The Many takes majority stake in CatalystXR

The Many has acquired a majority stake in Australian immersive technology studio CatalystXR, as it looks to expand beyond traditional communications into participatory and enterprise-led experiences.

The deal brings together The Many’s strategic and creative capabilities with CatalystXR’s work across XR, VR, AR and large-scale interactive systems.

CatalystXR has delivered projects across sectors including mining, healthcare, sport and cultural institutions, with growing demand for immersive systems used in training, operational planning and large-scale engagement.

The Many Australia CEO Damien Eley said the move reflects a shift in how organisations communicate and operate.

“For a long time, businesses have tried to explain big ideas, changing strategies and complex systems through presentations, documents or advertising,” he said.

“Immersive technology allows people to step inside those systems, to explore scenarios, test decisions and experience how things actually work. In that sense it’s the most literal form of participation.”

The acquisition comes as companies face increasing pressure to adapt, with research from PwC showing 42% of CEOs do not believe their organisations will remain viable over the next decade without reinvention.

Eley said immersive technology is moving beyond marketing into more practical, enterprise-led applications.

“While immersive technology has often been associated with marketing activations, its use is also expanding into enterprise applications across sectors including mining, healthcare, infrastructure and cultural institutions,” he said.

“Simulation-based environments are increasingly being used for safety training, operational planning, education and public engagement.”

Jamie Gilroy, founder of CatalystXR, said demand is shifting from experimentation to real-world deployment.

“We’re seeing a shift from curiosity-led pilots to strategic deployment across industries,” he said.

“This partnership allows us to scale that momentum globally, while expanding our capabilities across strategy, IP and product development to deliver more meaningful outcomes for our clients.”

In the near term, both companies will continue to operate independently while collaborating, with a longer-term ambition to move toward a more integrated model.