What Tobii does

Tobii AB (publ) is a Swedish public limited company founded in 2001 and listed on Nasdaq Stockholm under the ticker TOBII, headquartered in Danderyd, Sweden. The company is one of the world's largest pure-play providers of eye tracking and attention computing technology, employing approximately 500 people across 16 countries and reaching 95+ countries through its partner network. Tobii holds more than 1,000 patents and applications in the eye tracking domain and is credited with pioneering remote eye tracking in 2001; its methodology is validated by 15,000+ scientific publications. The company is organized into multiple product brands including Tobii Pro (research), Tobii Gaming (consumer peripherals such as Eye Tracker 5), Tobii Autosense (in-cabin automotive sensing), Tobii Insight (consulting services), and Tobii Dynavox (assistive communication).

Tobii's product portfolio spans wearable eye trackers (Tobii Pro Glasses 3, Glasses X), screen-based research systems (Pro Spectrum, Pro Fusion, Eye Tracker 5L), webcam-based gaze estimation powered by the Tobii Nexus ML models, OEM-licensed system-on-chip modules for XR and smart glasses, and automotive DMS solutions (Tobii Autosense). Core software includes Tobii Pro Lab for research workflows, Tobii Sticky for market research, and SDKs (Tobii Streams, Tobii Ocumen) for commercial integration. Applications derive structured behavioral signals — fixations, saccades, blinks, pupillometry — and combine them with AI to infer attention, fatigue, and cognitive state in automotive safety, healthcare diagnostics, gaming, XR, and industrial training contexts.

Tobii generates revenue across five streams: research hardware and software sales (Tobii Pro), consumer gaming hardware sales (Eye Tracker 5 and add-ons such as Tobii Ghost and Tobii Horizon), OEM/embedded licensing of eye tracking IP into XR and smart glasses devices, automotive supply contracts and licensing for DMS, and professional services through Tobii Insight. Distribution combines direct enterprise sales to automotive OEMs and Tier 1 suppliers, a global reseller network for research products, OEM licensing partnerships (e.g., Pimax, Qualcomm), regional sales offices across Asia, Europe, and North America, and direct e-commerce for consumer gaming. The company acquired Phasya in 2021 to deepen cognitive-state monitoring capabilities, and reported FY2024 net sales of 857 MSEK.

Name

Tobii

Legal name

Tobii AB (publ)

Website

http://www.tobii.com

Company type

Public

Founded year

2001

Operating status

Operating

Headcount range

251–500 employees

Short description

Tobii AB is a Swedish public company and global leader in eye tracking and attention computing, serving academic research, automotive driver monitoring, XR OEMs, healthcare diagnostics, gaming, and industrial training with hardware, software, SDKs, and licensing across 95+ countries.

Ownership category

akta.pro rank

Product category

Eye tracking technology and attention computing

NAICS

Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (3345), Ophthalmic Goods Manufacturing (339115), Optical Goods Retailers (456130)

SIC

Optical Instruments & Lenses (3827), Ophthalmic Goods (3851), Laboratory Analytical Instruments (3826)

akta.pro primary industry

Lenses & Optical Accessories (Lenses, Filters, Adapters, Teleconverters) (CRACAPAF)

akta.pro secondary industry

Computer Access & Alternative Input (Switch, Eye Gaze, Head/Mouse, Keyboards) (EDAKAIAD)

Keywords

• Eye tracking technology
• Attention computing platform
• Driver monitoring systems
• Research-grade wearables
• OEM eye tracking integration

Headquarters

HQ city

Danderyd

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Research Eye Tracking Products: Sale of eye tracking hardware (wearables, screen-based) and software (Tobii Pro Lab) to academic and commercial researchers. Revenue from equipment sales and software licenses.
2. OEM/Embedded Integrations: Licensing of eye tracking technology for integration into third-party products including XR headsets, smart glasses, medical devices, gaming peripherals, and automotive systems. Revenue from technology licensing and IP licensing.
3. Automotive DMS Solutions: Driver Monitoring System (DMS) technology supplied to automotive OEMs and Tier 1 suppliers for integration into vehicles. Revenue from supply contracts and technology licensing.
4. Consumer Gaming Products: Sale of Tobii Eye Tracker 5 and related gaming software (Tobii Ghost, Tobii Horizon) to consumers and gaming enthusiasts.
5. Professional Services and Consulting: Tobii Insight consulting services providing full-service eye tracking studies, research design, and data analysis for clients.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Tobii fundamentally sells eye tracking technology and "attention computing" solutions across three pillars: research-grade hardware and software (wearables, screen-based trackers, Tobii Pro Lab, Tobii Sticky, webcam eye tracking via Tobii Nexus), automotive in-cabin sensing (Tobii Autosense, DMS technology for OEMs and Tier 1 suppliers), and OEM/embedded licensing of eye tracking IP into XR headsets, smart glasses, medical devices, and gaming peripherals. Revenue is generated from hardware sales, software subscriptions and licenses, technology/IP licensing and royalties, and consultancy services (Tobii Insight).

Product overview

Tobii is a global leader in eye tracking technology offering a comprehensive portfolio spanning hardware eye trackers (wearables, screen-based, and webcam-based), research software platforms (Tobii Pro Lab, Tobii Sticky, Tobii Nexus), automotive sensing (Tobii Autosense, Tobii DMS), SDKs for developers (Tobii Ocumen SDK, Tobii Streams SDK), and gaming products (Tobii Eye Tracker 5, Tobii Ghost, Tobii Horizon). The company serves research/academia, automotive, XR/VR, healthcare, gaming, and workforce training sectors. Tobii's technology converts head and eye movements into insights revealing real human behavior through attention computing, with machine learning and AI at its core. The ecosystem includes Tobii Insight for consultancy services, Tobii Connect for customer support, and integrations with XR headsets (Pimax), Qualcomm technology for automotive, and AI/IoT systems. Founded in 2001, listed on Nasdaq Stockholm (TOBII), with net sales of 857 MSEK in 2024 and approximately 500 employees across 16 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Tobii Pro: Research-focused eye tracking solutions for academic and commercial research including Tobii Pro Glasses 3, Tobii Pro Spectrum, and Tobii Pro Lab software.
• Tobii Gaming
• Tobii Autosense
• Tobii Insight
• Tobii Dynavox

Products and services

• Tobii Glasses X Wearable mobile eye tracker designed for versatile use in UX research, sports, consumer, and industrial environments; delivers reliable gaze insights in dynamic, high-motion scenarios where participants move freely.
• Tobii Pro Glasses 3 Research-grade wearable eye tracking glasses used for visual inspection training (Kubota, Denso), sports performance analysis (Formula 1 drivers, PING golfers), and medical training studies.
• Tobii Eye Tracker 5L High-end 120Hz screen-based eye tracker peripheral built for effortless commercial integration; used by partners such as Stardots for mental health assessment and other medical diagnostic applications.
• Tobii Pro Spectrum High-performance screen-based research system capturing gaze data at up to 1200Hz, enabling extensive fixation-based and other advanced gaze analyses in research settings such as Karolinska Institute's Parkinson's research.
• Tobii Pro Fusion Screen-based eye tracker used in medical research, including thoracoscopic surgery training studies, and in cognitive and behavioral research.
• Tobii Webcam Eye Tracking Software-based eye tracking product that uses standard webcams to collect gaze data, enabling more accessible on-site and remote eye tracking studies without dedicated hardware; powered by Tobii Nexus technology.
• Tobii Pro Lab Analytical software environment for designing studies, collecting data, and analyzing results; provides study management, data collection, and visualization capabilities for research-grade eye tracking workflows.
• Tobii Sticky Market research and survey platform that measures consumer attention; delivers actionable insights for advertising, packaging, and usability testing for brand and market research buyers such as Procter & Gamble.
• Tobii Insight Research consultancy service offering tailored eye tracking studies, expert consulting, and full-scale projects that turn eye tracking data into meaningful results for enterprise and institutional clients.
• Tobii Autosense In-cabin automotive sensing solution that enables safer, more intuitive, and comfortable vehicle interiors through driver monitoring and occupant monitoring; supplied to automotive OEMs and Tier 1 suppliers.
• Tobii DMS (Driver Monitoring System) Driver monitoring system for automotive applications that detects distraction, drowsiness, and cognitive state to enhance vehicle safety; supplied to automotive OEMs and Tier 1 suppliers under multi-year production contracts.
• Tobii Eye Tracker 5 Consumer eye tracker designed for PC gamers, streamers, and esports players; sold direct via Tobii's gaming storefront and resellers to intensify the gaming experience and enable streaming and head/eye control.

Quantifiable outcome

• Halved training time for new employees in manufacturing inspection (Denso)
• +4 more outcomes

Named customers17 records

Segments7 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability5 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered minor, core and notable.

• ViombaminorStrategic or Co-development Partner · 19 May 2026Viomba MCP platform built on neural networks trained on billions of Tobii infrared eye tracking gaze fixations. AI-era attention intelligence layer accessible to AI agents through Model Context Protocol.
• Premium European Sports Car OEMcoreStrategic or Co-development Partner · 6 May 2026Contract to supply Driver Monitoring Systems (DMS) for premium road cars starting in 2026 production. Secured in collaboration with major global automotive Tier 1 supplier.
• Major Global Automotive Tier 1 SuppliercoreStrategic or Co-development Partner · 6 May 2026Partnership with leading Tier 1 automotive supplier for DMS integration into vehicles. Collaborating on design wins for premium vehicles and commercial vehicle platforms using Qualcomm technology with production planned for 2028.
• PimaxcoreOEM/ Whitelabel/ Licensing Partner · 12 May 2025Pimax VR headsets (Dream Air SE, Dream Air, Crystal Super) feature Tobii-powered 120Hz eye tracking. Strategic partnership for embedding Tobii technology in next-generation PC VR headsets using Micro-OLED technology.
• PhasyacoreTechnology or Integration · 5 August 2021Acquisition of Phasya, a provider of software for monitoring physiological and cognitive states. Maximum purchase price of EUR 4 million. Integration expected to boost Tobii's driver monitoring and new applications across multiple markets by 2024/25. Leverages Phasya's expertise in cognitive state monitoring to accelerate commercialization.
• QualcommcoreTechnology or IntegrationTechnology partnership for commercial-vehicle DMS platform using Qualcomm technology. Tobii's DMS technology integrated with Qualcomm Snapdragon Ride Platform for advanced driver monitoring solutions.
• NASA Langley Research CenternotableStrategic or Co-development PartnerNASA uses Tobii eye tracking for studying human performance and attention in aviation safety, space exploration, and autonomous flight research.
• StardotsnotableStrategic or Co-development PartnerSwedish startup using Tobii eye tracking in Psilmi platform for mental health diagnosis (autism, ADHD, depression, anxiety) achieving 90% accuracy in 10-12 minutes. Partnership since 2021, expanded from Parkinson's research.
• BioStream TechnologiesnotableStrategic or Co-development PartnerBioStream's Lookware autism therapy system uses Tobii eye tracking for social skills training. Clinical trial showed 25% improvement in emotion recognition in children after 6 weeks.
• LexplorenotableStrategic or Co-development PartnerLexplore uses Tobii eye tracking combined with AI for reading assessment, helping close the literacy gap by translating gaze patterns into reading skills.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Smart Eye AB: Swedish competitor building eye tracking and driver monitoring systems for automotive OEMs. Targets the same DMS design wins that anchor Tobii AutoSense's growth and operates globally with a similar automotive + research product mix.
• Seeing Machines: Australian specialist in driver monitoring and eye tracking, with deep automotive OEM relationships (e.g., long-standing Guardian/FOVIO products). Closest direct peer in automotive DMS and an existing competitor for the same Tier-1 supplier partnerships Tobii is pursuing.
• SR Research: Makers of EyeLink research-grade eye trackers sold to academic and commercial research labs. Direct peer in the high-end research segment where Tobii Pro Spectrum, Pro Fusion, and Pro Glasses compete head-to-head for neuroscience and psychology grants.
• EyeTech Digital Systems: US-based provider of eye tracking hardware and software for clinical, assistive, and research applications. Comparable across Tobii's assistive and research product lines, including AAC and vision-assessment workflows.

Emerging players

• Pupil Labs: Open-source-oriented wearable and VR eye tracking hardware provider popular with academic researchers. Competes with Tobii Pro Glasses and Pro Spectrum in price-sensitive research accounts and in XR integration use cases.
• Gazepoint: Affordable consumer and entry-research eye tracking hardware. Overlaps with the lower end of Tobii's research/peripheral catalog and is a comparable on webcam and screen-based entry-level eye tracking.
• iMotions: Biometric research platform integrating eye tracking, EEG, GSR and other sensors for academic and commercial research customers. Adjacent peer in market-research tooling where Tobii Pro Lab and Tobii Sticky are also sold.
• RightEye: Healthcare-focused eye tracking platform for vision screening and neurological assessment. Direct comparable in the medical-diagnostic use cases that Stardots, BioStream, and Karolinska research are pursuing with Tobii hardware.
• FOVE: VR headset maker with integrated eye tracking, positioning itself for attention-aware XR experiences. Comparable as a downstream XR integration use case to Tobii's Pimax partnerships and a peer in the embedded eye-tracking supply chain.
• Smartbox Assistive Technology: Provider of AAC and assistive communication devices similar to the legacy Tobii Dynavox product line. Overlap in assistive eye-tracking and computer-access tools addressed by Tobii Dynavox and similar specialist devices.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TobiiTechnology
• YouTubeyoutube.com/TobiiPro
• Facebookfacebook.com/tobiitechnology
• LinkedInlinkedin.com/company/tobii
• Instagraminstagram.com/tobii_eye_tracking

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds5 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tobii