GenArts has pushed to raise its profile in vfx software through its many collaborations, making exclusive deals for vfx studios to exclusively use its software plug-ins. It has also been buying out companies to acquire plug-ins.
In 2009, Lucasfilm pacted to use GenArts plug-ins exclusively with all compositing software. The same year, GenArts acquired Wondertouch and Particle, gaining 10,000 new users. The USC-GenArts collaboration will provide students with hands-on experience with software plug-ins widely used in the vfx industry.