RealityPrime is a technology blog and consultancy specializing in imagining the future of human-computer-interaction and helping to realize it through thoughtful, often disruptive design and engineering. The company has been around since 1997; the blog since 2003.


Avi Bar-Zeev has spent the last 20+ years building real-time simulation, human-computer-interaction and internet scale applications on projects as diverse as load-balancing routers, robotic parachutes, and natural user interfaces.

Early in his career, he helped develop Disney’s Aladdin’s Magic Carpet VR Ride, one of the first truly real-time (60 fps) first-person immersive VR entertainment experiences, and went on to lead or influence other interactive 3D experiences for Disney and DisneyQuest, along with several R&D incubations.

He co-founded Keyhole, Inc. in 1999, designing and building the application that was later called Google Earth. At the time, Avi created the novel user experience, the predecessor to KML (a markup language for augmenting the globe, and augmenting reality) and apparently invented the “Placemark.”

He’s been an early employee or consultant to startups like Intrinsic Graphics (3D games middleware), F5 Networks (scalable web services), and Linden Lab, developing core technologies for Second Life, including their procedural 3D object system.

He spent 2008-2012 at Microsoft, helping to pitch, design and prototype new products and experiences for Bing, Microsoft’s Startup Business Group and XBox Incubations. He has over 33 patents granted or applied in areas such as augmented reality, telepresence, and more.

Avi co-founded Syntertainment with Will Wright (legendary designer of SimCity, the Sims, and Spore). Avi served as the company’s founding CTO and was formally promoted to company President, overseeing areas like technology development, production, recruiting and operations, fundraising, while Will Wright focused on design. The company is still in stealth mode.

Just prior to Syntertainment, Avi helped Amazon come up with next generation tablet shopping experiences. He’s since re-joined Amazon, working on Prime Air, building a stellar team in SF to help make aerial drone delivery common.