ILMxLAB
ILMxLAB is Industrial Light & Magic's immersive entertainment division, producing VR, mixed reality, and large-scale venue experiences for Star Wars, Marvel, MSG Sphere, and music artists like ABBA and U2. A Lucasfilm/Disney subsidiary operating across five global ILM studios.
- Company typePrivate
- Founded2017
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What ILMxLAB does
ILMxLAB is the immersive entertainment division of Industrial Light & Magic (ILM), the Lucasfilm visual effects company founded in 1975 and owned by The Walt Disney Company since 2012. Established around 2017 and headquartered in San Francisco, ILMxLAB produces virtual reality, mixed reality, and large-format location-based entertainment built primarily around Star Wars, Marvel, and other Disney/Lucasfilm intellectual property. The division serves both consumer audiences through VR and AR headsets (Meta Quest, PlayStation VR, Apple Vision Pro) and enterprise customers including premium venue operators (MSG Sphere, Downtown Disney) and music artists (ABBA, U2, Dead & Company).
The product portfolio spans consumer VR titles (Vader Immortal, Star Wars: Tales from the Galaxy's Edge), mixed-reality playsets (Star Wars: Beyond Victory for Meta Quest 3), spatial-computing experiences (What If…? An Immersive Story for Apple Vision Pro), and large-format venue productions (Postcard from Earth, U2:UV Achtung Baby Live, and Dead & Company's 30-show residency at MSG Sphere; ABBA Voyage at a 3,000-capacity London arena). Underlying proprietary technology includes the Big Sky camera system — a bespoke 316-megapixel, 3-inch x 3-inch HDR sensor capturing 18Kx18K images at up to 120 fps, developed specifically for MSG Sphere — markerless motion capture, real-time photoreal rendering, and 16Kx16K content pipelines capable of filling 580,000 square feet of LED surface. Production is supported by ILM's five global studios in San Francisco, Vancouver, London, Mumbai, and Sydney.
ILMxLAB operates four identifiable revenue streams: (1) one-time license sales of VR experiences through platform storefronts (Meta Quest Store, PlayStation Store, Apple App Store); (2) ticketed location-based entertainment at venues including Downtown Disney and MSG Sphere; (3) professional services / production contracts for live entertainment (U2, ABBA, Dead & Company); and (4) licensing and royalty arrangements leveraging Star Wars and Marvel IP. The division is a wholly-owned subsidiary within the Disney-Lucasfilm corporate structure, with no independent venture funding, no public listing, and no separately disclosed financial figures.
ILMxLAB firmographics
Firmographics- Name
- ILMxLAB
- Legal name
- Industrial Light & Magic
- Website
- https://ilmxlab.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ILMxLAB is Industrial Light & Magic's immersive entertainment division, producing VR, mixed reality, and large-scale venue experiences for Star Wars, Marvel, MSG Sphere, and music artists like ABBA and U2. A Lucasfilm/Disney subsidiary operating across five global ILM studios.
- Ownership category
- akta.pro rank
ILMxLAB industry classification
Industry- Product category
- Immersive Entertainment Software
- NAICS
- Other Amusement and Recreation Industries (7139), All Other Amusement and Recreation Industries (71399), Amusement and Theme Parks (713110), Amusement Parks and Arcades (7131)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Immersive/Interactive Animation (AR/VR/Real-Time) (MPAHACAN)
- akta.pro secondary industries
- VR/AR/XR Game Studios (MPAFAAAE), XR/AR/VR/MR Development Frameworks & Toolchains (MPAFAFAF), Virtual Worlds & Social Sandbox Experiences (persistent social spaces) (MPAFAIAG), VR & Immersive Esports/LBE Venues (VR Arenas, Sim Racing Pods) (MPAFALAE)
Keywords
Where ILMxLAB is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
ILMxLAB business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Others
Revenue model
- VR Game Sales: Sale of virtual reality and mixed reality experiences through digital storefronts including Meta Quest Store and PlayStation Store. Products include Vader Immortal, Star Wars: Beyond Victory, Star Wars: Tales from the Galaxy's Edge, and What If…? immersive story.
- Location-Based Entertainment: Ticketed immersive experiences at premium entertainment venues including Downtown Disney (Star Wars: Secrets of the Empire, Avengers: Damage Control), MSG Sphere Las Vegas (Postcard from Earth, Dead & Company: Dead Forever), and ABBA Voyage arena in London.
- Live Entertainment Production: Creation of immersive entertainment productions for artists and venues, such as U2:UV Achtung Baby Live at MSG Sphere and ABBA Voyage concert experience, leveraging ILM's real-time rendering and visual effects expertise.
- Licensing and IP Utilization: Leveraging Disney and Lucasfilm intellectual property including Star Wars and Marvel franchises to create immersive experiences under licensing agreements.
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
ILMxLAB product offering
Product offeringCore offering
ILMxLAB is the immersive entertainment division of Industrial Light & Magic (ILM) that develops and produces virtual reality, mixed reality, and location-based entertainment experiences. The company creates consumer VR games for Meta Quest and PlayStation VR platforms, spatial computing experiences for Apple Vision Pro, untethered location-based VR attractions at venues like Downtown Disney, and large-scale immersive productions for premium venues such as MSG Sphere in Las Vegas and the ABBA Voyage arena in London. Offerings span licensed Star Wars and Marvel franchises as well as original immersive productions and live entertainment residencies for artists including U2 and Dead & Company.
Product overview
ILMxLAB is the immersive entertainment division of Industrial Light & Magic, offering a portfolio of virtual reality, mixed reality, and location-based entertainment experiences. The portfolio includes VR titles for Meta Quest and PlayStation VR platforms (Vader Immortal, Star Wars: Tales from the Galaxy's Edge), mixed reality experiences (Star Wars: Beyond Victory for Meta Quest 3), Apple Vision Pro immersive stories (What If…?), and large-scale venue productions for MSG Sphere (Postcard from Earth, U2:UV, Dead Forever). The offerings span consumer VR headsets, specialized venue installations at locations like Downtown Disney, and groundbreaking cinematic productions. Key collaborations include Marvel Studios, Lucasfilm, Disney+, and innovative technology partners for real-time character control and photoreal rendering.
Differentiator
Problem solved
Functional benefit
Brands
- Vader Immortal: A Star Wars VR series released for PlayStation VR and Meta Quest, featuring a three-part storyline set in the Star Wars universe where players descend into Darth Vader's fortress.
- Star Wars: Tales from the Galaxy's Edge
- Star Wars: Beyond Victory
- What If...?: An Immersive Story
Products and services
- Star Wars: Beyond Victory A mixed reality playset for Meta Quest 3 & 3S featuring an original Star Wars story that blends the thrilling world of podracing, a stellar cast, powerful narrative, and mixed-reality gameplay where users step into an interactive adventure. Targeted at consumer VR headset owners.
- Vader Immortal: A Star Wars VR Series A thrilling three-part VR series for PlayStation VR and Meta Quest where users step into a galaxy far, far away and experience descending into Darth Vader's mysterious fortress alongside new allies and encountering fearsome enemies including the Sith Lord himself. Targeted at consumer VR headset owners.
- Star Wars: Tales from the Galaxy's Edge A VR adventure game for PlayStation VR2 and Meta Quest where users play as a droid repair technician who crash lands on Batuu following an attack by the Guavian Death Gang and gets swept up in a grand adventure. Targeted at consumer VR headset owners.
- What If…? – An Immersive Story A reality-bending interactive story for Apple Vision Pro from Marvel Studios, ILM, and Disney+ where users step into the Multiverse and harness the power of the Infinity Stones. Available as a free download on the App Store. Targeted at Apple Vision Pro spatial computing users.
- Postcard from Earth The first immersive production made for MSG Sphere in Las Vegas, directed and produced by Darren Aronofsky. Captured using a bespoke 'Big Sky' camera system capable of 18Kx18K resolution at 120 frames per second. Delivered as a premium immersive experience for ticketed audiences at MSG Sphere.
- U2:UV Achtung Baby Live An immersive live performance at MSG Sphere where ILM created fully CG photoreal environments at 16Kx16K resolution to fill Sphere's 580,000 square feet of LEDs, with multiple loopable segments at varying lengths sequenced at random to suit U2's desired performance. Targeted at MSG Sphere audiences.
- ABBA Voyage A revolutionary concert at Queen Elizabeth Olympic Park in London where ABBA—Agnetha, Bjorn, Benny, and Anni-Frid—perform digitally as a live 10-piece band in a purpose-built 3,000-capacity arena. Targeted at ticketed concert audiences in London.
- Dead & Company: Dead Forever Dead & Company's 30-show residency at MSG Sphere that combined their songbook with cutting-edge technology to celebrate the Grateful Dead's unparalleled legacy through immersive visual effects. Targeted at MSG Sphere audiences.
- CARNE y ARENA Academy Award-winning conceptual virtual reality installation by director Alejandro G. Iñárritu exploring the human condition of immigrants and refugees, described as 'Virtually present, Physically invisible.' Targeted at audiences at special venue installations.
Quantifiable outcome
- Immersive experiences available on major VR platforms including Meta Quest and PlayStation VR
- +2 more outcomes
Companies that use ILMxLAB
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
ILMxLAB technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability5 records
Feature4 records
ILMxLAB partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, major and flagship.
- Marvel StudioscoreILMxLAB collaborates with Marvel Studios on immersive experiences including What If…? – An Immersive Story for Apple Vision Pro, featuring the Infinity Stones and multiverse narrative from Marvel Studios.
- Disney's StudioLabcoreCollaboration between Marvel Studios, Disney's StudioLab, and ILM to bring the Real-Time Rocket experience to D23 Expo, featuring real-time interaction with Rocket Raccoon using markerless motion capture.
- Dead & Companymajor30-show residency at MSG Sphere celebrating Grateful Dead legacy with immersive visual effects combining the band's songbook with cutting-edge venue technology.
- ApplecorePartnership for What If…? – An Immersive Story, a spatial computing experience exclusive to Apple Vision Pro featuring Marvel Studios content.
- MSG SphereflagshipILM created Postcard from Earth, the first immersive production for MSG Sphere in Las Vegas, utilizing the Big Sky camera system. Also produced U2:UV Achtung Baby Live and Dead & Company: Dead Forever.
- U2flagshipCreated immersive live performance at MSG Sphere with 16Kx16K resolution content across 580,000 square feet of LEDs, featuring randomized loopable segments timed to the band's performance.
- ABBAflagshipCreated the ABBA Voyage concert experience featuring virtual ABBA avatars performing with a live band in a purpose-built 3,000-capacity arena at Queen Elizabeth Olympic Park, London.
- Meta (Oculus)corePlatform partnership for VR experiences including Vader Immortal series and Star Wars: Tales from the Galaxy's Edge, distributed through Meta Quest storefront.
- Sony PlayStationcorePlatform partnership for VR experiences including Vader Immortal and Star Wars: Tales from the Galaxy's Edge for PlayStation VR and PSVR2 platforms.
- Downtown DisneycoreLocation-based VR experiences including Star Wars: Secrets of the Empire and Avengers: Damage Control available at Downtown Disney and Disney Springs venues.
- Legendary EntertainmentmajorCo-production partner on CARNE y ARENA VR installation that won an Academy Award.
- Alejandro G. IñárrituflagshipAcademy Award-winning director collaborated on CARNE y ARENA virtual reality installation exploring the human condition of immigrants and refugees.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
ILMxLAB competitors and assessment
Company assessmentDirect peers
- Meow Wolf: Meow Wolf operates large-scale, narrative-driven immersive art installations as a destination experience, comparable to ILMxLAB's location-based entertainment strategy and its use of immersive venues for ticketed consumer experiences.
- Felix & Paul Studios: Felix & Paul Studios produces cinematic VR and immersive documentary content for headsets and installations, sharing ILMxLAB's focus on high-fidelity immersive narrative experiences for major XR platforms.
- The VOID (now partially recreated): The VOID pioneered untethered location-based VR experiences built around major IP (Star Wars, Marvel, Ghostbusters), making it the closest historical direct peer to ILMxLAB's Secrets of the Empire and Avengers: Damage Control offerings.
- Magnopus: Magnopus builds immersive experiences, real-time production tools, and mixed-reality content for entertainment and enterprise — comparable to ILMxLAB's real-time rendering and large-format immersive production work, including venue and headset content.
- Baobab Studios: Baobab Studios creates animated VR and interactive storytelling content for consumer headsets, comparable to ILMxLAB's narrative-driven VR titles such as Vader Immortal and Star Wars: Tales from the Galaxy's Edge in product category and distribution model.
- Sandbox VR: Sandbox VR operates premium location-based immersive entertainment venues with proprietary motion capture technology, comparable to ILMxLAB's venue-based VR business in distribution model and customer profile.
- Dreamscape Immersive: Dreamscape operates location-based VR experiences combining Hollywood-caliber storytelling with untethered multi-sensory VR, directly comparable to ILMxLAB's Downtown Disney and venue-based productions in business model, category, and customer experience.
Broad incumbents
- Cosm (immersive venue operator): Cosm operates large-format immersive sports and entertainment venues (the former LiveXLive/SharedVR Spaces), an emerging competitor and partner for premium immersive content delivery comparable to MSG Sphere venues used by ILMxLAB.
Others
- Niantic (8th Wall / AR platform): Niantic operates an AR platform and ecosystem for spatial/mixed-reality content, adjacent to ILMxLAB's mixed-reality development and relevant as a competitor in the broader XR content and platform market.
Emerging players
- Wevr: Wevr produces and distributes VR and immersive films and experiences across major headsets, with overlapping content distribution and production capability relative to ILMxLAB's consumer VR title business.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
ILMxLAB social profiles
Digital presenceILMxLAB financial estimates
Financial estimateRevenue estimate
Valuation estimate
ILMxLAB leadership team
Management profileNumber of profiles
Profiles2 records
ILMxLAB funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ILMxLAB 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 ILMxLAB
What does ILMxLAB do?
ILMxLAB is the immersive entertainment division of Industrial Light & Magic (ILM) that develops and produces virtual reality, mixed reality, and location-based entertainment experiences. The company creates consumer VR games for Meta Quest and PlayStation VR platforms, spatial computing experiences for Apple Vision Pro, untethered location-based VR attractions at venues like Downtown Disney, and large-scale immersive productions for premium venues such as MSG Sphere in Las Vegas and the ABBA Voyage arena in London. Offerings span licensed Star Wars and Marvel franchises as well as original immersive productions and live entertainment residencies for artists including U2 and Dead & Company.
Is ILMxLAB a public or private company?
ILMxLAB is a private company. It is classified as corporate owned and is currently operating.
When was ILMxLAB founded?
ILMxLAB was founded in 2017. It employs 11 to 50 people.
Where is ILMxLAB based?
ILMxLAB is headquartered in San Francisco, United States, in the North America region.
How does ILMxLAB make money?
Four revenue lines are on record. VR Game Sales are the primary driver. The others are location-Based Entertainment, live Entertainment Production and licensing and IP Utilization.
Who are ILMxLAB's main competitors?
Direct peers on record are Meow Wolf, Felix & Paul Studios, The VOID (now partially recreated), Magnopus, Baobab Studios, Sandbox VR and Dreamscape Immersive. Cosm (immersive venue operator) is listed as a broad incumbent. Niantic (8th Wall / AR platform) is listed as an others. Wevr is listed as an emerging player.
Does ILMxLAB have an API?
No public API is recorded for ILMxLAB.
What industry is ILMxLAB in?
ILMxLAB's product category is Immersive Entertainment Software. Its primary akta.pro industry code is MPAHACAN, Immersive/Interactive Animation (AR/VR/Real-Time), with a secondary code of MPAFAAAE, VR/AR/XR Game Studios. Its NAICS code is 7139 and its SIC code is 7900.