Fortress.
Gaming centre Fortress has launched Fortress Creative Studio after six years in the business.
A creative and broadcast production agency, Fortress Creative Studio aims to help brands, publishers and rights holders win new fans through games culture.
Evolving from the in-house team behind Fortress' venues and studios, it now delivers games-led campaigns, content and experiences for some of the world's biggest brands and IP owners.
Gaming has become Australia's largest cultural interest* with 82%* of Australians now engaging with games, overtaking traditional passions like the AFL as the country's preferred entertainment, according to Fortress.
“When we founded Fortress in 2018, our mission was to become the world's #1 games culture company,” said Fortress CEO and co-founder, Jon Satterley.
“Having made enormous headway with that ambition via our two flagship venues in Melbourne and Sydney, the timing couldn't be better for us to launch our games culture-led agency to capitalise on the deep understanding we've developed connecting brands with audiences through games culture."
Fortress Creative Studio transforms years of audience intelligence into a culture-first strategic offering, combining deep games understanding, a highly engaged community, and end-to-end expertise across creative, content, production and activation.
"Marketers have spent the past decade optimising for social media, but today, consumers want more than one-way, passive entertainment," said Fortress Creative Studio chief commercial officer, Gavin McDonough.
“Games provide active entertainment, and a thriving community where audiences can create, socialise, discover and connect online, and in the real world.
“This is not a media and entertainment consumption fad; it's an entire platform shift, and it's already happened."
Fortress has helped sporting codes connect with gaming communities, major brands create experiential campaigns around gaming IP, and Australian publishers activate internationally through games-led experiences, proving games culture can engage audiences far beyond traditional gamers.
"The team behind the work is the real story," said Fortress Creative Studio head of games strategy & broadcast, Chris Stewart.
"It's a unique combination of expertise and passion for games culture that sets us apart, and makes our approach distinctly different.”
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