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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in