Publisher Electronic Arts, Oculus Rift virtual reality goggles manufacturer Oculus VR, and other companies have joined The Immersive Technology Alliance, a non-profit organization that aims to represent the augmented reality, virtual reality, 3D, and gesture markets.

Originally founded in 2009, The Stereoscopic 3D Gaming Alliance has been renamed The Immersive Technology Alliance (The ITA) and has been expanded to serve the needs of these emerging technologies.

The ITA will launch at the 2014 Game Developers Conference next week during a private session. In addition to Oculus VR and EA, other members include Technical Illusions, Gameface Labs, Digital Extremes, Harvard University, Panasonic, Avegant, Epson, and others.

“In this rapidly expanding industry of augmented and virtual reality displays, and other immersive technologies, great communication and collaboration among technology leaders is valuable,” co-founder of Technical Illusions Jeri Ellsworth (formerly of Valve) said. “We are revolutionizing the way people interact with and display their digital graphics, and we look forward to working with the alliance to bring more awareness to immersive products like castAR.”

Earlier in the week, we heard another report that Sony plans to officially announce its virtual reality headset for the PlayStation 4 during GDC.

Last month, we found out that Oculus VR trademarked RiftCon, a convention that has the similar purpose of promoting virtual reality gaming.