Virtualware names former Unity and Autodesk executive Ed Martin as strategic advisor to drive North American growth
Bilbao, October 1, 2025 – Virtualware (EPA: ALVIR), a pioneer in 3D-driven enterprise software, today announced the appointment of Ed Martin as Strategic Advisor to accelerate its expansion in North America.
Martin, a former executive at Unity and Autodesk, brings over 30 years of experience in XR, digital twins, and industrial simulation.
At Unity, he spearheaded the company’s move beyond gaming, launched its Digital Twin business, and integrated acquisitions to strengthen real-time 3D offerings for industries including manufacturing and automotive.
At Autodesk, he led strategies and go-to-market plans for the manufacturing and automotive sectors, driving adoption of VR/AR and advanced visualization technologies. He also held senior leadership roles at Delphi and General Motors.
“Ed’s track record in scaling businesses and connecting innovation with enterprise value makes him an ideal advisor as we grow our North American presence.“
Unai Extremo, CEO and Founder at Virtualware.
Martin’s appointment supports Virtualware’s 2024–2026 Strategic Plan, which emphasizes North American expansion, channel-based growth, and acquisitions. In 2024, the company acquired Swedish firm Simumatik, strengthening its digital twin and simulation capabilities.
“Immersive applications are generating proven results for enterprises, and Virtualware offers the perfect platform to scale these applications with its robust and secure capabilities for collaboration and support for distributed teams. I am looking forward to helping Virtualware accelerate growth in North America“
Ed Martin
Founded in 2004, Virtualware is one of the leading experts in immersive and 3D technology solutions.
The company serves global organizations and institutions including GE Vernova, Petronas, Volvo, Gestamp, Alstom, ADIF, Bosch, Biogen, Kessler Foundation, Invest WindsorEssex, McMaster University, the University of El Salvador, Ohio University, the Spanish Ministry of Defense, and the Basque Government.
The company’s headquarters are in Bilbao, Spain, with offices in Orlando, US, Toronto, Canada, and Skövde, Sweden.
