Google buys eye-tracking VR firm Eyefluence

The deal signals Google's growing interest in VR and AR

Google has acquired a 3-year-old eye-tracking company for virtual and augmented reality headsets, signaling the tech giant's interest in the immersive technologies.

Eyefluence, founded in 2013 by serial entrepreneurs Jim Marggraff and David Stiehr, develops eye-interaction technologies to control VR and AR headsets. "Eyes can instantaneously transform intent into action, enabling communication as fast as you can see," the company says.

The deal with Google was announced Tuesday. "With our forces combined, we will continue to advance eye-interaction technology to expand human potential and empathy on an even larger scale," Eyefluence said in a blog post.

Google released its Cardboard smartphone VR visor in mid-2014 and its Daydream View VR headset in early October. The company is also reportedly working on a high-end VR headset.

The deal allows Google to put Eyefluence's technology into VR and AR products like Daydream, allowing third-party developers and publishers to use it as part of the Google's UI toolkit, said Lewis Ward, research director for gaming and VR/AR at IDC.

Still, there are some questions on how eye control of VR and AR systems will work, he said by email. "I'm still not sure how they tell [that] you want to 'double-click,' as opposed to simply look at something for a long time, but it does make sense to leverage the eyes as a viral part of the AR/VR UI scheme moving forward," Ward added.

Google and Eyefluence didn't disclose the terms of the deal.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

3 ways customer data can increase online sales conversion

Data has been an increasingly critical factor in improving the efficiency and effectiveness of marketing and business operations.

James Bennett

Chief experience officer, Kalido

Our sharing future is both terrifying and exciting

Discussing the future in a realistic fashion is often a disappointing prospect. For all the talk of hoverboards, jetpacks and lightsabers changing the way we do things, the reality tends to end up being something as mundane as a slightly cheaper way to get around the city.

Jason Dooris

CEO and founder, Atomic 212

Queue experiences that are distinctive, memorable and shareable

Customer service that’s quick, easy and convenient has been shown to boost customer satisfaction. So it’s an odd juxtaposition that customer queues have become a sharable customer experience.

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Thanks for the article Jennifer, you raise some interesting points. The supermarket and shopping centre examples particularly struck a c...

Jill Brennan

Why marketers should take note of social robots

Read more

Winning the retail game is really tricky at this point in time. Many retailers have declared themselves as bankrupt. But yes harnessing t...

Vanessa.M.Magers

​Bricks and clicks: Balancing digital and physical to win the retail game

Read more

Excellent article, Thank you.

Steve Beards

How Aprimo hopes to help marketers tackle distribution of content, funds and data

Read more

Latest Podcast

More podcasts

Sign in