SE Group acquires FutureLabs

SE Group has today announced the acquisition of FutureLabs, a leading immersive tech company specialising in interactive brand experiences. This strategic expansion positions SE Group at the forefront of a global shift toward real-world experiences as brands seek deeper, more authentic connections with audiences.

The acquisition unites FutureLabs’ cutting-edge technical capabilities with SE Group’s portfolio of industry-leading brands, including Seeker Agency, Australia’s premier events and activations agency, and Solution Entertainment, the nation’s leading entertainment booking agency, who recently secured Snoop Dog for the AFL Grand Final.

“FutureLabs has been an exceptional creative partner to Seeker Agency, consistently delivering innovative technological solutions that elevate our clients’ brand experiences,” says Brad Hampel (above left), Founder & CEO of SE Group. “This acquisition is a natural evolution of our successful collaboration and reflects our commitment to providing clients with end-to-end experiential solutions that blend creative excellence with technological innovation.

“We’re witnessing a fundamental shift in how people want to engage with brands. As AI becomes ever-present in our digital lives, there’s a powerful counter-movement toward physical experiences that feel authentic and emotionally resonant. The acquisition of FutureLabs allows us to supercharge our capability to deliver these transformative moments.”

FutureLabs brings extensive expertise in immersive installations, interactive digital experiences and activations, having delivered on a global scale for brands, retailers, arts organisations and public institutions.

FutureLabs’ capabilities include experience design, cutting-edge content creation, interactive software development, gamification, AV and creative technologies.

“Joining SE Group allows us to amplify our impact and access larger-scale opportunities while maintaining our commitment to pushing the boundaries of creative technology,” says Daniel Hewitt (above right), Founder of FutureLabs. “The alignment between our technical expertise and SE Group’s creative and event capabilities will deliver unprecedented value for clients seeking attention in the experience economy.”

The expanded SE Group now offers clients a comprehensive suite of services including event planning, premium entertainment booking, experiential activations, and immersive technology solutions — all under one roof. This integration positions the group to deliver seamlessly connected experiences from concept through execution.

The acquisition is effective immediately, with FutureLabs continuing to operate under its established brand while integrating strategically with Seeker Agency and Solution Entertainment.

SE Group clients include major events and sporting organisations AFL, Australian Grand Prix Corporation, The Australian Open, Netball Australia and NBL, alongside corporations and brands Nike, Samsung, Toyota, REA Group, Seek, SAP, Australia Post, Red Bull, Hayu and Sony.