Digital Domain announced the formation of a new partner company Iconic Engine to target the extended reality (XR) content market. With the increasing availability of AR-capable devices and standalone VR headsets, Iconic Engine will lead the charge in further developing, growing and harnessing the ever-evolving possibilities that XR brings. Digital Domain executive Amit Chopra will spearhead the new company, alongside other key XR executives. Iconic Engine will initially focus on XR ecosystems for telecom and cable operators, broadcasters and publishers, supporting them with its proprietary XR streaming technology, 360 live broadcast, XR VOD and interactive content development. This initiative will quickly expand into broader businesses targeted for XR, including LBE. Iconic Engine and Digital Domain will work closely as strategic partners, by which Iconic Engine leads and provides XR solutions for its clients to support them in their XR initiatives and Digital Domain provides high-end post-production, visual effects and animation services.