Infinite Reality will acquire virtual shopping platform Obsess

Infinite realityAn “immersive technology” company that blends digital media and e-commerce through extended reality — formerly known as the metaverse — has acquired virtual shopping company Obsess.

Infinite reality It said it has entered into a definitive agreement to acquire Obsess, a leading virtual platform that has launched more than 400 stores and high-definition, discovery-driven 3D digital experiences. The terms were not disclosed.

This acquisition comes on the heels of… Infinite Reality is worth $3 billion The acquisition was announced earlier this month and is the first acquisition since the significant capital raise. This deal made people wonder if the metaverse might not be dead after all.

With this acquisition, Infinite Reality will integrate Obsess’s advanced technology and cross-platform distribution capabilities into its product portfolio, expanding iR’s e-commerce solutions. The addition of Obsess’s technology stack, strong leadership team, and impressive roster of global brands and retail clients accelerates iR’s goals to elevate digital experiences, including e-commerce, through XR and AI.
Positioning the company to capture a larger share of the fast-growing global immersive technology market.

Founded in 2017 by CEO Neha Singh, Obsess has quickly established itself as a market leader in immersive commerce technology. The company’s proprietary platform has transformed digital retail across multiple verticals, including beauty, fashion, food & beverage, media and entertainment, powering hundreds of cutting-edge 3D storefronts for global brands such as Ralph Lauren, L’Oréal, Crate & Barrel and Elf Cosmetics. And J.Crew and Disney Music Group.

Singh, who brings deep experience as a former software engineer at Google and former Head of Product at Vogue, has successfully launched and scaled multiple web and mobile products that have reached millions of users, driving significant audience and revenue growth. She joins Infinite Reality as Chief Innovation Officer, and will continue to develop new products that reimagine how brands interact with consumers online.

“Obsess’ track record of building successful 3D virtual stores for major brands is a testament to the incredible opportunity ahead,” John Acunto, co-founder and CEO of Infinite Reality, said in a statement. “Neha and her amazing team share our vision of upgrading the legacy 2D web to improve our customers’ e-commerce KPIs, and delight their customers with more engaging, dynamic and personalized experiences.”

Infinite Reality’s vision of enabling immersive, accessible, device-agnostic experiences aligns perfectly with Obsess’s proven ability to deploy the brand’s projects across multiple platforms – from web browsers to games like Roblox to next-gen consoles like Apple Vision Pro and Meta Quest. Through its content management system (CMS) with advanced 3D editing and rendering technology, Obsess brings powerful branded interactive stores to life. These capabilities, combined with iR Studio, a low-code and no-code SaaS solution from Infinite Reality, and Infinite Reality Enterprise, iR’s end-to-end immersive services agency, lay a strong foundation to provide brands and creators with intuitive tools to build, monetize immersive experiences And measure them effectively, all while owning all their data.

“Obsess was founded on the belief that it is time to reinvent the outdated e-commerce experience,” Neha Singh, founder and CEO of Obsess, said in a statement. “We’ve built a platform that creates the next generation consumer interface with dynamic, interactive experiences that are highly visually engaging and feel alive. As part of Infinite Reality, we’re doubling down on our mission to enhance consumer engagement through immersive brand storytelling.”

“Our aggressive growth strategy is focused on driving the future of immersive technology with the most powerful, complete platform of software, content and services. Bringing the incredible team of Obsess and Neha to the team supercharges our trajectory,” Amish Shah, co-founder and chief business officer of Infinite Reality, said in a statement. “With their visionary talent joining the iR family, we are not only changing the game, we are creating an entirely new playbook for what is possible in this space.”

Obsess marks Infinite Reality’s first acquisition of 2025, building on the company’s momentum following multiple strategic acquisitions in 2024 totaling approximately $800 million. Obsess will maintain its operations in New York, strengthening iR’s presence in a key market while expanding the company’s growing portfolio of artificial intelligence and immersive technology solutions to clients around the world.

Obsess adds about 52 people to Infinite Reality, which now has 319 people. Infinite Reality recently signed a five-year agreement with Google Cloud to host immersive digital experiences using artificial intelligence and spatial computing.

Infinite Reality also paid $450 million for Dubai-based Landvault (now known as iR Enterprise), which has built more than 1.2 million square feet of virtual experiences for countless high-profile brands including Mastercard, Standard Chartered, Hershey and the award-winning Heineken campaign. Cannes Lion Award in collaboration with Dentsu. Pioneer activities with Hershey in Decentraland, and experience the world of innovative women in The Sandbox.

It also completed multiple acquisitions, including the $250 million acquisition of the Drone Racing League, and the $75 million purchase of Ethereal Engine, Action Face, and Stakes. These deals bolster iR’s capabilities in computer vision, spatial web technology, gaming, robotics, and more.

She continued working with Warner Bros. Discovery Sports, including the launch of the FIM SGP-VERSE app, the world’s first socially interactive and fully immersive motorcycle racing experience with features such as customizable camera streams, an exclusive pit reporter feed and video on demand. content. Infinite Reality continues to work with Pairpoint, Vodafone and Sumitomo. Their entire work was showcased in Dubai at GITEX Global 2024, the world’s largest technology and startup event.