Immersal

What Immersal does

Immersal Oy, founded in Helsinki in 2015 and acquired by Hexagon AB in July 2021, develops a Visual Positioning System (VPS) that uses computer vision to localize devices with centimeter-level accuracy in indoor, outdoor, and underground environments where GPS fails or is imprecise. Its technology stack comprises the Immersal SDK (Unity, iOS, Android, plus native support for HoloLens 2, Magic Leap 2, XReal, Rokid, PICO, and other AR/VR headsets), the Immersal Mapper mobile application for spatial capture, the Immersal Cloud Service for map hosting and localization, and Immersal City-Scale for outdoor 5G-enabled VPS, with verticalized solutions for stadiums, horse racing tracks, retail, oil and gas, and industrial asset tracking.

The company operates a freemium-to-enterprise pricing model: a free tier (up to 100 images per map), a Pro tier at $99/month (commercial rights, 360 camera and Leica BLK2GO support, map stitching, AR headset support), and a custom Enterprise tier (unlimited maps, private server, SLA, on-premise deployment). Go-to-market combines self-serve developer acquisition (10,000+ developers, Discord community) with channel partnerships through mobile network operators (T-Mobile, Rakuten, Nokia/Elisa) that resell City-Scale VPS maps to enterprise customers, and co-marketing with Hexagon's Geosystems division, Leica BLK2GO hardware, and Ericsson. Revenue is not publicly disclosed and the company employs 1-10 people, making it a small, R&D-intensive unit within Hexagon.

Name

Immersal

Legal name

Immersal Oy

Website

https://immersal.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Immersal Oy provides a computer-vision-based Visual Positioning System (VPS) SDK and cloud platform that enables centimeter-accurate, markerless AR localization for indoor, outdoor, and underground environments, serving developers, sports venues, retailers, mobile network operators, and industrial customers.

Ownership category

akta.pro rank

Product category

Augmented Reality / Visual Positioning Software

NAICS

Computer Systems Design Services (541512)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Indoor Mapping & Wayfinding Platforms (BPAMANAG)

Keywords

• Visual positioning system
• Augmented reality SDK
• Spatial mapping software
• AR cloud platform
• Computer vision localization

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Licenses (Cloud Services): Cloud-based spatial mapping and visual positioning services delivered via subscription tiers (Free, Pro at $99/month, Enterprise custom). Publishers pay fees per Subscription Period with advance invoicing. Non-cancellable agreements with fees non-refundable. 90-day warranty on conformance to documentation.
2. SDK and Developer Licenses: Developers license the Immersal SDK to build AR applications. Enterprise license required for map stitching feature. Pro license ($99/month) unlocks commercial use, Leica device support, 360 camera support, VPS for Web, and spatial map editing/stitching.
3. City-Scale VPS Maps to MNOs: Mobile network operators purchase Immersal city-scale VPS maps and resell the service to enterprise customers across logistics, postal services, food delivery, public safety, gaming, entertainment, retail, and advertising industries, creating a B2B2B revenue model.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Immersal provides a markerless Visual Positioning System (VPS) platform that uses computer vision to localize devices with centimeter-level accuracy in indoor, outdoor, and underground environments. The company sells an SDK for developers, a mobile Mapper app, a WebAR solution, a city-scale VPS for telecom operators, and vertical AR solutions for stadiums, retail, and industrial sites. It operates as part of Hexagon's Geosystems division following its 2021 acquisition.

Product overview

Immersal is a spatial computing company offering a Visual Positioning System (VPS) platform that enables centimeter-accurate AR experiences across indoor, outdoor, and city-scale environments. The core product portfolio includes: Immersal SDK (development toolkit for iOS, Android, Unity, and AR headsets), Immersal Mapper (mobile app for spatial mapping), Immersal WebAR (browser-based AR), Immersal City-Scale (city-wide outdoor VPS), and vertical solutions for stadiums, horse racing tracks, retail, and industrial applications. The platform is completed by the Immersal Cloud Service for map hosting and a Developer Portal for account and map management. Immersal operates as part of Hexagon's Geosystems division and was acquired by Hexagon in 2021.

Differentiator

Problem solved

Functional benefit

Brands

• Immersal City-Scale: 5G-enabled smart city Visual Positioning System offering centimeter-level accuracy for outdoor location-based services for mobile network operators and enterprise customers.
• Immersal Mapper
• Immersal App
• Immersal VPS

Products and services

• Immersal SDK Spatial mapping and visual positioning software development kit that lets developers build AR applications with centimeter-level accuracy across iOS, Android, Unity, and AR headsets (Magic Leap, HoloLens, XReal, Rokid, Pico). Provides cloud-based and on-device localization, REST API access, and Unity samples with navigation templates.
• Immersal Mapper Pre-built iOS and Android app that converts physical spaces into spatial maps or point cloud meshes in real-time, with Manual and Real-Time capture modes for small to medium areas.
• Immersal WebAR Browser-based AR experiences using Immersal VPS technology that eliminate the need for app installation, integrated with Mattercraft and 8th Wall platforms.
• Immersal City-Scale VPS 5G-enabled city-scale Visual Positioning System offering centimeter-level accuracy for outdoor AR navigation and location-based services, sold to mobile network operators who resell to enterprises across logistics, public safety, gaming, entertainment, retail, and advertising.
• Immersal Cloud Service Cloud-based infrastructure for hosting spatial maps, processing localization requests, and managing map construction jobs, with public and private deployment options.
• Developer Portal Web-based platform for developers to manage maps, download SDK packages, access documentation, obtain developer tokens, and use features including 3D map viewer, map stitching, and map alignment.
• Stadium AR Solution AR experience platform for stadiums and sports venues delivering wayfinding, immersive entertainment, real-time statistics, AR advertising, and e-commerce, deployed at MLB All-Star Week, Nokia Arena, and UVERworld concert.
• Horse Racing Track AR Solution AR solution for horse racing tracks that enables visitor navigation to seats, real-time race statistics, and 3D entertainment through mobile devices or AR glasses, piloted with operators including Rakuten.
• AR Game Arcade Solution Gamification platform for retail, tourism, and other sectors that enables monetized AR gaming experiences including Tetris, Pinball, Pacman, Space Invaders, and multiplayer experiences that can decorate entire neighborhoods.
• Oil & Gas VPS Solution Visual positioning system for oil and gas industry applications including asset tracking, wayfinding, and operational efficiency in remote and extreme locations such as oil rigs and refineries.

Quantifiable outcome

• Successfully mapped and delivered AR at 70,000-person rock concert (UVERworld, Yokohama Nissan Stadium)
• +4 more outcomes

Named customers13 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

AI capability4 records

Feature7 records

Partnerships

Nine partnerships are on record, tiered core, minor and flagship.

• ARoundcoreStrategic or Co-development Partner · 1 January 2024In January 2024, Immersal partnered with ARound to launch a turnkey WebAR solution for stadiums enabling fans to access shared augmented reality features via smartphones. This partnership combines Immersal's VPS precision with ARound's stadium AR platform, targeting the growing AI in stadium market projected to reach $38.93B by 2030.
• BurstcoreStrategic or Co-development Partner · 16 November 2023Immersal announced strategic partnership with Burst on November 16th, 2023. Burst is a leader in innovative virtual reality fan experiences with a proprietary metaverse platform combining real-time photorealistic graphics with pixel-streaming, NFTs, and blockchain. Integration combines Immersal's VPS technology with Burst's AR solutions for more accurate and engaging location-based AR experiences at conferences, concerts, and events globally. CEO Matias Koski stated alignment with Immersal's vision of dissolving boundaries between tangible and virtual worlds.
• NokiacoreTechnology or Integration · 15 May 2023Immersal Visual Positioning Technology (VPS) creates AR experiences in and around Nokia Arena in Tampere, Finland. Nokia Arena includes a 5G network from Nokia and Elisa with multi-access edge computing servers for low-latency real-time AR apps. Pilot application includes AR signs, team logos, videos in AR, and interactive AR experiences for visitors. Nokia Arena accommodates up to 15,000 spectators. Nokia's 5G network enables the data bandwidth and response times required for AR applications.
• Nexus StudioscoreStrategic or Co-development Partner · 1 January 2023Nexus Studios collaborated with Immersal, T-Mobile, and MLB on the MLB Next app for All-Star Week 2023 in Seattle. Nexus Studios contributed to the creative development of the in-stadium AR experience that overlaid real-time statistics and 3D visuals onto the baseball field.
• T-MobilecoreGTM or Marketing Partner · 1 January 2023T-Mobile selected Immersal for its 5G Accelerator program among 9 companies worldwide to drive innovation in sports and entertainment. T-Mobile provided 5G network infrastructure for the MLB Next app deployment at T-Mobile Park during All-Star Week 2023, enabling low-latency AR experiences. Mixhalo powered 5G-enabled low-latency audio of live ESPN and FOX broadcasts.
• EricssonminorGTM or Marketing Partner · 1 January 2023Immersal and Ericsson co-demoed at LEAP 2023 in Riyadh, showcasing volumetric video and immersive experiences enabled by 5G technology. Ericsson invited Immersal to demonstrate the potential of AR and 5G at the major innovation event, generating leads and industry visibility.
• Rakuten MobilecoreStrategic or Co-development Partner · 1 November 2022Rakuten Mobile and Rakuten Vissel Kobe conducted a trial at Noevir Stadium Kobe in November 2021 using Rakuten Mobile's 5G mmWave network and Immersal VPS technology. Fans viewed player and match statistics through AR overlay with AR advertising and e-commerce integration. In November 2022, conducted Mixed Reality Racing project at Fuji Speedway where real and virtual racing cars competed simultaneously, synchronized in real-time via 5G.
• Rakuten (Japan)minorChannel Partner/ Reseller/ Distributor · 1 January 2022Rakuten in Japan piloted Immersal's stadium AR solution and AR game arcade solution. Immersal previously introduced solutions for stadiums and horse racing tracks and piloted them together with several operators around the world including Rakuten in Japan.
• Hexagon ABflagshipOthers · 16 July 2021Hexagon AB (Nasdaq Stockholm: HEXA B) acquired Immersal Oy on July 16, 2021. Hexagon is a global leader in digital reality solutions combining sensor, software, and autonomous technologies. Immersal operates as part of Hexagon's Geosystems division, continuing to pursue the vision of a metaverse built and experienced by everyone on any device. Hexagon has approximately 24,500 employees in 50 countries and net sales of approximately 5.4bn EUR.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Niantic: Niantic's Lightship platform offers a Visual Positioning System and AR cloud for markerless, persistent, multi-user AR — the most direct technical and product competitor to Immersal's VPS, targeting the same developers, retail, and city-scale use cases.
• 8th Wall: WebAR platform (now part of Niantic) that supports VPS via Niantic's AR cloud and competes with Immersal WebAR for browser-based location-anchored AR experiences and developer mindshare.
• Wikitude: Wikitude (owned by Qualcomm) provides an AR SDK with location-based AR and image/marker tracking across iOS, Android, and AR glasses — closely comparable to Immersal's SDK and headset support, serving similar developer and enterprise customers.
• Scope AR: Scope AR provides enterprise AR solutions for remote assistance, worker training, and inspection, leveraging spatial anchoring. It competes with Immersal's industrial use cases (Valmet, oil & gas) for enterprise AR software spend.

Broad incumbents

• Google (ARCore Geospatial API): Google's ARCore Geospatial API provides VPS-style localization using Street View imagery across hundreds of millions of Android devices. As a platform incumbent with free VPS, it is the largest indirect competitor to Immersal's outdoor positioning offering.
• Apple (ARKit / ARGeoAnchor): Apple's ARKit Location Anchors and visual positioning features on iOS compete directly with Immersal's SDK for iOS-native AR apps. Apple controls the device platform and ARGeoAnchor coverage, making it a structural incumbent competitor.
• PTC (Vuforia): Vuforia is an enterprise-focused AR SDK and spatial computing platform used for industrial AR, training, and wayfinding. It overlaps with Immersal's industrial/manufacturing and indoor navigation use cases as a broader incumbent.

Emerging players

• ARway: ARway offers a no-code AR wayfinding and indoor navigation platform with VPS, targeting retail, events, and venues. It is a more focused emerging competitor in indoor mapping and wayfinding, overlapping directly with Immersal's Mall of Tripla-style deployments.
• Zappar: Zappar provides a WebAR and AR SDK platform with marker-based and markerless tracking used for marketing, retail, and events — a partial competitor in the WebAR creator economy where Immersal competes via 8th Wall and Mattercraft integrations.
• Aryel: Aryel is a WebAR platform for marketing, retail, and location-based AR campaigns. It overlaps with Immersal WebAR/Mattercraft integration for browser-based AR experiences, particularly in retail and advertising.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/immersal_ar
• YouTubeyoutube.com/@Immersal
• Facebookfacebook.com/immersal
• LinkedInlinkedin.com/company/immersal-ltd-
• Instagraminstagram.com/immersal

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds3 records

Investors6 records

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

M&A

Investments

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

Frequently asked questions about Immersal