What LATEGRA does

LATEGRA, Inc. (株式会社LATEGRA) is a Tokyo-headquartered XR live entertainment production company founded May 26, 2017 that specializes in bringing virtual characters — VTubers, virtual singers, and game/anime IP characters — into real-world arena-scale live event spaces and broadcast streams in real time. Its integrated service portfolio, branded as the LATEGRA Engine, covers five modules: PRODUCE (live event planning and direction), CREATIVE (CG character modeling, motion capture, video production), TECHNOLOGY (AR/VR lighting, camera tracking, camera recording services priced from 2 million yen per 3-camera configuration), ENGINEERING (Unity-based real-time 3D graphics and shader/script development), and LAB/STUDIO (the LATEGRA XR Studio motion capture and live streaming facility). The company's proprietary LATEGaiety camera tracking system (registered trademark, globally launched 2023) synchronizes live-action camera movement with CG rendering at approximately 3-frame latency and supports multi-camera AR switching for broadcast-quality output.

LATEGRA's revenue is generated through project-based professional services contracts for live event production, AR/VR technical services, CG/video production, and studio rental, targeting enterprise clients holding major entertainment IPs. Marquee customers include COVER Corp. (hollive fes. 3rd through 7th editions and hololive English concerts), Cygames (Granblue Fantasy annual live since 2018), SEGA/Colorful Palette (Project Sekai COLORFUL LIVE), Bandai Namco (Idolmaster Cinderella Girls fes.), Crypton Future Media (Hatsune Miku/Magical Mirai), ANIPLEX (Sword Art Online Yuna First Live 2026), and Shogakukan. The company also co-developed the S-PACE metaverse platform with Shogakukan and released the LIVE STRAPP live entertainment application.

The business is privately held and venture-backed by strategic corporate investors — Dwango (lead, 2018), Shogakukan, Bilibili Inc., and Tohan Corporation (2020) — with cumulative disclosed funding of approximately 370 million yen and a registered capital of 100 million yen. Operations span Japan, China (via Bilibili partnerships including Luotianyi concerts and virtual DD VTuber content), and the United States (New York concerts). LATEGRA co-founded the Virtual Character Entertainment Association (VCEA) in May 2025 with LOGIC&MAGIC and Virtual Cast to advance XR live performance standards and has spun off its XR Communication and Space Design divisions as independent entities in July 2024 while relocating its headquarters to Shinagawa Ward, Tokyo in October 2025.

Name

LATEGRA

Legal name

株式会社LATEGRA

Website

https://lategra.co.jp

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

LATEGRA is a Tokyo-based XR live entertainment production company that plans, directs, and delivers real-time AR/VR character performances for arena-scale concerts and broadcasts on behalf of major Japanese VTuber, game, and anime IP holders.

Ownership category

akta.pro rank

Product category

XR Live Entertainment Production Services

NAICS

Computer Systems Design Services (541512)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

XR/AR/VR/MR Development Frameworks & Toolchains (MPAFAFAF)

akta.pro secondary industries

Virtual Event Platforms & Production Services (Streaming, Engagement, Moderation) (MPAGAOAO), Virtual Sports & Esports Live Events (Broadcast + Interactive Viewing) (MPAGAOAH)

Keywords

• XR live production
• Virtual character concerts
• AR/VR camera tracking
• Real-time motion capture
• XR entertainment services

Headquarters

HQ city

Harumi

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Live/Event Planning and Production: End-to-end production of live entertainment events including virtual character concerts, hybrid real/virtual events, and promotional live streams. Revenue is generated on a project-by-project basis.
2. Technical Services (AR/VR/Camera Tracking): Provides AR/VR lighting, camera tracking, and camera recording services. Priced from 2 million yen for system configuration. Revenue generated through service contracts for technical production.
3. XR Studio Rental and Motion Capture: Operation of the LATEGRA XR STUDIO multi-functional facility for 3D character motion recording, online streaming events, and real-time broadcast. Revenue generated through studio rental and technical support.
4. CG/Video Planning and Production: Production of high-quality CG character models, motion animations, promotional videos, and event rendering videos. Revenue from modeling, rigging, motion capture post-processing, rendering, and compositing services.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

LATEGRA is an XR live entertainment production company that provides end-to-end services for virtual character and hybrid live events, including live/event planning and production, CG and video production, AR/VR/MR technical services (camera tracking, AR/VR lighting, motion capture), real-time 3D graphics engineering, and XR studio operations. The company serves major entertainment IP holders and game publishers, delivering arena-scale concerts featuring virtual characters using proprietary camera tracking and Unity-based real-time rendering technology.

Product overview

LATEGRA is an XR live entertainment company offering a portfolio of five integrated service modules collectively called 'LATEGRA Engine': PRODUCE (live/event planning and production), CREATIVE (CG/video production), TECHNOLOGY (AR/VR/MR technical services including camera tracking, AR/VR lighting, and camera recording), ENGINEERING (Unity-based real-time 3D graphics and character content development), and LAB/STUDIO (proprietary XR studio facility for motion capture recording and live streaming). Alongside these services, LATEGRA has developed proprietary technologies including LATEGaiety (camera tracking system), S-PACE (metaverse platform with Shogakukan), and LIVE STRAPP (next-generation live application). The company operates in domestic and international live events, CG/video production, AR/VR real-time graphics, digital promotion, motion capture studio management, and live streaming.

Differentiator

Problem solved

Functional benefit

Brands

• LATEGaiety（ラテゲイティ）: カメラトラッキングシステム - AR、VR等のXR空間でのコンテンツ制作を可能にする技術
• S-PACE（スペース）
• LIVE STRAPP（ライブストラップ）
• sidestream art project（サイドストリーム アート プロジェクト）
• CROSS DOCK XR STUDIO

Products and services

• LATEGRA Engine (PRODUCE) — Live & Event Planning and Production
• LATEGRA Engine (CREATIVE) — CG and Video Production
• LATEGRA Engine (TECHNOLOGY) — AR/VR Technical Services
• LATEGRA Engine (ENGINEERING) — Real-time 3D Graphics Systems Development
• LATEGRA XR STUDIO (LAB/STUDIO)
• LATEGaiety (ラテゲイティ) — Camera Tracking System
• LIVE STRAPP (ライブストラップ)

Quantifiable outcome

• Produced 50+ major live entertainment events since founding in 2017 across Japan, China, and the USA
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and major.

• 株式会社LOGIC&MAGICcoreStrategic or Co-development Partner · 1 May 2025LATEGRA co-founded the General Incorporated Association VCEA (Virtual Character Entertainment Association) with LOGIC&MAGIC and Virtual Cast to promote the healthy development of the virtual character entertainment industry, focusing on XR live performance research, industry standards, and talent cultivation.
• 株式会社バーチャルキャストcoreStrategic or Co-development Partner · 1 May 2025Co-founding member of VCEA alongside LATEGRA and LOGIC&MAGIC. Association aims to advance virtual character live entertainment technology, promote industry awareness, cultivate talent, and expand virtual character culture overseas.
• 株式会社studio fan (スタジオファン)coreStrategic or Co-development PartnerStudio Fun Co., Ltd. was merged into LATEGRA in April 2021 (absorption-type merger), bringing sales promotion and convention event expertise to expand LATEGRA's business domain.
• 株式会社カバー (COVER Corp.)majorChannel Partner/ Reseller/ DistributorCOVERS's hololive group is a major recurring client for LATEGRA's AR/VR live production services across all hololive fes. concerts (3rd through 7th fes.) and English-language global concerts. Deep ongoing production partnership.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• HIKKY Co., Ltd. Japanese VR / metaverse event production company known for large-scale Vket (Virtual Market) events. Comparable to LATEGRA in providing XR live event production and metaverse platform services to Japanese IP holders and corporate clients.
• disguise Technologies (d3): Global leader in XR stage technology (gcam camera tracking, render engines) for live events, concerts, and broadcast. Direct competitor to LATEGaiety in the real-time AR/VR live production stack, serving global music tours, broadcast, and immersive experiences at much larger scale.
• ACTNOVATION Inc. Japanese AR/VR/MR production company providing immersive live event experiences and XR content for enterprise clients. Directly comparable to LATEGRA in technology stack, customer base (Japanese entertainment and corporate clients), and service offerings around AR/VR live production.
• VARK Inc. Japanese company operating VR concert and live entertainment platforms (VARK Worlds), focused on virtual live events for music IP holders. Closely comparable to LATEGRA's virtual character concert business, with overlapping target customers in the Japanese entertainment industry.
• Balus Inc. Japanese AR/VR/xR creative studio producing XR live performances, motion capture, and virtual content for entertainment and corporate clients. Direct peer to LATEGRA in scope of services and target market.

Broad incumbents

• HYBE (HYBE EDU / immersive entertainment): K-pop entertainment major operating virtual concerts, immersive experiences, and XR-enhanced live events for global music IPs (e.g., BTS, aespa). Compares to LATEGRA as a buyer/operator of XR live production technology, though primarily from the IP-owner side rather than as a service provider.
• NEP Group: Global live broadcast and event production services company serving sports, entertainment, and corporate events with a much larger footprint. Competes with LATEGRA for the broadcast / live event production layer of virtual character concerts, though NEP does not specialize in real-time AR/VR character rendering.

Emerging players

• MESON Inc. Japanese XR / digital twin / metaverse company producing immersive content and technology platforms. Comparable to LATEGRA in Japan XR ecosystem positioning, with overlap in real-time graphics and virtual event capability.
• Pixelynx (by Pixelynx Inc.): Music-focused interactive XR and gaming platform founded by Deadmau5 and others, building tools and experiences for virtual concerts and fan engagement. Adjacent to LATEGRA's virtual character concert use case, but with a music-industry rather than anime/VTuber focus.
• Sensorium (Sensorium Galaxy): Virtual entertainment / metaverse platform focused on immersive music experiences and AI-driven virtual performers. Adjacent to LATEGRA's virtual character live production business, but with a different go-to-market (consumer subscription platform).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Lategra_inc
• YouTubeyoutube.com/channel/UC0U4gryr8x6SjD9y5M7UUTA
• Facebookfacebook.com/LATEGRA.Inc
• Instagraminstagram.com/lategra.inc
• LinkedInlinkedin.com/company/lategra-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors4 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 LATEGRA