immersive technologies such as virtual reality (VR), augmented reality (AR), and stereoscopic 3D, is celebrating its second year under its new name and mandate.  The alliance was founded in 2009 and features dozens of member…

Virtual and Augmented Reality takes Center Stage at Immersed Europe Conference

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Murcia, Spain Event features educational presentations, demos, and business / career building opportunities. Murcia, Spain (July 22, 2015) – Hosted by The Immersive Technology Alliance and the University of Murcia, Immersed Europe takes place September 3rd and 4th (Thursday, Friday). It features two days of sessions by global immersive technology…


Dr. Michael Madary Profiled, Interview With WakingApp

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Earlier this week, we highlighted that Dr. Michael Madary will be heading up a special ITA working group pertaining to responsible virtual reality.  This episode of Neil’s Messy Basement talks about the core issues of responsible virtual reality and why it’s important for the market to regularly get together and compare notes on the subject.  The program also features an on-camera interview with Alon Melchner, President of WakingApp.  WakingApp is an ITA member that creates the Entiti Reality Creator software which makes it possible for anyone to create virtual reality content without having programming expertise.

ITA Launching Responsible Consumer VR Experiences Working Group

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Dr. Michael Madary, Responsible Consumer VR Experience Working Group Lead

“Immersive technology holds great promise for new forms of education, social interaction, medical treatment, and artistic expression. My own work, in collaboration with the ITA, is about enabling the well being of end users and the positive outcome of technologies such as virtual reality and augmented reality. We are all still learning what this powerful media is capable of, and the alliance provides a valuable opportunity for technology and content makers to build the required tool sets for safe and viable experiences.” – Dr. Michael Madary, Responsible Consumer VR Experiences Working Group Lead.

Dr. Michael Madary, one of the foremost experts on virtual reality (VR) ethics, is leading a new ITA working group to develop safe practices and responsible consumer targeting for VR content and products.  Dr. Madary works on the ethics of emerging technology, especially immersive technology such as virtual reality. His research is interdisciplinary and draws from philosophy of mind, psychology, and neuroscience. In February 2016, in collaboration with Thomas Metzinger, Michael published the first code of ethics for research and consumer use of VR, which received widespread media attention. He has published widely in the philosophy of perception, including a book, “Visual Phenomenology,” currently in production with MIT Press. Read More

Starbreeze Studios & Acer Join Forces for StarVR HMD

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Starbreeze Studios’ Walking Dead demo at Immersed 2015, sourced from Tom’s Hardware

Immersive Technology Alliance member Starbreeze AB and Acer Inc. have signed a letter of intent to form a joint venture for the StarVR Virtual Reality (VR) Head-Mounted Display (HMD). The two companies are going to collaborate on the design, manufacturing, promotion, marketing and sales of the StarVR HMD to the professional and location-based entertainment market.

“Since our launch in June 2015, we have had an amazing start with StarVR. By partnering with Acer we shift gears yet again to firmly position us as the leader in top-end VR experiences. Acer is an excellent, experienced and prominent hardware partner that will accelerate us in realizing and producing a high-definition, high-fidelity VR headset,” said Bo Andersson Klint, Starbreeze CEO. “We’ve been working with a clear roadmap for our VR strategy from day one, and are now about to realize one of the first major collaborations we set out to achieve. The future for StarVR is now set and extremely exciting.” Read More

ImmerVision Joins ITA

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“We are delighted to join the ITA community. We have been leading innovation in 360-degree panoramic imaging for more than 15 years. Collaborating with a large ecosystem of component vendors, optics, sensors, processors, module makers and product manufacturers, we work to put in the hands of everyone the ability to capture 360° videos, share easily and experience through VR platforms. Our patented technology combines 360° panomorph optics and immersive viewing functionalities to expand possibilities for VR and beyond.” – Alessandro Gasparini, Executive Vice-President, Chief Commercial Officer.

ImmerVision specializes in 360-degree panoramic imaging, and license their patented panomorph optical and software technology to global lens producers, product manufacturers and software developers. Panomorph lenses are the only ones that can be adapted to any camera, any sensor, and any consumer, commercial and government market.

The ITA is very excited to welcome ImmerVision to the alliance!

ITA Opens VR Discussions at FMX 2016

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FMX is easily the premier event for networking and learning from market leaders and pioneers working in digital media and technology. This year, The Immersive Technology Alliance has been honored to work with their content development team to help build their program pertaining to virtual reality and immersive tech, though thanks to their team’s hard work, most already know to make their way down to FMX each year. It’s just the place to be! Read More

Realities.IO Wins Nvidia GTC Conference Top Prize

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Dominic Eskofier, Realities.io Co-Founder

ITA Member Realities.io won the top prize of $15,000 at Nvidia’s GTC conference.  This is very exciting stuff!

After being launched on Steam, the Realities.io team beat out the competition of over 60 virtual reality companies in the Nvidia VR showcase at GTC.  Realities.IO ran a very popular HTC Vive demo during last year’s Immersed Europe, and everyone who has seen their work with photogrammetry has been tremendously impressed.  A big congratulations to all involved!