Google Acquires Eyefluence, Ramps Up Daydream VR Efforts

Google has acquired a startup called Eyefluence, known for its eye-tracking technology, that could turn up the heat on its virtual reality effort, Daydream. Terms of the acquisition were not disclosed.

The technology enables eye movement to control images on digital screens. "With our forces combined, we will continue to advance eye-interaction technology to expand human potential and empathy on an even larger scale," Michelle Hodgden, marketing manager at Eyefluence, wrote in a blog post.

Jim Marggraff, CEO, founded the company in 2013. He explains in a video that the company builds eye-tracking technology into glasses that works with a gaze. No blinking, voice or touch required.

On the company's Web site, a video takes visitors through the possibilities of how its eye-tracking technology has become the new communication mode that can "transform intent action through eyes." Not just for the advertising industry to track the flow of a gaze on a screen, but for gaming, photography and other actions -- Eyefluence has raised $21.6 million in two rounds. Intel Capital shelled out $7.6 million in the company's Series A round. The Series B round, $14 million, closed in November 2015, led by Motorola Solutions Venture Capital, with participation from NHN Investment, Dolby Family Ventures, and Jazz Venture Partners. 

1 comment about "Google Acquires Eyefluence, Ramps Up Daydream VR Efforts ".
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  1. Anni Paul from BoscoSystems, October 31, 2016 at 5:05 p.m.

    Another example of Google playing catch up, not pushing ahead of the trends. While a smart buy. Google is basically trying to piggyback on leading VR ad platforms like VirtualSky which "heat mapping" I think its called to measure and assess user eye movement during a VR video or ad. Important technology but Google should already be there.

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