Adobe CEO Shantanu Narayen Photograph by Stuart Isett/Fortune Brainstorm TECH

Adobe has announced an acquisition of Allegorithmic, the French company behind 3D design software Substance with a diverse customer base including BMW, Ikea, Louis Vuitton, Ubisoft and Electronic Arts. Deal terms for the 100+ employee company founded by Sébastien Deguy in 2003 were not disclosed.

Allegorithmic’s Substance is the industry-leading software suite for creation of customizable 3D textures and materials. It’s used by clients in industries ranging from video gaming to architecture, product design and fashion. Adobe has made several digital media acquisitions in the past including Sayspring, Kylebrush, Mixamo, Fotolia, Typekit, Behance and Mettle’s Skybox Suite.

Behance founder and Adobe Creative Cloud chief product officer Scott Belsky Photo by Steve Jennings/Getty Images for TechCrunch

“We are seeing an increasing appetite from customers to leverage 3D technology across media, entertainment, retail and marketing to design and deliver fully immersive experiences,” Adobe Creative Cloud chief product officer and executive vice president Scott Belsky said in a statement. “Creative Cloud is the creativity platform for all and Substance products are a natural complement to existing Creative Cloud apps that are used in the creation of immersive content, including Photoshop, Dimension, After Effects and Project Aero.”

Belsky notably founded Behance which Adobe acquired in 2012 for slightly more than $150 million in cash and stock. “Allegorithmic and Adobe share the same passion for bringing inspiring technologies to creators,” Allegorithmic CEO Sébastien Deguy added. “We are excited to join the team, bring together the strength of Allegorithmic’s industry-leading tools with the Creative Cloud platform and transform the way businesses create powerful, interactive content and experiences.”

Entrepreneur Sir Richard Branson at the Adobe Summit which held March 2018 in Las Vegas. image : Adobe

Deguy will take a leadership role in Adobe as vice president, 3D and Immersive, reporting directly to Belsky following completion of this acquisition.

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