Tobii
Tobii AB is a Swedish technology company that develops eye-tracking hardware, software, and integrated solutions that detect where a user is looking and enable gaze-based interaction. Its business spans products for consumer devices, research and healthcare applications, and embedded integrations for automotive and other OEM customers, with operations and sales across Europe, North America, and Asia.
Fiscal year 2025 · change from previous year
Development 2020–2025
Business
Share of revenueEye-tracking products, software, and packaged solutions sold to end customers and partners.
Embedded eye-tracking technology and components integrated into customer devices and systems.
Customers
Tobii sells to device makers, automotive OEMs, healthcare institutions, gaming companies, and academic research organizations. The company’s customers buy eye-tracking technology to add gaze-based control, attention measurement, driver monitoring, or accessibility features to their own products and workflows.
They buy embedded eye-tracking modules and software for PCs, VR headsets, and other devices to add gaze interaction and sensing.
They buy driver monitoring and in-cabin sensing solutions for safety, compliance, and user experience.
They buy communication and access solutions that help users with severe speech or mobility limitations.
They buy eye-tracking systems and software for behavioral, UX, and scientific research.
They buy or integrate eye-tracking features to improve immersion and interaction in gaming and VR devices.
Strategy
Tobii’s strategy centers on commercializing its core eye-tracking technology across multiple end markets while reusing the same platform across products and integrations. The company emphasizes technology leadership, broader customer reach, and scalable solutions that can be deployed in gaming, automotive, healthcare, research, and other applications.
Reusing the same core technology lowers development duplication and broadens addressable markets.
Scalable products and integrations improve the ability to serve more customers with the same technology base.
These markets can expand the installed base of eye-tracking applications and diversify demand.
Closer customer engagement supports adoption, product fit, and repeat integrations.
Geography
Tobii’s revenue is geographically diversified across Sweden, the broader EMEA region, the Americas, and other countries. The company is headquartered in Sweden, but its customer base and supply chain are global, which makes regional demand trends, trade conditions, and logistics important to performance.
Risks
Tobii faces demand cyclicality, competition, and execution risk because its products depend on adoption by device makers and other OEMs. The company is also exposed to supply-chain concentration, product quality, customer concentration, and regulatory or geopolitical disruptions that can affect deliveries, costs, and design-win conversion.
- Global market and macroeconomic fluctuationsImpact: HighLikelihood: High
OEM demand and customer spending can shift with economic conditions, affecting orders and timing of deployments.
Exposure: Global sales and supply chain
- Single-source sourcing and supply disruptionImpact: HighLikelihood: Low
Some high-tech components or processes may rely on sole suppliers, creating continuity risk.
Exposure: Hardware manufacturing and assembly
- Customer dependency and program conversion riskImpact: High
Integration programs may not reach expected volumes or may be delayed by customers.
Exposure - Product quality and warranty claimsImpact: High
Defects can trigger recalls, claims, and reputational damage in hardware-based products.
Exposure: Consumer electronics and embedded systems
- Competition and technology substitutionImpact: MediumLikelihood: Medium
Rivals may offer lower-cost or better-performing sensing solutions.
Exposure: Eye-tracking and driver monitoring markets
Accounting
Judgemental itemsThe company reports both point-in-time and over-time revenue, which affects quarter-to-quarter comparability and mix.
Impact: Hardware sales and integration projects may be recognized differently
Development spending is capitalized when future benefits are expected, then amortized and tested for impairment.
Impact: Can materially affect assets, amortization, and impairment charges
Acquired and developed intangibles depend on future cash flow assumptions and discount rates.
Impact: Impairment risk can create large non-cash charges
Acquisition-related earn-outs are remeasured using level 3 estimates.
Impact: Changes can affect financial items and liabilities
Lease term judgments affect right-of-use assets and lease liabilities.
Impact: Changes operating expense and balance sheet presentation
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Last updated: 24/09/2026