A new technology utilising eye tracking and brain sensors has been named most innovative virtual reality product at this year’s Consumer Electronics Show (CES).

Embedded with EEG sensors and eye-tracking cameras, LooxidVR'>LooxidVR allows time-synchronised acquisition of eye and brain data concurrent with VR contents and provides an expandable user and application interface.

The technology could be applicable to various VR sectors, helping to better understand users' emotional statuses, including stress levels, preferences and engagement.

Virtual reality has advanced significantly since entering the mainstream. Companies such as Anvio VR, Zero Latency and The Void have taken the concept of free roam VR to the next level, while the technology has also been applied to moving objects such as rollercoasters.

Pushing the limits of the medium, tech startups such as Neurable have created an entirely brain-controlled VR system, while Cornell University’s Organic Robotics Lab has created a new method of delivering haptic responses within VR.

"It’s really encouraging to see our technology and potential recognised globally," said Yongwook Chae, Looxid Labs CEO. "Stay tuned for our future developments, including a comprehensive VR user analytics solution based on eye and brain interface.”

Taking place between 9 and 12 January, CES acts as a global stage for next-generation innovations, with the Las Vegas event welcoming more than 3,900 exhibiting companies each year, each unveiling technologies, products and services for multiple sectors.