Australian game developer Salty Games has appointed consulting-led digital marketing agency Orange Line its strategy, paid media and creative agency of record.
Founded by game makers and Northern Territory natives Nathan Groves and Chas (CJ) Cole, Salty Games has gained attention for its debut title, Pasture: The Livestock Simulator, an outback-meets-gaming experience.
"Salty Games is bringing something truly unique to the table, with its distinct Australian origin story, raw creative energy and an ambitious global mindset which perfectly aligns with Orange Line's ethos, culture and ambitions," said Orange Line co-founder David Klein.
"We aim to drive Salty Games' next wave of digital activation across full-funnel creative, performance media scaled for gamer audiences and a digital playbook built for fan engagement by creating moments that matter."
Klein said the team is particularly excited to work with the Salty Games brand due to the team's obsession with gaming.
"Working in a very fun vertical also poses unique challenges," he said.
Salty Games head of marketing and communications Jordan Alty said the company was not looking for a run-of-the-mill agency.
"We wanted a partner that understands the impact of gaming, the power of digital culture and the discipline of measurable product-focused growth," Alty said.
"Orange Line's consideration of the entire user journey, from the first touchpoint via creative, through to the complexity of attribution on platforms like Steam, made them the perfect partner."
Work starts immediately.
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