What Immersive Enterprise Laboratories does

Immersive Enterprise Laboratories (IEL) is an animation and storytelling studio that operates a real-time iterative workflow built on Unreal Engine, replacing traditional linear production pipelines with a unified environment in which writing, animation, lighting, performance, and sound evolve simultaneously. The studio serves studios, networks, and production companies through co-production services; brands and advertisers via real-time storytelling campaigns; and research institutions, corporations, and educational organizations through enterprise engagement for scientific visualization, simulation, training, and data communication. Its technical foundation combines HP, AMD, NVIDIA, Adobe, Maxon, and ancillary partner integrations, with architecture explicitly designed for AI integration and platform-agnostic content deployment from IMAX to mobile to VR headsets.

The studio's revenue model blends professional services (co-productions, brand and commercial work, enterprise engagement, education and consulting) with original IP licensing across four named ecosystems: Ruby (a cosmic science adventurer for IMAX, animation, gaming, and merchandise), Project X (a transmedia futuristic saga), Fate or Fortune (a real-time improvisational live performance experience), and Science of Animation (an IMAX Dome feature and touring exhibition). Distribution flows through direct enterprise sales (consultative outreach via [email protected]) and partner channels, with the workflow showcased at HP, AMD, NVIDIA, and Adobe booths across Unreal Fest, SIGGRAPH, Adobe MAX, and Infinity Festival events globally. Academy Award-winning director Mark Andrews leads creative direction, supported by Co-Founders and Co-CEOs Blake Baxter and Daniel Urbach.

The studio operates from a distributed footprint with claimed presence spanning Oxnard, San Diego, Austin, and global event venues. Founded in 2022 and publicly unveiled at SIGGRAPH 2024, IEL is privately held with no disclosed funding rounds, revenue figures, or named enterprise customers, and is actively soliciting investor and partnership inquiries.

Name

Immersive Enterprise Laboratories

Legal name

Immersive Enterprise Laboratories

Website

https://iel.studio

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

Immersive Enterprise Laboratories is an animation studio operating a real-time Unreal Engine workflow that serves studios, brands, and research institutions through co-productions, brand campaigns, and enterprise visualization, while licensing four original IP ecosystems across IMAX, gaming, and live experiences.

Ownership category

akta.pro rank

Product category

Animation Production Services

NAICS

Computer Systems Design Services (541512), Computer Systems Design and Related Services (54151), Professional and Management Development Training (611430)

SIC

Services-Computer Integrated Systems Design (7373), Services-Computer Programming Services (7371), Services-Educational Services (8200)

akta.pro primary industry

Enterprise Architecture & Technology Roadmapping (BPAEAAAC)

Keywords

• Real-time animation
• Virtual production
• Transmedia storytelling
• Immersive content studio
• Unreal engine production

Headquarters

HQ city

Oxnard

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Co-Production Services: IEL partners with studios, networks, and production companies to produce content using their real-time workflow. They reduce time and cost, enable new content types, scale globally, and maximize IP value across platforms.
2. Brand & Commercial Work: Real-time storytelling campaigns for brands creating dynamic, interactive, and deeply engaging brand experiences with live and digital activations.
3. Enterprise Engagement: Scientific visualization, simulation & training, and data communication services for research institutions, corporations, and educational organizations.
4. Original IP Ecosystems: IEL creates living story universes (Ruby, Project X, Fate or Fortune, Science of Animation) with built-in pathways to film, gaming, live experiences, educational content, and merchandise, generating revenue across multiple platforms from shared assets.
5. Education & Consulting: Academic partnerships teaching real-time animation, studio modernization consulting, and industry workshops/keynotes at major conferences worldwide.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Immersive Enterprise Laboratories (IEL) is a next-generation animation and production studio that operates a real-time iterative workflow built on Unreal Engine. The studio delivers co-productions, brand and commercial work, enterprise visualization, and education/consulting services, while also developing original transmedia IP ecosystems (Ruby, Project X, Fate or Fortune, Science of Animation) designed for multi-platform deployment across film, gaming, live experiences, IMAX, and immersive formats.

Product overview

Immersive Enterprise Laboratories (IEL) is a next-generation studio offering a unified real-time iterative workflow that enables non-linear storytelling across film, animation, gaming, music, and immersive experiences. The portfolio consists of original IP ecosystems (Ruby, Project X, Fate or Fortune, Science of Animation) built as living story universes designed for multi-platform expansion, combined with service offerings including Co-Productions for studios and networks, Brand & Commercial Work for brand campaigns, Enterprise Engagement for scientific visualization and training applications, and Education & Consulting for academic and industry partnerships. All offerings are powered by the core Real-Time Workflow platform that replaces traditional linear production pipelines with connected, adaptive processes.

Differentiator

Problem solved

Functional benefit

Brands

• Ruby: A cosmic science adventurer leading audiences through creativity and discovery across IMAX, animation, live performances, gaming, and merchandise. Ruby inspires curiosity and wonder in audiences of all ages.
• Project X
• Fate or Fortune
• Science of Animation

Products and services

• Ruby Original IP: A cosmic science adventurer leading audiences through creativity and discovery across IMAX, animation, live performances, gaming, and merchandise, designed as a multi-platform content ecosystem.
• Project X Original IP: A futuristic transmedia saga exploring humanity's return in a robotic world, built as a global universe spanning animation, gaming, and immersive experiences.
• Fate or Fortune Original IP / Live Experience: A real-time improvisational storytelling experience powered by audience interaction and live performance, where no two shows are ever the same.
• Science of Animation Original IP / Touring Exhibit: An IMAX Dome feature and touring exhibition blending storytelling, science, and interactivity for all ages, revealing the magic behind the medium of animation.
• Co-Productions Service: Partnership with studios, networks, and production companies to produce content using IEL's real-time workflow, reducing time and cost, enabling new content types, scaling globally, and maximizing IP value across platforms.
• Brand & Commercial Work Service: Real-time storytelling campaigns for brands creating dynamic, interactive, and deeply engaging brand experiences with live and digital activations.
• Enterprise Engagement Service: Scientific visualization, simulation & training, and data communication services for research institutions, corporations, and educational organizations applying real-time workflow beyond entertainment.
• Education & Consulting Service: Academic partnerships teaching real-time animation, studio modernization consulting, and industry workshops/keynotes at major conferences worldwide.

Quantifiable outcome

• 5-10× lower production cost
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature6 records

Partnerships

16 partnerships are on record, tiered core and supporting.

• HPcoreTechnology or IntegrationHP is a strategic technology partner providing hardware infrastructure for IEL's real-time production. HP Z Captis real-time animation workflow was showcased at HP booth at SIGGRAPH 2025. HP and NVIDIA booth presence at Unreal Fest events in Tokyo, Seoul, and Bali. Joint keynote participation at Infinity Festival 2025.
• AMDcoreTechnology or IntegrationAMD provides GPU technology powering IEL's real-time rendering and visualization capabilities. John Canning from AMD participated in fireside chat at Infinity Festival 2025 Academy Museum about the IEL workflow. AMD/HP keynote at Infinity Festival 2025.
• NVIDIAcoreTechnology or IntegrationNVIDIA provides GPU technology and Unreal Engine integration for real-time rendering and AI capabilities. NVIDIA booth presence at Unreal Fest events showcasing IEL animation workflow. Partner in real-time production infrastructure.
• AdobecoreTechnology or IntegrationAdobe provides creative software integration for the production ecosystem. IEL animation workflow showcased at Adobe MAX 2025 at HP Booth. Presented talk on real-time animation with Adobe ecosystem at Adobe MAX 2025.
• MaxoncoreTechnology or IntegrationMaxon provides creative software tools integrated into IEL's real-time production workflow, part of the technology partnership powering continuous innovation and performance optimization.
• XencelabssupportingTechnology or IntegrationXencelabs provides creative input devices as part of the integrated production environment. Demonstrated at Anim Revolution Booth at SIGGRAPH 2024, GDC 2025, and various partner events.
• JALI ResearchsupportingTechnology or IntegrationJALI Research provides facial animation technology and lip-sync capabilities. Outpost debut at GDC 2025 at JALI Booth. Demonstrated real-time production capabilities at SIGGRAPH 2024 and 2025 at Anim Revolution Booth.
• Ozone Story TechsupportingTechnology or IntegrationOzone Story Tech is a technology partner providing tools for the real-time production ecosystem. Part of Anim Revolution booth at SIGGRAPH 2024 and 2025, and GDC 2025 demonstrations.
• House of MovessupportingStrategic or Co-development PartnerHouse of Moves provides motion capture and performance capture services. Collaborated on Fate or Fortune showcase at Charlie Chaplin Sound Stage, Outpost Demo at Stray Vista Studios in Austin TX, and various demonstration events.
• PeelDevsupportingTechnology or IntegrationPeelDev is a technology partner contributing to the production ecosystem with specialized development tools and integration services.
• Rebound SoundsupportingStrategic or Co-development PartnerRebound Sound is a creative partner providing sound design and audio production services for IEL's immersive storytelling projects.
• Jim Henson's Creature ShopsupportingStrategic or Co-development PartnerJim Henson's Creature Shop provides creature design and puppetry expertise. Collaborated on Fate or Fortune showcase at Charlie Chaplin Sound Stage with Mark Andrews directing. Demonstrated at SIGGRAPH 2024 Anim Revolution Booth.
• Fictive MediasupportingStrategic or Co-development PartnerCollaborated with IEL on Outpost Demo at Stray Vista Studios in Austin TX, providing production support and creative collaboration for real-time demonstration projects.
• OceanXsupportingStrategic or Co-development PartnerIEL presented at OceanX First Summit 2025 about real-time X-Media Science of Animation Exhibit and participated in OceanX hackathon, traveling from Cape Town, Africa to Mayotte, France.
• Stray Vista StudiossupportingStrategic or Co-development PartnerHost venue for Outpost Demo showcasing IEL Animation workflow with LED Volume Wall, in collaboration with Fictive Media, House of Moves, Ozone 3D, JALI, NXA, and more.
• Fleet Science CentersupportingStrategic or Co-development PartnerIEL conducted experiments and exhibited real-time collaboration tools at the Fleet Science Center in San Diego, demonstrating how game engine environments can transform animation production. The exhibit showcased technologies including motion capture, virtual cameras, and Unreal Engine for rapid prototyping of visual concepts.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Buck: Independent design and animation studio producing brand, advertising, and entertainment content. Comparable to IEL as a comparable-sized enterprise animation studio serving brands and entertainment clients, with a similar mix of original IP-adjacent work and commercial engagements.
• Nexus Studios: Award-winning independent studio producing animation, commercials, and immersive experiences for brands and entertainment clients. Most directly comparable to IEL by size and positioning: an enterprise-focused boutique studio that combines original IP development with brand and co-production work, often leveraging real-time and game-engine pipelines.

Emerging players

• Penrose Studios: Independent VR and immersive storytelling studio founded by ex-Pixar talent, focused on original narrative IP across VR, AR, and traditional media. Comparable to IEL as a tech-enabled original-IP studio with strong creative credentials pursuing multi-platform distribution.

Others

• Unity Technologies: Real-time 3D development platform competing with Unreal Engine in animation, film, and immersive content production. Relevant as the alternative technology platform studios may choose, and as a potential competitive threat if Unity pushes deeper into pre-built production workflows.
• Epic Games: Creator of Unreal Engine, the platform on which IEL's entire real-time workflow is built. Relevant as the technology enabler/partner whose roadmap and licensing decisions directly govern IEL's product economics, and as a potential competitor if Epic expands into production services.

Broad incumbents

• Framestore: Global VFX and immersive content studio with a long track record in film, brand work, and immersive experiences. Comparable as an enterprise co-production partner for studios and brands, and a direct competitor in the high-end animation/VFX services market IEL targets.
• Industrial Light & Magic (ILM): Disney-owned VFX and animation powerhouse offering integrated production services across film, streaming, and immersive experiences. Directly comparable to IEL as an enterprise-focused studio selling premium production services, but at vastly greater scale and without IEL's real-time-first architecture.
• Weta FX: New Zealand-based VFX/animation studio (Avatar, Lord of the Rings) known for pioneering real-time and virtual production techniques. Comparable to IEL as a tech-forward animation studio, but with a much larger headcount, established IP relationships, and proprietary tooling.
• Digital Domain: Hollywood VFX and immersive experience studio with capabilities in film, episodic, advertising, and VR. Comparable as a co-production and brand-engagement partner for studios and brands, with deeper customer relationships but a more traditional production footprint than IEL.
• DNEG: Major VFX and animation services company serving Hollywood studios, streaming platforms, and brands. Comparable as a full-service production house competing for the same enterprise co-production and brand engagement budgets, with broader scale and longer customer track record.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Immersive Enterprise Laboratories