Google Aims To Aquire Eye-Tracking Company AdHawk Microsystems for $115M
Michael Torneau, SmartGlassesOn
Published 13:57, Sun March 16, 2025
AdHawk Microsystems: Advancing Eye-Tracking Technology
AdHawk Microsystems, founded in 2017, has developed cutting-edge eye-tracking technology that eliminates the need for traditional cameras. This innovation enables higher sampling rates, lower latency, and greater efficiency, making it particularly valuable for augmented reality (AR) and virtual reality (VR) applications—an area of growing interest for Google.
The company has attracted investment from major tech firms such as Samsung, Intel, HP, and Sony, along with EssilorLuxottica, the parent company of Ray-Ban and Meta’s partner in smart glasses. This backing underscores the industry’s confidence in AdHawk’s technology and its potential.
Market Position and Competitive Landscape
Despite its technological advancements, AdHawk remains a relatively young company and may not have achieved widespread market penetration or significant revenue generation. This factor likely influenced its acquisition price of $115 million. Additionally, the competitive nature of the eye-tracking market, with several players offering similar solutions, could have affected its valuation.
The deal includes $15 million in performance-based payments, meaning the final price depends on AdHawk meeting specific targets. This structure allows Google to mitigate risks while ensuring the technology meets its expectations.
Strategic Importance to Google
This acquisition aligns with Google’s broader AR/VR strategy, following its previous purchase of parts of HTC’s XR division and the launch of the Android XR operating system. Interestingly, Meta had considered acquiring AdHawk in 2022 but ultimately did not move forward with the deal.
AdHawk’s micro-electromechanical systems (MEMS) eye tracker significantly reduces data requirements compared to camera-based systems while achieving superior sampling rates and lower latency. This makes it a valuable tool for AR/VR applications, cognitive wellness, human-computer interaction, and productivity enhancement.
The company has also developed products like the MindLink glasses, which provide high-speed, high-precision eye tracking in a mobile device. These glasses are used by researchers and clinicians to study eye movements and their connections to neurological and ocular health.
Google’s AR/VR Acquisitions
Google has made several strategic acquisitions in the AR/VR space to strengthen its position in the market:
- 2016 – Acquired Eyefluence, a company specializing in eye-tracking technology for AR/VR headsets.
- 2017 – Purchased a portion of HTC’s XR division for $1.1 billion, bringing in talent and technology to advance its AR/VR initiatives.
- 2020 – Acquired North, a Canadian company known for its Focals smart glasses, to bolster its presence in the smart eyewear market.
Google’s acquisition of AdHawk Microsystems reinforces its commitment to AR/VR innovation, enhancing its ability to develop next-generation immersive experiences.