fun-lab.com
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Funlab: The $239M Social Gaming Empire
How a 833-person team built Australia's top competitive socialising network
Forget standalone arcades and mini-golf courses. Funlab is architecting the future of 'competitive socialising'—a $239M empire where tech meets physical entertainment across 40+ locations in Australia, New Zealand, and the USA.
"Funlab isn't selling tickets—they're selling a frictionless social experience powered by data and a unified tech stack."
The Portfolio Powerhouse
With eight distinct brands (Strike, Sky Zone, Holey Moley, etc.) and over 40 locations, Funlab operates like a venture studio for entertainment. Each brand targets a different demographic and experience, but they all feed into a centralized data and loyalty infrastructure. This isn't a fragmented collection of venues; it's a cohesive ecosystem designed to capture maximum wallet share from the 'experience economy'.
Tech Stack: Modern & Scalable
Under the hood, Funlab runs a surprisingly modern stack for a physical entertainment business. They leverage Next.js for high-performance web apps, Vite for rapid development, and Tailwind CSS for design consistency. Crucially, they've integrated Google Analytics and Tag Manager to track user behavior, alongside Ghost for content management. This tech stack supports their 'Funpass' membership program—a recurring revenue engine that turns occasional visitors into loyal subscribers.
The traffic data reveals a sophisticated digital strategy. With 50% direct traffic, Funlab has built a strong brand where users actively seek them out—rare for a multi-venue operator. The 44% organic search share indicates effective SEO, likely driven by location-based optimization and high-intent keywords like 'activities in the city Sydney.' The brand's dominance is so complete that 'funlab' itself generates 2,370 monthly searches, outpacing generic terms like 'fun lab' (400 searches).
- Vertical Integration: From physical venues to mobile apps and loyalty programs
- Data-Driven Decisions: Head of Data, CRM & Loyalty sits in leadership
- Recurring Revenue: Funpass subscription model creates predictable income
- Strategic Expansion: Proven model in ANZ, now scaling in the USA
The Future is Frictionless Socialising
Funlab is building the 'Apple ecosystem' for physical entertainment—unified, data-driven, and irresistibly social.
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Meta Tags
FUNLAB | For the fun of it.
Funlab is a premiere creator of competitive socialising experiences, with eight brands and over 40 locations across Australia, New Zealand and the USA.
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About fun-lab.com
Funlab is a premiere creator of competitive socialising experiences, with eight brands and over 40 locations across Australia, New Zealand and the USA.
Company Overview
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Technology Stack
fun-lab.com uses 14 technologies across their website including YouTube Embed, Okta, HSTS, and more.
Video
YouTube Embed
Authentication
Okta
Security
HSTS
CMS
Ghost
Cloud & Hosting
Netlify
Analytics & Marketing
Google Tag Manager, Google Analytics
Traffic & Audience
fun-lab.com receives approximately 32.1K monthly visitors and ranks #829,993 globally. The website has a bounce rate of 29% with visitors viewing an average of 2.5 pages per visit. Users spend an average of 0:57 on the site.
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