Tobii Gaming
Tobii Gaming is a Stockholm-based business unit of Tobii AB that develops eye and head tracking hardware (Eye Tracker 5) and software (Tobii Horizon, Tobii Ghost) for PC gamers, simulation enthusiasts, and content creators.
- Company typePrivate
- Founded2016
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Tobii Gaming does
Tobii Gaming is the consumer-gaming business unit of Tobii AB, a Swedish publicly traded technology company headquartered in Stockholm. The unit develops and sells eye and head tracking hardware and software primarily for PC gamers and simulation enthusiasts. Its flagship product is the Tobii Eye Tracker 5, a USB peripheral using infrared sensors and proprietary computer vision algorithms to detect gaze and head pose in real time, enabling users to control in-game cameras with natural head movements and providing six degrees of freedom (6DOF) head tracking for cockpit immersion. The product line is complemented by Tobii Horizon, a webcam-based software application that delivers similar head-tracking functionality on laptops without dedicated hardware, and Tobii Ghost, a broadcasting software solution that overlays the player's gaze for streamers and esports broadcasts. Accessories include the Flex Mount and a dedicated mounting kit, alongside a refurbished Eye Tracker 5 SKU.
The company monetizes primarily through one-time hardware sales at a $279 / €279 / £279 price point on the new unit, supplemented by a $229 refurbished SKU, accessory sales, the Tobii Horizon software, and pre-integrated laptops supplied via OEM partners. Distribution runs through a direct e-commerce storefront (gaming.tobii.com), a global reseller network, and laptop OEM channels. Marketing is product-led, leaning on community engagement (Discord, Reddit, YouTube, Twitch/creator content), earned media from outlets such as CNET, IGN, and Futurism, and localized presence on Weibo and Bilibili for Asia-Pacific reach. Customer segments span PC gamers, flight and space simulation enthusiasts, racing/driving simulation users, and content creators/streamers, with a horizontal segmentation approach across these use cases. Tobii Gaming actively optimizes a catalog of supported titles — including Microsoft Flight Simulator 2024, Star Citizen, DCS World, Euro Truck Simulator 2, F1 2025, and iRacing — for eye and head tracking compatibility, which is the primary driver of downstream user value.
Tobii Gaming firmographics
Firmographics- Name
- Tobii Gaming
- Legal name
- Tobii Gaming
- Website
- https://tobiigaming.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Tobii Gaming is a Stockholm-based business unit of Tobii AB that develops eye and head tracking hardware (Eye Tracker 5) and software (Tobii Horizon, Tobii Ghost) for PC gamers, simulation enthusiasts, and content creators.
- Ownership category
- akta.pro rank
Tobii Gaming industry classification
Industry- Product category
- Gaming Peripherals
- NAICS
- Electronics and Appliance Retailers (44921)
- SIC
- Electronic Components & Accessories (3670), Optical Instruments & Lenses (3827)
- akta.pro primary industry
- Game Controllers & Input Devices (Gamepads, Wheels, Flight Sticks) (CRACAOAD)
- akta.pro secondary industry
- Gaming Networking & Streaming Gear Retail (Routers, Capture Cards, Webcams, Mics) (CRACAFAK)
Keywords
Where Tobii Gaming is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Markets served
Tobii Gaming business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Supply Chain, Marketing or Sales, Personnel, Operations
Revenue model
- Hardware Sales: Revenue from selling physical eye tracking hardware devices including the Tobii Eye Tracker 5 and refurbished units, as well as accessories like the Flex Mount and mounting kits.
- Software Application Sales: Revenue from Tobii Horizon PC-laptop application that provides head tracking functionality using integrated webcams, sold as a downloadable software product.
- Laptop Products: Revenue from pre-configured laptops with integrated Tobii eye tracking technology.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Tobii Eye Tracker 5 (New) |
| Unit Pricing | Pay-as-you-go | Tobii Eye Tracker 5 (Refurbished) |
| Unit Pricing | Pay-as-you-go | Promotional Bundle |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels9 records
Tobii Gaming product offering
Product offeringCore offering
Tobii Gaming develops and sells eye and head tracking hardware and software for PC gamers. The flagship product is the Tobii Eye Tracker 5, a USB peripheral that uses infrared sensors and proprietary computer vision algorithms to detect gaze and head pose, enabling in-game cameras to respond to natural head movements. The portfolio also includes Tobii Horizon (a webcam-based head tracking application for laptops), Tobii Ghost (broadcasting software for streamers and esports), and mounting accessories.
Product overview
Tobii Gaming offers a unified hardware and software ecosystem for eye and head tracking in PC gaming. The core product is the Tobii Eye Tracker 5, a dedicated hardware device that tracks eye and head movements to provide immersive gaming experiences. This is complemented by Tobii Horizon, a webcam-based software application for laptops that delivers similar head-tracking capabilities. The product lineup includes broadcasting software (Tobii Ghost) for esports and content creators, as well as accessories including the Flex Mount and Eye Tracker Mounting Kit. The company optimizes popular simulation and racing games (including Microsoft Flight Simulator, Star Citizen, DCS World, Euro Truck Simulator 2, F1 2025, iRacing) for compatibility with their tracking technology.
Differentiator
Problem solved
Functional benefit
Brands
- Tobii Eye Tracker 5: The company's flagship eye and head tracking device for PC gamers
- Tobii Horizon
- Tobii Ghost
Products and services
- Tobii Eye Tracker 5 The flagship eye and head tracking hardware device engineered for PC gamers. Enables users to control in-game cameras with natural head movements and provides gaze data for enhanced immersion in video games, flight simulators, and racing simulations. Features head tracking with six degrees of freedom (6DOF) support.
- Tobii Horizon
Companies that use Tobii Gaming
Customer profileSegments4 records
Ideal customer profiles3 records
Tobii Gaming technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature5 records
Tobii Gaming partnerships and signals
Strategic signalRecent moves7 records
Expansion highlights8 records
Tobii Gaming competitors and assessment
Company assessmentBroad incumbents
- Logitech G: Gaming-focused subsidiary of Logitech selling keyboards, mice, headsets, and simulation wheels/flight sticks — directly overlapping with Tobii's simulation and PC gaming peripheral customer base.
- SteelSeries: Established gaming peripherals brand (mice, keyboards, headsets, controllers) competing for the same PC and esports enthusiast wallet share as Tobii Gaming.
- Razer: Major gaming peripherals and hardware maker addressing the same PC gaming audience as Tobii Gaming with input devices, headsets, and accessories — a broad incumbent in gaming hardware.
- Meta (Reality Labs / Quest Pro): Meta Quest Pro and successor devices include built-in eye tracking, representing a platform-level threat to standalone PC peripherals as gaze-based input becomes native to VR.
- Sony Interactive Entertainment (PlayStation VR2): PSVR2 ships with eye tracking as a standard feature, normalizing gaze-based input for console/VR gaming and setting consumer expectations that could spill over into PC gaming.
- Apple (Vision Pro): Apple Vision Pro uses high-resolution eye tracking as a primary input mechanism, accelerating the mainstreaming of gaze-based control and validation of Tobii's underlying technology paradigm.
Emerging players
- Pimax: High-resolution VR headset maker that has integrated eye tracking modules, representing a category competitor that bundles the eye tracking capability Tobii sells as a standalone PC peripheral.
- HTC (VIVE): VR headset maker with built-in eye tracking in VIVE Pro Eye and related models, directly competing in the immersive, gaze-based gaming category alongside Tobii's standalone PC peripheral.
- Bigscreen Beyond: Ultra-compact VR headset with optional eye tracking module, competing in the same enthusiast immersive gaming segment that Tobii targets with its PC peripheral.
Others
- OpenBCI / Pupil Labs: Research- and AR/VR-focused eye tracking hardware maker; not a direct consumer gaming competitor but operates in the same eye tracking technology space and represents a potential adjacent entrant.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Tobii Gaming social profiles
Digital presenceTobii Gaming financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tobii Gaming leadership team
Management profileNumber of profiles
Tobii Gaming funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tobii Gaming 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 Tobii Gaming
What does Tobii Gaming do?
Tobii Gaming develops and sells eye and head tracking hardware and software for PC gamers. The flagship product is the Tobii Eye Tracker 5, a USB peripheral that uses infrared sensors and proprietary computer vision algorithms to detect gaze and head pose, enabling in-game cameras to respond to natural head movements. The portfolio also includes Tobii Horizon (a webcam-based head tracking application for laptops), Tobii Ghost (broadcasting software for streamers and esports), and mounting accessories.
Is Tobii Gaming a public or private company?
Tobii Gaming is a private company. It is classified as corporate owned and is currently operating.
When was Tobii Gaming founded?
Tobii Gaming was founded in 2016. It employs 11 to 50 people.
Where is Tobii Gaming based?
Tobii Gaming is headquartered in Stockholm, Sweden, in the Europe region.
How does Tobii Gaming make money?
Three revenue lines are on record. Hardware Sales are the primary driver. The others are software Application Sales and laptop Products.
Who are Tobii Gaming's main competitors?
Broad incumbents on record are Logitech G, SteelSeries, Razer, Meta (Reality Labs / Quest Pro), Sony Interactive Entertainment (PlayStation VR2) and Apple (Vision Pro). Emerging players are Pimax, HTC (VIVE) and Bigscreen Beyond. OpenBCI / Pupil Labs is listed as an others.
Does Tobii Gaming have an API?
No public API is recorded for Tobii Gaming.
What industry is Tobii Gaming in?
Tobii Gaming's product category is Gaming Peripherals. Its primary akta.pro industry code is CRACAOAD, Game Controllers & Input Devices (Gamepads, Wheels, Flight Sticks), with a secondary code of CRACAFAK, Gaming Networking & Streaming Gear Retail (Routers, Capture Cards, Webcams, Mics). Its NAICS code is 44921 and its SIC code is 3670.