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Tobii

Tobii AB is a technology company founded in 2001, specializing in and attention computing solutions that enable devices and systems to understand human gaze, attention, and intent. As the global leader in eye tracking hardware and software, Tobii develops products for diverse applications including scientific research, , gaming, , (XR), and consumer insights. Established in by John Elvesjö, Mårten Skogö, and Henrik Eskilsson, Tobii began as a startup innovating remote eye-tracking and quickly achieved milestones such as launching the world's first plug-and-play eye tracker in and the first eye-controlled computer for people with disabilities in 2005. The company went public on in 2015 and employs approximately 650 people worldwide, as of 2025, with operations focused on pioneering "attention computing" to enhance human-machine interactions across industries. Tobii's product portfolio includes research-grade eye trackers like the series for behavioral analysis, software tools for data interpretation in consumer testing and UX research, and integrated solutions such as eye-tracking modules for , XR headsets, and vehicles. In automotive applications, its Tobii Autosense technology—bolstered by the 2024 acquisition of FotoNation Ltd.—provides driver and occupant monitoring to improve safety and . Additionally, through its former subsidiary Tobii Dynavox (spun off in 2021), the company has long supported assistive communication devices for individuals with disabilities, enabling gaze-based control of computers and speech-generating tools. The 's commitment to quality is evidenced by ISO certifications in management systems for quality (ISO 9001), environmental impact (ISO 14001), and (ISO 27001), underscoring its role in ethical data handling for eye-tracking applications. Today, Tobii's innovations power advancements in fields from and to and , positioning it at the forefront of human-centered development.

Overview

Company Profile

Tobii is a technology company founded in 2001 in , serving as a global leader in technology for over two decades. The company pioneered the world's first plug-and-play eye tracker, establishing itself as an innovator in capturing and analyzing human and . Headquartered in Danderyd, , Tobii employs approximately 650 people worldwide as of 2024. Its mission is to improve the world with technology that understands human attention and intent, focusing primarily on solutions in and attention computing. Tobii holds a prominent market position as a provider of solutions trusted by academics, researchers, and industries including automotive, healthcare, and (XR), supported by over 1,000 patents. In 2024, the company reported net sales of 857 million , reflecting its scale in delivering hardware, software, and integration services across global markets. Over time, Tobii has evolved from developing early research tools to providing advanced sensing solutions for sectors like automotive.

Core Technologies

Tobii's eye tracking technology fundamentally relies on cameras and sensors to capture and analyze eye movements. These systems illuminate the eyes with near- light, which is invisible to the but reflects off the and to create distinct patterns. By detecting the 's center and the corneal reflections—known as the pupil-center corneal reflection (PCCR) method—the technology calculates gaze direction and point of regard with high precision, achieving accuracies typically around 0.4 to 0.5 degrees of . This non-invasive approach allows for tracking without physical contact, enabling natural user behavior in various settings. Building on , Tobii's attention computing integrates raw eye data with and algorithms to interpret deeper cognitive states. This process analyzes patterns in , such as fixation duration, saccades, and dilation, to infer metrics like , attentional focus, and user intent, all without requiring manual inputs. For instance, prolonged fixations or increased size can signal heightened mental effort, while shifts reveal shifts in . These AI-driven insights enable devices to respond intuitively to , enhancing interaction in fields like human-computer interfaces. Key innovations in Tobii's technologies include remote, wearable, and eye tracking systems, which expand applicability beyond lab environments. Remote setups use screen-mounted sensors for unconstrained head movements, while wearable forms integrate lightweight cameras into for , first-person perspective tracking. Embedded solutions fuse tracking directly into devices like laptops or automotive systems for seamless operation. Advancements also address challenges in low-light conditions, where near-infrared illumination ensures reliable performance from dark rooms to bright daylight, and support for multi-person scenarios through enhanced camera arrays and algorithms that distinguish individual gazes in shared spaces. To achieve robust performance in dynamic environments, Tobii employs , combining data with complementary inputs such as head pose estimation, facial expressions, and body posture. This approach compensates for occlusions or rapid movements, using eye modeling and processing to maintain accuracy and reduce errors. By layering these signals through , the system delivers more reliable inferences about and intent, even in variable lighting or motion-heavy contexts.

History

Founding and Early Development

Tobii was founded in 2001 by John Elvesjö, Mårten Skogö, and Henrik Eskilsson in , . The company's origins stemmed from the founders' academic pursuits in human-computer interaction, particularly Elvesjö's work in at the Royal Institute of Technology, where he identified the potential of adapting particle sensors for non-invasive during his studies. From its inception, Tobii concentrated on creating affordable, remote eye-tracking devices to supplant the cumbersome, invasive systems—such as head-mounted or chin rests—that had previously confined to controlled laboratory environments. This innovation enabled more natural user interactions by compensating for head movements and integrating seamlessly with standard monitors. In 2002, Tobii introduced the world's first plug-and-play eye tracker, marking a pivotal shift toward accessible technology for and early use. Key milestones in Tobii's early years included the 2005 launch of the world's first eye-controlled computer, which for individuals with disabilities and foreshadowed broader assistive applications. The company further expanded into accessibility in 2014 by acquiring DynaVox Systems LLC, a leader in tools, for $18 million, thereby integrating advanced speech-generating devices with eye-tracking capabilities. Tobii's pioneering efforts garnered recognition through several , such as the Swedish Award of in 2008 for its eye-tracking screens, the SIME Prize in 2010 for the most innovative , the Design in 2011 for Tobii Glasses, and the Best Prototype honor at CES in 2012 for its gaze interaction .

Expansion and Public Listing

Tobii went public on April 24, 2015, listing on under the ticker TOBII, raising approximately 434 million to support its global expansion and product development initiatives. The IPO, which was oversubscribed, valued the company at around 2.1 billion and marked a significant milestone in scaling its eye-tracking technologies beyond research applications into consumer and commercial markets. Following the IPO, Tobii accelerated its international presence by establishing offices in key regions, including the (North America headquarters), , , (Frankfurt), (Bergen for assistive solutions), and (Kyiv for development support). This expansion facilitated deeper and localized support for its growing customer base in , , and . During this period, Tobii also strengthened its position through strategic partnerships, notably in (XR) with collaborations such as the 2015 initiative with for VR eye tracking and ongoing work with for integrated XR solutions by 2020. In the automotive sector, Tobii entered the driver monitoring systems market in 2021, forming alliances with companies like Technology and Nviso to enhance interior sensing capabilities. Tobii operated through a divisional structure comprising Tobii Tech for consumer and commercial applications, Tobii Pro for tools, and Tobii Dynavox for assistive technologies. In October 2021, Tobii completed the of Tobii Dynavox as a separate entity, approved at an on October 25, allowing it to focus exclusively on solutions while enabling the merger of Tobii Pro and Tobii Tech into a streamlined operation. This restructuring sharpened Tobii's emphasis on core eye-tracking innovations for broader industries. Mid-term achievements included widespread integration of Tobii's technology into consumer devices, such as gaming laptops from and various VR headsets from partners like in 2021, demonstrating its reliability and market adoption. These integrations, starting prominently around 2015 with peripherals like the Sentry eye tracker showcased at CES, underscored Tobii's role in advancing human-computer interaction, though specific awards from this era were limited compared to its technological milestones.

Recent Developments

In late 2021, Tobii appointed Anand Srivatsa as its new CEO, effective December 9, with a strategic emphasis on expanding the company's presence in automotive and (XR) markets. Under his leadership, the company pursued operational efficiencies to support growth in these high-potential sectors. In April 2022, Tobii streamlined its structure by merging its Tobii Pro and Tobii Technology subsidiaries into a single entity, Tobii AB, to enhance operational integration and focus on core eye-tracking innovations across industries. From 2024 to 2025, Tobii secured key partnerships and milestones in its accessibility and automotive segments. In January 2024, Tobii acquired FotoNation Ltd., establishing the Tobii Autosense business unit focused on automotive interior sensing solutions. In June 2025, the company extended its supply agreement with Dynavox Group for five years, including a volume commitment of SEK 100 million for eye-tracking components at a 13% discount, ensuring continued integration in assistive technology devices. In the third quarter of 2025, Tobii's Autosense division achieved a significant milestone with EU homologation for its single-camera Driver Monitoring System (DMS) and Occupant Monitoring System (OMS), enabling deployment in vehicles for enhanced in-cabin safety monitoring. Despite these advances, Tobii faced financial headwinds in 2025. The company's third-quarter earnings revealed a net sales decline to 158 million from 211 million year-over-year, driven by lower-than-expected revenue across all segments, which triggered a sharp drop in its stock price. In contrast, the second quarter showed improvement in , rising to 71 million from a negative 121 million, a gain of 192 million attributed to cost reductions and better management. In November 2025, Tobii announced a breakthrough in interior sensing technology, with its single-camera solution enabling Driver Controlled Automated Systems (DCAS) for advanced automated driving features, supporting regulatory approvals for hands-off and eyes-off capabilities in vehicles. This innovation builds on Tobii's automotive applications by integrating eye-tracking for precise driver .

Products and Solutions

Hardware Offerings

Tobii's hardware offerings encompass a range of devices and sensors designed for precise gaze estimation across various form factors, utilizing near-infrared illumination to create corneal reflections for robust tracking in diverse conditions. These systems emphasize compact designs, high sampling rates, and on-device processing to ensure and data privacy by minimizing cloud dependency. Screen-based eye trackers from Tobii are compact, USB-powered devices intended for seamless with and monitors, enabling capture for applications like and consumer use. Models such as the Tobii Pro Spectrum offer sampling rates up to 1200 Hz with dual cameras and fully embedded for high-accuracy and measurements, while the Tobii Pro Fusion supports rates up to 250 Hz for capturing fixations and saccades on screens up to 24 inches. The Tobii Eye Tracker 5, a more accessible variant, provides 60 Hz and 30 Hz head tracking for monitors up to 30 inches, functioning in all lighting conditions without wearables. These devices typically feature privacy-oriented , where is computed locally to avoid transmitting raw video feeds. For mobile scenarios, Tobii offers wearable hardware like the Tobii Pro Glasses 3, a hands-free binocular system that records first-person eye movements in natural environments at 50 or 100 Hz sampling rates using stereo geometry and dark techniques. Equipped with eight illuminators per eye and integrated scene cameras, it supports compensation for accurate tracking during dynamic activities. The Tobii Glasses X extends this capability to industrial and UX testing, delivering reliable gaze data in challenging real-world settings with similar -based sensors. Embedded solutions include modular eye tracking components for integration into devices like XR headsets and automotive systems. For instance, Tobii's technology powers in the Pico Neo 3 Pro Eye headset, enabling gaze interaction and through compact modules. In vehicles, the Tobii Autosense deploys low-power cameras—such as single 5.1MP hybrid RGB/ sensors—for cabin monitoring, processing on-edge to detect driver drowsiness, occupancy, and poses while adhering to standards by handling computations locally. These variants prioritize for automotive use, supporting features like vital state without external data transmission.

Software and Platforms

Tobii's software ecosystem encompasses a suite of tools designed to process, integrate, and analyze eye tracking data, enabling researchers and developers to derive actionable insights from gaze patterns. Central to this is Tobii Pro Lab, a comprehensive platform for behavioral research that facilitates the full lifecycle of eye tracking studies. It supports experiment design through intuitive interfaces for creating stimuli with images, videos, audio, and text, including features like trial randomization and gaze-triggered advancements. The software excels in gaze plotting by generating visualizations such as fixation maps and scan paths, while offering automated areas of interest (AOIs) detection for precise metric calculations on fixations, saccades, and reading behaviors. For statistical analysis, Tobii Pro Lab provides built-in pre-processing tools, multimodal integration with sensors like EEG and GSR, and export options for raw or aggregated data, having been cited in over 800 peer-reviewed publications for its reliability in cognitive and psychological research. Complementing Pro Lab are Tobii's integration software development kits (SDKs), which allow developers to embed eye tracking capabilities into custom applications. The Tobii Pro SDK is a free, multi-platform library supporting Windows, Linux, and macOS, with bindings for languages including .NET, Python, C, and MATLAB, enabling real-time access to gaze data for analytical app development. For extended reality (XR) and gaming, the Tobii Game Integration (TGI) SDK provides a native C++ API with implementations for Unity (versions 2018.1 and later) and Unreal Engine 4, facilitating features like head and eye tracking for immersive interactions such as foveated rendering and object selection. Additionally, the Tobii Pro Glasses 3 API extends these capabilities to wearable data, allowing post-recording analysis and integration into broader software pipelines. Tobii's analytics platforms focus on transforming raw eye data into interpretable metrics, with tools embedded primarily in Pro Lab for generating heatmaps that visualize collective distributions on static images or video frames, introduced in version 1.241 to highlight areas of high attention. Attention metrics include event-based glance durations, coverage ratios, and automated reading analyses, such as fixation counts per word or sentence, which quantify cognitive engagement without manual intervention. For specialized applications, Tobii Ocumen serves as an SDK for extraction in (MR) and (VR) environments, supporting AI-enhanced insights into vision care and neurological behaviors by processing entropy and responses. These tools prioritize conceptual metrics like total viewing time and first fixation latency to establish patterns of , rather than exhaustive granular data. To support large-scale and remote research, Tobii offers services centered on secure and . Glasses Explore, a cloud-based platform launched in for Tobii Glasses X wearables, enables automatic upload and storage of recordings to encrypted repositories, ensuring during transfer from field studies. It facilitates remote study management by allowing researchers to monitor live sessions, share annotated visualizations, and conduct comparative analyses across multiple participants without local hardware constraints, all under subscription-based access for scalability in real-world behavioral investigations.

Applications

Research and Analytics

Tobii's eye tracking systems play a pivotal role in academic within and , enabling precise investigations into , , and . In , these technologies facilitate studies on memory formation and decision-making processes by capturing how individuals allocate visual attention to stimuli. Similarly, in , reveals neural mechanisms underlying interactions and emotional responses through analysis of patterns during exposure to social stimuli. For , Tobii devices help uncover preferences and engagement levels, informing models of how environmental cues influence purchasing decisions. Core methodologies employed with Tobii systems include gaze mapping, which overlays eye movement data onto visual stimuli to visualize attention distribution; fixation analysis, which quantifies the duration and frequency of stable gaze points to assess engagement depth; and saccade detection, which tracks rapid eye movements between fixations to evaluate information processing speed and cognitive shifts. These techniques allow researchers to objectively measure attention and cognitive load, such as increased fixation durations indicating higher mental effort during complex tasks. Tobii Pro Lab software streamlines these analyses by integrating data export for statistical modeling in research workflows. Notable case examples highlight Tobii's contributions to studies, including partnerships with institutions like the Leipzig Research Center for Early Child Development, where eye trackers are used to examine patterns in infants to understand developmental trajectories in and . In , Tobii systems support UX testing by revealing how users interact with digital interfaces; for instance, a employing Tobii eye trackers analyzed to price information in platforms, demonstrating how allocation predicts purchase intentions. Data outputs from Tobii-enabled studies provide empirical metrics essential for research reports, such as time-to-first-fixation, which measures the until initial lands on a target area to gauge stimulus salience, and area-of-interest (AOI) coverage, which calculates the percentage of total time spent within predefined regions to quantify focus allocation. These metrics enable scalable insights, with AOI coverage often correlating with behavioral outcomes like decision in psychological experiments.

Automotive and Sensing

Tobii's Autosense technology provides advanced in-cabin sensing capabilities, utilizing to detect driver drowsiness, distraction, and deviation from the road. This system leverages over two decades of attention computing expertise to the driver's cognitive state through deep-learning algorithms that analyze eye closure, head pose, and direction, ensuring reliable performance across diverse lighting conditions, ethnicities, and accessories like or masks. The is integrated into interiors via a single-camera solution, enabling flexible placement such as in dashboards or near seats to support Level 2+ autonomous driving features while minimizing and costs. This setup combines driver and occupant monitoring in one , facilitating seamless embedding for advanced driver assistance systems (ADAS). In November 2025, Tobii announced that its interior sensing supports breakthroughs in Control Assistance Systems (DCAS), including eye-activated lane changes approved under UN Regulation No. 171, enhancing hands-off automation while maintaining driver engagement. Safety features include real-time alerts triggered by metrics such as prolonged eye closure rates indicating drowsiness and significant gaze deviations signaling distraction, integrating with vehicle sensors like speedometers for contextual warnings. These capabilities align with regulatory requirements, including for commercial vehicles, to promote compliance with standards. Tobii collaborates with major automakers and suppliers, such as , , , , and a premium European OEM, to deploy these solutions in ADAS for enhanced in-cabin safety across over 875,000 vehicles as of September 2025. Partnerships with semiconductor firms like and further enable mass production of integrated systems for driver monitoring.

Gaming and XR

Tobii's technology has been integrated into several XR headsets to optimize rendering and interaction in and augmented environments. A notable example is the Pico Neo 3 Pro Eye, which employs Tobii's solution for dynamic , concentrating computational resources on the foveal region of the user's gaze while lowering resolution in peripheral areas to reduce GPU demands. Similarly, Tobii's powers the headset, enabling gaze-contingent features that enhance immersion in console-based XR gaming. In gaming contexts, Tobii facilitates gaze-based controls that allow players to manipulate in-game elements through eye movements alone, such as selecting weapons or navigating menus. This extends to immersive targeting in genres like first-person shooters and flight simulations, where gaze can lock onto enemies or objectives for precise aiming without relying solely on hand controllers. Dynamic hiding further refines the experience by automatically fading out non-essential interface components when they fall outside the player's visual focus, minimizing visual clutter and promoting deeper engagement. Performance gains from Tobii's in and applications include stabilized frame rates and smoother visuals, as resources are allocated efficiently to gazed-upon areas, preventing drops in demanding scenarios. These optimizations also enable multiplayer gaze awareness, where shared eye data reveals teammates' or opponents' attention points, fostering intuitive and collaborative strategies in online XR titles. Tobii's ecosystem supports developers through dedicated SDKs for game engines like and , which provide APIs for implementing tracking—following rapid eye movements—and fixation-based interactions, such as dwell-time selections. These tools integrate eye and head data to create responsive, natural controls, empowering creators to build next-generation XR games with minimal overhead.

Accessibility

Tobii's eye-tracking technology facilitates gaze-based , allowing users with disabilities to control computers, communication devices, and educational tools through eye movements alone, providing a hands-free alternative to traditional input methods like keyboards or touchscreens. This approach is particularly beneficial for individuals with severe motor impairments, such as those with or (ALS), enabling precise cursor navigation and selection via natural eye . By integrating infrared cameras and advanced algorithms, Tobii's hardware captures and corneal reflections to determine gaze points with high accuracy, supporting seamless in various assistive contexts. A significant legacy in stems from Tobii Dynavox, which was spun off from Tobii in 2021 to focus exclusively on (AAC) solutions powered by Tobii's eye-tracking components. These devices, such as the TD I-Series speech-generating tools, allow nonverbal users to generate speech and access apps using eye control, enhancing communication for those unable to use hands or voice. Tobii continues to supply core eye-tracking modules to Dynavox Group, ensuring the integration of reliable gaze technology into dedicated AAC hardware. In June 2025, Tobii extended its supply agreement with Dynavox Group for five years through 2029, including volume commitments to sustain production of these assistive components. In educational settings, Tobii's technology supports for students with motor impairments by enabling eye-driven access to interactive content, such as selecting answers in assessments or navigating virtual classrooms without physical assistance. This fosters inclusive environments where learners with limited mobility can participate independently in lessons and activities. For broader daily applications, gaze simplifies intuitive navigation of personal devices, from web browsing to environmental controls like smart home systems, reducing reliance on caregivers. The impact of Tobii's contributions lies in promoting greater , as users report improved through enhanced communication and task , with studies highlighting benefits like increased social participation. By empowering individuals to express needs and engage with on their terms, Tobii's solutions address key barriers in , continuing to evolve through ongoing partnerships and component innovations.

Corporate Affairs

Leadership and Governance

Tobii's executive leadership is headed by Anand Srivatsa, who has served in the role since December 9, 2021. Srivatsa joined the company in 2019 as Division CEO for Tobii Tech, bringing over 20 years of experience in high-tech industries, including automotive sensing solutions during his tenure as Vice President at . He holds an in from and oversees the company's strategic direction in eye-tracking and attention computing technologies. The executive management team, comprising senior vice presidents and specialized roles, supports Srivatsa's leadership with expertise across product development, engineering, legal, and . Key members include Interim Executive VP and Åsa Wirén, appointed in May 2025, with prior CFO experience at and ; Senior VP of Products and Solutions Gunnar Troili, a long-term Tobii employee since 2001 focused on R&D; and Executive VP and General Counsel Lotta Westerlund, with backgrounds in telecommunications law at . Other executives, such as Senior VP Autosense Adrian Capata, contribute deep knowledge in and , ensuring alignment with Tobii's innovation in sensing technologies. The , consisting of five elected members plus an employee representative since , provides oversight and comprises a mix of industry experts in , , , and . Chairman Per Norman, serving since 2022, brings experience in , , and gaming sectors, complemented by members like co-founder Henrik Eskilsson (sensors and engineering) and former CFO Carl Mellander (). Independent directors such as Charlotta Falvin and John Elvesjö add perspectives on equity investments and , fostering strategic guidance on ethical deployment and sensor innovations. The employee representative, Walck, appointed in by Sveriges Ingenjörer, ensures workforce input in line with . Tobii's governance structure adheres to the Swedish of Corporate Governance and Stockholm's Rule Book for Issuers, operating under a "comply or explain" principle with annual reporting of any deviations. The Board establishes overall organization and management, supported by dedicated and Committees to address financial oversight and , respectively. Emphasis on and includes Board-reviewed annual anti-corruption risk analyses, a of Conduct prohibiting , and robust data measures compliant with GDPR and CCPA, overseen by a dedicated and ISO 27001-certified systems. These practices underscore Tobii's commitment to responsible operations, including standards for suppliers aligned with the Responsible Code.

Financial Performance

Tobii's total revenue in 2020 reached 1,426 million , reflecting operations across its core divisions after the of the Smartbox business in of that year. The company reported a segment breakdown with Tobii Dynavox contributing 894 million (approximately 60% of total revenue), focused on interaction and assistive technologies for communication; Tobii Pro generating 366 million (25%), centered on research and behavioral analysis tools; and Tobii Tech accounting for 230 million (15%), encompassing technology integrations including early automotive sensing applications. These figures highlight Tobii's diversified revenue streams, with interaction and research segments dominating at the time, while automotive efforts were nascent within the technology integration category. In recent years, Tobii has shown mixed financial trends amid strategic shifts. For Q2 2025, improved significantly by 192 million SEK year-over-year to 71 million SEK, driven by cost reductions totaling 263 million SEK and stronger segment performance, particularly in integrations. However, Q3 2025 marked a downturn, with net sales declining across all segments due to the end of temporary acquisition-related revenue and softer demand, resulting in an operating loss of 33 million SEK and a 35% plunge in share price to 2.10 SEK. This earnings dip was partly linked to broader market slowdowns, though offset briefly by positive developments like the DCAS announcement in automotive sensing. Tobii's shares trade on Nasdaq Stockholm under the ticker TOBII, with a market capitalization of approximately 360 million SEK as of November 2025, subject to volatility tied to automotive adoption milestones such as EU homologation for in-cabin sensing platforms. The company's investment priorities include substantial R&D spending on sensing technologies, exemplified by multi-year efforts yielding single-camera driver and occupant monitoring systems set for production in late 2025, though this has contributed to ongoing profitability challenges amid 2025's economic headwinds and increased R&D costs of 23 million SEK in Q3 alone.

Global Operations

Tobii's headquarters is located in Danderyd, a suburb of , , where the company conducts the majority of its activities focused on core eye-tracking hardware and software technologies. The company maintains a network of key offices across multiple continents to support its international operations, including in the United States (Fairfax Station, ), Japan (), ( and ), (Frankfurt am Main), (), the (Reading), and (). These locations facilitate localized support, partnerships, and market engagement in diverse regions. Tobii operates on a distributed model with primary R&D centered in Sweden, manufacturing handled through strategic partnerships in Asia—such as collaborations with semiconductor firms like STMicroelectronics and original design manufacturers (ODMs) for sensor production—and dedicated sales teams worldwide to deliver B2B customization services for industries including automotive and research. This structure enables efficient scaling and integration of eye-tracking solutions globally. The company's emphasizes ethical sourcing, particularly for sensors and components like , tin, , and , through a Supplier that ensures compliance with conflict minerals regulations and promotes standards. Following the 2022 internal merger of its business units into a unified Tobii AB structure, the has demonstrated enhanced resilience, supporting more integrated global delivery of products and solutions.

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