Tobii
Swedish technology company specializing in eye tracking and attention-computing solutions.
Last updated August 31, 2026
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Overview
Tobii is a Swedish technology company focused on eye tracking and attention computing. Founded in Stockholm in 2001 by John Elvesjo, Mårten Skogö, and Henrik Eskilsson, the company developed from a specialist provider of gaze-measurement systems into an international supplier of eye-tracking hardware, software, algorithms, and development tools. Its technology uses cameras, infrared illumination, pupil-position analysis, corneal-reflection measurements, calibration procedures, and software algorithms to estimate where a person is looking and how visual attention changes over time. The company serves several overlapping markets. Tobii Pro supplies screen-based and wearable eye trackers, analytical software, and software development kits for scientific research, behavioral studies, usability testing, human-computer interaction, and commercial insight work. Its products are used to examine visual attention, reading behavior, decision-making, navigation, and responses to physical or digital environments. Examples of the Tobii Pro portfolio include the Tobii Pro Spectrum and Tobii Pro Fusion screen-based systems and the Tobii Pro Glasses 3 wearable platform. Independent research has evaluated Tobii equipment in vision science, developmental studies, usability research, and mobile or edge-computing contexts. Tobii also develops technology for integration into commercial devices and custom-built systems. Applications described for its technology include gaming, extended-reality headsets, automotive interior sensing, healthcare, assistive technology, and other human-machine interfaces. In gaming and consumer electronics, eye tracking can support gaze-based interaction, interface control, rendering optimization, and analysis of player attention. In research and usability work, Tobii’s systems are valued for noninvasive measurement and comparatively simple deployment, although data quality can vary with device type, movement, calibration, lighting, user characteristics, and experimental conditions. A related business, Tobii Dynavox, originated from the acquisition of the United States-based DynaVox and served the assistive-communication market. Tobii Dynavox was separated from the wider Tobii group and became an independent listed company in October 2021. In April 2022, Tobii consolidated the remaining Tobii Group operations, including Tobii Pro and Tobii Tech, into Tobii AB. The company became publicly traded on Nasdaq Stockholm on April 22, 2015. Tobii has maintained an international operating footprint with offices in Europe, North America, and Asia. Its brand is principally associated with specialized eye-tracking instruments and the software ecosystem surrounding them rather than with a single consumer product. The company’s strategic position is built around converting eye movements and visual attention into usable data for researchers, developers, enterprises, and device manufacturers. According to the supplied reference material, Anand Srivatsa took over as chief executive toward the end of 2021, and Fadi Pharaon succeeded him in January 2026.
History
Tobii was founded in Sweden in 2001 by John Elvesjo, Mårten Skogö, and Henrik Eskilsson. The founders built the company around the development of systems capable of measuring human gaze without requiring invasive equipment. Tobii’s core technical approach combines cameras, infrared light sources, pupil and corneal-reflection analysis, calibration, and software algorithms to estimate eye position and gaze direction. During its early development, Tobii concentrated on eye-tracking systems for research and professional applications. The technology became relevant to vision science, behavioral research, usability testing, human-computer interaction, and commercial studies of attention. Tobii’s products were used to investigate how people read, navigate interfaces, inspect products, and respond to physical and digital environments. The company’s research portfolio evolved to include both screen-based systems and wearable devices capable of recording gaze during movement. Tobii received product and technology recognition during the late 2000s and early 2010s. Tobii Glasses received a Red Dot Design Award in 2011, while the company’s eye-tracking technology received recognition at CES in 2012, including a Best Prototype award from Notebooks.com. These recognitions reflected the growing visibility of eye tracking as a practical interface and measurement technology. The company expanded beyond research instruments into technology for commercial devices, gaming, extended reality, automotive interiors, healthcare, assistive communication, and custom-built machines. Its Tobii Pro business developed professional eye trackers, wearable glasses, software, and development kits for researchers and enterprises. Tobii Tech focused on integrating eye tracking into third-party products and broader human-machine interfaces. The company’s products have also been used in peer-reviewed studies comparing measurement accuracy, precision, data loss, and performance during movement or with younger participants. Tobii listed its shares on Nasdaq Stockholm on April 22, 2015. The company later restructured its group portfolio. Tobii Dynavox, an assistive-communication business originating from the acquisition of United States-based DynaVox, was spun off in October 2021. Around the end of that year, co-founder Henrik Eskilsson handed the chief executive role to Anand Srivatsa. In April 2022, Tobii formally consolidated its remaining businesses, including Tobii Pro and Tobii Tech, into Tobii AB. Tobii is headquartered in Stockholm and has maintained offices across Europe, North America, and Asia, including the United States, Japan, China, Romania, Switzerland, the United Kingdom, Ireland, Taiwan, and South Korea. Its current identity centers on attention computing: turning eye movements and related visual-attention signals into data that can support research, product design, software interaction, device intelligence, and accessibility. The company’s products remain specialized rather than mass-market, and their performance depends on calibration, movement, lighting, user characteristics, device configuration, and the quality of the analytical methods applied to the collected data. Fadi Pharaon succeeded Anand Srivatsa as chief executive in January 2026.
- 2022
Tobii Group businesses are consolidated
[1]Tobii merges the remaining group structure, including Tobii Pro and Tobii Tech, into Tobii AB.
- 2021
Tobii Dynavox is spun off
[1]The assistive-communication business is separated from the wider Tobii group in October 2021.
- 2015
Tobii lists on Nasdaq Stockholm
[1]Tobii becomes a publicly traded company on April 22, 2015.
- 2012
Eye-tracking technology receives CES recognition
[1]Tobii’s technology receives recognition at CES, including a Best Prototype award from Notebooks.com.
- 2011
Tobii Glasses receive a Red Dot Design Award
[1]The wearable eye-tracking product receives recognition in the Red Dot product-design awards.
- 2001
Tobii is founded in Sweden
[1]John Elvesjo, Mårten Skogö, and Henrik Eskilsson establish Tobii to develop eye-tracking technology.
Products and positioning
A specialist provider of research-grade and embedded eye-tracking technology, combining sensing hardware, gaze-estimation algorithms, analytics software, and developer tools for scientific, commercial, automotive, gaming, healthcare, assistive-technology, and extended-reality applications.
Research and commercial eye tracking
Tobii Pro
Tobii Pro is the company’s professional eye-tracking portfolio for scientific research, behavioral studies, usability testing, human-computer interaction, and commercial attention analysis. It includes screen-based and wearable systems, analytical software, and software development kits. Researchers use the products to measure gaze behavior, visual attention, reading, inspection patterns, and responses to physical or digital environments.
Screen-based eye tracker
Tobii Pro Spectrum
The Tobii Pro Spectrum is a screen-based eye-tracking system intended for controlled research and behavioral measurement. It is used to capture gaze position and eye movements while participants view digital content. Comparative research has reported improved data quality relative to the earlier Tobii Pro TX300 in some settings, including studies involving younger participants.
Screen-based eye tracker
Tobii Pro Fusion
Tobii Pro Fusion is a screen-based eye tracker designed for research and applied measurement. It supports the collection of gaze data for studies of visual attention, interface interaction, reading, and user behavior. As with other commercial eye trackers, its results depend on calibration, participant characteristics, environmental conditions, and the analysis workflow.
Wearable eye-tracking glasses
Tobii Pro Glasses 3
Tobii Pro Glasses 3 are wearable eye-tracking glasses intended to record gaze during natural or dynamic activity. They allow researchers to study visual attention while participants move through real-world environments rather than remain in front of a fixed display. Applications include behavioral observation, human-computer interaction, retail and environmental studies, and other field-based research.
Embedded eye-tracking technology
Tobii Tech
Tobii Tech represents Tobii’s work on integrating eye tracking into commercial products and custom-built systems. Its technology can support human-machine interaction, gaming, extended-reality headsets, automotive interior sensing, and other applications in which gaze or attention information is used by a device or software system.
Brand decisions
2022
Consolidate Tobii Pro and Tobii Tech under Tobii ABStrategyBackground
Following the separation of Tobii Dynavox, Tobii reorganized its remaining operating structure.
Action taken
In April 2022, Tobii officially merged the remaining Tobii Group structure, including Tobii Pro and Tobii Tech, into a single Tobii AB entity.
Aftermath
The company continued as a focused eye-tracking and attention-computing business serving research, commercial, embedded, and device markets.
2021
Separate Tobii Dynavox from the Tobii groupM&ABackground
Tobii Dynavox, an assistive-communication business originating from the acquisition of DynaVox, represented a distinct business area from Tobii’s eye-tracking research and embedded-technology operations.
Action taken
Tobii spun off Tobii Dynavox in October 2021.
Aftermath
The remaining Tobii businesses continued under the Tobii brand and were subsequently consolidated into Tobii AB.
Recent events
Tobii agrees to acquire Phasya[3]
Reported:
Tobii announced that it had signed an agreement to acquire Phasya. The acquisition was expected to close on August 6, 2021.
Tobii Dynavox launches the next-generation I-Series[4]
Reported:
Tobii Dynavox launched the next generation of its I-Series communication device, featuring Tobii’s IS5 eye-tracking sensor.
Sources4 sources
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