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

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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

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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…


ITA Welcomes Game Coder Studios

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GameCoder Studios is an interactive software company primarily focused in software for VR and PC/Console video games. We joined The ITA because we can contribute with a panorama and experience of the mexican (and part of LATAM) VR/Video Game industry and market. We developed Lodestone Engine, our in-house game engine for VR technology and we are eager to include all kind of immersive technology to the engine. We are currently working in projects with PSVR, HTC Vive, OSVR and cardboard for video games/parks, health care and marketing agencies.” – Marcel Stockli Contreras, CEO, Game Coder Studios

GameCoder Studios is an independent game studio located in the colonial city of Guanajuato, México. They develop technology and games for Windows, Linux, Mac, PS4 and PS Vita. The Game Coder Studios team continues to grow and is working on ambitious projects with a strong interest in virtual reality and immersive technology.

Welcome aboard!

Immersed 2016 Revealed

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Taking place October 16-18, 2016 at the Ontario Science Centre in Toronto, this year’s Immersed conference is going to arguably be the most ambitious event The Immersive Technology Alliance has ever put together.  The Ontario Science Centre is one of Canada’s largest public education venues with 3,000 – 5000 visitors per day.  Immersed promises to meet the direct needs of professionals working in the immersive technology space, and separately (and effectively) appeal to countless future customers of virtual and augmented reality technology and content.  We want everyone to be part of this.

There is a wonderful story behind Immersed 2016 and our vision.  Neil Schneider, Executive Director of The ITA, does a weekly blog / interview program on mtbs3D.com.  Watch the first 15 minutes of the above video for a clear outline of the vision and details for Immersed 2016 –  and reach out!  We have an open call for speakers, sponsors, and ideas.  There is only one Immersed!


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Taking place July 24-28, 2016, Siggraph promises to offer a rich program featuring virtual reality and augmented reality.  They are also holding a new VR Village this year. The VR Village hosts a wide range of experimental ideas and projects with virtual reality, and this year’s edition features everything from a collaborative VR environment put together by Eon Reality to MechVR, an experimental simulator where you ride a giant biped robot – lots of fun!

This year’s flagship exhibit is the VR Storylab which blends narrative-driven, 360-degree VR content in a physical lab environment. It provides an immersive adventure by showcasing a wide range of art, entertainment, academic, scientific, and experiential VR.  In addition to the exhibition, there will be educational immersive content and discussions! The ITA proudly supports Siggraph each year; we hope to see you there.

VRLA Expo Discount Tickets

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VRLA takes place August 5-6, 2016 at the LA Convention Center.  This is a great opportunity to join thousands of immersive technology professionals and enthusiasts to see cutting ­edge demos of the most exciting projects in development for the Oculus Rift, HTC Vive, PlayStation VR, Microsoft Hololens and Samsung Gear VR.Event highlights include:

  • 100+ VR exhibitors including companies like HTC, GoPro, Google, Dolby, Deluxe, Envelop VR, MSI, Technicolor, Boost VC, Otoy, and Nokia.
  • Musician and comedian Reggie Watts as Saturday’s keynote speaker.
  • The world’s first VR Rave, presented by Skullcandy, the Official Audio Partner of VRLA Summer Expo.

In collaboration with The Wave, Phasespace, SubPac, 3D Live, and WeLens, attendees will be able to experience DJs mixing live music inside VR.VR arcades, 360­cameras, motion simulators, 3D scanners, and the latest in CG and VFX technology.

Congratulations to ITA Member AMD For Launching Radeon RX480 Graphics Card

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This GPU launch is a big deal because it offers the core of what modern virtual reality solutions like the HTC Vive and Oculus Rift need from a graphics processor for just $199 USD.  To date, other solutions have been priced anywhere from $350 to $550 a unit, and not necessarily at an equal or better level of performance.  The base unit features HDMI 2.0b and Displayport 1.3/1.4 support, 4GB GDDR5 RAM (there is an 8GB RAM option), and does its magic with just 150 watts of power.  While intended for budget gamers looking to jump in to VR without the trade-offs of under-performing equipment, it can be inexpensively run in CrossFireX setups with multiple GPUs contributing to the overall performance.  Congrats AMD!

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.