About us
From YBVR to YB
YBVR started with a simple idea: the most powerful moments are not just watched. They are felt.
We began by rethinking how audiences could experience sport through immersive technology, moving beyond flat screens and fixed camera angles to bring fans directly into the action.
But as we built these experiences, we started to see something bigger.
By listening to audiences and collaborating with rights holders and partners, we expanded into new formats across sport, music, and culture. The experiences we were creating no longer fit inside a single technology, and what began as a company focused on VR became something much broader. It was time for our name to evolve with us.
Over time, YBVR became bigger than VR. Our work expanded, our partners challenged us to go further, and the experiences we were creating no longer fit inside one technology or one definition.
YB reflects who we are today and where we are going next: a company that brings together industry expertise, creative production, and technology to create new ways for audiences to experience the moments that matter.
That evolution is now represented through three core areas:
YB StudiosCreates and produces immersive and spatial content across sport, music, culture, and entertainment.
YB SportsBrings together our expertise in sports, rights, partnerships, and fan engagement.
YB TechDevelops the technology that powers, distributes, and scales those experiences.
Together, they allow us to work across the full journey, from an idea and a live moment to the content, technology, and platform that bring it to an audience.
Our products, including Xtadium, Xtadium Music, and CultVRe, are where those capabilities come together.
Nine years later, almost everything around us has changed. The technology has changed. The platforms have changed. The way people watch, listen, and connect has changed. And YB has changed with it.
But the idea that started everything remains the same.
We want people to feel closer.
Closer to the action. Closer to the artist. Closer to the story.
Closer to the moments they care about.
