Audio Video News

In the world of immersive audio, Dolby Atmos and DTS:X tend to hog all the headlines. Everyone’s always talking about them, and if you’re not tuned in, you might think they’re the only games in town. But then there’s Auro-3D. If the audio industry were a soda aisle, Auro-3D would be kind of like RC Cola—never the top seller, rarely a household name, but still hanging around, offering its own flavor for the folks who appreciate something a bit different.

Recently, Auro-3D’s story took a new twist. The Goerdyna Group, known for its high-end acoustic and premium audio solutions, has formed a Belgian offshoot called Goer Dynamics B.V. to advance Auro-3D. By folding in NewAuro B.V.’s assets, expertise, and tech, the plan is to put more global muscle behind Auro-3D. This includes giving it a better shot at success in various markets: consumer and pro audio, automotive, gaming, and mobile. In other words, if there’s a place immersive sound can live, they want Auro-3D’s name on it.

If you haven’t been following this technology’s evolution, here’s the gist: Wilfried Van Baelen, who’s associated with Galaxy Studios and Auro Technologies, created Auro-3D back in 2005. By 2006, it got its official unveiling at the AES Convention. Instead of chasing the object-based trend like Atmos and DTS:X, Auro-3D is both channel-based and object-based and adds vertical layers of sound—height and overhead channels. The goal is to create a more immersive soundstage that feels natural.

But let’s face it: Dolby Atmos and DTS:X have dominated the conversation, the marketing budgets, and the support from big-name content creators and hardware brands. They are the Coca-Cola and Pepsi of immersive audio, and Auro-3D’s always felt niche by comparison. Still, it’s found a foothold in certain circles—cinemas that took a chance on something fresh, and audiophiles who prize its unique sonic signature. Back in 2011, a collaboration with Belgian display hardware manufacturer Barco helped get Auro-3D into theaters via Auro 11.1, and you can still find it playing quietly behind the scenes if you know where to look.

Now, with Goerdyna stepping in, it seems Auro-3D is gearing up for a new phase. They’re talking about accelerating growth, getting more aggressive about bringing it to different sectors, and even going for the live concert streaming market, delivering immersive high-res sound directly into cars, gaming rigs, and other experiences. Basically, they’re betting on people wanting next-level realism and immersion, whether they’re watching a movie, playing a video game, or streaming live music in their vehicle. The hope is that by joining forces under one umbrella, they’ll have more leverage, more resources, and more momentum to compete for ears—and maybe even get a bit more attention from the press and the public.

Does that mean Auro-3D will suddenly challenge Dolby or DTS at their own game? Maybe not. Those two are so entrenched that dethroning them is about as likely as RC Cola toppling Coke. Still, there’s always that portion of the audience that appreciates something outside the mainstream, something that’s not just another iteration of what everyone else is doing. Auro-3D is banking on that. The new push from Goerdyna might not turn Auro into a superstar overnight, but it should keep it firmly on the radar for anyone looking for a different kind of immersive listening experience.

In a world where the giants dominate, it’s nice to see a dedicated underdog refusing to disappear. Just like RC Cola still pops up in certain vending machines, Auro-3D keeps fighting the good fight, carving out its own corner of the audio universe—and maybe, if this new push pays off, it’ll end up making a bigger splash than anyone expects.

Would you like to know more about Auro-3D technology? Here's Auro-3D's official site.

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Executive Quotations:

Rudy Van Duppen, CEO of NewAuro and now CEO of the new Goer Dynamics B.V., expressed his enthusiasm: “We are proud to join Goer Dynamics in this exciting new chapter. Combining our expertise and legacy with Goerdyna’s global capabilities will open new avenues for growth and innovation in the audio industry.”

Julien Bergère, Chief Commercial Officer Europe of Goerdyna Group, added: “With the integration of NewAuro’s advanced audio solutions, we are well-positioned to enhance our portfolio and redefine what’s possible in audio technology. This strategic alignment underscores our commitment to meeting the needs of our customers with cutting-edge, immersive audio experiences.”