SE Group Expands into immersive technology with FutureLabs Acquisition

SE Group (Solution Entertainment and Seeker Agency) has announced the acquisition of FutureLabs, a technology-driven creative agency known for its innovation and interactive brand experiences.

The strategic acquisition took immediate effect on 27 October and aims to combine SE Group’s expertise across industry-leading brands including Seeker Agency, Australia’s premier events and activations agency, and Solution Entertainment, the nation’s leading entertainment booking agency with FutureLabs’ innovation-led capabilities.

A Natural Evolution

Having successfully collaborated with FutureLabs in the past, SE Group Founder and CEO Brad Hampel reflected on the strength of their creative partnership.

“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,” Hampel said.

He added that as AI continues to redefine digital engagement, there is growing demand for real-world, emotionally resonant experiences.

“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.”

The New SE Group

For FutureLabs, the move represents an opportunity to scale innovation and expand the creative potential of immersive technology.

Daniel Hewitt, Founder of FutureLabs, said the alignment between the two companies’ strengths would amplify their impact across the experience economy.

“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,” Hewitt said.

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