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Infinite Reality

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Overview

Infinite Reality (iR) is a pioneering technology and entertainment company specializing in AI-powered immersive experiences within the Web3 and Metaverse ecosystems. Founded in 2021 and headquartered in Norwalk, Connecticut, iR has quickly established itself as a leader in the digital transformation landscape. Key aspects of Infinite Reality's business include:

  1. Business Focus: iR empowers clients, including brands, sports teams, celebrities, and creators, to develop immersive digital experiences that maximize value between audiences, brands, and creators in Web3-enabled environments.
  2. Products and Services:
    • Immersive Digital Technology Products: INFINITE SKYBOX, INFINITE SHOWROOM, and INFINITE MAINSTREET
    • iR Studio: A no-code immersive SaaS product for building and deploying projects using the proprietary iR Engine and AI assistance
    • Esports and Entertainment: Ownership of esports teams and entertainment companies
  3. Partnerships: Notable collaborations include a multi-year partnership with Warner Bros. Discovery Sports for immersive metaverse experiences in sports events.
  4. Funding and Valuation: iR secured a $3 billion funding round in 2025, bringing its valuation to $12.25 billion.
  5. Expansion and Acquisitions: The company has made several strategic acquisitions, including Landvault, Drone Racing League, Ethereal Engine, and Zappar.
  6. Future Plans: iR aims to continue investing in product development, strengthen its infrastructure, and build a global innovation hub in Fort Lauderdale, Florida. Infinite Reality's commitment to innovation in immersive, AI-driven digital experiences positions it at the forefront of the Web3 and Metaverse revolution, driving growth through strategic partnerships and acquisitions.

Leadership Team

Infinite Reality has assembled a diverse and experienced leadership team to drive its growth and innovation in digital media, e-commerce, and immersive technologies. Key members include:

  1. Founders and CEO:
    • John Acunto: Co-founder and Chief Executive Officer, with experience from Display, InCapta, 212 DB Corp., Apple, and IBM
  2. Marketing and Brand Leadership:
    • Karina Kogan: Chief Marketing Officer and President of iR Studio
    • Tiffany Spatafore: Vice President of Brand and Entertainment Marketing
    • Irené Waldman: Vice President of Product Marketing
    • Michael Quiroz: Director of Integrated Marketing
  3. Product Leadership:
    • Nima Zeighami: Vice President of Product
    • Brian Chu: Chief Product Officer of iR Studio
  4. Human Resources:
    • Danielle Korins: Chief Human Resources Officer
  5. Operations:
    • Drew Wilson: Chief Operating Officer
  6. Other Key Roles:
    • David Rosove: Director of Marketing and Fan Engagement for the Drone Racing League This leadership team brings a wealth of experience from various industries, including gaming, technology, entertainment, and marketing. Their diverse backgrounds and expertise in immersive technologies, digital media, and e-commerce position Infinite Reality to drive innovation and growth in these rapidly evolving sectors.

History

Infinite Reality (iR) has a compelling history marked by rapid growth and strategic decisions since its founding in 2019 by John Acunto and Amish Shah. Key milestones include:

  1. Founding and Early Growth: iR distinguished itself through a unique approach to funding, relying on relationships with individual investors and family offices rather than traditional venture capital.
  2. Product Development: The company developed cutting-edge software and services, including the iR Engine, INFINITE SKYBOX, INFINITE SHOWROOM, and INFINITE MAINSTREET, enabling immersive 3D experiences.
  3. Strategic Partnerships and Acquisitions:
    • October 2024: Acquired Zappar, an AR company, for $45 million
    • Partnered with Warner Bros. Discovery Sports for immersive virtual experiences
  4. Funding and Valuation:
    • January 2025: Closed a $3 billion funding round, increasing valuation to $12.25 billion
  5. Global Expansion: Extended presence in the Middle East and North Africa (MENA) region through public and private sector partnerships.
  6. Public Listing Plans: Preparing to go public through a SPAC merger with Newbury Street Acquisition Corp., valuing the combined company at approximately $1.85 billion.
  7. Investor Backing: Supported by notable investors including RSE Ventures, Liberty Media, Lux Capital, and individuals such as Steve Aoki and Imagine Dragons. Infinite Reality's history reflects its commitment to innovation in immersive technologies, strategic growth through partnerships and acquisitions, and a strong trajectory towards leadership in the XR and AI sectors.

Products & Solutions

Infinite Reality (iR) offers a comprehensive suite of products and solutions focused on immersive technologies, leveraging extended reality (XR), artificial intelligence (AI), and spatial computing. Key offerings include:

iR Engine

The core platform enabling the creation of immersive 3D websites, apps, games, and XR media. It drives audience engagement, improves sales conversion, and provides powerful data analytics.

iR Studio

A suite of tools for building immersive 3D environments, featuring no-code options, advanced SDKs, and complete deployment and distribution solutions. It helps users create, launch, and optimize immersive experiences across various devices.

Zappar Integration

Following Zappar's acquisition, iR integrated several advanced technologies:

  • Zapworks: Browser-based tool for creating rich 3D web experiences, including WebAR, WebXR, and Web3D.
  • Mattercraft: No-code WebXR tool for creating immersive 3D web experiences without apps.
  • Designer/Studio Z: Zappar's award-winning in-house immersive production studio, enhancing iR's Enterprise Solutions team.

Enterprise Solutions

iR offers enterprise-level services where experts design, build, and manage unique immersive experiences for brands, including:

  • Immersive Showrooms: Connecting customers to product catalogs within virtual environments.
  • Advertising Placements: Creating engaging spaces for sponsor marketing within immersive worlds.
  • Data Analytics: Tools for collecting and analyzing user interaction data.

Additional Services and Divisions

  • Fearless Media: Creative strategy, media planning, and custom analytics for digital, social, and traditional advertising.
  • Thunder Studios: Production division with extensive facilities, including a large XR stage.
  • MENA Division (Landvault): Helps brands and governments in the Middle East and North Africa create and monetize immersive projects.
  • Influencer and Talent Management: Manages top-rated influencers, musicians, and performers for brand collaborations.

Infrastructure and Deployment

iR provides robust infrastructure support, including simple experience publishing using WebGL and Pixel Streaming, domain configuration, and multi-region deployment. Infinite Reality's products and solutions empower businesses and creators to build and manage immersive, data-driven experiences that enhance customer engagement and drive revenue.

Core Technology

Infinite Reality (iR) specializes in developing cutting-edge, AI-powered immersive technologies. Key aspects of their core technology include:

AI and Immersive Technologies

iR leverages artificial intelligence to enhance immersive experiences, integrating AI into their platforms to optimize sales, improve customer interactions, and create more engaging digital environments.

Extended Reality (XR) and Spatial Computing

The company is at the forefront of XR, encompassing virtual reality (VR), augmented reality (AR), and mixed reality (MR). They utilize spatial computing to power immersive digital experiences, enabling seamless creation and interaction with 3D environments.

No-Code Platform: Infinite Reality Engine (iR Engine)

The iR Engine is a no-code platform allowing creators and brands to build immersive web experiences without technical expertise. It leverages open-core technology from the acquired Ethereal Engine, enabling device-agnostic, immersive experiences accessible through web browsers.

iR Studio

This no-code immersive SaaS product allows brands, creators, and developers to build and deploy immersive projects. iR Studio democratizes access to XR technologies and integrates AI assistance to enhance its capabilities.

Data Ownership and Control

A significant aspect of iR's technology is the emphasis on data ownership and control. Their platforms give users complete control over their data, customer relationships, and digital experiences, a unique selling point in the market.

Strategic Acquisitions and Partnerships

iR has strengthened its technological capabilities through strategic acquisitions, including:

  • Drone Racing League
  • Ethereal Engine
  • Action Face
  • Stakes These acquisitions have expanded their expertise in computer vision, spatial web technology, gaming, and robotics. Notable partnerships, such as with Google Cloud and Warner Bros. Discovery Sports, further enhance their offerings. Infinite Reality's core technology revolves around AI, XR, spatial computing, and no-code platforms, aimed at creating immersive and interactive digital experiences that empower users with control over their data and digital environments.

Industry Peers

Infinite Reality, an AI-focused company specializing in immersive technologies, operates in a competitive landscape with various industry peers across different segments:

Direct Competitors in Immersive Technologies

  1. Groove Jones: Known for creative and technical solutions in augmented reality (AR) and virtual reality (VR).
  2. Sandbox VR: A VR/AR company headquartered in Pleasanton, California, generating revenue in the immersive technology sector.
  3. HQSoftware: A competitor in the VR/AR and AI space, though less information is available compared to others.

Broader AI and Immersive Technology Sector

  1. OpenAI: Known for advancements in natural language processing and ethical implications of AI software.
  2. DeepMind: A leader in reinforcement learning and AI applications, particularly in health and other sectors.
  3. Anthropic: A prominent AI company with focus areas differing from Infinite Reality's metaverse technologies.

Multinational Corporations with AI and Immersive Technology Initiatives

  1. Google: Involved in various AI applications with significant resources to drive rapid advancements.
  2. Amazon: A major player in AI with a broad range of applications across its business units.
  3. Facebook (Meta): Active in AI and immersive technologies, particularly in the metaverse space.

Companies in the Immersive Technology and Metaverse Sector

  1. Epic Games: Known for its strong presence in immersive technology, particularly with Unreal Engine and gaming-related technologies. Epic Games has a higher valuation compared to Infinite Reality.
  2. Roblox: A significant player in immersive technology and metaverse space, focusing on user-generated content and gaming. Infinite Reality's competitive landscape is complex, with both startups and large corporations vying for market share in the rapidly evolving AI and immersive technology sectors. The company differentiates itself through its comprehensive suite of products and solutions, emphasis on data ownership, and strategic acquisitions in key technological areas.

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