Infinite Truthan “immersive technology” company that blends digital media and ecommerce through augmented reality – formerly known as metaverse – has acquired virtual shopping company Obsess.

Infinite Truth says it has a definitive agreement to acquire Obsess, a leading virtual platform that launches more than 400 highly visual, discoverable 3D digital stores and experiences. The terms were not disclosed.

This claim comes on the heels of Infinite Reality’s $3 billion in fundraising that was announced earlier this month, and marks the first acquisition since a major capital increase. That deal made people wonder if the metaverse wouldn’t die after all.

Through this acquisition, Infinite Reality will integrate Obsess’ advanced technology and cross-platform distribution capabilities into its product portfolio, expanding iR’s e-commerce solutions. The addition of Obsess’ proprietary technology suite, strong leadership team, and impressive list of global brand and retail clients accelerates iR’s goals to elevate digital experiences, including ecommerce, through XR and AI ,
further positioning the company to capture a larger share of the rapidly growing global immersive technology market.

Founded in 2017 by CEO Neha Singh, Obsess has quickly established itself as a market leader in immersive commerce technology. The company’s proprietary platform is transforming digital retail across multiple sectors, including beauty, fashion, food and beverage, and media and entertainment, powering hundreds of sophisticated 3D storefronts for global brands such as Ralph Lauren, L’Oréal, Crate & Barrel, elf Cosmetics , J.Crew and Disney Music Group.

Singh, who brings deep expertise as a former Google software engineer and the former head of product for Vogue, has successfully launched and scaled several web and mobile products that have reached millions of users, driving of significant audience and revenue growth. He joins Infinite Reality as Chief Innovation Officer, and will continue to create new products that will reimagine how brands engage with consumers online.

“Obsess’ stellar track record of building successful 3D virtual stores for major brands is a testament to the incredible opportunity ahead,” said John Acunto, cofounder and CEO of Infinite Reality, in a statement. “Neha and her great team shared our vision of upgrading the old 2D web grid to improve ecommerce KPIs for our clients, and delight their customers with more engaging, dynamic, and personal experiences.”

Infinite Reality’s vision of enabling accessible, device-agnostic immersive experiences is perfectly aligned with Obsess’ demonstrated ability to deploy brand projects across multiple platforms – from web browsers to in games like Roblox to next generation devices like Apple Vision Pro and Meta Quest. And through its proprietary CMS with advanced 3D editing and rendering technology, Obsess brings powerful branded interactive stores to life. These capabilities, combined with iR Studio, Infinite Reality’s low-code and no-code SaaS solution, and Infinite Reality Enterprise, iR’s end-to-end immersive services agency, lay a solid foundation for equipping brands and creators with intuitive tools to build, monetize, and effectively measure immersive experiences, while owning all their data.

“Obsess was founded on the belief that it’s time to reinvent the old e-commerce experience,” said Neha Singh, founder and CEO of Obsess, in a statement. “We are building a platform that creates the next-generation consumer interface with visually dynamic and interactive experiences that are highly engaging and feel alive. As a part of Infinite Reality, we are doubling down on our mission to increase consumer engagement with the brand’s immersive story.

“Our aggressive growth strategy is laser-focused on leading the future of immersive technology with the most powerful and complete platform for software, content, and services. Bringing Obsess and Neha’s incredible team on board to supercharge our trajectory,” said Amish Shah, cofounder and Chief Business Officer of Infinite Reality, in a statement. “With their visionary talent joining the iR family, we’re not just changing the game – we’re creating a new playbook for what’s possible in this space.”

Obsess marks Infinite Reality’s first acquisition in 2025, building on the company’s momentum following several strategic acquisitions in 2024 totaling $800 million. Obsess will maintain operations in New York, further strengthening iR’s presence in a key market while expanding its growing suite of AI and immersive technology solutions for clients around the world.

Obsess added about 52 people to Infinite Reality, which now has 319 people. Recently, Infinite Reality signed a five-year deal with Google Cloud to host immersive digital experiences using AI and spatial computing.

Infinite Reality also paid $450 million for Dubai-based Landvault (now iR Enterprise) which has built over 1.2 million square feet of virtual experiences for countless high-profile brands including Mastercard, Standard Chartered, Hershey, a Cannes Lion-winning Heineken campaign with Dentsu, groundbreaking activation with Hershey in Decentraland, and the new World of Women experience at The Sandbox.

It also closed several acquisitions, including the $250 million acquisition of Drone Racing League, the $75 million purchase of Ethereal Engine, Action Face, and Stakes. These deals strengthen iR’s capabilities in computer vision and spatial web technology, gaming, robotics, and more.

And it continues to work with Warner Bros. Discovery Sports, including the launch of the FIM SGP-VERSE app, the world’s first socially interactive and fully immersive speedway experience with features such as customizable camera streams, an exclusive pit reporter feed and on -demand video content. Infinite Reality continues to work with Pairpoint, a Vodafone and Sumitomo Company. Their work is on full display in Dubai at GITEX Global 2024, the world’s largest tech and startup event.