Already a power plant for its graphic design tools makes Adobe a run in the 3D content creation kingdom dominated by Unity and Epic Games by acquiring software manufacturer Allegorithmic.
Moved, announced on Wednesday, will allow Adobe to add Allegorthmic's 3D Painting and Texture Substance Tool to its Creative Cloud software family, which includes the Aero-Enhanced Reality Content Project Tools tool, as it becomes publicly available.
"We see an increased appetite from customers to leverage 3D technology over media, entertainment, retail, and marketing to design and deliver fully immersed experiences, "says Scott Belsky, chief producer and vice president of Creative Cloud at Adobe, in a statement. "Creative Cloud is the creativity platform for all and Substance products are a natural complement to existing Creative Cloud apps used in the creation of in-depth content, including Photoshop, Dimension, After Effects and Project Aero."
As part of the deal, Allegorithmic CEO and founder Sebastien Deguy will be the leader of Adobe's 3D business, giving Allegorithmics 140 employees with him. In a blog post, Deguy described the Adobe acquisition as a dream come true and compared the moment with Peter Jackson's position as director of the film trilogy .
"Allegorithmic and Adobe share the same passion for providing inspirational technology to creators," Deguy said. "We are happy to join the team, gather the strength of Allegorithmics industry-leading tools with the Creative Cloud platform and transform the way to create creative, interactive content and experience."
Adobe announced its project Aero along with Apple's unveiling of ARKit 2.0 at the Worldwide Developers Conference last year. Currently available through early access requests, the company expects the tool to make it easier for advertisers to design the same AR experience as developers can through Unity and Unreal Engine (which also supports the Substance series).
In addition, Project Aero also supports the USDZ format behind Apple's AR Quick Look feature for web-based AR experiences. Online retailer Shopify, which was one of the early adopters of the AR Quick Look feature, already uses Substance to structure 3D models for web-based AR experiences.
With the introduction of Adobe's Dimension, Project Aero and the addition of Substance that occur within the past year, Adobe has quickly become a major player in creation of 3D content, not only for expanded reality but also games and computer generated images in movies and TV. On the other side of the deal, Allegorithmic takes a customer base that includes Electronic Arts, Ubisoft, BMW, Ikea, Louis Vuitton and others to Adobe as well as a portfolio that includes games like Call of Duty and Assassin's Creed and CGI in movies like Blade Runner 2049 and Tomb Raider .
Adobe's aggressive moves in 3D space also broaden the real-life content pipeline by enabling graphic designers, video editors, and other advertisements to more easily create AR experiences, as the demand from the entertainment and market continues to grow.
"In the near future, we will live in a world where real and virtual creations seamlessly blend, a change that allows companies to create experiences that would not have been possible before, while saving time and money in their production process, says Belsky in a blog post. "And with the consumer's smartphones and tablets beginning to capture and display 3D content, brands have new opportunities to create and distribute compelling interactive experiences to delight customers."