Sage purchases business simulation leader Hubro Education 2023

Hubro Education, a renowned producer of business simulations for academic institutions, enterprises, and individual skill development, has been bought by Sage. Hubro Education creates award-winning business simulations by combining skills in game creation, learning science, and business studies.

“We are thrilled to welcome Hubro Education to Sage,” said Kiren Shoman, senior vice president of Sage. “Because of our guaranteed independence, we are free to experiment with new and different ways to support student success and expand our portfolio of innovative business education resources.”

The Hubro team offers a wealth of experience in creating compelling learning experiences

Hubro originated as an internal initiative at the Norwegian University of Science and Technology (NTNU) in 2013, before becoming a commercial venture. It now provides a suite of online business simulations for courses in marketing, finance, accounting, business, and sustainability, among other subjects.

Hubro’s product development, sales, and marketing will continue to be managed from its offices in Oslo, Norway, as part of the transaction.

“The acquisition by Sage perfectly aligns with our mission to make virtual business experience available to anyone,” stated Hubro Education Co-Founder and CEO Emil Oliver. “Sage has built a reputation for providing educational resources that emphasize skills, real-world application, and societal impact.” We are thrilled to be joining Sage as we expand our capabilities internationally.”

Sage’s continuous acquisition strategy of growing through acquisition in strategically aligned sectors with long-term opportunities is supported by this transaction. “Incorporating business simulations into our portfolio of learning resources is critical to accelerating the growth of our business suite and strengthening our overall performance across business and management,” Shoman explained.

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