Dive Brief:
- Eyefluence has been acquired by Google, the eye-interaction technology firm said in a blog post. Terms of the deal were not disclosed.
- By combining forces, the company hopes to advance its technology for interacting with augmented and virtual reality displays and expand it on a larger scale.
- The eye-tracking technology market, which was already ramping up, just got a big boost from Google.
Dive Insight:
A key takeaway for marketers from the news is that tech companies are looking to make VR experiences more intuitive – which would potentially broaden the appeal – and eye-tracking technology is emerging as a leading option for accomplishing this goal.
Google clearly has VR in its crosshairs, as seen by last month’s launch of the Daydream headset. Giving the headset a softer look with a fabric covering and pricing it competitively is another sign that Google is betting there is a broader audience for the technology than just hardcore gamers.
The deal for Eyefluence, which was founded in 2013, suggests Google is already looking ahead to the next-generation of VR headsets. Eye-tracking technology hopes to provide a more intuitive way to navigate and make selections in virtual reality via eye movements.
Investors include Intel Capital, Jazz Venture Partners, Motorola Solutions Venture Capital and NHN Investment, per TechCrunch. Fove, SMI and Tobii are also chasing eye-tracking technology solutions for VR.
The news comes at a time when VR’s potential for mass appeal is emerging, suggesting marketers should start investigating how they might be a part of the experience.
