June 14, 2024

Tobii Overview. Everything You Need To Know

Tobii overview

Tobii AB (formerly Tobii Technology AB) is a Swedish high-tech firm that designs and markets products for attention computing and eye tracking. Since its founding in 2001, Tobii has established itself as a leading supplier of eye-tracking technology to many sectors and applications. The technology makes it possible for the system to track the position and movement of the eyes correctly, which can be used for research, gaming, accessibility, and other uses.

The company’s interest is particularly in research using eye-tracking. It offers a range of eye-tracking software and systems that are used in academic and business research studies. Businesses can take advantage of Tobii’s consulting, training, and support services. The company has research centers and offices all over the world. Additionally, it provides a wide range of products and services suitable to different industries and requirements. 

Key Facts

Founding year: It was founded in 2001

Headquarters: Stockholm, Sweden

Company Type: Public Company

Industry Type: Hardware and software development 

Workforce Strength: As of 2022, it has 600 employees

Website: https://www.tobii.com/ 

Tobii History

Tobii was founded in 2001 in Stockholm, Sweden by John Elvesjo, Mårten Skogö, and Henrik Eskilsson who gave the CEO role to Anand Srivatsa in 2021. In the beginning, they developed eye-tracking technology for use in academic and research settings. They eventually expanded to create products and services for the general public.

Over the years, Tobii kept coming up with new eye-tracking products and solutions. They collaborated with a wide range of partners and clients, including researchers, developers, and gaming and personal computer device manufacturers.

In 2008, Tobii and Myra Industrial Design were recognized for their achievements in technology and design with the Swedish Grand Award of Design for their eye-controlled screens.

In 2011, Tobii earned international recognition for its product design by winning the “red dot design award” competition and later that year, the Bully Award.

In 2012, Tobii was acknowledged for its innovative technology by winning the award for the best prototype at the Consumer Technology Trade Show (CES), and also named as the winner in its category for the best new technology by Laptop Magazine.

Tobii was listed as a public company on Nasdaq Stockholm on April 22, 2015. Tobii formally merged the Tobii Group, Tobii Pro, and Tobii Tech, two of its previous three business units, into Tobii AB in April 2022. In October 2021, Tobii Dynavox, a previous acquisition of US-based DynaVox, was spun off as the third business unit.

The journey of Tobii started more than twenty years ago when it created the world’s first remote eye tracker. As of today, it is an internationally active company with thirteen offices around the world. It is one of the top companies and continually aims to build technology that understands human attention and intent.

Tobii Services

Regardless of your industry, Tobii’s services help you use eye tracking and the data generated by attention computing in research, development, and commercialization. Some of its services are;

Scientific research

Most researchers choose Tobii because of its innovative eye-tracking solutions and commitment to the needs of the scientific community. Its high-quality solutions are easy to set up and always deliver trustworthy data.

Tobii will be there for you every step of the way. From the research question to the acquisition of funding, data collection, analysis, and publication. Its experts can assist you in selecting the optimal setup for your research question, and its software is designed to facilitate good experimental practice.

It can also assist you in securing funding for your grant proposal. Tobii aims to let you combine measurements from a variety of sensors that complement one another.


For both casual and expert gamers, Tobii offers novel experiences. Its attention computing technology makes new actions in a variety of games possible, making the gaming experience better and more immersive.

Tobii’s attention computing tracks gamers’ visual focus and makes it possible for them to use their favorite games with features like extended view, aim-at-gaze, and clean UI. They can also use their natural head movements to control the in-game camera and feel more immersed.

Tobii also increases creator engagement by providing fans with a deeper understanding of their playing style. The company gives e-sports players insight into their visual patterns, allowing them to improve important aspects of their game. An understanding of attention gives them an advantage over the competition.

Healthcare technology

Tobii’s eye-tracking services open the door to novel therapeutic and treatment approaches. To transform this service into potent treatments, it has collaborated with technological pioneers. A quick and early diagnosis of potentially life-altering diseases like Parkinson’s and Alzheimer’s is made possible by this service. Additionally, it aids in the long-term treatment and therapy of some disabilities and disorders. To improve working conditions, this service even promotes safety, security, and efficiency features in medical devices.

Personal computing

Tobii offers attention computing services that makes it possible to have a productive, ergonomic, and safe work life. This service also gives tech companies the tools they need to make software and devices that help them better understand students and improve children’s education.

Training and skills assessment 

It does not matter what industry you work in—it is important to pass on skills from experienced workers to new hires to keep standards high. Tobii’s eye tracking technology aids in the easy transfer of tacit knowledge that is difficult to articulate in conventional training processes. Improved processes, quality, safety, and productivity are all possible through efficient skill transfer.

Tobii Products 

Gaming solutions, eye tracking platforms for PCs and XR headsets, custom-built vehicle solutions, education and healthcare technology products, and research-graded eye trackers and analysis software are among Tobii’s products.

Tobii’s product portfolio includes a variety of eye trackers, integration platforms, and related data-analysis software and development kits. Tobii offers both direct and global reseller sales of its products.

Scientific researchers in a variety of fields, including psychology, neuroscience, and visual perception, make extensive use of Tobii’s products.

Tobii Key Financials

On February 8, 2022, Tobii published a full-year report of its 2021 key financials. The report states that:

  • There was an organic growth of 10% which led to a rise in revenue to SEK 616 million.
  • It had a net profit of SEK 3.1 million.
  • Its earnings per share were SEK 31.36.
  • There was a free cash flow of SEK -152 million. 
  • It recorded an operating loss of SEK -186 million from continuing operations. 

Pros and Cons

Here are some potential pros and cons of using Tobii’s services:


  • Tobii’s technology is well-known for being extremely accurate. 
  • Its services are useful for different applications across many industries. 
  • Tobii’s technology will be used by a lot of people because it is made easy to use.


  • The eye-tracking technology offered by Tobii can be expensive, making it less likely for users or organizations to afford it. 
  • When using Tobii’s services, there may be concerns regarding data security and privacy. This is usually seen in any technology that involves tracking people’s movements and actions.
  • Tobii’s technology may fail because eye-tracking technology can be affected by some external factors.


In conclusion, Tobii is the global leader in eye tracking. It creates extended reality headsets, commercial devices, eye tracking solutions for scientific research, and custom-built machines. The company earned its position through its passion for technology and goal to create tech for a better future. 

Frequently Asked Questions