TORONTO — 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 companies and organizations.
"With VR and AR products coming to market, the alliance and ITA VR Council are here to facilitate industry-wide viability, advancement and adoption of immersive technology. We've been getting the top names in the same room for years, and there is much to be achieved together," says Neil Schneider, executive director of The Immersive Technology Alliance.
"We are excited to join the ITA to work together as an industry to move forward immersive experiences", says Robert Sterzing, president of Optoma and ITA's newest member. "As an electronics company focused on engaging consumers with audio-visual products and technologies, we see virtual reality as the next frontier, and it's important that we get the software, hardware and content aligned and optimized to bring the best experience to consumers."
"At Starbreeze we strongly believe VR will transform the entertainment industry and the key will be to deliver the best and most immersive VR experiences,” adds Emmanuel Marquez, CTO, Starbreeze Studios. “With Project StarVR, we are focused on developing both the software and the hardware in an integrated way. Being an independent publisher, we feel deeply aligned with ITA's mission to advance the commercialization of VR to consumers by promoting the entire VR industry with our peers. We want to contribute to this industry effort, and that's why we joined the Immersive Technology Alliance and its VR Council.”
The membership regularly collaborates through meetings, international Immersed conference events and the private Immersed Access online community. Recent members include Starbreeze Studios, Advanced Micro Devices, Crytek, Futuremark, Basemark, Frima Studio, Skybound Entertainment (IP holder of The Walking Dead), and more.
"I'm excited about an open, ubiquitous social metaverse,” says Dr. Michael Capps, ITA advisory board member and former president of Epic Games. “Getting there means solving a whole lot of interesting problems through long-term cooperative efforts. I'm delighted to help an organization like the ITA that's focused not on a single company's success, but on the success of the entire industry and ecosystem.”