ALL SEEING EYE LTD.

What ALL SEEING EYE LTD. does

All Seeing Eye Ltd. is a UK-registered creative technology studio that designs, builds, and delivers immersive XR experiences and location-based entertainment for cultural institutions, museums, theatres, and film festivals. Founded in 2009 as an early pioneer in augmented reality for web and mobile, the company has accumulated 14+ years of specialization in real-time interaction design and rendering, blending VR, AR, volumetric capture, motion capture, projection mapping, and spatial audio. Its client portfolio includes the Royal Opera House, National Theatre, Royal Shakespeare Company, Illinois Holocaust Museum, RAF Museum London, Barbican Centre, and English Touring Theatre, with productions recognised at IDFA, Tribeca, Sundance, Venice, and SXSW, including the 2021 DocLab Immersive Non-Fiction prize for Museum of Austerity.

The studio operates two product lines alongside core production services. Showrunner, a proprietary show-control suite launched commercially in 2025, manages, monitors, and runs multiple instances of real-time software across XR headsets, mobile devices, and computers via a browser-based controller, standalone server, and C++/C# Client SDK with Unity Package and Unreal Engine plugin support. Seed is an in-development procedural VR plantlife game built in Unreal Engine, originally funded through Epic Games and Wellcome's $500,000 Developing Beyond competition. Supporting technology includes a VOLA point cloud volumetric rendering pipeline co-developed with Intel Studios and real-time depth-sensing using ZED cameras for visitor capture in interactive installations.

All Seeing Eye generates revenue through two streams: bespoke immersive experience production for institutional clients, and Showrunner licensing. Showrunner pricing is variable, scaled to ticket price, volume, application, and features, with multi-year contract cadences; production services carry no public pricing. Distribution occurs through permanent museum installations, touring mixed-reality exhibitions, festival screenings, Quest AppLab and mobile app stores, and direct enterprise licensing. Public funding from Innovate UK, MyWorld, Arts Council England, BFI, Epic Games, Wellcome, and CreativeXR/Digital Catapult has supported individual projects, and deployed infrastructure scales up to 24 concurrent XR headsets as demonstrated at the Barbican Centre.

Name

ALL SEEING EYE LTD.

Legal name

All Seeing Eye Ltd.

Website

https://allseeingeye.co

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

All Seeing Eye Ltd. is a UK creative technology studio that designs, builds, and licenses immersive XR experiences and real-time show-control software for cultural institutions, museums, theatres, and film festivals.

Ownership category

akta.pro rank

Product category

Immersive Experience Production / XR Media Services

NAICS

Motion Picture and Video Industries (5121)

SIC

Services-Motion Picture & Video Tape Production (7812)

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), VR/AR Gaming Platforms (BPAMAKAG)

Keywords

• Immersive experience production
• XR development services
• Real-time rendering
• Virtual reality content
• Location-based entertainment

Headquarters

HQ city

Stroud

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Immersive Experience Production: Project-based production services for creating bespoke immersive and location-based experiences. Clients include cultural institutions, museums, theatres, and film festivals. Revenue earned through production fees for commissioned works.
2. Showrunner Licensing: Showrunner, the company's proprietary show control suite, is available to license and integrate into other projects. Pricing is variable based on ticketing price, volume, application and features. Available as SDK and Server for in-house integration or company can integrate into existing projects.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

All Seeing Eye designs, builds and delivers bespoke immersive and location-based XR experiences — including VR, AR, mixed reality, volumetric capture, projection mapping and motion-capture installations — for cultural institutions, museums, theatres and film festivals. It also develops and licenses Showrunner, a proprietary real-time show-control platform (browser-based controller, standalone server, C++/C# Client SDK) used to manage multi-user, multi-device live installations, and creates original VR titles such as Seed.

Product overview

All Seeing Eye Ltd is a creative technology studio offering two primary commercial products: Showrunner (a proprietary show control platform for managing real-time installations) and Seed (a VR game project), alongside comprehensive immersive experience production services. Showrunner is available as a licensable software suite with a browser-based controller, standalone server, and SDK components (C++/C#, Unity Package, Unreal Plugin) that can be integrated into third-party experiences. The company produces immersive experiences for clients including museums, theaters, and film festivals, using technologies such as VR, AR, volumetric capture, motion capture, and projection mapping. Their work spans standalone VR games (Seed), commercial show control tools (Showrunner), and client-commissioned immersive productions.

Differentiator

Problem solved

Functional benefit

Brands

• Showrunner: A suite of tools for the management, control and monitoring of real-time installations and experiences. Showrunner is a flexible, highly-configurable and simple-to-use show control system for managing, monitoring and running multiple instances of software and real-time experiences for anywhere from one to hundreds of simultaneous users across multiple device platforms.
• Seed

Products and services

• Showrunner Suite of tools for the management, control and monitoring of real-time installations and experiences. Provides a browser-based show control interface, standalone server, and C++/C# Client SDK (Unity Package available; Unreal Plugin and Swift Library in development). Manages multiple concurrent users across XR headsets (Quest, Vive Focus, Pico, HoloLens 2), Android, iOS, Windows and macOS, with client grouping, wired/wireless connections, zero-config auto-discovery, and QLab integration for synchronised lighting, sound and projection cues. Licensed to other immersive production companies and XR studios running location-based experiences.
• Seed Virtual reality game in which players discover, grow and engineer procedural plant life in a biotech-workshop sandbox environment, featuring a proprietary hybridiser for mixing plant attributes, mutation capabilities, and real-time growth simulation. Influenced by garage biotech from the early 1900s; built with Unreal Engine. Targeted at consumer VR players on headsets such as Meta Quest.
• Immersive Experience Production Services End-to-end design, build and delivery of bespoke immersive and location-based experiences for cultural institutions, museums, theatres, opera houses and film festivals. Capabilities span real-time rendering, 360° film, interaction design, game design, projection mapping, motion capture, volumetric capture and mixed reality. Examples include Letters from Drancy, Museum of Austerity, Dream, Here, Fabulous Wonder.land and In Pursuit of Repetitive Beats. Revenue is earned through project-based production fees for commissioned works.

Quantifiable outcome

• Repeatedly selected and won awards at major festivals including IDFA, Tribeca, Sundance, Venice, and SXSW
• +2 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability6 records

Feature5 records

Partnerships

35 partnerships are on record, tiered minor and core.

• UWE BristolminorStrategic or Co-development Partner · 1 January 2025Research partnership for Showrunner development in conjunction with MyWorld S.T.R.E.A.M. co-production.
• National Science and Media MuseumcoreStrategic or Co-development Partner · 1 January 2025Commissioned YOU:MATTER for Bradford 2025 UK City of Culture - interactive projection installation Tree of Life.
• Barbican CentrecoreStrategic or Co-development Partner · 1 January 2025Venue for In Pursuit of Repetitive Beats Multiplayer - LBE interactive VR experience managing 24 concurrent headsets.
• East City FilmscoreStrategic or Co-development Partner · 1 January 2023Ongoing collaboration with award-winning production company East City Films on VR documentary projects. Commissioned trilogy of VR documentaries for Illinois Holocaust Museum sharing Holocaust survivor stories - Letters from Drancy, Walk to Westerbork, and Escape to Shanghai. Also collaborating on In Pursuit of Repetitive Beats and its multiplayer update.
• Illinois Holocaust MuseumcoreStrategic or Co-development Partner · 1 January 2023Commissioned to develop VR documentaries sharing survivor stories for the museum's VR Cinema, installed on HTC Vive Pro with Nvidia RTX 4080s using Unity's High-Definition Render Pipeline.
• MicrosoftminorStrategic or Co-development Partner · 1 January 2022Partnership for All Kinds of Limbo public release on Quest AppLab Store, iPhone, Android and Desktop. Also involved in Museum of Austerity using Microsoft HoloLens 2.
• Marshmallow Laser FeastcoreStrategic or Co-development Partner · 1 January 2021Co-producing immersive experiences including Dream (with RSC, MIF, and Philharmonia Orchestra) and Sweet Dreams. Also collaborated on YOU:MATTER for Bradford 2025. Jointly developed Showrunner technology as part of MyWorld S.T.R.E.A.M. co-production.
• Royal Shakespeare Company (RSC)coreStrategic or Co-development Partner · 1 January 2021Collaboration on Dream - a major piece of cutting-edge R&D exploring how audiences could experience live performance. Part of Audience of the Future Demonstrator projects supported by Industrial Strategy Challenge Fund.
• Manchester International Festival (MIF)coreStrategic or Co-development Partner · 1 January 2021Partner in Dream - a major piece of cutting-edge R&D exploring how audiences could experience live performance in the future.
• Philharmonia OrchestracoreStrategic or Co-development Partner · 1 January 2021Collaborated on Dream - exploring how audiences could experience live orchestral performance in VR and online.
• Trial and Error StudiocoreStrategic or Co-development Partner · 1 January 2021Collaboration on Museum of Austerity since inception as part of Digital Catapults' CreativeXR programme, debuting at LFF 2021 and IDFA where it won DocLab Immersive Non-Fiction prize.
• English Touring Theatre (ETT)coreStrategic or Co-development Partner · 1 January 2021Produced Museum of Austerity as a mixed reality exhibition merging physical museum setting with virtual memorials.
• National Theatre Immersive Storytelling StudiocoreStrategic or Co-development Partner · 1 January 2021Co-produced Museum of Austerity and Draw Me Close. NT Immersive Storytelling Studio provides resources and development support for immersive productions.
• University of Portsmouth CCIXRminorStrategic or Co-development Partner · 1 January 2021Motion capture services for VR productions including Dream and In Pursuit of Repetitive Beats Multiplayer.
• Miso FilmminorStrategic or Co-development Partner · 1 January 2021Co-production on The Shadow - VR installation based on Operation Carthage, companion piece to Netflix film Shadow in My Eye.
• MakropolminorStrategic or Co-development Partner · 1 January 2021Co-production on The Shadow alongside Miso Films and All Seeing Eye.
• Non Zero OneminorStrategic or Co-development Partner · 1 January 2021Concept and interactive experience design for On These Streets - 90-minute immersive audio journey.
• 59 ProductionscoreStrategic or Co-development Partner · 1 January 2020Long-term collaboration on multiple projects including Here (Intel Studios Original), My Name is Peter Stillman, Fabulous Wonder.land, and Guide to Our Orchestra. 59 Productions conceived and created major projects with All Seeing Eye providing VR development and technical implementation.
• Intel StudioscoreTechnology or Integration · 1 January 2020Technical collaboration on Here - an Intel Studios Original. All Seeing Eye developed VOLA point cloud volumetric rendering pipeline for Unity, realtime NLE editing tools, advanced rendering techniques for VR.
• DreamThinkSpeakminorStrategic or Co-development Partner · 1 January 2020Collaboration on Unreal City - hybrid performance/location-based experience in development with Access All Areas for Battersea Arts Centre.
• Access All AreasminorStrategic or Co-development Partner · 1 January 2020Collaboration on Unreal City exploring what personal connection means in a digital world, blending live performance by learning disabled artists with VR and mixed reality.
• Battersea Arts CentreminorStrategic or Co-development Partner · 1 January 2020Originally commissioned Unreal City, developed at National Theatre Immersive Storytelling Studio.
• Rekorderlig CiderminorStrategic or Co-development Partner · 1 January 2019Created #EnterRekorderland - Mixed Reality experience for Magic Leap One showcasing cider flavors.
• Three MobileminorStrategic or Co-development Partner · 1 January 2019Created #FuelYourLivingRoom - location-based AR experience for Magic Leap One showcasing 5G applications.
• Brixton HouseminorStrategic or Co-development Partner · 1 January 2019Commissioned On These Streets - interactive audio experience through the streets of Brixton.
• Tycho Brahe PlanetariumminorStrategic or Co-development Partner · 1 January 2018Commissioned Made in Space interactive floor projection for Made in Space - Your Cosmic History exhibition in Copenhagen.
• WatershedminorStrategic or Co-development Partner · 1 January 20185G Showcase producer for The Layered Realities Weekend featuring Our Dancing Shadows collaborative VR performance.
• University of Bristol - Smart Internet LabminorStrategic or Co-development Partner · 1 January 2018Research collaboration on 5G network potential through The Layered Realities Weekend.
• KaleiderminorStrategic or Co-development Partner · 1 January 2018Project concept by Kaleider for Our Dancing Shadows - collaborative VR performance exploring 5G network potential.
• Imperial War MuseumscoreStrategic or Co-development Partner · 1 January 2018Historical consultation for Immersive Histories: Dambusters - accurate portrayal of Operation Chastise.
• RAF MuseumcoreStrategic or Co-development Partner · 1 January 2018Partner and installation location for Immersive Histories: Dambusters at RAF Museum London.
• National Film Board of Canada (NFB)coreStrategic or Co-development Partner · 1 January 2016Co-production partner on Draw Me Close alongside National Theatre, collaborating with All Seeing Eye on VR production.
• Warner BrosminorStrategic or Co-development Partner · 1 January 2009Early AR campaigns work for major studios during company's founding years (2009) as pioneers in Augmented Reality for Web and Mobile.
• SonyminorStrategic or Co-development Partner · 1 January 2009Early AR campaigns work for major studios during company's founding years.
• Paramount PicturesminorStrategic or Co-development Partner · 1 January 2009Early AR campaigns work for major studios during company's founding years.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Dimension Studio: Volumetric capture and immersive content studio that has provided capture services for All Seeing Eye projects (All Kinds of Limbo, Museum of Austerity) and competes in the same immersive content production pipeline.
• Non Zero One: UK studio designing location-based and immersive audio experiences; co-creator of On These Streets with All Seeing Eye and a comparable emerging peer in the immersive narrative category.

Broad incumbents

• National Theatre Immersive Storytelling Studio: In-house immersive R&D unit within the National Theatre that co-produces VR and mixed-reality work (Museum of Austerity, Draw Me Close). Functions as both collaborator and a broader incumbent commissioning XR work.
• Felix & Paul Studios: Montreal-based immersive studio producing VR documentary and narrative work for institutions and festivals. Comparable as a larger, established immersive documentary competitor with similar festival footprint (Sundance, Venice, Tribeca).

Direct peers

• Dream Think Speak: Immersive theatre and location-based experience studio collaborating with All Seeing Eye on Unreal City; comparable in scale and project type, with overlapping institutional and festival clients.
• Factory 42: London immersive experience studio behind major VR and location-based projects (e.g., War Horse VR, The Climb). Directly comparable in producing commissioned immersive experiences for cultural and commercial clients.
• 59 Productions: Multi-disciplinary studio creating immersive experiences, film, projection and theatre work. Long-term collaborator with All Seeing Eye on Here, My Name is Peter Stillman and Fabulous Wonder.land, and a primary competitor for performing-arts XR briefs.
• Marshmallow Laser Feast: London-based immersive studio producing VR, AR and large-scale installation work. Direct collaborator with All Seeing Eye on Showrunner, Dream and Sweet Dreams, and an obvious head-to-head peer for cultural-institution XR commissions.
• East City Films: Award-winning VR documentary producer partnering with All Seeing Eye on In Pursuit of Repetitive Beats and the Illinois Holocaust Museum VR trilogy; competes for immersive documentary commissions in the UK.
• Trail and Error Studio: Mixed-reality and immersive narrative studio, co-producer of Museum of Austerity with All Seeing Eye; directly comparable in project scale, technology stack and target cultural clients.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

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Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 ALL SEEING EYE LTD.