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Infinite Reality Acquires Obsess to Expand Virtual Shopping

Infinite Reality Acquires Obsess to Expand Virtual Shopping
Infinite Reality Acquires Virtual Platform Obsess with $3 Billion Round  

Obsess, a virtual shopping platform, has been acquired by Infinite Reality, a business that specialises in augmented and virtual reality events. Neither business has revealed the monetary pa rameters of the transaction.  

This action comes after Infinite Reality’s $3 billion financing round, which was made public on January 8 and is said to be worth around $12.25 billion. The purchase demonstrates the company’s increasing emphasis on e-commerce and its use of immersive technologies to improve online interaction in a range of sectors.  

According to John Acunto, co-founder and CEO of Infinite Reality, Obsess has a remarkable track record of building profitable 3D virtual shopfronts for well-known companies, which highlights the enormous potential that lies ahead. According to him, the Obsess team is in agreement with Infinite Reality’s goal of modernising the antiquated 2D web layout to enhance e-commerce KPIs for customers and provide them more dynamic, interesting, and customised experiences.  

Obsess is Infinite Reality’s maiden purchase in 2025. This comes after the company went on a 2024 acquisition binge, focussing on businesses with expertise in visual computing, machinery, gaming, and spatial internet technology.  

The Drone Racing League, the metaverse business Landvault, the social sports network Stakes, the AI-powered persona creation system Action Face, Inc., the extended reality design firm Zappar, and Ethereal Engine, which creates end-to-end systems for social fully immersive scenarios, were among the companies that Infinite Reality obtained last year.  

Obsess is another addition to Infinite Reality’s growing e-commerce portfolio. For well-known companies including Benefit, Disney, J. Crew, L’Oréal, Ralph Lauren, Sam’s Club, and Unilever, Obsess has created more than 400 immersive experiences. The technology makes it possible to add virtual shops into the metaverse via gaming engines like Roblox or host them on a web page.  

Obsess was founded to reinvent the outdated e-commerce experience, according to its founder and CEO, Neha Singh. She reaffirmed the company’s commitment to enhancing consumer engagement through immersive brand storytelling.  

Infinite Reality’s list of investors includes notable names such as Steve Aoki, Imagine Dragons, Lerer Hippeau, SE Ventures, Exor, T-Mobile Ventures,  IAC, Liberty Media, Lux Capital, MGM, CAA, Courtside VC, Terracap, and Live Nation.

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