Tobii Pro

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

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

• Eye tracking hardware
• Wearable eye trackers
• Attention computing platform
• Gaze tracking research
• Driver monitoring systems

Headquarters

HQ city

Danderyd

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. Software Licenses and SDK: Software development kits and licensing for integration into third-party devices including medical devices, PCs, glasses, and XR headsets.
3. 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core 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

Named customers19 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

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

• Alpine EsportsflagshipStrategic or Co-development PartnerTwo-year partnership between Alpine Esports and Tobii to redefine sim racing using Tobii Eye Tracker 5 for enhanced performance and immersion in virtual racing.
• RijksmuseumminorStrategic or Co-development PartnerPartnership using Tobii Pro Glasses 3 to explore how museum labels guide visitor attention in Amsterdam's renowned art museum.
• XR Headset ManufacturerscoreOEM/ Whitelabel/ Licensing PartnerEye tracking technology integrated into 55 leading XR headsets as embedded component.
• Automotive ManufacturerscoreOEM/ Whitelabel/ Licensing PartnerTobii Autosense technology deployed in 1 million+ vehicles for driver monitoring and cabin experience enhancement.

Scale indicators9 records

Recent moves1 record

Expansion highlights5 records

Regional 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

• Xx.com/TobiiPro
• YouTubeyoutube.com/TobiiPro
• Facebookfacebook.com/tobiipro
• LinkedInlinkedin.com/company/tobii-pro
• Instagraminstagram.com/tobii_eye_tracking

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 records

Funding overview

Funding rounds

Investors

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 Tobii Pro