Tobii Pro
- Company typePublic
- Founded2001
- HeadquartersDanderyd, Sweden
- Headcount501–1,000
- GTM typeB2B
- OfferingHardware or Manufacturing
Tobii Pro firmographics
Firmographics- Name
- Tobii Pro
- Legal name
- Tobii
- Website
- https://tobiipro.com
- Company type
- Public
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
Tobii Pro industry classification
Industry- Product category
- Eye Tracking Technology
- NAICS
- Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451), Analytical Laboratory Instrument Manufacturing (334516)
- SIC
- Optical Instruments & Lenses (3827), Measuring & Controlling Devices, Nec (3829), Laboratory Analytical Instruments (3826)
- akta.pro primary industry
- Wearable Computers (Industrial Smart Glasses/Wrist/Arm-Mount) (HDACALAH)
- akta.pro secondary industry
- Computer Access & Alternative Input (Switch, Eye Gaze, Head/Mouse, Keyboards) (EDAKAIAD)
Keywords
Where Tobii Pro is headquartered
LocationHeadquarters
- HQ city
- Danderyd
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Tobii Pro business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Personnel, Supply Chain, Operations, Marketing or Sales
Revenue model
- Eye Tracking Hardware Sales: Sale of proprietary eye tracking devices including Tobii Pro Glasses 3 wearable trackers, screen-based trackers, and the Tobii Eye Tracker 5 for gaming.
- Software Licenses and SDK: Software development kits and licensing for integration into third-party devices including medical devices, PCs, glasses, and XR headsets.
- Research Services and Consulting: Tailored research services, expert consulting, and full-scale studies through Tobii Insight to help customers turn eye tracking data into meaningful results.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise and research solutions require custom quotes based on specific requirements, hardware needs, and service engagement. |
| One time/ perpetual license | Pay-as-you-go | Consumer gaming eye tracker available for direct purchase |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Tobii Pro product offering
Product offeringCore offering
Tobii Pro designs, manufactures, and sells proprietary eye tracking hardware and software — including wearable glasses (Tobii Pro Glasses 3), screen-based and webcam-based eye tracking systems, and integration SDKs — to enable researchers, enterprises, and technology integrators to measure human attention and behavior. The division also delivers tailored research consultancy and expert studies through its Tobii Insight practice.
Product overview
Tobii Pro is a portfolio of eye tracking products and solutions spanning research, gaming, and automotive verticals. The core offering includes wearable eye tracking glasses (Tobii Pro Glasses 3) and screen-based trackers (Webcam Eye Tracking) for research applications, supplemented by research consultancy services (Tobii Insight). The gaming segment features the Tobii Eye Tracker 5, while the automotive segment includes Tobii Autosense for in-cabin intelligence. Tobii Pro's technology translates head and eye movements into insights that reveal real human behavior, serving research institutions, healthcare organizations, automotive manufacturers, and gaming communities worldwide.
Differentiator
Problem solved
Functional benefit
Brands
- Tobii Pro: Eye tracking solutions for research institutions, academic institutes, and scientific research applications.
- Tobii Gaming
- Tobii Insight
- Tobii Autosense
Products and services
- Tobii Pro Glasses 3 Wearable eye tracking glasses designed for research applications, enabling unobtrusive gaze tracking in real-world environments for studies in sports performance, consumer behavior, and human factors research.
- Webcam Eye Tracking Eye tracking solution using standard webcams to provide researchers with accessible, plug-and-play functionality for flexible on-site and remote studies.
- Tobii Eye Tracker 5 Hardware eye tracker designed for gaming applications, enabling streamers, e-sports players, and casual gamers to utilize gaze data for enhanced gaming experiences.
- Tobii Insight Research consultancy service providing tailored research services, expert consulting, and full-scale studies to help clients turn eye tracking data into meaningful results.
- Tobii Autosense Automotive eye tracking and attention computing solution that detects driver attention and occupant states to enable a safer, more intuitive in-cabin experience; deployed in over 1 million vehicles.
Quantifiable outcome
- Denso halved training time for new hires using eye tracking-based inspection training
- +2 more outcomes
Companies that use Tobii Pro
Customer profileNamed customers19 records
Segments5 records
Ideal customer profiles5 records
Tobii Pro technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature4 records
Tobii Pro partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship, minor and core.
- Alpine EsportsflagshipTwo-year partnership between Alpine Esports and Tobii to redefine sim racing using Tobii Eye Tracker 5 for enhanced performance and immersion in virtual racing.
- RijksmuseumminorPartnership using Tobii Pro Glasses 3 to explore how museum labels guide visitor attention in Amsterdam's renowned art museum.
- XR Headset ManufacturerscoreEye tracking technology integrated into 55 leading XR headsets as embedded component.
- Automotive ManufacturerscoreTobii Autosense technology deployed in 1 million+ vehicles for driver monitoring and cabin experience enhancement.
Scale indicators9 records
Recent moves1 record
Expansion highlights5 records
Tobii Pro competitors and assessment
Company assessmentRegional players
- Optalert: Australia-based developer of driver drowsiness monitoring technology using eye and eyelid metrics. Comparable to Tobii's automotive driver monitoring applications but primarily serves Asia-Pacific markets and fleets rather than global OEM design wins.
Emerging players
- Cipia (formerly Eyesight Technologies): Israeli provider of in-cabin AI sensing solutions including driver monitoring and occupancy monitoring for automotive. A focused emerging player competing with Tobii Autosense for automotive OEM contracts.
- Pupil Labs: Berlin-based developer of wearable eye tracking glasses (Pupil Invisible, Pupil Core) targeted at research and consumer applications. An emerging competitor with strong academic adoption that competes with Tobii Pro Glasses 3 in the wearable research segment.
- Gazepoint: Canadian provider of low-cost, open-architecture screen-based eye trackers for research and UX studies. Competes with Tobii's screen-based research products on price, particularly for academic and budget-conscious buyers.
Broad incumbents
- Meta (Reality Labs / Quest): Meta integrates eye tracking into Quest Pro and Quest 3 VR headsets and is also a Tobii customer for TV advertising research. As a broad incumbent, Meta is a critical design-win partner today but could in-house and displace Tobii as its XR platform scales.
- Apple (Vision Pro / AR Eye Tracking): Apple Vision Pro ships with proprietary high-precision eye tracking, positioning Apple as both a potential customer and a vertical competitor. As a broad incumbent in consumer hardware, Apple represents both the largest opportunity and the largest threat to Tobii's XR licensing business.
Direct peers
- Smart Eye: Swedish competitor developing eye tracking technology for both automotive driver monitoring and research/behavioral analysis. Directly competes with Tobii in the DMS and research segments, and is the closest publicly traded peer.
- SR Research (EyeLink): Manufacturer of EyeLink research-grade eye trackers widely used in academic and clinical research. A direct competitor to Tobii Pro in the high-precision, high-sample-rate research eye tracking market.
- EyeTech Digital Systems: US-based manufacturer of eye tracking hardware with strong presence in assistive technology and clinical/medical applications. Directly comparable to Tobii in AAC (augmentative and alternative communication) and accessibility use cases.
- Seeing Machines: Australia-based leader in AI-powered driver monitoring and occupant monitoring systems for automotive and aviation. Competes head-to-head with Tobii Autosense for OEM design wins and overlaps on the computer-vision-based gaze estimation technology stack.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
Tobii Pro social profiles
Digital presenceTobii Pro financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tobii Pro leadership team
Management profileNumber of profiles
Tobii Pro subsidiaries and ownership
Company hierarchySubsidiaries4 records
Tobii Pro funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tobii Pro 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 Tobii Pro
What does Tobii Pro do?
Tobii Pro designs, manufactures, and sells proprietary eye tracking hardware and software — including wearable glasses (Tobii Pro Glasses 3), screen-based and webcam-based eye tracking systems, and integration SDKs — to enable researchers, enterprises, and technology integrators to measure human attention and behavior. The division also delivers tailored research consultancy and expert studies through its Tobii Insight practice.
Is Tobii Pro a public or private company?
Tobii Pro is a public company. It is classified as public and is currently operating.
When was Tobii Pro founded?
Tobii Pro was founded in 2001. It employs 501 to 1,000 people.
Where is Tobii Pro based?
Tobii Pro is headquartered in Danderyd, Sweden, in the Europe region.
How does Tobii Pro make money?
Three revenue lines are on record. Eye Tracking Hardware Sales are the primary driver. The others are software Licenses and SDK and research Services and Consulting.
Who are Tobii Pro's main competitors?
Optalert is listed as a regional player. Emerging players are Cipia (formerly Eyesight Technologies), Pupil Labs and Gazepoint. Broad incumbents are Meta (Reality Labs / Quest) and Apple (Vision Pro / AR Eye Tracking). Direct peers are Smart Eye, SR Research (EyeLink), EyeTech Digital Systems and Seeing Machines.
Does Tobii Pro have an API?
No public API is recorded for Tobii Pro.
What industry is Tobii Pro in?
Tobii Pro's product category is Eye Tracking Technology. Its primary akta.pro industry code is HDACALAH, Wearable Computers (Industrial Smart Glasses/Wrist/Arm-Mount), with a secondary code of EDAKAIAD, Computer Access & Alternative Input (Switch, Eye Gaze, Head/Mouse, Keyboards). Its NAICS code is 33451 and its SIC code is 3827.