imitera

What imitera does

imitera is a privately held Extended Reality (XR) company, headquartered in Sollentuna, Sweden, that designs and delivers VR, AR, and mixed-reality experiences for enterprise customers in safety-critical and regulated industries such as manufacturing, energy, aerospace, defense, and infrastructure. The company's technical foundation is imitera CORE, a proprietary modular software framework that connects VR, AR, and mixed realities into a single ecosystem, supports hardware-agnostic deployment across headset vendors, and enables reuse of content modules to lower total cost of ownership. Beyond the enterprise platform, imitera also operates consumer and brand-facing XR products including the jDome Bike Around rehabilitation dome, the Pop-in & Play AR children's reading app, and sub-brands MarsQuest and HoverBlade.

The business operates a custom enterprise services and platform licensing model. imitera sells custom XR solution development (discovery through pilot to production deployment), licenses imitera CORE for organization-wide rollouts, and provides ongoing training, simulation, and visualization services, with quote-based pricing that is not publicly disclosed. Go-to-market is direct enterprise field sales, using structured XR Readiness Sessions as a mid-funnel conversion mechanism and case studies of named customers such as Volvo Group, SJ, the Swedish National Space Agency (Rymdstyrelsen), Sundsvall-Timra Airport, OceanSky, AlixLabs, and Atlant 3D as reference accounts. The company was founded in 2018 by John Nilsson, operates offices in Sollentuna, Gothenburg, and Stockholm, claims a global client reach, and has Henrik Rundgren as Chairman of the Board.

Name

imitera

Legal name

Imitera AB

Website

https://imitera.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

imitera is a Swedish XR company that builds VR, AR, and mixed-reality experiences on its proprietary imitera CORE platform, primarily serving enterprise customers in regulated industries such as manufacturing, aerospace, defense, and infrastructure.

Ownership category

akta.pro rank

Product category

Extended Reality (XR) Software & Solutions

NAICS

Software Publishers (51321), Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming Services (7371)

akta.pro primary industry

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

akta.pro secondary industries

Safety, Compliance & Risk Training Simulations (EHS, OSHA, Hazard Response) (EDAFAJAD), Digital Twins & Scenario-Based Systems Training (Equipment/Process Simulators) (EDAFAJAJ), Creator Tools & Content Pipelines for Immersive Learning (VR lesson builders, 3D asset workflows) (EDAFAJAL)

Keywords

• Extended reality solutions
• XR training platforms
• VR simulation software
• Immersive enterprise software
• Mixed reality experiences

Headquarters

HQ city

Sollentuna

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. XR Solutions Development: Custom XR solution development and co-creation with clients, from discovery through pilot to full production deployment.
2. Software Platform Licensing: License and deployment of imitera CORE platform for scalable XR solutions across organizations.
3. Training and Simulation Services: VR/AR/MR training solutions, simulation environments, and interactive 3D experiences for enterprise customers.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

imitera develops Extended Reality (XR) software and experiences, anchored by its proprietary modular software framework, imitera CORE, which connects VR, AR, and mixed reality into a single hardware-agnostic ecosystem. The company builds custom XR training, simulation, and visualization solutions for enterprise clients in regulated and safety-critical industries, alongside dedicated XR products such as jDome Bike Around (rehabilitation), Pop-in & Play (children's AR reading), MarsQuest, and HoverBlade.

Product overview

imitera is an Extended Reality (XR) company offering VR, AR, and MR solutions built on their core modular software platform called imitera CORE. The portfolio includes dedicated products like jDome Bike Around (rehabilitation dome), Pop-in & Play (children's AR reading app), MarsQuest, and HoverBlade (VR experiences). Services include custom XR training solutions, simulation, and visualization for industries including manufacturing, energy, aerospace, defense, and infrastructure. The company follows a staged delivery model: custom design, integration and rollout, and evaluation and optimization.

Differentiator

Problem solved

Functional benefit

Brands

• imitera CORE: A modular software framework that connects VR, AR and mixed realities into a seamless ecosystem supporting structured deployment, reuse and measurement across use cases.
• MarsQuest
• HoverBlade

Products and services

• imitera CORE A modular software framework that connects VR, AR, and mixed realities into a seamless ecosystem supporting structured deployment, reuse, and measurement across use cases. It provides unified deployment, hardware-agnostic compatibility, scalable experiences, and lower cost of ownership through reusable modules. Targeted at enterprise organizations deploying XR at scale.
• XR Training Solutions Custom XR solutions for immersive training, simulation, and interactive 3D experiences, including VR safety training, procedure training, scenario training, site familiarization, and complex system simulation and visualization. Designed for enterprise customers in manufacturing, energy, aerospace, defence, and infrastructure.
• XR Readiness Session A structured consulting engagement that helps enterprises explore how XR can address specific business priorities, covering use case identification, stakeholder mapping, rollout planning from pilot to scale, and measurement strategy. Sold as a discrete service to prospective enterprise clients.
• jDome Bike Around A virtual portable dome paired with a stationary bicycle, originally developed for immersive gaming and evolved to serve the MedTech market. Designed for activation and exploration in care and rehabilitation centers serving individuals with acquired brain injury, dementia, intellectual or cognitive disabilities, and stroke recovery.
• Pop-in & Play An AR mobile experience for children that transforms images in published books into 'magic windows' through augmented reality, enabling dialogue with characters and interactive reading engagement to foster a love of reading.
• MarsQuest An XR/VR experience product referenced in the company's privacy policy as having its own dedicated privacy page, indicating it is a distinct end-user experience offering.
• HoverBlade An XR/VR experience product referenced in the company's privacy policy as having its own dedicated privacy page, indicating it is a distinct end-user experience offering.

Quantifiable outcome

• Record-high activation results for SJ at Entrepreneur of the Year event
• +1 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Volvo GroupcoreStrategic or Co-development PartnerOngoing collaboration at Volvo Group's innovation hub to develop and scale XR solutions supporting training, demonstration and cross-department use. Solutions are aligned with Volvo's internal priorities and workflows, integrated into innovation and learning processes. Expanded collaboration and ongoing refinement demonstrate sustained value across industrial use cases.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Talespin: Talespin is an enterprise XR platform focused on immersive training, simulation, and workforce development — closely overlapping with imitera's regulated-industries training focus and CORE-style modular delivery. Both target large enterprise L&D buyers with measurable-skill-outcome value propositions.
• Holo-Light: Holo-Light offers an XR streaming/collaboration and engineering visualization platform for enterprise, paralleling imitera CORE's positioning as a hardware-agnostic framework connecting XR/AR/VR workloads for industrial users.
• Mursion: Mursion delivers simulation-based training (mixing VR and AI-driven avatars) for soft skills and workplace scenarios, comparable to imitera's regulated-industries safety and procedure training positioning. Both sell measurable behavior-change outcomes to enterprise L&D.
• Spatial: Spatial provides cross-device collaborative XR workspaces for enterprise meetings, training, and 3D visualization, directly comparable to imitera's multi-device collaboration use cases (e.g., OceanSky distributed airship design).
• Strivr: Strivr provides enterprise VR training and immersive learning solutions for workforce skill development, sharing imitera's people-centred, measurable-outcomes approach to immersive learning at enterprise scale.

Broad incumbents

• Varjo: Varjo (Finland) builds high-fidelity enterprise XR hardware and software for training, simulation, and industrial design — a Nordic peer comparable in customer segment (aerospace, automotive) and enterprise-grade positioning.
• Unity Industrial (Unity Technologies): Unity's real-time 3D platform and industrial XR solutions serve a much broader market than imitera but overlap in providing development frameworks and tools for enterprise XR/AR/VR experiences across hardware.
• Tobii: Tobii (Sweden) is a Swedish technology company with deep XR-adjacent expertise in eye tracking, attention computing, and human behaviour analytics — overlapping with imitera's people-centred, cognitive-science approach to XR.

Emerging players

• Wonda VR (Wonda): Wonda is an emerging platform for creating, sharing, and experiencing immersive VR/XR learning content, comparable to imitera's creator-side tooling and content-pipeline positioning for enterprise immersive experiences.

Others

• Pico (ByteDance): Pico (owned by ByteDance) manufactures consumer and enterprise VR headsets, making it a hardware ecosystem participant that imitera's hardware-agnostic platform integrates with rather than competes against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/imitera

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 imitera