HookBang Company Profile

Background

Overview

HookBang was a software development company based in Austin, Texas, specializing in machine vision, augmented reality (AR), virtual reality (VR), and extended reality (XR) solutions. Founded in 2012, the company provided full-service software design and development for brands, agencies, and technology companies, focusing on custom AI solutions and large-scale simulations.

Mission and Vision

HookBang's mission was to solve complex software challenges by leveraging cutting-edge technologies, fostering a culture of creativity, respect, and accountability. The company aimed to push the limits of technology through collaboration and innovation.

Primary Area of Focus

The company's primary focus was on developing scalable solutions for enterprise-level products, including custom AI solutions and distributed network computing. They offered expertise in UI/UX design, 3D art, system architecture, development, and project management.

Industry Significance

HookBang was recognized for its contributions to the gaming industry, particularly through its collaboration with Visual Concepts on the NBA 2K franchise. The acquisition of HookBang's game division by 2K Games in 2021 underscored its significance in the industry.

Key Strategic Focus

Core Objectives

HookBang's core objectives included delivering innovative software solutions, advancing machine vision and AR/VR/XR technologies, and providing custom AI solutions to meet the unique needs of their clients.

Specific Areas of Specialization

The company specialized in:

Machine vision

Augmented reality (AR)

Virtual reality (VR)

Extended reality (XR)

Custom AI solutions

Distributed network computing

Key Technologies Utilized

HookBang utilized a range of technologies, including:

ARKit and ARCore for augmented reality applications

Unity for game development

Custom machine vision algorithms

Distributed computing frameworks for large-scale simulations

Primary Markets or Conditions Targeted

The company targeted enterprise-level clients across various industries, including gaming, entertainment, and technology sectors, providing solutions that required advanced machine vision and AR/VR/XR capabilities.

Financials and Funding

Funding History

HookBang was a privately held company and did not publicly disclose detailed funding information. The company achieved significant revenue growth, reaching $1.1 million in revenue by 2025 with a team of approximately 10 employees.

Recent Funding Rounds

In April 2025, HookBang received an acquisition offer, leading to its acquisition by 2K Games.

Notable Investors

Specific details about individual investors were not publicly disclosed.

Intended Utilization of Capital

The capital from the acquisition was intended to support the integration of HookBang's team into Visual Concepts Austin and to bolster the development of the NBA 2K franchise.

Pipeline Development

Key Pipeline Candidates

Prior to the acquisition, HookBang was involved in several notable projects, including:

Scrabble® Vision: Scorekeeper+: A mobile application developed for Mattel that utilized custom machine vision algorithms to automate word recognition and scoring in the game of Scrabble.

Nightenfell: A multiplayer augmented reality game that allowed up to four players to interact in a shared AR environment using separate devices.

Stages of Clinical Trials or Product Development

As a software development company, HookBang did not engage in clinical trials but focused on the development and deployment of software products and applications.

Target Conditions

The company's projects targeted various user engagement scenarios, including enhancing traditional board games and creating immersive multiplayer AR experiences.

Relevant Timelines for Anticipated Milestones

Specific timelines for project milestones were not publicly disclosed.

Technological Platform and Innovation

Proprietary Technologies

HookBang developed proprietary machine vision algorithms and AR/VR/XR applications tailored to client needs.

Significant Scientific Methods

The company employed advanced machine learning techniques and computer vision methodologies to create innovative software solutions.

AI-Driven Capabilities

HookBang's AI-driven capabilities included custom neural networks for various functions, enhancing user experiences in gaming and interactive applications.

Leadership Team

Key Executive Profiles

Frank Roan: CEO of HookBang, led the company's strategic direction and oversaw its growth and development.

Key Contributions or Roles Within the Company

Frank Roan was instrumental in establishing partnerships with major companies like Visual Concepts and in guiding the company through its acquisition by 2K Games.

Leadership Changes

Recent Significant Changes or Appointments

In March 2021, HookBang's game division was acquired by 2K Games and integrated into Visual Concepts, rebranding as Visual Concepts Austin.

Competitor Profile

Market Insights and Dynamics

The market for machine vision and AR/VR/XR technologies is rapidly evolving, with increasing demand for innovative solutions across various industries, including gaming, entertainment, and enterprise applications.

Competitor Analysis

Key competitors in this space include:

Dioram: Specializes in custom software development for computer vision and machine learning.

Rubius 4D: Focuses on enterprise software development, CAD, CAM, BIM systems, AR/VR applications, and artificial intelligence.

Amazon Science: A research-focused entity within Amazon, specializing in a broad range of scientific disciplines related to artificial intelligence and machine learning.

Strategic Collaborations and Partnerships

Prior to its acquisition, HookBang collaborated with:

Visual Concepts: Provided art, design, and engineering support for NBA 2K21.

Mattel: Developed the Scrabble® Vision: Scorekeeper+ app.

Operational Insights

HookBang's integration into Visual Concepts Austin allowed for enhanced development capabilities, particularly in supporting the NBA 2K franchise and expanding 2K Games' publishing business.

Strategic Opportunities and Future Directions

Post-acquisition, the combined team aimed to leverage HookBang's expertise in machine vision and AR/VR/XR technologies to drive innovation and support the growth of 2K Games' portfolio, particularly in the sports gaming sector.