New Members Join Growing Roster of Companies Leading in Augmented, Mixed and Virtual Reality
Washington, D.C. — Today, the XR Association (XRA), the trade association representing the growing ecosystem of companies powering virtual, augmented, and mixed reality (XR) announced six new members. XRA’s newest member companies represent a distinguished group driving research and innovation in the XR industry, including: Mace Virtual labs, Dealplay, Owlchemy Labs, Persistent Technology, Chocolate Milk & Donuts, and ReframeXR.
“We are thrilled to welcome Mace Virtual labs, Dealplay, Owlchemy, Persistent Technology, Chocolate Milk & Donuts, and ReframeXR to the XR Association,” said Elizabeth Hyman, CEO of XRA. “Their expertise and innovation reflect the incredible momentum in the immersive technology space. As our association continues to grow, we’re excited to collaborate with these forward-thinking companies in 2025 to drive progress, foster innovation, and ensure the responsible development and deployment of XR technologies.”
As a leading industry convener, XRA plays an integral role in ensuring that immersive technologies are developed responsibly and thoughtfully. In working groups, demonstration workshops, policy briefings, panel discussions, and other events organized by XRA, members discuss immersive technologies’ proper implementation and advancement.
“We wanted to partner with an association and its members that have like-minded ideals of ensuring XR continues to grow responsibly,” said Jonathan Teske, founder of ReframeXR.
By joining XRA, these companies will contribute to shaping best practices, advancing policy discussions, and exploring new applications for immersive technology.
Members also have the opportunity to connect and collaborate with other industry-leading organizations, engage with new audiences, and contribute to discussions about the future of the industry, particularly regarding public policy and legislative matters.
Stay tuned for XRA’s forthcoming State of the Industry Report, which will share further insight into the work XRA and its member companies have done over the last year.
ABOUT THE XR ASSOCIATION
The XR Association promotes the dynamic global growth of the XR industry, which includes virtual reality, augmented reality, mixed-reality, and future immersive technology. XRA is leading the way for the responsible development and adoption of XR by convening stakeholders, developing best practices and research, and advocating on behalf of our members and the greater XR industry.
The XR Association represents the broad ecosystem of the XR industry including headset manufacturers, technology platforms, component and peripheral companies, internet infrastructure companies, enterprise solution providers, and corporate end-users. The founders of XRA are Google, HTC Vive, Microsoft, Meta, and Sony Interactive Entertainment. To learn more about XRA membership, visit xra.org/joinus.
