NOVABY
NOVABY is a Seattle-based immersive reality studio designing custom AR/VR/XR experiences, 3D photorealistic assets, and location-based 'AR Placemaking' activations for museums, tourism operators, hospitality brands, sports franchises, and entertainment clients, delivered via Full Service, Team Expansion, and Outsourcing models.
- Company typePrivate
- Founded2017
- HeadquartersSeattle, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What NOVABY does
NOVABY (legal entity: Novaby Ltd. SPC) is a Seattle-headquartered, woman and minority-owned immersive reality studio and digital art production house that designs and produces augmented, virtual, and mixed reality (AR/VR/XR) experiences alongside photorealistic 3D assets for enterprise and institutional clients. Founded in 2017, the company operates three delivery models — Full Service production, Team Expansion, and Outsourcing — and serves museums and cultural institutions, tourism operators, hospitality brands, professional sports franchises, entertainment IP holders, and government/education clients. Named engagements span The Strong National Museum of Play (Be My Butterfly AR fundraising exhibit), Argosy Cruises (Get Kraken! location-based AR), Seattle Sounders FC (March to the Match VPS-powered AR game), Swire Hotels (Xian Buddha animated brand entertainment), Snap AR (SF Gold! landmark activation via Snap's Artist In Residence program), MOHAI (From the Ground Up AR exhibit), Trigger XR/NBC Universal (Dinotracker 3D), and The AIDS Memorial Pathway.
The studio's underlying technology stack is platform-agnostic AR rather than proprietary AI. Core production capabilities include AR Placemaking (location-based activations using SnapAR's Visual Positioning System and Niantic Lightship), 3D modeling and animation built on Hoverlay (Unity) and related pipelines, and motion graphics/screen-based content for hospitality. Computer vision is the central technical competency — covering AR mapping, object identification, location anchoring, and 3D scanning of physical environments — but the firm integrates third-party platforms (SnapAR, Niantic Lightship, Hoverlay, Snapdragon) rather than developing underlying AI/ML models in-house. Deliverables target iPhone 8+ and ARCore-capable Android devices.
Commercial model is custom-quoted professional services billed under multi-year contracts, with no publicly disclosed pricing. Revenue is concentrated in enterprise and institutional deals, marketed via a portfolio-driven digital funnel (website case studies, LinkedIn, YouTube, Snapchat, email newsletter) and closed through direct consultation with the CEO via Calendly. The firm claims 100% client retention and 50+ years of combined team experience. Headcount is 51–100; no institutional funding, M&A, or parent company has been disclosed in available sources, and revenue is not publicly reported.
NOVABY firmographics
Firmographics- Name
- NOVABY
- Legal name
- Novaby Ltd. SPC
- Website
- https://novaby.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- NOVABY is a Seattle-based immersive reality studio designing custom AR/VR/XR experiences, 3D photorealistic assets, and location-based 'AR Placemaking' activations for museums, tourism operators, hospitality brands, sports franchises, and entertainment clients, delivered via Full Service, Team Expansion, and Outsourcing models.
- Ownership category
- akta.pro rank
NOVABY industry classification
Industry- Product category
- AR/VR/XR Content Production Services
- NAICS
- Computer Systems Design Services (541512), Graphic Design Services (54143)
- SIC
- Services-Motion Picture & Video Tape Production (7812), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Immersive/Interactive Animation (AR/VR/Real-Time) (MPAHACAN)
- akta.pro secondary industries
- Outsourced Art/Audio Production Services (2D/3D, Animation, VFX, Audio/VO) (MPAFAKAM), XR/AR/VR/MR Development Frameworks & Toolchains (MPAFAFAF)
Keywords
Where NOVABY is headquartered
LocationHeadquarters
- HQ city
- Seattle
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
NOVABY business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Professional Services: Custom AR/VR/XR experience design and production services, including concepting, creative direction, AR development, and implementation. Services delivered through full service, team expansion, or outsourcing models.
- Digital Art Production: 3D modeling, animation, product visualization, architectural rendering, and photorealistic visualization services for brands, museums, and entertainment clients.
- AR Placemaking and Activations: Location-based AR experiences for tourist attractions, museums, events, and public spaces with ongoing maintenance and updates.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Full Service - Complete AR/VR/XR experience design and production |
| Other | Multi-year contract | Team Expansion - Augment existing client teams |
| Other | Multi-year contract | Outsourcing - Dedicated project delivery |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
NOVABY product offering
Product offeringCore offering
NOVABY is a global, award-winning immersive reality studio and digital art production house that designs and produces custom AR/VR/XR experiences, photorealistic 3D visualization, and game and film art for leading brands, museums, tourism operators, hotels, sports teams, and agencies. The studio specializes in AR Placemaking—transforming physical spaces into interactive AR-enabled destinations—through full-service production, team expansion, and outsourcing engagement models.
Product overview
NOVABY is an award-winning immersive reality studio and digital art production house offering AR/VR/XR experiences, 3D photorealistic visualization, and game/film art production. The core offerings include AR Placemaking services that transform spaces into interactive destinations, supported by full-service production, team expansion, and outsourcing delivery models. Notable projects span tourist activations (Get Kraken! for Argosy Cruises, SF Gold! for SnapAR), museum exhibits (Be My Butterfly at The Strong National Museum of Play, From the Ground Up at MOHAI), event experiences (Seattle Sounders FC AR game, Northwest Event Show undersea adventure), and branded entertainment (Xian Buddha animation for Swire Hotels, DinoTracker for Trigger XR/NBC Universal).
Differentiator
Problem solved
Functional benefit
Products and services
- AR/VR/XR Experiences Custom augmented, virtual, and mixed reality experiences that blend digital content with real-world surroundings for attractions, community building, and brand engagement, delivered by NOVABY to brands, museums, tourism operators, and event organizers.
- 3D Photorealistic Visualization Photorealistic 3D modeling, rendering, and animation for product visualization, architectural rendering, and virtual photography across games, film, print, web, and AR/VR applications, produced as a custom deliverable for client brands and institutions.
- Game and Film Art Production Digital art production including 3D modeling, animation, rigging, motion graphics, storyboarding, and concept art for games, film, and entertainment projects.
- AR Placemaking Transforming physical spaces into interactive AR-enabled destinations through location-based activations, history tours, and museum exhibits that attract visitors and build community, using NOVABY's AR Placemaking methodology.
- Full Service Production End-to-end design and production engagement in which NOVABY delivers fully realized asset collections, videos, and AR/VR/XR experiences from concept through completion under one contract.
- Team Expansion Engagement model in which NOVABY artists are integrated into a client's existing creative or technical team to expand capacity and skills as needed on a project basis.
- Outsourcing Scalable outsourced art team services for clients with defined requirements, with NOVABY accommodating artistic, technical, and scheduling project needs as an external delivery partner.
Quantifiable outcome
- 100% client retention rate
- +1 more outcomes
Companies that use NOVABY
Customer profileNamed customers9 records
Segments5 records
Ideal customer profiles5 records
NOVABY technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability4 records
Feature6 records
NOVABY partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Snap ARcoreSnap AR provides the AR technology platform for Novaby's landmark experiences including SF Gold! Commissioned through Snap's Artist In Residence program, Novaby creates AR lenses using Snap's best-in-class AR technology available on Snapchat.
- Hoverlay (Unity)coreHoverlay platform (built on Unity) used for AR development and implementation of Novaby's butterfly exhibit experience at The Strong National Museum of Play.
- CODAworxminorNovaby is a proud member of CODAworx, featuring portfolio work on their platform for AR Placemaking projects including The AIDS Memorial Pathway and Mananaland.
- VRAR (VR/AR Association)minorNovaby is a member of the VR/AR Association, an industry organization for immersive technology companies.
- NNCPminorNovaby is a proud member of NNCP (National Association of Black Designers or similar organization).
- OARCminorNovaby is a member of OARC, an AR/VR industry consortium.
- Union Square AllianceminorUnion Square Alliance partnered with Novaby for SF Gold! landmark AR experience commissioned for Union Square San Francisco.
- SF ParksminorSF Parks collaborated with Novaby for the SF Gold! AR experience.
- Downtown Seattle AssociationminorDowntown Seattle Association partnered with Novaby for the Seattle Sounders FC AR penalty kick game at Occidental Park.
- Rolluda ArchitectsminorRolluda Architects provided CAD files of the UW Ethnic Cultural Center for Novaby's MOHAI AR exhibit project.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
NOVABY competitors and assessment
Company assessmentDirect peers
- Spatialand: Immersive experience studio focused on AR/VR content creation for brands and venues, comparable to Novaby's location-based AR experience design and production services.
- Unit9: Award-winning creative production studio with a dedicated immersive/AR/VR division serving global brands — a similar services model to Novaby for end-to-end AR/VR experience creation.
- Trigger XR: Augmented reality creative studio specializing in immersive brand experiences, AR activations, and location-based AR — overlapping directly with Novaby's AR Placemaking and event-activation offerings.
- Marxent Labs: Provider of 3D/AR/VR product visualization and immersive commerce experiences, closely aligned with Novaby's photorealistic 3D and AR activation work for enterprise brands.
Emerging players
- Jadu AR: AR hologram and avatar platform with a creator/services arm for AR activations, partially overlapping Novaby's mobile-AR activation work for brands and venues.
Broad incumbents
- The Mill (Mill Film): Global VFX and experience studio with growing AR/VR and virtual production capabilities, overlapping with Novaby's photorealistic 3D, game/film art, and immersive experience offerings.
- Framestore: Global VFX and immersive content studio with an AR/VR experiences practice serving major brands and institutions, comparable to Novaby's photorealistic visualization and AR Placemaking.
- Niantic Lightship Studio: Platform owner and in-house AR studio behind Lightship, used by Novaby for Dinotracker; could compete with or substitute for agency-built location-based AR experiences at scale.
Others
- Hoverlay: AR creation platform (Unity-based) used by Novaby; functions as an enabling technology provider rather than a direct competitor, but its agency partner ecosystem parallels Novaby's service model.
- CODAworx: Marketplace and community for commissioned public art and AR Placemaking projects where Novaby is a featured member — adjacent ecosystem participant rather than direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
NOVABY social profiles
Digital presenceNOVABY compliance and trust
Trust signalCompliance1 record
NOVABY financial estimates
Financial estimateRevenue estimate
Valuation estimate
NOVABY leadership team
Management profileNumber of profiles
Profiles5 records
NOVABY funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NOVABY M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NOVABY
What does NOVABY do?
NOVABY is a global, award-winning immersive reality studio and digital art production house that designs and produces custom AR/VR/XR experiences, photorealistic 3D visualization, and game and film art for leading brands, museums, tourism operators, hotels, sports teams, and agencies. The studio specializes in AR Placemaking—transforming physical spaces into interactive AR-enabled destinations—through full-service production, team expansion, and outsourcing engagement models.
Is NOVABY a public or private company?
NOVABY is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was NOVABY founded?
NOVABY was founded in 2017. It employs 51 to 100 people.
Where is NOVABY based?
NOVABY is headquartered in Seattle, United States, in the North America region.
How does NOVABY make money?
Three revenue lines are on record. Professional Services are the primary driver. The others are digital Art Production and AR Placemaking and Activations.
Who are NOVABY's main competitors?
Direct peers on record are Spatialand, Unit9, Trigger XR and Marxent Labs. Jadu AR is listed as an emerging player. Broad incumbents are The Mill (Mill Film), Framestore and Niantic Lightship Studio. Others are Hoverlay and CODAworx.
Does NOVABY have an API?
No public API is recorded for NOVABY.
What industry is NOVABY in?
NOVABY's product category is AR/VR/XR Content Production Services. Its primary akta.pro industry code is MPAHACAN, Immersive/Interactive Animation (AR/VR/Real-Time), with a secondary code of MPAFAKAM, Outsourced Art/Audio Production Services (2D/3D, Animation, VFX, Audio/VO). Its NAICS code is 541512 and its SIC code is 7812.