VREAM

VREAM, Inc. was a Chicago-based technology company active from 1991 to 1996 and one of the early businesses to make virtual-reality authoring and playback available on personal computers. The company was founded by former McKinsey & Company consultant Edward R. LaHood, who coined the name from the expression “virtual reality dream.” Ken Gaebler and Dan Malven joined LaHood as co-founders in 1993. VREAM’s central contribution was to reduce the technical barrier to building interactive three-dimensional simulations. In 1991, LaHood created VREAMScript, a scripting language for defining 3D objects, environments, object properties, and event-driven relationships. The company used that technology to create the VREAM Virtual Reality Development System, an authoring tool, and the VREAM Runtime System, a player that let users move through and interact with rendered virtual environments in real time. Together, these products formed the VREAM Virtual Reality System, released commercially in December 1992 at a price of $1,495. The software supported immersive peripherals including the Power Glove. At the time, real-time 3D rendering and simulation were generally associated with expensive workstations and specialist programming. VREAM’s PC orientation and comparatively accessible authoring model helped it attract hobbyists and professional users who could not justify workstation-based systems. Applications included architectural walkthroughs, manufacturing and safety training, game development, engineering prototyping, data visualization, and other simulations. The company also undertook custom development work. Its services projects included a virtual “restaurant of the future” for a Burger King franchisee conference and product demonstrations for Bombardier Recreational Products’ Sea-Doo and Ski-Doo businesses. The software was additionally reported as being used in experimental therapeutic and training contexts. The arrival of the World Wide Web led VREAM to shift from a standalone VR-tool supplier toward web-distributed 3D software. In 1994, following Malven’s suggestion, the company adapted its runtime player into a Netscape Navigator plug-in called WIRL. It later offered WIRL as an ActiveX control for Microsoft Internet Explorer. WIRL gained substantial attention for its period: it reportedly exceeded 30,000 downloads during its first month and ranked among the most-downloaded software titles. PC Magazine used it to evaluate PC graphics hardware, while Microsoft chief executive Bill Gates and Intel executive Craig Barrett used WIRL demonstrations in keynote presentations about the capabilities of increasingly powerful personal computers. The introduction of VRML in late 1994 created both an opportunity and a strategic challenge. VRML offered an emerging, more broadly supported format for interactive 3D content, whereas VREAMScript was proprietary. VREAM responded by supporting both technologies. In May 1995, it introduced VRCreator, the next generation of its authoring software, emphasizing multi-participant virtual reality over the World Wide Web. Competition intensified as the VR market attracted companies such as Sense8, Virtus, Superscape, Paper Software, Intervista, and Silicon Graphics. VREAM received $750,000 in venture funding from PLATINUM Venture Partners in November 1995; around that time, co-founder Dan Malven departed to pursue other opportunities. Following Netscape’s acquisition of Paper Software in February 1996, VREAM engaged an investment banker to seek a buyer. PLATINUM Technology acquired VREAM for $10.3 million in November 1996, making it a business unit. The division later acquired Intervista and assets associated with Silicon Graphics’ VR activities, and PLATINUM deployed parts of VREAM’s technology in enterprise software. However, the business unit was closed before Computer Associates acquired PLATINUM Technology in 1999. VREAM’s closure coincided with the wider loss of momentum around consumer and enterprise VR and VRML during the late 1990s.

VREAM emerged in Chicago in 1991 during an early period of commercial experimentation with desktop virtual reality. Its founder, Edward R. LaHood, had worked as a McKinsey & Company consultant and developed VREAMScript, a language intended to let creators specify virtual spaces, 3D objects, object attributes, and cause-and-effect triggers. Ken Gaebler and Dan Malven joined the venture in 1993. The company’s initial strategy was to bring capabilities associated with high-end graphics workstations to the expanding PC market. VREAM built both an authoring application and a runtime player, allowing users to create virtual environments and then navigate them interactively. The combined VREAM Virtual Reality System reached the market in December 1992 for $1,495 and supported immersive hardware such as the Power Glove. Its accessibility made it attractive to hobbyists as well as professional users in architecture, manufacturing, engineering, training, game development, and visualization. VREAM also operated as a services business. It developed bespoke demonstrations and simulations, including a virtual restaurant concept for Burger King and product demonstrations for Bombardier Recreational Products. These projects showed how the company positioned its technology not only as a software product but also as a platform for marketing, visualization, training, and simulation. The Web became central to VREAM’s later development. In 1994, the company transformed its runtime player into WIRL, initially distributed as a plug-in for Netscape Navigator and later as an ActiveX control for Internet Explorer. WIRL reportedly achieved more than 30,000 downloads in its first month and became one of the more visible 3D Web applications of its time. PC Magazine used it for graphics-card testing, and demonstrations were included in keynote presentations by Microsoft’s Bill Gates and Intel’s Craig Barrett. VRML’s introduction in November 1994 changed the competitive and technical environment. Because VRML was an emerging shared format backed by major industry participants, it threatened to limit the long-term role of VREAMScript. VREAM chose compatibility rather than abandonment, supporting both VRML and its own scripting system. In May 1995, it launched VRCreator, presenting it as a tool for creating multi-participant VR experiences across the Web. The market grew crowded. Sense8 was an early competitor, while Virtus, Superscape, Paper Software, Intervista, and Silicon Graphics also participated in the expanding VR and VRML ecosystem. VREAM obtained $750,000 from PLATINUM Venture Partners in November 1995. Malven left the company around the same period. After Netscape bought Paper Software in February 1996, VREAM sought a strategic sale. PLATINUM Technology acquired it in November 1996 for $10.3 million. As a PLATINUM business unit, VREAM’s technology continued to be used in some enterprise software products. The division also acquired Intervista and assets from Silicon Graphics’ VR operations. Yet broader enthusiasm for VRML and desktop VR declined as the Web evolved in other directions. PLATINUM shut the VREAM unit before its 1999 acquisition by Computer Associates. Gaebler and LaHood subsequently left PLATINUM and founded BeautyJunglecom, an online cosmetics venture. VREAM’s brief commercial life is therefore associated with the first wave of PC-based and Web-based virtual reality, preceding the technology’s later revival in the 2010s.

• 1999

  VREAM business unit is closed

  [1]VREAMen.wikipedia.org

  PLATINUM shuts down the VREAM operation before its acquisition by Computer Associates.

• 1996

  PLATINUM Technology acquires VREAM

  [1]VREAMen.wikipedia.org

  VREAM becomes a PLATINUM Technology business unit in a $10.3 million acquisition.

• 1995

  VRCreator launches

  [1]VREAMen.wikipedia.org

  VREAM introduces a next-generation authoring product focused on multi-participant VR over the Web.

• 1995

  PLATINUM Venture Partners invests in VREAM

  [1]VREAMen.wikipedia.org

  VREAM receives $750,000 in venture funding.

• 1994

  WIRL is introduced for Netscape Navigator

  [1]VREAMen.wikipedia.org

  VREAM adapts its runtime technology into a Web browser plug-in and later supports Internet Explorer.

• 1994

  VRML changes the standards landscape

  [1]VREAMen.wikipedia.org

  The emergence of VRML prompts VREAM to support both the open format and its proprietary VREAMScript technology.

• 1993

  Gaebler and Malven join as co-founders

  [1]VREAMen.wikipedia.org

  Ken Gaebler and Dan Malven join LaHood in the company’s founding team.

• 1992

  VREAM Virtual Reality System reaches the market

  [1]VREAMen.wikipedia.org

  The company releases its authoring and runtime system for PCs at a $1,495 price point.

• 1991

  VREAM is founded in Chicago

  [1]VREAMen.wikipedia.org

  Edward R. LaHood establishes VREAM and develops the VREAMScript language for interactive virtual environments.

An early, accessible PC virtual-reality platform focused on enabling non-programmers and organizations without high-end workstations to create and experience interactive 3D environments.

• VR scripting language · 1991

  VREAMScript

  VREAMScript was VREAM’s proprietary language for describing virtual-reality environments. It supported complex 3D objects, environmental properties, object attributes, and triggers that defined relationships and actions within a simulation. Although later challenged by the emergence of VRML, it remained part of VREAM’s technology strategy, with later products supporting both formats.

• VR authoring software · 1992

  VREAM Virtual Reality Development System

  This PC-based authoring tool enabled users to construct interactive three-dimensional environments without relying entirely on the specialist programming and expensive workstation hardware that had characterized earlier VR development. It formed the authoring half of the VREAM Virtual Reality System and was used for applications ranging from walkthroughs and training to visualization and prototyping.

• VR runtime software · 1992

  VREAM Runtime System

  The runtime component allowed end users to load VREAM environments, move through them in real time, and interact with rendered virtual objects. It supported immersive devices and was later adapted into the WIRL browser plug-in, extending VREAM’s technology from standalone PC experiences to Web-based distribution.

• Web-based VR browser plug-in · 1994

  WIRL

  WIRL was a Web-oriented version of VREAM’s runtime technology. Initially made available as a plug-in for Netscape Navigator and later as an ActiveX control for Internet Explorer, it enabled browser users to experience interactive 3D content. Its downloads and use in graphics demonstrations made it one of VREAM’s most visible products.

• VRML and VR authoring software · 1995

  VRCreator

  VRCreator was the next generation of VREAM’s virtual-reality authoring software. Released in 1995, it was positioned around multi-participant virtual reality delivered across the World Wide Web and reflected VREAM’s decision to accommodate the emerging VRML ecosystem alongside its own technology.

• 1995VRCreator Web VR positioning

  United States · International Web markets

  VREAM positioned VRCreator around multi-participant virtual reality delivered over the World Wide Web, aligning its product messaging with the rapidly expanding Web software market.

  Outcome. The initiative strengthened VREAM’s Web focus, although the broader VRML market later lost momentum.

  Source
• 1994WIRL Web distribution

  United States · Web markets

  VREAM promoted its technology by turning the runtime player into a browser plug-in for Netscape Navigator and subsequently Internet Explorer. The distribution approach helped expose the company’s VR technology to a wider PC audience.

  Outcome. WIRL reportedly exceeded 30,000 downloads in its first month and gained visibility through technology demonstrations.

  Source

• 1996

  Sell the company to PLATINUM TechnologyM&A

  Background

  After Netscape acquired Paper Software and competition intensified, VREAM sought a buyer while continuing work on its next-generation products.

  Action taken

  PLATINUM Technology acquired VREAM for $10.3 million in November 1996.

  Aftermath

  VREAM operated as a PLATINUM business unit, but the unit was later closed before PLATINUM was acquired by Computer Associates.

  Acquisition price. $10.3 million (November 1996)

  Source

• 1994

  Convert the runtime into a browser plug-inStrategy

  Background

  The emergence of the World Wide Web created a way to distribute interactive 3D experiences beyond standalone applications.

  Action taken

  VREAM adapted its runtime player into WIRL for Netscape Navigator and later Internet Explorer.

  Aftermath

  WIRL achieved significant period visibility and downloads, helping VREAM participate in the early Web software market.

  Source

• 1994

  Support VRML alongside VREAMScriptStrategy

  Background

  VRML emerged as a shared format for interactive Web-based 3D environments, potentially reducing the importance of VREAM’s proprietary scripting language.

  Action taken

  VREAM chose to support both VRML and VREAMScript in its software.

  Aftermath

  The decision allowed the company to address the standards-based market while retaining compatibility with its existing technology.

  Source

• 1999

  PLATINUM closes the VREAM business unit[1]VREAMen.wikipedia.org

  Bankruptcy · Other

  The VREAM division was closed before Computer Associates acquired PLATINUM Technology.

• 1996

  PLATINUM Technology acquires VREAM[1]VREAMen.wikipedia.org

  M&A

  PLATINUM Technology acquired VREAM for $10.3 million and operated it as a business unit.

• 1995

  VREAM releases VRCreator[1]VREAMen.wikipedia.org

  Product launch · Product generation

  VREAM rebranded the next generation of its authoring technology as VRCreator and promoted multi-user VR over the Web.

• 1995

  VREAM receives venture funding[1]VREAMen.wikipedia.org

  M&A · Other

  PLATINUM Venture Partners invested $750,000 in VREAM as investor interest in Web-focused software increased.

• 1994

  VREAM adapts its runtime for the World Wide Web[1]VREAMen.wikipedia.org

  Product launch

  The company introduced WIRL as a Netscape Navigator plug-in and later extended it to Microsoft Internet Explorer through an ActiveX control.

• 1992

  VREAM releases its PC virtual-reality system[1]VREAMen.wikipedia.org

  Product launch

  VREAM released the VREAM Virtual Reality System, combining an authoring environment with a runtime player for interactive 3D worlds.

1. 1VREAMen.wikipedia.org