Gorilla in the room, a Brighton, UK-based company that provides VR and AR products for clients from the market research industry, secured seed funding from Mercia Fund Managers.
The amount of the deal was not disclosed.
The company intends to use the funds to further develop its products and international growth.
Founded in 2016 by Tom Painter, Dr Alastair Goode and Jonathan Barrowman, Gorilla in the room provides VR and AR products (including mobile app development, augmented reality, 3D modelling, 3D animation, 360 video, mobile VR, room-scale VR and 3D CGI environments) for clients from the market research industry to immerse people in real life situations, from retail studies in a virtual supermarket to new product development with augmented products.
The company currently works with a number of high-profile clients including Ipsos, one of the largest market research organizations in the world, agencies within multinational advertising group WPP, and other research companies, panel providers, agencies and marketers.