Inition to focus on profitable experiential revenue streams

Inition is to focus on its more profitable experiential revenue streams in 2016, its annual accounts for the year ended 31 December 2015, has revealed.

Inition created the Warner Bros Point Break experience
Inition created the Warner Bros Point Break experience
The company said that over the past year it had also invested in enhancing its existing technologies to offer improved 3D experiences as well as developing a couple of new augmented reality experiences.

The company reported a loss before taxation for the year was £676,000 (31 December: profit of £169,000), while revenues stood at £2.2bn.

During the year parent company Parity Group announced the discontinuation of its digital acquisition strategy. Super Communications, the digital division of Inition, was restructured and Inition became a standalone business.

In its report Suzanne Chase, company secretary, said: "Inition had a good start to the year, generating a number of high profile engagements.

"For 2016, Inition has taken steps to focus on the more profitable experiential revenue streams and decrease its low margin 3D hardware sales." 

Inition has run a number of high profile experiential experiences including creating a skydiving wingsuit mechanism, powered by virtual reality, for Warner Bros Pictures.

The experience at London’s Westfield Stratford, was to celebrate its new film Point Break by giving consumers the chance to skydive within a shopping centre.

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