Friday, March 1, 2024

Immersive Technology Alliance Turns Two

ABOVE: StarVR HMD, courtesy Starbreeze Studios.

Toronto, Ontario — 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,” said 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”, said 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. 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,” said Emmanuel Marquez, CTO, Starbreeze Studios

“The ITA’s focus on facilitating collaboration between leading technology and content makers fits perfectly with our own ambitions for virtual reality. We’re not only working hard to make CRYENGINE the best possible resource for virtual reality development, but also striving to offer consumers truly immersive experiences in our upcoming VR game for the Oculus Rift and PSVR, The Climb and Robinson: The Journey. We look forward to being part of the ITA and continuing to drive innovation alongside like-minded partners around the world,” said Frank Vitz, Creative Director, Crytek

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. 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,” said Dr. Michael Capps, ITA Advisory Board Member and Former President of Epic Games.

Joe Kleiman
Joe Kleiman
Raised in San Diego on theme parks, zoos, and IMAX films, InPark's Senior Correspondent Joe Kleiman would expand his childhood loves into two decades as a projectionist and theater director within the giant screen industry. In addition to his work in commercial and museum operations, Joe has volunteered his time to animal husbandry at leading facilities in California and Texas and has played a leading management role for a number of performing arts companies. Joe previously served as News Editor and has remained a contributing author to InPark Magazine since 2011. HIs writing has also appeared in Sound & Communications, LF Examiner, Jim Hill Media, The Planetarian, Behind the Thrills, and MiceChat His blog, takes an unconventional look at the attractions industry. Follow on twitter @ThemesRenewed Joe lives in Sacramento, California with his wife, dog, and a ghost.

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