Infinite Reality acquires virtual shopping platform Obsess

Infinite truthan “immersive technology” company that blends digital media and e-commerce through augmented reality – previously known as the metaverse – has acquired virtual shopping company Obsess.

Infinite truth said it has a definitive agreement to acquire Obsess, a leading virtual reality platform that has launched more than 400 highly visual, discovery-driven 3D digital stores and experiences. Terms were not disclosed.

This construction comes on the heels of the $3 billion at Infinite Reality in a fundraising announced earlier this month, and marks the first raise since the capital increase. That deal made people wonder if the metaverse might not be dead after all.

Through this acquisition, Infinite Reality will integrate Obsess' advanced technology and cross-platform distribution capabilities into its product portfolio, expanding iR's e-commerce solutions. The addition of Obsess' proprietary technology suite, strong leadership team, and impressive record of global branding and retail customers accelerate iR's goals to enhance digital experiences, including e-commerce, through XR and AI,
positioning the company to capture a larger share of the rapidly growing global immersion technology market.

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

Singh, who has deep experience as both a former Google software engineer and former head of product for Vogue, has launched and scaled multiple web and mobile products reaching millions of users. usage, driving significant audience and revenue growth. She joins Infinite Reality as Chief Innovation Officer, and will continue to develop new products that redefine how brands interact with consumers online.

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

Infinite Reality's vision of enabling accessible, device-agnostic immersive experiences aligns perfectly with Obsess's demonstrated ability to deploy brand projects across multiple platforms – from web browsers to games like Roblox to devices next generation like the Apple Vision Pro and Meta Quest. And through its proprietary CMS with advanced 3D editing and rendering technology, Obsess brings powerful interactive stores with a brand to life. These capabilities, along with iR Studio, Infinite Reality's low-code and no-code SaaS solution, and Infinite Reality Enterprise, iR's end-to-end immersive services group, lay a solid foundation for brands and creators to deploy -out with intuitive tools to build, monetize, and effectively measure immersive experiences, while having all their data.

“Obsess was founded on the idea that it was time to reinvent the old e-commerce experience,” said Neha Singh, founder and CEO of Obsess, in a statement. “We've built a platform that creates next-generation user interfaces with highly engaging and interactive visual experiences that feel alive.As part of Infinite Reality, we are doubling down on our mission to engage users involved in immersive storytelling.”

“Our aggressive growth strategy is laser-focused on leading the future of immersive technology with the most powerful and comprehensive platform for software, content and services. An amazing team bringing Obsess and Neha on board is supercharged our way,” Amish Shah, co-founder and chief business officer of Infinite Reality, said in a statement. “With their visionary talent joining the iR family, we're not just changing the game – we're creating a whole new playbook for what's possible in this space.”

Obsess marks Infinite Reality's first acquisition in 2025, building on the company's momentum following several strategic acquisitions in 2024 valued at approximately $800 million. Obsess will maintain operations in New York, further strengthening iR's presence in a key market while expanding its growing suite of AI and immersive technology solutions for clients around the world .

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

Infinite Reality also paid $450 million for Dubai-based Landvault (now 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, the Heineken campaign that won the Cannes Lion with Dentsu, a modern operation by Hershey in Decentraland, and the innovative World of Women experience in the sandbox.

He also closed several acquisitions, including the $250 million acquisition of the Drone Racing League, the $75 million purchase of Ethereal Engine, Action Face, and Stakes. These contracts strengthen iR's capabilities in computer vision and spatial web technology, gaming, robotics, and more.

And he continued to work with Warner Bros. Discovery Sports, including the launch of the FIM SGP-VERSE app, the world's first social interactive and fully immersive distance experience with features such as customizable camera streams, a dedicated pit reporter feed and video on demand. content. Infinite Reality continues to work with Pairpoint, a Vodafone company and Sumitomo. Their work was on full display in Dubai at GITEX Global 2024, the world's largest technology and startup event.