Infinite Reality Inc., a metaverse company that builds and powers virtual reality e-commerce and immersive digital media experiences, said today that it has acquired London-based extended reality platform and creative studio Zappar Ltd.

Infinite Reality said it paid $45 million in a deal that will bring Zappar’s advanced products under the company’s umbrella. The aim is to expand its portfolio, including an all-in-one XR platform for web-based augmented reality, no-code tools for building 3D experiences and an affordable AR headset.

The acquisition of Zappar follows a buying spree by Infinite Reality in 2024, including the $450 million purchase of digital twin company Landvault in July. Earlier this year, Zappar itself acquired artificial intelligence-powered 3D avatar creator Action Face, professional e-sports property Drone Racing League, nonfungible-token sports wagering site Stakes and the immersive experience studio Ethereal Engine.

“This marks the sixth acquisition for Infinite Reality this year alone,” said Amish Shah, co-founder and chief business officer for Infinite Reality. “Zappar’s strong European presence and partnerships with global brands align perfectly with our expansion strategy. By integrating their expertise into our portfolio, we’re creating a powerhouse of immersive technology that spans continents and industries.”

Augmented reality and extended reality are technologies that superimpose computer-generated imagery onto a user’s view of the world using a headset or a mobile device, which acts as a “window” to allow for a mix of both virtual objects and the real.

Founded in 2011, Zappar grew out of the University of Cambridge into a platform that supplies tools for developers to build immersive web-based 3D AR experiences for any device without being limited by operating system.

Zappar products allow users with both advanced XR experience or little knowledge to easily create immersive 3D web experiences for desktops, headsets and smartphones – all without the need for apps. Its varied tools provide tooling for different skill levels from no-code options, to drag-and-drop and advanced software development kits for developers. The company said the objective of its diverse portfolio is to make the creation of marketing, entertainment and gaming experiences more accessible to a wider audience.

The company also launched an entry-level headset called Zapbox that transforms any iPhone 11 or later into a fully fledged XR device for only $99.99. Using the iPhone, Zapbox provides powerful extended reality features such as full-color passthrough and Bluetooth controllers.

As part of the deal, Zappar will bring its longstanding partnerships with brands such as Lego Group’s Legoland, Nestle S.A., Unilever PLC, NBCUniversal Media LLC and the Walt Disney Co. to Infinite Reality.

Image: Infinite Reality