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Seed Group–Oongalee partnership to introduce fintech and interactive dining technology in the UAE
Canada-founded hospitality fintech enters the region with plans to scale interactive table-side media and payments across the Middle East
- PUBLISHED: Tue 13 Jan 2026, 10:55 AM
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Seed Group, a company of The Private Office of Sheikh Saeed bin Ahmed Al Maktoum, has entered into a strategic partnership with Oongalee, a Canada-founded fintech and hospitality technology company, to introduce interactive dining and table-side media solutions to the UAE.
The partnership marks Oongalee’s official entry into the UAE market following its success in Canada, where it operates the country’s largest interactive tabletop media network across more than 400 restaurants and 14,000 screens, generating over 20 million guest interactions annually. With strategic support from Seed Group, Oongalee aims to position the UAE as the launchpad for its next phase of global expansion.
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Commenting on the partnership, Hisham Al Gurg, CEO of Seed Group and The Private Office of Sheikh Saeed bin Ahmed Al Maktoum, said: "Oongalee’s approach introduces a practical layer of innovation to the hospitality and media landscape. The platform’s ability to modernise table-side service while enabling targeted, measurable advertising reflects a thoughtful response to real operational and marketing challenges. We see clear value in solutions that enhance restaurant efficiency and provide brands with accountable engagement, aligning well with the UAE’s digitally driven economy."
Karan Sareen, co-founder and CEO of Oongalee (UAE), added: “Canada validated our model and our technology, but the UAE is where our global vision accelerates. Partnering with Seed Group gives us the strategic backing, credibility, and access needed to scale with impact. Our focus has always been on building technology that genuinely improves the guest experience while delivering real commercial value for operators. Bringing Oongalee to the UAE is a significant milestone as we work towards building the world’s largest interactive fintech-powered media network.”
The collaboration is expected to support the evolution of the hospitality and out-of-home advertising sectors, reinforcing Dubai’s role as a regional testbed for smart dining, fintech integration, and media innovation. It also aligns with broader regional initiatives to enhance customer experiences, stimulate private-sector growth, and attract technology-led business models across the Middle East.
Founded in 2019, Oongalee is a fintech-based interactive restaurant assistant that combines purpose-built tabletop hardware with integrated payments, media, and real-time data. The platform is designed to deliver measurable value directly at the table, enabling restaurant operators to improve efficiency and optimise revenue, while offering advertisers and media planners a high-engagement, data-driven channel to connect with diners during extended visits. Globally, Oongalee’s network generates more than five billion annual impressions across over 400 locations and is trusted by leading international advertisers.
For more information, visit: www.seedgroup.com.
