Extreme Reality

About Extreme Reality

Extreme Reality, founded in 2005 by serial entrepreneur Dor Givon, was a computer vision company based in Herzliya, Israel. Givon, who previously developed a 3D 360 video camera acquired in 2004, brought his expertise in computer vision and image processing to the venture. The company was later led by CEO Sarit Firon, a seasoned executive with a notable track record of guiding technology companies through IPOs and acquisitions. Firon's extensive experience includes serving as CFO at MediaMind during its NASDAQ IPO and subsequent acquisition, and as CFO of P-Cube during its acquisition by Cisco.

Extreme Reality's core business centered on its proprietary software-based motion capture engine. This technology was capable of analyzing a person's movements in 3D using a standard 2D camera, effectively turning any computing device with a webcam into a full-body motion controller. The company's primary offering was the Extreme Motion Software Development Kit (SDK). This SDK provided developers with the tools to create a host of applications—from games to security programs—that utilized natural user interfaces, where the user's body movements would control the application. The business model revolved around licensing this SDK to developers, enabling them to integrate motion control into their software for various platforms, including Windows, iOS, and Android.

The company's main product, the Extreme Motion SDK, was its key asset, backed by a portfolio of patents. This software-only solution was positioned as a hardware-agnostic alternative to other motion-sensing technologies, such as Microsoft's Kinect, as it did not require any specialized hardware. A significant milestone for the company was securing a $10 million Series D funding round in November 2013, led by Marker. Despite its technology and funding, Extreme Reality is now designated as a deadpooled company, having ceased operations around August 2020.