Aureal has opened a new European battlefront in the 3D sound chip war against Creative Labs.
The 3D sound chip developer is gunning for the games developer community to take on its 3D application programming interface (API) and has appointed a local sales representative to spread the gospel in northern Europe.
Roy Taylor and John Byrne, owners of VML Europe, have set up a 3DSL, a new company that will concentrate solely on selling and marketing Aureal products in UK, Irish, Scandinavian and French territories.
Roy Taylor, joint managing director of VML, said: "We are excited about this new business - Aureal has huge technology and we're going to help it get huge business in Europe."
3DSL will promote Aureal and A 3D, its 3D sound API, into the 700-strong UK games developer company sector. The company will also handle sales relationships with European sound card manufacturers.
Aureal is engaged in a battle of hearts and minds for games developers with Creative Labs, which is touting the rival E AX 3D sound API.
The two companies are locking antlers in the courts, with Creative Labs accusing Aureal of patent infringement.
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