XR Association

What XR Association does

The XR Association (XRA) is a 501(c)(6) non-profit trade association founded in 2016 and headquartered in Washington, D.C., that represents the full extended reality (XR) industry ecosystem, including virtual reality, augmented reality, and mixed reality. Its members span headset manufacturers, platform operators, component and peripheral companies, internet infrastructure providers, enterprise solution providers, and corporate end users, with founding members Google, HTC Vive, Microsoft, Meta, Samsung, and Sony Interactive Entertainment anchoring the organization.

XRA's core offerings center on policy advocacy, industry research, best-practices publications, and event programming rather than hardware or software products. Key outputs include a six-chapter Developers Guide series covering fundamental design, safety and inclusion, accessibility, education, healthcare, and youth engagement; recurring research reports surveying healthcare professionals, manufacturing executives, high school teachers, HR/L&D professionals, and teenagers; flagship annual events (XRA TechSummit/Demo on the Hill, AR/VR Policy Conference co-hosted with ITIF, and the Limitless Future Conference); the Immersive Insights podcast; the XRAction Center advocacy platform; and the XR for All Foundation focused on workforce equity.

XRA generates revenue primarily through tiered annual membership dues (Core companies, Allied organizations, and XR Leadership Board/Executive Members) and event sponsorships/registration. Pricing is not publicly disclosed. The association is led by CEO Elizabeth Hyman and a small senior staff including a CFO, SVP of Research and Best Practices, VP of Public Policy, and Director of Marketing and Events. Its strategic positioning emphasizes federal policy influence in Washington, D.C., exemplified by its successful advocacy for immersive technology's inclusion as a key technology focus area under the CHIPS and Science Act of 2022.

Name

XR Association

Legal name

The XR Association

Website

https://xra.org

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

The XR Association is a Washington, D.C.-based 501(c)(6) trade association founded in 2016 that represents the full extended reality (XR) ecosystem — headset manufacturers, platform operators, component companies, enterprise solution providers, and end users — through policy advocacy, industry research, best-practices publications, and event programming.

Ownership category

akta.pro rank

Product category

Industry Trade Association Services

NAICS

Business Associations (813910), Convention and Trade Show Organizers (561920), Professional Organizations (81392)

SIC

Services-Membership Organizations (8600), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

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

akta.pro secondary industries

VR/XR Hardware & Accessories (Headsets, Controllers, Trackers, Haptics) (MPAFAGAG), VR/AR/XR Game Studios (MPAFAAAE)

Keywords

• Trade association services
• Industry advocacy
• XR standards development
• Industry research publications
• Membership organization

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: XRA generates revenue primarily through annual membership dues from a broad ecosystem of XR companies including headset manufacturers, technology platforms, component companies, enterprise solution providers, internet infrastructure companies, and corporate end-users. Membership tiers include Core companies, Allied organizations, and XR Leadership Board and Executive Members.
2. Event Sponsorships: XRA organizes and hosts major industry events including the XRA TechSummit/All-Member Meeting, AR/VR Policy Conference, Limitless Future Conference, and Demo on the Hill. Revenue is generated through event sponsorships, exhibitor fees, and participant registration fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

The XR Association (XRA) is a 501(c)(6) non-profit trade association that serves as the unified industry voice for the extended reality (XR) ecosystem. Its core offering consists of tiered membership programs, federal and state policy advocacy, industry-wide research and best-practices publications (including the six-chapter Developers Guide), standards development committees, and signature events such as the XRA TechSummit, AR/VR Policy Conference, and Limitless Future Conference. XRA does not sell hardware or commercial software; it monetizes its convening authority, intellectual property, and event platforms through membership dues and event sponsorships.

Product overview

The XR Association is a trade association (not a product company) that advances XR as a foundational technology through advocacy, research, and industry resources. The association's offerings include the Developers Guide (a six-chapter best practices publication), the Immersive Insights Podcast, the XR for Learning and Development Video Library, the Limitless Future Conference, the AR/VR Policy Conference, and the XRA TechSummit events. Additional resources include 'Into the Digital World' educational guide, XRAction Center advocacy platform, Digital Twins initiative, XR for All Foundation, and XR's Limitless Voices initiative. Research products include surveys and reports on XR in manufacturing, healthcare, education, and HR/learning development. The association also publishes annual policy priorities and maintains member committees focused on health & inclusion, policy, communications, accessibility, education, standards, and healthcare.

Differentiator

Problem solved

Functional benefit

Brands

• XR for All Foundation: A foundation supporting the development of a diverse and equitable workforce for the immersive technology industry while promoting next generation employment opportunities through research and partnerships.

Products and services

• XR Association Membership Program Tiered annual membership program offering Core, Allied, and XR Leadership Board/Executive tiers for XR ecosystem companies, providing policy advocacy, research access, standards participation, networking, and event benefits.
• Developers Guide A comprehensive six-chapter industry best-practices publication providing guidelines for XR developers on fundamental design principles, safety and inclusion, accessibility, education, healthcare, and youth engagement.
• Immersive Insights Podcast A podcast featuring in-depth discussions on insights and trends across the XR industry, covering topics such as XR in education, workforce training, government policy, accessibility, and global XR developments.
• XR for Learning and Development Video Library A free video library featuring sessions from the Limitless Future Conference, covering topics such as understanding XR technology, analyzing ROI, designing XR programs, and scaling training for remote learners.
• Into the Digital World: XRA's Guide to Immersive Technology A primer comic-book style guide for general audiences following a day in the life of a medical student using XR technology, available in two editions covering educational experiences, daily routines, and safety/privacy settings.
• 2026 Policy Priorities Annual policy priorities document outlining key federal actions needed to ensure immersive technologies scale safely, strategically, and for the benefit of all Americans.
• XRAction Center An online advocacy tool enabling direct communication with Members of Congress about XR industry issues, supporting initiatives like the United States Leadership in Immersive Technology Act of 2025.
• Limitless Future Conference An annual conference bringing together learning and development professionals with XR equipment and software providers to explore how immersive technology transforms training, learning, and talent management.
• AR/VR Policy Conference An annual policy conference co-hosted with ITIF discussing critical policy questions covering privacy, safety, global competitiveness, education, children safety, AI, workforce development, healthcare, and defense.
• XRA TechSummit and Demo on the Hill Annual All-Member Meeting in Washington D.C. combining industry engagement with advocacy opportunities, including the signature Demo on the Hill event for showcasing XR technologies to federal policymakers.
• XR for All Foundation A foundation supporting diverse and equitable workforce development for the immersive technology industry through research, partnerships, and community engagement with underserved communities.
• Insights on the Future of XR in Manufacturing Research report presenting survey findings from 600 manufacturing CEOs and decision-makers on XR adoption for scaling efficiencies, employee training, and quality control.
• Insights on the Future of XR in Healthcare Research report presenting survey findings on XR technology use in healthcare settings, with 77% of respondents using XR with patients and 64% reporting positive patient experiences.
• Insights from Teachers on the Future of XR for Education Research report presenting survey findings from over 1,400 high school teachers across all 50 U.S. states on educator needs within the XR industry.
• The Next Generation's Insights on Immersive Technology Research report presenting survey findings from 600 teens ages 13-19 on immersive technology adoption patterns and enthusiasm, with 76% expressing excitement about XR.
• Insights and Industry Trends for HR and Learning & Development Annual market research survey of 250 HR professionals across industries, with 92% viewing XR as a pandemic recovery tool.
• XR for Learning and Development Video Library Free video library curating Limitless Future Conference sessions for learning and development professionals on XR technology adoption.

Quantifiable outcome

• 77% of healthcare professionals surveyed use XR with patients; 64% report positive patient experiences
• +4 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

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

• Information Technology and Innovation Foundation (ITIF)coreStrategic or Co-development Partner · 9 September 2025XRA co-hosts the annual AR/VR Policy Conference with ITIF. The fifth annual conference took place on September 9, 2025 in Washington, D.C. The conference brings together industry leaders and policymakers to discuss critical policy questions covering privacy, global competitiveness, education, children and teenager safety, AI, workforce development, and healthcare.
• GoogleflagshipStrategic or Co-development PartnerGoogle is one of the five founding members of the XR Association, alongside HTC Vive, Microsoft, Meta, and Sony Interactive Entertainment. As a founding member, Google participates in XRA's leadership, governance, and strategic direction-setting, and develops XR hardware (e.g., ARCore) and platforms within the XRA ecosystem.
• HTC ViveflagshipStrategic or Co-development PartnerHTC Vive is one of five founding members of XRA. HTC contributes to XRA's standards and policy work through its headset manufacturing and enterprise VR software business (Vive X accelerator). Jeff Pohlman, EVP Head of Global Communications at HTC Vive, chairs XRA's Communications Committee.
• MicrosoftflagshipStrategic or Co-development PartnerMicrosoft is one of the five founding members of XRA, contributing through its HoloLens mixed reality platform and Azure-based XR cloud services. Microsoft participates in XRA's governance, standards development, and industry advocacy efforts.
• MetaflagshipStrategic or Co-development PartnerMeta is one of the five founding members of XRA. As a major XR hardware platform (Meta Quest), Meta participates in XRA's policy committee (Cody Ankeny, Reality Labs Policy Manager at Meta, serves as XRA Policy Committee Chair), standards work, and advocacy initiatives.
• Sony Interactive EntertainmentflagshipStrategic or Co-development PartnerSony Interactive Entertainment is one of five founding members of XRA. Sony contributes to XRA through its PlayStation VR platform and broader immersive entertainment ecosystem, participating in industry standards and policy discussions.
• 3W InsightscoreStrategic or Co-development PartnerXRA partnered with 3W Insights to conduct the 'Impact of XR in Healthcare' survey for healthcare professionals, aiming to gather insights on the use of XR technology in healthcare settings. The survey found that 77% of respondents used XR with patients.
• RXN GroupcoreStrategic or Co-development PartnerXRA partnered with the RXN Group to conduct surveys on XR adoption patterns, including a survey of 600 teens ages 13-19 on immersive technology and a survey of 600 manufacturing CEOs and decision-makers on XR's role in manufacturing.
• International Society for Technology in Education (ISTE)coreStrategic or Co-development PartnerXRA partnered with ISTE to survey over 1,400 high school teachers from all 50 states to better understand educator needs within the XR industry. ISTE provides expertise in educational technology and supports XRA's education-focused research initiatives.
• Digital Trade and Data Governance Hub at The George Washington UniversitycoreStrategic or Co-development PartnerXRA co-authored the white paper 'Reality Check: Why the U.S. Government Should Nurture XR Development' with the Digital Trade and Data Governance Hub at The George Washington University. The paper compares U.S. XR policy efforts with those of China, South Korea, the EU, and the UK.
• Jobs for the Future (JFF)coreStrategic or Co-development PartnerXRA partnered with Jobs for the Future for its first annual Limitless Future Conference on XR for Learning & Development. JFF contributed executive leadership (Kristina Francis, Executive Director of JFFLabs) and panel content focused on equity, workforce advancement, and XR's role in education and training.
• Association for Talent Development (ATD) Greater Atlanta ChapterminorStrategic or Co-development PartnerXRA partnered with ATD's Greater Atlanta Chapter for the Limitless Future Conference 2021 and 2022, providing content collaboration, CEU credit approval (through ATD Certification Institute), and professional networking across the L&D community.
• SHRM-AtlantaminorStrategic or Co-development PartnerXRA partnered with SHRM-Atlanta for the Limitless Future Conference 2021, contributing HR and talent management expertise to the event program and expanding reach into SHRM's professional network of HR practitioners.
• XR for All FoundationcoreStrategic or Co-development PartnerXRA sponsors the XR for All Foundation, which supports the development of a diverse and equitable workforce for the immersive technology industry and promotes next-generation employment opportunities. XRA member companies contribute to and support the foundation's mission.
• SamsungflagshipStrategic or Co-development PartnerSamsung is referenced as a founding member of XRA (alongside Google, HTC Vive, Microsoft, Meta, and Sony Interactive Entertainment in the founders section). Samsung contributes through its XR hardware ecosystem including Galaxy-based AR capabilities.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• VR/AR Association (VRARA): Global member-based organization for VR and AR professionals and solution providers. VRARA is XRA's most direct competitor, serving enterprise XR adoption with chapters, events, and advocacy — but with a more enterprise/implementation orientation versus XRA's hardware-and-policy focus.
• Augmented Reality for Enterprise Alliance (AREA): Industry association focused on accelerating the adoption of enterprise AR. AREA competes for enterprise XR members with XRA but with a narrower AR-only scope, making it a strong direct peer for the enterprise solution provider segment of XRA's membership.

Broad incumbents

• Consumer Technology Association (CTA): Trade association producing CES and representing the broader consumer technology industry including XR. CTA overlaps with XRA on consumer XR hardware advocacy but operates across many other categories (TV, audio, smart home), giving it scale XRA does not have.
• Entertainment Software Association (ESA): Trade association for the video game and interactive entertainment industry. ESA represents gaming-related XR content (e.g., Meta Quest, PlayStation VR titles) and shares XRA's policy advocacy footprint around interactive technology, content ratings, and child safety.
• Telecommunications Industry Association (TIA): Trade association for global ICT infrastructure including connectivity standards. TIA overlaps with XRA on internet infrastructure members and shared staff lineage (XRA's SVP of Research and CFO both came from TIA), making it a structural and operational peer.
• Information Technology Industry Council (ITI): Global tech industry advocacy association representing major technology companies. ITI competes for the same Big Tech member engagement XRA cultivates (Google, Microsoft, Meta are members of both), with a broader enterprise technology remit.
• Software & Information Industry Association (SIIA): Trade association for the software and digital information industry. SIIA shares XRA's policy advocacy and best-practices production model and overlaps with enterprise XR solution providers in its membership base.
• CompTIA: Non-profit trade association issuing certifications and advocating for the global IT ecosystem. XRA's CEO Elizabeth Hyman previously served as CompTIA's EVP of Public Advocacy, and CompTIA is the closest operational analogue among generalist tech associations.

Emerging players

• Khronos Group: Open standards consortium developing XR-relevant APIs such as OpenXR and glTF. Khronos is complementary rather than directly competitive with XRA — operating at the technical-standards layer where XRA's Developers Guide and policy work has industry reach.

Regional players

• Immersive VR for All Foundation: Workforce development-focused XR non-profit (note: distinct from the XR for All Foundation sub-brand of XRA itself). Comparable in mission scope — promoting equitable access to immersive technology careers — but operates as a smaller, grant-funded organization rather than an industry-wide trade body.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/XRAssociation
• Facebookfacebook.com/XRAssociation
• LinkedInlinkedin.com/company/xr-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 XR Association