Observer Analytics measures user interactions in VR, AR, and mixed reality

Observer Analytics has launched its analytics platform for virtual reality, augmented reality, and mixed reality. That’s a lot of realities, but the truth is it isn’t clear which of these new technologies will become the biggest.Observer Analytics believes they all have to be quantified and sees its job as quantifying VR and AR engagement and coming up with the new key performance indicators (KPIs) for the industry.It’s a bit tricky. For instance, you could put a billboard ad in a virtual reality scene, but if the user doesn’t look in that direction, it won’t get a view.The company has raised $685,000, to date, including a pre-seed round from Boost VC and Precursor Ventures.