What madVR Labs does

madVR Labs, LLC is a privately held, venture-backed U.S. company founded in 2019 and headquartered in Potomac, Maryland, that designs and sells the madVR Envy line of standalone video processors for high-end home theaters, media rooms, commercial cinema, and post-production environments. The company is built on more than a decade of prior R&D from the open-source madVR software project created by co-founder Mathias Rauen, and translates that research into proprietary, GPU-accelerated (Nvidia RTX 4080 Super in the Extreme tier) video processing algorithms, including the patent-pending DTM 2.0 frame-by-frame dynamic tone mapping, MotionAI (claimed as the world's first AI-based motion interpolation in a dedicated video processor), NLS+ non-linear stretch, and proprietary ML upscaling to 4K/5K/8K. The product portfolio spans the flagship Envy Extreme MK2/MK3, the entry-level Envy Core/Core MK2, and the aftermarket Core Premium Package add-on, supported by calibration capabilities (up to 16.7M point 3D LUTs) and integrations with ColorSpace, Calman, Kaleidescape, Control4, Crestron, RTI, Savant, and major projector brands.

The company monetizes almost exclusively through one-time hardware sales executed via an authorized dealer network — there is no direct-to-consumer channel — supplemented by the Core Premium Package upgrade SKU and a Professional Services Group offering white-glove on-site calibration for elite private cinemas. Customer segments include dedicated home theater enthusiasts, custom AV installers (organized through the Certified for Envy program with partners such as Trinnov, StormAudio, Anthem, Acurus, JBL Synthesis, and ARCAM), and adjacent high-end use cases (commercial cinema, post-production, high-end gaming, video walls). Go-to-market blends channel-partner-led field sales, a strong presence at CEDIA Expo, ISE, and Capital Audio Fest, and a free Envy Academy Online training platform that funnels dealers and end-users toward certified specialists.

Strategically, madVR Labs has positioned itself as the "industry reference standard" in standalone video processing, validated by 25+ industry awards including consecutive CEDIA Product of the Year honors (2022, 2023), the Best Global Product Award (2023), and two consecutive appearances on the Inc. 5000 list of fastest-growing private U.S. companies (2024, 2025). Recent strategic moves are skewed toward offensive expansion: launching entry-level product tiers to broaden the addressable market, building out a U.S. regional sales rep network, deepening the Certified for Envy ecosystem with HARMAN Luxury Audio, and investing in field/services headcount. The principal commercial risk is dependence on a relatively narrow, high-end AV install channel and on Nvidia's GPU roadmap for the flagship tier; the principal upside is converting the installed base into higher-margin upgrade, service, and ecosystem revenue over time.

Name

madVR Labs

Legal name

madVR Labs, LLC

Website

https://madvrenvy.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

madVR Labs designs and sells the madVR Envy line of standalone video processors — proprietary, GPU-accelerated HDR tone mapping, AI upscaling, and motion processing units — exclusively through authorized AV dealers serving high-end home theater installers, custom integrators, and elite private cinema projects.

Ownership category

akta.pro rank

Product category

Video processing hardware

NAICS

Computer and Computer Peripheral Equipment and Software Merchant Wholesalers (423430), Hardware Merchant Wholesalers (42371)

SIC

Wholesale-Computers & Peripheral Equipment & Software (5045), Measuring & Controlling Devices, Nec (3829)

akta.pro primary industry

AI Inference Hardware & Edge Accelerators (HDAAAAAC)

akta.pro secondary industries

AI Accelerators (GPUs/TPUs/NPUs/ASICs) (HDAAAAAA), Edge AI Hardware & NPUs (SoCs, modules, accelerators) (HDAAAJAC)

Keywords

• Video processing hardware
• HDR dynamic tone mapping
• Home theater equipment
• 4K 8K upscaling
• AV integration processors

Headquarters

HQ city

Rockville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Video Processor Hardware Sales: One-time sale of madVR Envy video processors (Core, Core MK2, Extreme MK2, Extreme MK3). Hardware includes embedded software and firmware. Warranty varies by model (2-5 years).
2. Core Premium Package Add-on: Optional add-on for Envy Core that doubles warranty to 4 years and unlocks advanced features including AI-driven artifact reduction, Dynamic Subtitle Overlay, SmartMenus, and direct AV gear integration. Price: $1,295-$1,495.
3. Professional Services: White-glove, on-site, end-to-end calibration service for elite private cinemas through the Professional Services Group.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels7 records

Core offering

madVR Labs designs, manufactures, and sells the madVR Envy family of standalone video processors (Envy Core, Envy Core MK2, Envy Extreme MK2, Envy Extreme MK3) for high-end home theaters and commercial cinema installations. Each unit is a hardware appliance with embedded proprietary firmware that performs frame-by-frame HDR dynamic tone mapping, AI-based motion interpolation, machine-learning 4K/5K/8K upscaling, non-linear stretch for scope screens, instant aspect ratio handling, and high-precision 3D/1D LUT calibration, sold exclusively through authorized dealers and complemented by the Core Premium software add-on, Professional Services Group on-site calibration, and the Certified for Envy integration partner program.

Product overview

madVR Labs offers the Envy lineup of video processors for home theaters and multi-purpose rooms. The portfolio consists of three main hardware tiers: the Envy Extreme MK2/MK3 (flagship powered by Nvidia 4080 Super GPU), the Envy Core/Core MK2 (budget-friendly option), and the Core Premium add-on package. All Envy processors deliver best-in-class 4K HDR dynamic tone mapping, instant aspect ratio handling, 4K/8K upscaling, and calibration support via 256-point 3D LUTs and 4,096-point 1D LUTs. Supporting services include Envy Academy Online (free training), Professional Services Group (on-site calibration), the Certified for Envy program (for AV partners like Anthem, Trinnov, StormAudio), and an IP Control API for home automation integration. The Envy integrates with major home automation systems (Control4, Crestron, RTI, Savant), calibration software (ColourSpace, Calman), media players (Kaleidescape, Apple TV, NVIDIA SHIELD, Roku), and numerous projector brands (Barco, Sony, JVC, Christie, Epson).

Differentiator

Problem solved

Functional benefit

Brands

• madVR Envy: The award-winning video processor product line for home theaters, delivering HDR, 4K upscaling, aspect ratio management, and other video processing features. Includes models: Envy Core, Envy Core MK2, Envy Extreme MK2, and Envy Extreme MK3.
• Envy Academy Online
• Core Premium Package

Products and services

• madVR Envy Extreme MK2 The flagship standalone video processor for high-end dedicated home theaters, powered by Nvidia 4080 Super GPU and running madVR's proprietary AI video processing algorithms. Delivers patent-pending DTM 2.0 frame-by-frame HDR dynamic tone mapping, 8K HDMI 2.1 output with 48 Gbps HDCP 2.3, 8K60 and 4K120 output, MotionAI AI-based motion interpolation, NLS+ non-linear stretch, advanced geometry correction for curved screens and a-lens barrel distortion, Glacier X2 cooling, ECC RAM, 5-year warranty, and paid hardware upgrade eligibility.
• madVR Envy Extreme MK3 The latest flagship madVR Envy video processor offering full 48G HDMI 2.1 support, 12-bit color, VRR support up to 360Hz, 240Hz gaming capability, Dynamic Subtitle Overlay (DSO), and MotionAI AI-based motion interpolation. Designed for the ultimate in high-end home cinema picture quality.
• madVR Envy Core The entry-level standalone video processor delivering madVR's best-in-class 4K HDR dynamic tone mapping, instant aspect ratio handling, subtitle management, next-generation non-linear stretch for scope and 16:9 screens, stunning 4K upscaling, specialized sharpening and detail enhancement, 1D and 3D LUT calibration support, and IP-based control system support. Designed for more modest home theaters, media rooms, and living spaces with a 2-year warranty.
• madVR Envy Core MK2 The updated mid-tier Envy video processor featuring full 48G HDMI 2.1 support, VRR support to 360Hz, 12-bit color, 240Hz gaming capability, and the same best-in-class 4K HDR dynamic tone mapping, instant aspect ratio handling, and 4K upscaling as the original Envy Core. Targeted at modest home theaters, media rooms, and living spaces.
• Core Premium Package Optional aftermarket software add-on for the madVR Envy Core that doubles the hardware warranty from 2 to 4 years and unlocks advanced features including AI-driven artifact reduction, Dynamic Subtitle Overlay (DSO), SmartMenus, direct AV gear integration for volume bar display and screen masking control, and future roadmap features. Priced at $1,295 USD through September 15, 2025, then $1,495 thereafter. Fully transferable with the unit.
• Professional Services Group White-glove, on-site, end-to-end calibration service provided by madVR Labs' Professional Services Group for elite private cinemas and high-end commercial installations. Performed by industry veterans, the service ensures the customer's entire video chain performs at its absolute best, complementing dealers' installation and calibration work.

Quantifiable outcome

• 16.7 million points of calibration accuracy compared to less than 5,000 points with competitors
• +4 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration25 records

AI capability6 records

Feature13 records

Partnerships

22 partnerships are on record, tiered core and flagship.

• KaleidescapecoreTechnology or IntegrationIntegration partnership for optimized video processing with Kaleidescape movie servers. Setup guide available for Strato K. Both brands featured together in demo rooms at trade shows.
• BarcocoreTechnology or IntegrationJoint development for 5K HDR processing. Setup guides available for Barco Residential projectors including Heimdall and various Barco models. Partners for large-scale video processing demos.
• Sony ElectronicscoreChannel Partner/ Reseller/ DistributorSony projectors including VW5000ES, GTZ380, and BRAVIA 8/9 series are certified and featured with Envy. Sony dealers demonstrate Envy in their showrooms. Extensive setup guides for Sony displays.
• JVCcoreTechnology or IntegrationCertified integration with JVC laser series projectors including NZ series, NX series, and Z1. Comprehensive setup guides provided for JVC projectors.
• Epson America Inc.coreTechnology or IntegrationPartners for demo rooms at CAF 2025 with Epson projectors. Setup guides available for QL3000/QL7000 and LS12000/QB1000 models.
• Christie Digital SystemscoreTechnology or IntegrationPartnership for commercial and residential projector integration. Setup guides and joint demos at industry events including CAF 2025.
• TrinnovflagshipTechnology or IntegrationFounding partner in Certified for Envy program. Trinnov Altitude processors are certified for optimal integration with Envy video processors. Joint demo rooms at trade shows.
• StormAudioflagshipTechnology or IntegrationFounding partner in Certified for Envy program. ISP MK3 processors certified for integration. Featured together in demo rooms at CAF 2025.
• AnthemcoreTechnology or IntegrationAnthem achieved Gold Certification by madVR Labs for their flagship AVR/AVP line through the Certified for Envy program.
• HARMAN Luxury Audio (JBL Synthesis, ARCAM)coreTechnology or IntegrationAddition of JBL Synthesis and ARCAM lines to the Certified for Envy program announced, expanding certification to HARMAN's luxury audio brands.
• ColourSpace (Light Illusion)coreTechnology or IntegrationColourSpace calibration software is the only product supporting both front and back 1D LUTs with Envy. Comprehensive calibration guide and integration documentation available.
• Calman (Portrait Displays)coreTechnology or IntegrationCalman calibration software with Aurora Color Engine integrates with Envy. Free Envy for Calman workflow add-on available. ISF certification for Envy video processors.
• Control4coreTechnology or IntegrationControl4 driver (v25) available for Envy. Screen masking control integration supported. Integration enables home automation control of Envy functions.
• CrestroncoreTechnology or IntegrationCrestron Home driver available on Crestron driver store. Beta Crestron module (v0.53) also available for advanced integration.
• RTIcoreTechnology or IntegrationRTI driver available for Envy integration with RTI control systems.
• SavantcoreTechnology or IntegrationSavant profile available for Envy integration with Savant smart home systems.
• DreamScapes A/VcoreImplementation/ SI/ Consulting PartnerExpert integrator creating impressive demo rooms with madVR Labs and other industry partners. Responsible for CAF 2025 showcase rooms that won Best of Show.
• Alcons AudiocoreTechnology or IntegrationAudio partner in CAF 2025 Best of Show demo rooms featuring Envy alongside StormAudio, Kaleidescape, and projector partners.
• Azione UnlimitedcoreChannel Partner/ Reseller/ DistributormadVR Labs joined forces with Azione Unlimited dealer group for expanded distribution through their member dealers.
• Ascend AV (Experience Center)coreChannel Partner/ Reseller/ DistributorAscend AV operates madVR Labs Experience Center - Midwest, providing showroom and demonstration capabilities for the region.
• Frontline Sales and MarketingcoreChannel Partner/ Reseller/ DistributorAppointed as sales representatives for the Upper Midwest region.
• Momentum SalescoreChannel Partner/ Reseller/ DistributorAppointed as sales representatives for the TOLA market (Texas, Oklahoma, Louisiana, Arkansas).

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Marantz: Marantz flagship AV receivers and preamps embed upscaling and video processing aimed at premium home theater buyers, partially overlapping with madVR's value proposition at a broader, more accessible price tier.
• StormAudio: StormAudio's ISP MK3 immersive audio processors are integrated into elite home cinemas alongside video processors, serving the same end buyer with overlapping integrator relationships and Certified for Envy program participation.
• Trinnov Audio: Trinnov Altitude processors integrate premium audio and limited video handling and are Certified for Envy flagship partners; both serve the same elite private cinema buyer, making Trinnov a broad incumbent operating in an adjacent category.
• Anthem: Anthem's flagship AVM/MRX preamp-processors embed advanced video processing and scaling, overlapping with madVR Envy at the high-end AV processor tier; Anthem is also a Certified for Envy partner, illustrating the partial overlap.
• Denon (D&M Holdings): Denon's AVR-A1H and AV amplifier lineup includes video processing capabilities targeting the same high-end home theater enthusiast segment that madVR Envy serves, although Denon competes at a much broader and more mainstream tier.
• Sony (Projectors / TV with XR Processor): Sony's premium projectors and BRAVIA TVs embed XR Processing with AI-driven upscaling and tone mapping; while Sony is also an integration partner, its built-in processing is the most credible display-side substitute for a dedicated processor.

Others

• Kaleidescape: Kaleidescape is a Certified for Envy integration partner serving the same elite home cinema buyer with reference-grade movie servers; it is adjacent rather than competitive, but its dealer relationships overlap significantly.

Direct peers

• Crystalio (Crystalio II / III, legacy): Crystalio was a long-standing competitor in the dedicated external video processor category, offering high-end scaling and aspect ratio control to the same dedicated-home-theater segment that madVR Envy now leads.
• Lumagen: Lumagen's Radiance Pro series is the closest direct competitor to madVR Envy — both are dedicated external video processors for high-end home theaters, offering HDR tone mapping, aspect ratio management, and calibration LUT support to enthusiast projector owners.
• DVDO (QuantumFX / Out-of-Business, formerly DVDO): DVDO historically produced dedicated external video processors (iScan, Edge) for home theater enthusiasts, competing in the same standalone video-processor category as madVR Envy with upscaling and aspect ratio management.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCApBKyjLFkRLEmUrWLZfaWA
• Instagraminstagram.com/madvr_labs
• Facebookfacebook.com/madvrlabs
• LinkedInlinkedin.com/company/madvr

Compliance1 record

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 madVR Labs