Swedish Di Digital published an article about Donya Labs on April 12th, 2016. Below is the English version.
"VR company Donya Labs expects to increase sales by 70 percent to over 60 million SEK this year. The company is now helping several automakers following the same trend as Tesla, moving their showrooms to less central locations and showcase models using 3D and VR instead.
Donya Labs was founded in 2006 in Linköping by four guys with a background in engineering and game design. The vision then was to optimize the management of 3D graphics so that game developers could focus on making great games.
The result was the software Simplygon, which today is used to make 3D games and VR applications to work with the game engines they are built on, even if your computer performance is limited. This is important, especially today when VR applications run from smartphones that are placed in simple VR glasses.
AAA games use Simplygon to avoid graphics stutter or drop in resolution. This is especially true for racing games like Gran Turismo or Forza Motorsport. In simple words, you can say that Simplygon ensures that the graphics that are at the center of the game are sharp and moving smoothly, while saving on what for the moment is in the background.
"In the beginning it was very much about getting games look better and bigger, but now that VR is starting to get more and more important, we find ourselves being in a golden position, "says Koshi Hamedi, co-founder and evangelist at Donya Labs.
"We have two of the world's largest car manufacturers as customers. We have one of the largest furniture manufacturer and many more super interesting customers, "he says.
This year, sales are forecast to grow to over 60 million. Growth is primarily outside the gaming industry, including e-commerce, automotive and aerospace industries.
As Di Digital reported forecast VR sector explode in a variety of industries in 2016, partly due to new hardware from companies such as Samsung, HTC, Oculus and Microsoft.
To ride on this VR wave Donya Labs has recruited Matt Connors as CEO. Matt has roots in California, and has previously worked as a product manager at Macromedia, Adobe and Apple.
"Growth in the game will level off this year. However, we are currently negotiating with eight automakers and recently received a call from a company that works with self-driving cars, "said Matt Connors who is an old friend of Mahiar Hamedi and followed the company since its inception ten years ago.
He explains that the automotive industry today, use VR technology to everything from design development to marketing. The trend is to do as Tesla and move their showrooms to smaller, more central locations.
Instead of having 20 cars in the showroom there is only a few. Different versions of "test run" are used with the help of an app and a VR headset.
"More and more car manufacturers are today building their VR technology on game engines," says Matt Connors.
Donya Labs is also working to develop a cloud service to reach even wider with their innovation. It will be launched next year and will make it easier for furniture chains and shoe shops to put out 3D versions of their products online and let customers experiment with different color sets and variations.
"Our software makes it easy to quickly modify a part of a product, as the color of the leather cushions of an armchair, for example" says Matt Connors."
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