3eep Ventures was established to explore digital and social media investment opportunities. The business was established with an initial online service delivered to sports participants, and has subsequently incubated other online sports-related ventures. It also has made a small number of investments in internet and digital media businesses. 3eep's initial project was a social media service, specialising in developing online social communities built around real-world social communities. 3eep developed a proprietary Palladium (TM) technology platform which focused on a social hierarchy around groups (rather than individuals). This platform was launched with local partners in in Australia, Canada and Germany. SportsPassion was launched in late-2008 as a sports-oriented social media platform, built on Palladium, which attracted thousands of sports teams, and tens of thousands of sports participants to the service.