Greenlight Insights and M2 Advisory Group are merging to form a larger market research firm focused on virtual reality, games, and other technology markets.

Clifton Dawson, CEO of Greenlight VR.

Above: Clifton Dawson, CEO of Greenlight Insights.

Image Credit: Greenlight VR

The combined companies will focus on analysis and business resources for immersive and interactive technologies. San Francisco-based Greenlight Insights is headed by Clifton Dawson, founder and CEO, and M2 founder Wanda Meloni is joining Greenlight as its new president and principal analyst.

Wanda Meloni of M2 Advisory Group.

Above: Wanda Meloni of M2 Advisory Group.

Image Credit: OGA

“With M2 Advisory Group, we will significantly diversify our capability in graphics, games, and new media market research. Joining forces with M2 will accelerate the development of several exciting projects that will be game changers to our clients,” said Dawson in a statement. “From our inception, Greenlight Insights has provided the hottest global technology trends and insights to consumer electronics manufactures, entertainment companies, digital producers, and advertisers through a variety of market reports. We will now expand our products to fuel the growth of the industries we serve for many years to come.”

M2 Advisory Group provides strategy and business intelligence in areas that include platform usage, game engine analysis, and pipeline issues. In addition, M2 publishes Gaming Business Review and advises in a variety of trade organizations.

“Greenlight Insights has developed an impressive body of research around the VR ecosystem,” said Meloni in a statement. “Together we will expand our coverage and build more tools, services, and resources to support our clients’ growth and success.”

Meloni is deeply involved with VR and is currently on the board of directors and vice president of the Open Gaming Alliance (OGA) and co-chair of the OGA VR/AR Working Group. She also sits on the advisory board of the Immersive Technology Alliance and SHIIFT.