MEDIA ALERT: According to the Cover of Sunday's LA Times , Mind Reading is on the Market

NeuroSky Establishes itself as the Leader in Consumer Brain Computer Interface Technology

WHAT: According to the cover of August 8th’s LA Times, The NeuroSky ThinkGear™ technology, first of its kind to be applied to the mass market, has propelled NeuroSky as the leader in consumer BCI. With industry leading partners like Mattel, Square Enix (Final Fantasy), Uncle Milton, Sega Toys Co, Toshiba and a number of others, NeuroSky is leading the charge with the introduction of BCI to the general public with the first of many toys and products.

Link to the full story: http://www.latimes.com/business/la-fi-mind-reader-20100808,0,6235181,full.story

WHY:
According to Reporter Shan Li, “The Company's breakthrough was in harnessing the brain-wave technology found in EEG machines costing $20,000 and up into headsets that consumers could afford.”

The revolutionary NeuroSky chip is used on NeuroSky’s own MindSet headset and in products by partners Mattel (MindFlex) and Uncle Milton (Star Wars Force Trainer.)
The MindSet uses the advanced NeuroSky chip and one dry sensor to sense and interpret the wearer’s brainwaves. The information is sent by Bluetooth technology to a computer. The computer uses the brainwave information to determine the level of attention and meditation. For games like the MindSet video game and the MindFlex and Star Wars Force Trainer physical games, the user’s level of attention is transformed into action.

“Next year, Iceland-based game developer MindGames will roll out Tug of Mind, the Apple App Store's first mind-controlled game, which also works with a NeuroSky headset.”

Beyond toys and games, a number of universities have been using the NeuroSky Mindset in their research. "Up until this point, conducting this type of research was cost prohibitive to almost every university except those with substantial resources," states Assistant Professor Richard Van Eck at the University of North Dakota.  Dr. Stuart Johnstone Assistant Professor at the University of Wollongong has been developing a software system, which helps children with ADHD "The game is designed to strengthen specific psychological abilities that will help them in the classroom."

According to the article, "We will see more and more products in the future that have this technology, whether for entertainment or healthcare or safety," said Lee Ting, a managing partner at WR Hambrecht, one of the venture capital firms that backed NeuroSky. "This isn't limited to very narrow applications or markets — even we can't foresee all the possible applications."

To learn more about NeuroSky and their technology, please go to http://www.neurosky.com.

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