The Many Expands Immersive Tech Capabilities With CatalystXR Stake

Photo Credit: The Many

The Many is expanding its immersive technology capabilities through a new investment in the XR space.

Advertising agency The Many has acquired a majority stake in Australian immersive technology studio CatalystXR.

CatalystXR, which specializes in extended reality (XR), virtual reality (VR), augmented reality (AR), and large-scale interactive environments, will continue operating while collaborating with The Many across client work. CatalystXR founder Jamie Gilroy joins The Many as Partner in Charge of Participatory Technology.

“We don't do passive. We never have. Immersive technology is our belief made physical. It lets people step inside an idea, understand it, test it, and experience it for themselves. That's a fundamentally different role for creativity,” said Damien Eley, Chief Executive Officer of The Many Australia.

CatalystXR has delivered more than 300 projects across eight countries, serving clients in cultural institutions, healthcare, enterprise, sport and training sectors.

“The shift we're seeing isn't about curiosity anymore. Organizations are committing to XR because it solves real problems: training, operational understanding, and large-scale engagement. Participatory technology turns ideas into environments people can move through, learn from, and act on,” said Jamie Gilroy, Founder and Chief Executive Officer of CatalystXR.

Christian Jacobsen, Co-Founder of The Many, says the acquisition reflects the agency’s broader focus on engagement-driven systems rather than campaign-based marketing.

“This isn't about adding a service line. It's about building infrastructure around participation. The next era belongs to organizations that can design systems for engagement, not just messages about it. CatalystXR makes that capability physical,” said Jacobsen.

The companies will operate as distinct entities while developing a more integrated participatory technology offering over time.

For more information, visit www.themany.com.

Via: Tech Info Scene