Chinese augmented reality glasses startup Nreal has changed its name to Xreal. The rebrand is a strategic move designed to encapsulate the company’s ambitious expansion plans into the European market and the introduction of its latest products.
The ‘X’ in XREAL reflects our commitment to the vision of expanding reality and creating cross-reality experiences. It is also a reminder to ourselves that we need to be extra real when delivering value to customers.
Peng Jin, co-founder of Xreal for CNBC
The rebrand follows a long-standing legal dispute between Nreal and Epic Games, a prominent player in the gaming industry. In 2021, Epic Games took legal action against Nreal, claiming in its lawsuit that the similarities between “Nreal” and Epic’s “Unreal” branding were “not coincidental”. According to Epic, Nreal’s name bears a resemblance, looking and sounding “virtually identical” to Unreal, which they believe could lead to significant confusion in the marketplace.
Nreal operated on the domain name Nreal.ai before the rebrand. Tech businesses have frequently embraced the .ai extension since it is connected to a well-known technology phrase (Artificial Intelligence) and usually offers more availability than other popular TLDs. The extension is actually a country code top-level domain (ccTLD) for Anguilla. Country domain codes offer more freedom of choice but come with certain risks for businesses.
For its new brand, Xreal secured the exact brand match domain name – Xreal.com. This transition is not only a strategic move to resolve past naming disputes but also a forward-thinking step that positions the brand firmly for future growth and expansion.
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