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About MSquared
MSquared is virtual world infrastructure founded by Improbable that gives developers, creators and brands tools to build and connect virtual worlds. At its core are a proprietary high-fidelity engine and streaming technology that render large multiplayer scenes in the cloud and stream them on demand, plus portable identity and avatar systems so users keep one identity and assets across worlds. It addresses closed virtual worlds that cannot interoperate.
Unlike a single metaverse product it sells underlying capability: brands can build reusable spaces and developers can plug into existing networking and matchmaking. The value of such infrastructure depends on client count and concurrency, and spaces often sit idle after an event, making utilisation the key to the business model. In 2026 Yuga Labs announced it would move its metaverse project onto the platform, the two launched a developer kit and planned a large multiplayer event.
MSquared launched MASH, a generative AI platform, in March 2026; users can photograph a real object and generate game-ready 3D assets, then remix and curate them. MASH is integrated with the Somnia blockchain, supporting royalty splits and Creative Commons licensing. Around the same time, MSquared joined the Open Avatar Standards working group to help define open, interoperable avatar standards across virtual worlds.
Future strategy and roadmap: Looking ahead, MSquared will keep iterating MASH's AI asset generation and community curation while deepening on-chain assets and royalties via Somnia. It is building portable, cross-platform (web, mobile, major game engines) real-time virtual identities through its Avatar Technology, and co-creating durable owned 3D worlds with brands via its in-house Catalyst studio. It is also advancing Web Worlds for instant browser experiences and the Morpheus Platform's high-fidelity UE5 infrastructure, connecting avatars, digital assets and social graphs into an interconnected immersive internet.
Rob Whitehead — Founder & CEO; studied Computer Science at Cambridge; co-founder of Improbable, where he served as CTO and Chief Product Officer; spun out MSquared in 2022.