AmBX Launches AmBX Creator Free Update

"Sensory surround" technology company AmBX announced the launch of AmBX Creator, a free software update enabling PC users to link AmBX effects -- such as colored lighting, air movement, sound, and rumble -- to Windows events. Shorthand for "ambient experiences," AmBX provides peripherals and software that allow developers and content creators to add light, sound, color, and other "sensory surround" effects to hardware devices like PCs, alongside games and other media products with the aim of making those experiences more immersive. With AmBX Creator, users can assign AmBX events to program events, including office notifications, saving, opening and closing windows and much more. Instead of using simple audio alerts, users can incorporate lights, wind, and rumble effects customized to their preferences. Based in the UK, AmBX recently branched off from parent company Philips Technology to operate as a standalone business, thanks to an investment from Netherlands VC firm Prime Technology Ventures. Though the company intends to continue working with Philips, who remain a licensee, AmBX is free to license to other companies. "Our users have been asking to take control of their own custom effects, so we decided to empower them with that ability," says AmBX chief marketing officer Jo Cooke. "We’re really excited at the prospect of seeing the kinds of lighting, wind and rumble effects they create, given the free reign that AmBX Creator provides."