What Dataton does

Dataton AB is a privately held Swedish audiovisual technology company founded in 1973 and headquartered in Linköping, Sweden, that develops WATCHOUT, a multi-display show composition and playback software platform, alongside the WATCHPAX family of purpose-built media servers. WATCHOUT is a Windows-based timeline-driven application that synchronizes video, audio, and graphics across multiple projectors, LED walls, and display surfaces, supporting advanced workflows including 3D projection mapping, 10-bit color pipelines, HDR (Rec. 2020/2100), native SMPTE ST 2110 broadcast IP, NDI, Dante, and HAP codec families; version 7 added a 64-bit architecture with 16-bit internal color depth and GPU-based rendering. The WATCHPAX hardware line ranges from the compact WATCHPAX 30 (four HDMI outputs) and WATCHPAX 50 (four Mini DisplayPort, NDI/Dante Ready) to the 2U WATCHPAX 64 (four 4K DisplayPort 1.4a, 10GbE, configurable SSD up to 15.3TB), with all units bundling a WATCHOUT license.

Dataton monetizes through perpetual software licenses (EUR 3,200 for WATCHOUT v7), version upgrades (EUR 1,950 from v6 to v7), hardware sales of WATCHPAX media servers, extended warranty subscriptions, and Dataton Academy training services. Distribution is exclusively indirect through a tiered global partner network of 50+ premium partners, regional distributors, and system integrators covering more than 50 countries, supplemented by direct enterprise sales. End customers span museums and cultural heritage sites (Théâtre Antique d'Orange, Museum of Prime Ministers India, Sir John Monash Centre), government and civic landmarks (Tokyo Metropolitan Government Building, Portugal Pavilion Expo 2025), immersive art attractions (Beyond Monet, Eternel Mucha), live events and esports (DOTA2 International, NHL ice projection, Mask Singer Spain), broadcast studios (Kalba TV, Antena 3), hospitality (ME London Hotel), and retail (Westfield Les 4 Temps). The company has received multiple industry awards including rAVe ISE 2024 Best New Live Events Software for WATCHOUT 7 and Best New Live Event Product for WATCHPAX 30.

Name

Dataton

Legal name

Dataton AB

Website

https://dataton.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

11–50 employees

Short description

Dataton AB is a Swedish audiovisual technology company founded in 1973 that sells WATCHOUT multi-display show software and WATCHPAX media servers through a global partner network to museums, broadcasters, live-event producers, and immersive-attraction operators.

Ownership category

akta.pro rank

Product category

Professional Audiovisual Show Control Software

NAICS

Audio and Video Equipment Manufacturing (3343), Motion Picture and Video Production (51211)

SIC

Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Playout Infrastructure & Hardware (Servers, Storage, SDI/IP Gateways) (MPAHAKAJ)

akta.pro secondary industry

Live Production Switching & Routing (Vision Mixers, Routers) (MPAHAKAE)

Keywords

• Multi-display show software
• Media server hardware
• Projection mapping systems
• Live event production
• Immersive AV experiences

Headquarters

HQ city

Linköping

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. WATCHOUT Software Licenses: Perpetual software licenses for WATCHOUT production and display software. Each license allows installation on one production computer (Producer) and one display computer. WATCHOUT 7 license includes the software, USB license key for hardware-based licensing protection, and bundled user documentation.
2. WATCHOUT Version 7 Upgrades: Electronic upgrade from version 6 to version 7 for existing license holders. Requires physical license keys to complete the upgrade process. Upgraded keys can be used with both versions 6 and 7 interchangeably.
3. WATCHPAX Media Servers: Purpose-built hardware media servers optimized for WATCHOUT software. Available in multiple configurations (WATCHPAX 30, 50, 60, 64) with varying performance levels, storage capacities, and output options. All include WATCHOUT license built-in.
4. Training Services (Dataton Academy): Online and in-person training sessions for WATCHOUT software and media servers across Europe. Training covers product operation, show programming, and system configuration.
5. Extended Warranty: Extended warranty options for WATCHPAX media servers, including five-year warranty upgrades from the standard two-year warranty.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Dataton develops and sells WATCHOUT, an award-winning multi-display show composition and playback software for synchronized video across projectors, LED walls, and architectural surfaces. The company also designs and manufactures the WATCHPAX and WATCHMAX families of purpose-built media servers that ship with WATCHOUT licenses built-in. Together, the software-hardware ecosystem is sold to professional AV producers, integrators, museums, broadcasters, and live event organizers for projection mapping and immersive audiovisual installations.

Product overview

Dataton provides a unified audiovisual experience platform centered on WATCHOUT software and WATCHPAX/WATCHMAX media server hardware. WATCHOUT is the core multi-display show composition and playback software that handles timeline-based production, 3D mapping, and synchronized content delivery across multiple outputs. The WATCHPAX hardware line comprises purpose-built media servers (WATCHPAX 64 as the flagship 2U rack unit, WATCHPAX 50 as compact powerhouse, WATCHPAX 30 for portable applications) that come with WATCHOUT 7 licensing built-in. Legacy WATCHMAX servers continue to serve large-scale installations. Supporting the product line are Dataton Academy training programs and a user forum. The company also maintains a global partner network providing sales, support, and installation services across Europe, Americas, Asia, Africa, Middle East, and Oceania.

Differentiator

Problem solved

Functional benefit

Brands

• WATCHOUT: Award-winning multi-display software for creating audiovisual experiences, version 7.8 currently available
• WATCHPAX
• Dataton Academy
• Dataton AB

Products and services

• WATCHOUT (Multi-Display Show Software) Award-winning Windows-based multi-display show composition and playback software that composes, schedules, and plays back synchronized video content across multiple displays, projectors, and LED walls. Supports 3D mapping, timeline-based cue control, asset management, broadcast workflows (ST 2110, NDI, 10-bit color, HDR), and network-distributed display control. Sold under perpetual license with USB hardware key. Used by AV production companies, museums, broadcasters, and live event producers.
• WATCHPAX 30 Media Server Compact and robust media server with four HDMI 2.0 output channels, designed for permanent and temporary installations. Features 1TB SSD, 16GB RAM, and ships with WATCHOUT version 6 and 7 licenses built in. Sold as a unit-priced hardware product.
• WATCHPAX 50 Media Server Compact powerhouse media server with four Mini DisplayPort outputs, 2TB SSD, HDMI capture, NDI capture/output, Dante Ready audio networking, and robust aluminum housing. Optimized for WATCHOUT 7. Small enough for touring yet powerful for complex multi-output 4K projects. Sold as a unit-priced hardware product.
• WATCHPAX 64 Media Server 2U rack-mountable high-performance media server with four 4K DisplayPort 1.4a outputs, two 10 Gigabit Ethernet ports, configurable SSD storage up to 15.3TB, NDI capture/output, Dante Ready audio, and WATCHOUT 7 license built in. Designed for fixed installations or touring. Sold with optional extended warranty.
• WATCHPAX 62 Media Server High-performance media server used in large-scale installations such as the Tokyo Metropolitan Government Building projection mapping (40 projectors) and Eternel Mucha immersive exhibition (16 projectors). Supports WATCHOUT show composition and playback.
• WATCHPAX 60 Media Server High-performance media server used in Beyond Monet immersive experience (15 servers powering 46 projectors) and International DOTA2 Championship (8 servers for 950 m2 LED playback). High-performance playback for large-scale attractions and events.
• WATCHMAX Media Server Legacy media server brand used in large-scale projection installations such as the Adiyogi Divya Darshanam 112-foot statue projection mapping. Used alongside WATCHOUT for high-reliability large-format projection.
• Dataton Academy Training Paid training program offering online and in-person sessions across Europe on WATCHOUT software and WATCHPAX media server operation, show programming, and system configuration. Delivered by Dataton and certified partners.

Quantifiable outcome

• 500+ NHL ice projection performances
• +3 more outcomes

Named customers17 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

Integration4 records

Feature6 records

Partnerships

28 partnerships are on record, tiered premium partner, key partner, integration partner, regional and creative partner.

• MEDIASERVICE Rainer Beddigpremium partnerChannel Partner/ Reseller/ DistributorPremium partner for all German-speaking countries (DACH: Germany, Switzerland, Austria). Founded 1988. Offers complete services including Dataton product distribution, sales, pre/post-sale support, full-service WATCHOUT rental, production support, and Academy training. Involved in numerous high-class projects.
• VIDEMUSpremium partnerChannel Partner/ Reseller/ DistributorPremium partner in France providing consultancy, project management, programming services, multiscreen projection, and show control for live events, museums, showrooms, and leisure parks. Based in Paris with WATCHOUT server stock for rental purposes. Languages: French and English.
• inWO SMART AVpremium partnerChannel Partner/ Reseller/ DistributorPremium partner for Spain and Portugal. Offers complete services from pre/post sales, AV consultancy, project management, production support, Academy trainings, and stock for rental. Tagline: Think big! Think unique! Make it work!
• Show Sage LLCkey partnerChannel Partner/ Reseller/ DistributorLong-term partner in North America and Canada since 2000. Pioneered WATCHOUT system use. Provides sales, support, training, and rentals to producers, programmers, dealers, and integrators across the US and Canada.
• PENMACkey partnerChannel Partner/ Reseller/ DistributorStaging AV productions for over 25 years, with 7+ years focused on Dataton products. Active in staging and installations with backup and technical support to other local companies offering WATCHOUT solutions. South Africa, Angola, Botswana, Lesotho, Madagascar, Malawi, Mauritius, Mozambique, Namibia, Zambia.
• PRO LABpremium partnerImplementation/ SI/ Consulting PartnerPremium partner in UAE. Professional audio, visual, and lighting distributor based in Dubai. Leading one-stop destination for pro-audio, lighting products, stage rigging supplies. Well-trained technical team with fully-equipped product showroom in Dubai. UAE, Saudi Arabia, Qatar, Egypt, Jordan, Kuwait, Lebanon, Oman, Yemen.
• Laguna Hillskey partnerChannel Partner/ Reseller/ DistributorFounded 1989. Develops audio and visual control systems for permanent installations, broadcasting stations, multi-purpose halls, temporary exhibitions, and events. Strong track record supporting WATCHOUT in numerous installs in Japan.
• Interactive Controlskey partnerImplementation/ SI/ Consulting PartnerProvides training, design, programming, hire, sales, and installation of multimedia display and control systems for museums, galleries, corporate events, theatre shows, theme parks, and exhibitions. Principal Dean Stevenson has 25+ years in AV industry and 20+ years using Dataton products. Australia and New Zealand.
• Panasonicintegration partnerTechnology or IntegrationTechnology partner providing projectors for major installations. Tokyo Metropolitan Government Building uses 40 high-brightness Panasonic DLP laser projectors (PT-RQ50KJ, PT-RZ34KJ). Beyond Monet uses 12K laser projectors. Mask Singer uses Panasonic PT-RZ31K projectors. Panasonic AcroSign signage system used in Tokyo installation.
• Eyeviz Digital Solutions Indiakey partnerChannel Partner/ Reseller/ DistributorSupports SAARC region (Afghanistan, Bangladesh, Bhutan, India, Maldives, Nepal, Pakistan, Sri Lanka). Works closely with local partners and Dataton users. Contact: Ashok Sharma, +91 9820610670.
• Shanghai Lefedv Showtech Co., Ltd (上海力富展示系统工程有限公司)key partnerChannel Partner/ Reseller/ DistributorProfessional sales service company responsible for WATCHOUT training on Chinese market and related product sales. Offers system project design, multimedia display and control systems, supply, installation, commissioning, and operation. Clients include integrators, science and technology museums, design companies, museums, galleries.
• Omnigram Pte Ltdkey partnerImplementation/ SI/ Consulting PartnerProvides training, design, programming, and installation of immersive display, interactive sensor solutions, show control, and bespoke integration for museums, galleries, experience centers, and simulation centers. Based in Singapore. Principal Eddy Yanto has 20+ years in IT and AV industry. Singapore, Taiwan, Thailand, Vietnam, Indonesia, Philippines.
• Barcointegration partnerTechnology or IntegrationProjector manufacturer partner. Théâtre Antique d'Orange uses 25 Barco G100 projectors. Luz Cuenca uses Barco G60-W7 projectors. Portugal Pavilion uses 16 Barco G62-W9 laser projectors.
• Audio Visual Technique (AVT)regionalChannel Partner/ Reseller/ DistributorFounded 1979 by Kenneth Cheung. Veteran of Asia's AV industry. Supports WATCHOUT users in Hong Kong, Taiwan, and selected SE Asian countries (Philippines, Singapore, Malaysia).
• AudioteknikkregionalImplementation/ SI/ Consulting PartnerSystem integrator specializing in installation and audiovisual solutions for public and private sectors. Skilled crew with latest technologies. Norway.
• AVTRADEregionalChannel Partner/ Reseller/ DistributorProvides solutions for installations, equipment sales, rental, on-site training, and support with content producers, system integrators, and rental companies. Headed by Walter van Maris with 20+ years AV industry experience as WATCHOUT super user, media server, and audio specialist. Netherlands, Belgium, Luxembourg.
• CRINTregionalChannel Partner/ Reseller/ DistributorSales representative in Brazil. Extensive experience with Dataton products providing technical, sales, and training support. Also delivers visual solutions for live events, exhibitions, and permanent installations.
• DATASHOWregionalChannel Partner/ Reseller/ DistributorExperienced WATCHOUT user and promoter since 2004. Committed to highest quality professional service for Dataton products in Mexico. Carries full range with support in staging, fixed installations, training, and project management.
• IMPEACHregionalChannel Partner/ Reseller/ DistributorProvides project planning, sales, installation, support, training, and post-sales support for Dataton products in South Korea. Specializes in multimedia, integrated control, and sophisticated interactive systems.
• MECTECHregionalChannel Partner/ Reseller/ DistributorSales representative in Italy. Headquartered by Claudio Ceroni with deep knowledge of all products since 1987. Faenza (RA) based company working with professional AV rental partners. Quality products and services throughout Italy.
• MIKROPO VisualtechnicregionalImplementation/ SI/ Consulting PartnerFounded 1986. Audiovisual system integrator and rental company with focus on large-scale events and architectural video mapping. Provides sales and support for multi-image AV solutions for theatres, museums, exhibitions, shows, and fixed installations with WATCHOUT. Hungary.
• Pikselon Visual SolutionsregionalChannel Partner/ Reseller/ DistributorServes all WATCHOUT needs in Turkey. Team has vast experience with visual systems empowered with WATCHOUT. One-stop shop for creative visual solutions. Turkey.
• ARCTEregionalChannel Partner/ Reseller/ DistributorSupplies Dataton products in Poland working with network of local system integrators and dealers. Poland.
• Normal Studiocreative partnerStrategic or Co-development PartnerMontreal-based multidisciplinary creative studio founded 2009. Producer of Beyond Monet and Beyond Van Gogh immersive experiences. Has created 300+ multimedia experiences for artists and corporate clients. WATCHOUT used extensively in their productions.
• Videliointegration partnerImplementation/ SI/ Consulting PartnerAV integration provider for Westfield Les 4 Temps Digital Dream installation in Paris. Responsible for architectural work, installation, and maintenance of the 250 sqm LED screen system.
• BARTKRESA studiocreative partnerStrategic or Co-development PartnerProjection design studio behind Shogyo Mujo installation at AREA15 Las Vegas. Creates unique installations utilizing projections, lighting, and music to bring sculptures to life. WATCHOUT used for show programming and playback.
• Tagbincreative partnerStrategic or Co-development PartnerGurgaon-based design agency responsible for Museum of Prime Ministers (Pradhanmantri Sangrahalaya) in Delhi. 15,600 sqm museum with 43 immersive galleries using WATCHOUT extensively.
• Onprojecoes (ON)integration partnerImplementation/ SI/ Consulting PartnerBrazilian/Portuguese company responsible for complete AVL system design, integration, acquisition, and operation for Portugal Pavilion at Expo 2025 Osaka. 1836 sqm pavilion with immersive experiences.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• disguise: London-based provider of gx range media servers and the disguise show-composition platform — the most direct head-to-head competitor to WATCHOUT + WATCHPAX in live events, broadcast, and immersive installations.
• AV Stumpfl (Pixera): Austrian manufacturer of Pixera media servers and Wings media playback hardware, competing directly with WATCHPAX for multi-display show control in museums, attractions, and live events.
• 7thSense Design: UK-based vendor of Delta Media Server and Actor media-server hardware, focused on theme parks, museums, and large-scale themed entertainment — the same primary verticals as Dataton's WATCHPAX/WATCHOUT.
• Ventuz: Germany-based real-time graphics and show-composition software used for broadcast graphics, live events, and immersive installations — comparable to WATCHOUT on the software/show-composition side.
• Modulo Pi: French vendor of Modulo Player and Modulo Kinetic media servers / show-composition software, directly competing with Dataton in museums, cultural venues, and events, especially across Europe.
• ArKaos: Belgium-based maker of ArKaos media servers and GrandVJ software, focused on live events, VJing, and projection mapping — overlapping with Dataton in the staging and live-event segment.
• Green Hippo (tvONE): Hippotizer media-server line from UK-based Green Hippo (a tvONE brand), a long-standing direct competitor to WATCHOUT in live events, broadcast, and fixed installations.
• Alcorn McBride: US-based show-control and AV playback hardware vendor (ShowCue, VPage, Binloop) widely deployed in theme parks, museums, and attractions — a comparable specialist in reliable, permanent-installation AV playback.

Broad incumbents

• Christie (Pandoras Box): Major projection and visualization incumbent whose Pandoras Box media server and Widget Designer show-control suite compete with WATCHOUT in large-scale events and attractions, often paired with Christie projectors.
• Barco: Belgian projection and image-processing giant (and Dataton integration partner) whose projection mapping, LED, and image-processing portfolio overlaps with WATCHOUT use cases across many of the same flagship installations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Dataton_Official/videos
• Facebookfacebook.com/Dataton
• LinkedInlinkedin.com/company/dataton
• Instagraminstagram.com/dataton
• Xx.com/Dataton

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 Dataton