Comparison of Head and Eye Gaze in VR/AR


Stockholm or Remote


Comparison of Head & Eye Gaze in VR/AR

About Adverty

Adverty is developing a revolutionary brand advertising platform for Virtual and Mixed Realities. Our unique method to define, deliver, experience and measure ads in these new realities has the potential to globally disrupt traditional media ad spend and will play a crucial part in the monetization of games and apps in these new digital experiences.

At Adverty you get an opportunity to work in a startup environment with an experienced team focused on the technologies and digital behaviors of tomorrow. Doing a master thesis together with us is possible both at our office and remotely. We are located in Liljeholmen, Stockholm, close to local transportation. Projects requiring specific hardware are suitable for students with opportunity to join us at the office for the whole or a part of their project.

About the Thesis

Current VR and AR systems are tracking the head gaze and position of the VR user to create the illusion of being present in a virtual environment. For many years the topic of using eye tracking both to optimize rendering and interaction has been popular but no products have yet been commercially released. However this is now changing with companies such as Magic Leap, FOVE, Tobii and HMD manufactures showing interest in eye tracking for VR and AR. But how much does the head and eye gaze differ in a regular use case? Are there situations where it differs more than others?

This thesis project has two different parts: development of a prototype using the Magic Leap One AR headset which gather data about both head and eye gaze, and a user study. Data could be gathered in form of deviation angle, gaze plots, heat maps or similar while the participants of the study is performing different tasks.

This thesis project deals with two of our company goals; to deliver the most enjoyable ad experience for the user and to make advertisers secure in what they are paying for. Allowing publishers to place an advertisement where it fits the best within their experience require us to understand when the consumer has truly perceived it.



Unity C# (VR/AR development)
Linear Algebra

Magic Leap One (AR Headset with eye-tracking)


Calle Sténson
+46 70 399 19 13

Adverty AB (publ)
Rosterigränd 16,

SE-117 61 Stockholm


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