Infinite Reality

Entertainment-focused Infinite Reality operates in the XR content creation space via its acquisition of Ethereal Engine (March 2024) and Zappar (October 2024). Ethereal Engine provides low-code and no-code tools to build singleplayer and multiplayer 3D experiences, accessible across a range of mediums (VR, AR, desktops, and smartphones). Types of immersive experiences capable of being created include gaming, social, shopping, and concerts.

The company claims that the platform’s Dynamic Instanced Level-of-Detail (LOD) feature that creates dynamic meshes allows a significant reduction in memory usage while still being able to create detailed experiences. Furthermore, the open-source engine’s drag-and-drop editor allows the creation of experiences that can be accessed via a web browser as opposed to requiring a download. Users can also use full-body motion capture via a webcam alongside an analytics dashboard for tracking player count. Other platform integrations include video, voice chat, and screen share capabilities, GitHub (for syncing assets and code), and ecommerce sites such as Shopify for experience monetization.

Ethereal Engine generates revenue on a subscription basis, with monthly subscriptions priced at USD 2,000. The company also offers a free plan for individual users as well as customized pricing options for larger enterprises. 

Zappar provides developers with tools to create immersive web-based 3D AR experiences for various devices without being limited by operating systems. The company offers a range of products, including Zapworks, Mattercraft, Designer, Zapbox, and Zapvision.

Key customers and partnerships

Notable Zappar clients included Unilever, Nestle and Disney.

In September 2024, Infinite Reality entered into a five-year strategic partnership with Google Cloud to provide brands with solutions to leverage the 3D web and AI for improved engagement across ecommerce, sports, entertainment, education, and customer care sectors.