Trusted by Seeker Agency, the FutureLabs team has just wrapped up a high-energy suite of interactive experiences at AO25, where we helped Pirelli create a standout activation. From fast-paced games to immersive motion tracking, we gave tennis fans something truly engaging — because watching from the sidelines just isn’t our style.
We designed and built three high-intensity experiences that put fans right in the action:
Let's take a quick look at each experience.
Think speed, instinct, and pure competitive energy. This two-player challenge required participants to react as quickly as possible, hitting illuminated targets in rapid succession. Every fraction of a second mattered, just like in a real match.
This wasn’t just another virtual tennis game. We developed a motion-tracked challenge that brought real-world swings to life inside a custom-built 3D stadium, complete with Pirelli tyres as dynamic in-game elements. Players’ swing speed and accuracy determined the power of their shots, creating an ultra-immersive experience. Fans weren’t just playing — they were stepping into the game, feeling every shot as if they were on centre court.
Simple in concept, but incredibly addictive in execution. Using arcade-style buttons, touchscreens, and reactive sound effects, players had to wrap a tennis racquet grip as fast as possible. Precision and speed were key, and every millisecond counted towards securing a spot on the leaderboard. This activation reflected the importance of grip in both a tennis context and for tyres on the road.
The Pirelli activation at AO25 showed once again that gamification is a game-changer for brand engagement. By blending technology, sport, and Pirelli's product features, we helped turn a traditional sponsorship into one of the key talking points of the Australian Open.
A huge shoutout to Seeker Agency for designing an incredibly slick set that perfectly complemented our tech. Their meticulous attention to detail in the physical environment elevated the entire activation, making it a seamless fusion of design and interactivity.
At FutureLabs, we’re always pushing to redefine experiential marketing with more immersive, tech-driven, and gamified interactions. AO25 was just another step forward.
Want to turn your brand into an interactive experience people actually love? Let’s make it happen.
