Magic Leap and Virtuix Join Entertainment Software Association

Association expands its diverse membership with mixed and virtual reality start-ups

Washington, DC – February 10, 2016 – The Entertainment Software Association (ESA) today welcomed Magic Leap, Inc. and Virtuix as its newest members. The addition of the mixed and virtual reality companies brings ESA’s membership to 35, and further expands its portfolio across technologies and platforms.

“Magic Leap and Virtuix are leading pioneers in augmented, mixed, and virtual reality—entertainment’s newest frontier,” said Michael D. Gallagher, president and CEO of ESA. “These innovations promise to provide exhilarating new ways of experiencing the world. We look forward to collaborating with these highly creative companies as our industry continues to elevate the standards in technology.”

Magic Leap, founded in 2010 and based in Dania Beach, Fla., recently closed Series C funding with nearly $800 million from companies including Alibaba, Google, Warner Bros., and J.P. Morgan to develop its revolutionary Mixed Reality Lightfield™. The new retinal display seamlessly blends both digital and physical worlds by superimposing 3D images over real-life objects. From hand-held galaxies and elephants to whales and robots bursting through floors and walls, Magic Leap is poised to give users the ability to play, work, and learn in exciting new ways.

Virtuix is a pioneer in the Active VR category and is the developer of the Virtuix Omni™, a first-of-its-kind motion platform that enables mobility in virtual environments. Active VR, your actions in the virtual world are controlled by first-person navigation like walking or running, creates an unprecedented sense of immersion and presence within virtual worlds that could span areas such as video games, fitness, tourism, and social gatherings.

“We’re proud to join ESA during this exciting time of transformation for video games and virtual reality,” said Jan Goetgeluk, founder and CEO of Virtuix. “We look forward to joining ESA at the forefront of critical policy issues facing our dynamic industry.”

ESA offers a wide range of services to interactive entertainment software publishers, including conducting business and consumer research, providing legal and policy analysis and advocacy on First Amendment, intellectual property, and technology/e-commerce issues, managing a global content protection program, owning and operating E3 and representing video game industry interests in federal and state government relations. For more information, visit ESA’s website or follow us on Twitter at @RichatESA or @ESAGovAffairs.

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