According to the announcement, "3D audio is the new frontier of excellence, set to transform the listening experience for users across a broad range of applications, from virtual reality gaming to audio recording and broadcasting," said co-CEOs Daniel Sennheiser and Dr. Andreas Sennheiser.

The German audio company has been working on 9.1 sound for some time, so immersive audio isn't an entirely new space for them. But with a proprietary algorithm that localizes sound in EDEN, a VR game (more on the demo soon), and a new microphone that promises to change the way sound is captured in VR productions, Sennheiser seems to be shifting gears to make immersive audio available to consumers this year.