What Madness does

Madness GmbH is a privately held German 3D visualization and interactive media agency headquartered in Göppingen, Baden-Württemberg, with legal registration in Ulm (HRB 533331). Founded in 1999 and operating for 25 years, the firm employs 17 staff in an interdisciplinary team of 3D artists, designers, and developers. The company delivers digital product worlds for B2B clients in the German Mittelstand and industrial sectors, spanning automotive (BMW, ZF Lifetec, Mahle, Festo), logistics (DACHSER), industrial automation (SICK, HARTING, Pilz), and other verticals (Heidelberg, WMF, ebm-papst, Märklin, Bose).

The company's core service portfolio is organized around four pillars: photorealistic 3D visualization and visual effects, real-time interactive applications (configurators, web and trade-show tools built on Unity, PlayCanvas, WebGL/Three.js), immersive realities (VR, AR, MR) for showroom and training applications, and integration/rollout of digital experiences into physical environments. These are applied across solution areas covering marketing, sales enablement, product management, HR/training, product launch, and trade-show experiences. Underlying technology stacks include real-time rendering engines, AR frameworks, and web-based 3D, with project-based customization for each client engagement.

The business model is professional services with project-based pricing scoped per engagement; the company cites multi-year contracts and ongoing client relationships alongside one-time project work. Go-to-market is direct enterprise sales with a consultative approach, supported by content marketing (website, blog, newsletter), organic social (Facebook, Instagram, XING, YouTube, kununu), industry events (notably the Deutscher KI-Gipfel), and appointment-based inbound consultation. The company is owner-operated by sole managing shareholder Axel Berne with Yvonne Berne heading Operations and People. AI tooling has been integrated into prototyping and concept workflows, ISO 27001 certification supports enterprise procurement, and 1000+ projects across 500+ industries provide a substantial reference base. No external funding has been disclosed.

Name

Madness

Legal name

madness GmbH

Website

https://3dmadness.de

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Madness GmbH is a German 3D visualization and interactive media agency (17 employees, Göppingen) that builds real-time 3D, AR/VR/MR, and web-based product experiences for B2B clients in the Mittelstand and industrial sectors.

Ownership category

akta.pro rank

Product category

3D Visualization and Interactive Media Services

akta.pro primary industry

Immersive/Interactive Animation (AR/VR/Real-Time) (MPAHACAN)

akta.pro secondary industries

3D Product/Explainer Animation (MPAHACAD), Simulation & FX Animation (Cloth, Hair, Particles) (MPAHACAH)

Keywords

• 3D visualization services
• Real-time 3D applications
• VR AR MR development
• Interactive product presentations
• Industrial animation services

Headquarters

HQ city

Göppingen

HQ country

Germany

HQ region

Europe

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. Project-based 3D Visualization Services: Custom 3D visualization, animation, and interactive application development for B2B clients. Projects include product animations, AR applications, real-time web applications, and immersive experiences for marketing, sales, trade shows, and training.
2. Interactive Product Applications: Development of real-time configurators, interactive product presentations, and web-based 3D experiences deployed for customer-facing sales and marketing use.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Madness is a 3D visualization and digital agency that develops digital product worlds for B2B customers in the German Mittelstand and industrial sectors. Its core offering consists of custom 3D visualization, real-time interactive applications, VR/AR/MR experiences, and deployment/integration of these into real-world environments for marketing, sales, trade shows, and training. Customers include BMW, Festo, SICK, Harting, DACHSER, Puma, Mahle, and WMF.

Product overview

Madness is a 3D agency (3D-Agentur) for audiovisual and interactive media based in Göppingen, Germany. The company develops digital product worlds that make complex content visually understandable and interactively experienceable. Their portfolio consists of four core services: 3D-Visualisierung & Visual Effects (photorealistic rendering and visualization), Realtime & Interaktiv (real-time configurators and interactive web applications), Immersive Realities (VR, AR & MR for showrooms and training), and Experience & Integration (implementing interactive content in physical environments). These services are applied across six solution areas: Marketing, Sales, Product Management, HR, Product Launch, and Industry Applications (interactive product presentations, immersive experiences, trade show & event experiences, explainer films & animations, training & simulation, and games). The company targets B2B customers in mid-market and industrial sectors with a focus on sustainability, structure, and scalability.

Differentiator

Problem solved

Functional benefit

Products and services

• 3D-Visualisierung & Visual Effects Custom 3D visualization and visual effects service that renders complex technical products, processes, and ideas for B2B marketing, sales, and presentation purposes. Output is visually convincing, technically precise, and designed for sustainable deployment across channels.
• Realtime & Interaktiv Real-time interactive application development ranging from simple product configurators to full interactive web and trade show applications. Built for performance, intuitive use, and flexibility.
• Immersive Realities (VR, AR & MR) Development of VR, AR, and MR applications that allow products and processes to be experienced immersively for showrooms, interactive experiences, and training scenarios. Designed to be realistic, intuitive, and flexibly scalable.
• Experience & Integration Service that deploys interactive digital experiences into real physical environments, from initial installation through rollout to long-term operation. Ensures digital content functions reliably in showrooms, trade shows, and other venues.
• Erklärfilm & Animationen Explainer films and product animations that communicate complex technical content in a way that is both understandable and technically correct. Used for marketing, sales, trade shows, websites, and social media.
• Messe & Event Experience Interactive trade show and event experiences that allow companies to present complex products in compact, convincing formats at trade fairs and events.
• Training & Simulation Digital applications for training and simulation that convey processes, procedures, and product functions for employee training, onboarding, and knowledge transfer.
• Interaktive Produktpräsentationen Interactive product presentations for marketing, web, and showroom use that allow customers to experience product details interactively.

Quantifiable outcome

• Digital and interactive elements lead visitors through topics, making products, variants and processes visible that wouldn't fit physically on trade show floors
• +1 more outcomes

Named customers19 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• ISO CertificationcoreOthersISO certifications (two badges displayed on website) indicate Madness has achieved recognized international standards for quality management and information security.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Framestore: Global VFX and immersive experience studio offering product visualization, AR/VR, and interactive content for enterprise marketing. Broad incumbent with overlapping capabilities but much larger scale and entertainment focus.
• Accenture Song (Industry X / Marketing services): Global professional services firm whose Industry X and Song practices deliver immersive experiences, real-time 3D, and AR/VR for industrial and consumer clients, including via the Mackevision acquisition. Competes for the same enterprise wallet as Madness but at much greater scale and breadth.
• Capgemini Engineering: Large systems integrator offering digital twin, immersive simulation, and 3D visualization services for industrial clients. Overlaps with Madness on product visualization and immersive training/simulation use cases.

Direct peers

• UNIT9: International award-winning production studio building interactive experiences, AR/VR, real-time 3D applications, and product visualizations for global brands. Comparable service mix and enterprise target customer profile.
• Dimension Studio: Global volumetric capture and immersive content studio delivering AR/VR/MR experiences, 3D product visualization, and real-time applications for enterprise and entertainment. Comparable on immersive realities and interactive 3D deliverables.
• Demodern: Cologne-based digital agency producing immersive real-time experiences, VR/AR, interactive installations, and 3D product visualizations for enterprise clients. Highly comparable on the immersive realities and real-time interactive service pillars.
• Realtime Department: German agency specialized in real-time 3D applications, interactive product presentations, AR/VR experiences, and digital twins for B2B brands. Closely overlaps Madness' real-time and immersive service lines.
• Mackevision: Stuttgart-based 3D visualization and VFX agency specialized in automotive CGI, product visualization, and real-time content for global enterprise brands. Direct competitor in the German Mittelstand/industrial 3D visualization market; now part of Accenture Song.
• Unexpected Media: German full-service digital agency combining 3D, animation, AR/VR, and interactive content for B2B marketing and trade-show experiences. Comparable scope across visualization, real-time, and immersive technologies.

Emerging players

• Visual Solutions (Vis-on / visualization boutique agencies in DACH): Cluster of smaller German 3D visualization and product-rendering boutiques serving industrial Mittelstand clients. Emerging competitors with similar craft focus but narrower scale than Madness' 25-year, 17-person operation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/madness3d
• Instagraminstagram.com/madness3d

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Madness