In a landmark move for the Middle Eastern hospitality sector, UAE-based Seed Group, a company of The Private Office of Sheikh Saeed bin Ahmed Al Maktoum, has announced a strategic alliance with Canadian fintech innovator Oongalee. This partnership is set to redefine the dining experience across the Emirates by introducing advanced interactive table-side technology that seamlessly integrates media, entertainment, and payment solutions.
The collaboration marks Oongalee’s inaugural entry into the UAE market following its proven success in Canada, where it operates the nation’s largest interactive tabletop media network. With an impressive footprint of over 400 restaurants and 14,000 screens, the platform has facilitated more than 20 million annual guest interactions. Backed by Seed Group’s regional expertise and influence, Oongalee intends to utilize the UAE as its strategic launchpad for subsequent global expansion throughout the Middle East.
Hisham Al Gurg, CEO of Seed Group, emphasized the practical innovation behind the technology: “Oongalee’s platform addresses genuine operational challenges within the hospitality industry. By modernizing table-side services and enabling targeted, measurable advertising, it creates tangible value for both restaurant operators and brands. This initiative perfectly aligns with the UAE’s vision for a digitally empowered economy.”
Karan Sareen, Co-founder and CEO of Oongalee (UAE), highlighted the significance of the partnership: “While Canada validated our technological model, our collaboration with Seed Group provides the strategic credibility and market access necessary for impactful scaling. Our mission remains centered on enhancing guest experiences while delivering concrete commercial benefits for our partners.”
Established in 2019, Oongalee combines purpose-built hardware with integrated software to create a comprehensive dining assistant. The platform enables restaurants to boost operational efficiency and optimize revenue streams while offering advertisers a high-engagement, data-driven channel to connect with captive audiences. Globally, the network generates over five billion annual impressions across more than 400 locations, attracting major international brands.
This initiative is expected to significantly advance Dubai’s position as a regional hub for smart dining solutions and fintech integration, supporting broader economic diversification efforts and enhancing customer experiences across the hospitality landscape.