amBX Offers Sensory Experiences29 Oct, 2008 By: John Latchem
A new technology called amBX allows for full “sensory surround” entertainment experiences in video games, movies, TV shows and other media. Licensed amBX devices let content creators add real-world effects using light, color, sound, rumble and air flow to virtual worlds.
The program is a spin-off from the Philips Technology Incubator, realized through the formation of amBX UK Ltd. with the backing of Prime Technology Ventures (PTV), an independent pan-European venture capital firm headquartered in the Netherlands.
Neil MacDonald, CEO of amBX, said the independence from Philips will “allow us to drive amBX as an essential platform for not only PC, but for console gaming entertainment, home theater, music and even larger, bespoke installations in large scale entertainment venues.”
The company has already licensed the technology to many content developers and publishers in the gaming sector. A new amBX development kit and partner program to be launched soon will allow more companies creating both hardware to adopt the technology for their products.