Common State is expanding into the digital entertainment arena with the launch of Superstate: a full-service communications agency dedicated to gaming and digital culture.
The new agency will be spearheaded by Common State account director Jadan Carroll and marketing manager Hamish Kirkpatrick, who will assume the newly created roles of co-managing partners, alongside senior account manager Charly Binney and senior account executive Caitlyn Miles.
Superstate aims to help brands reach new audiences by engaging core gaming communities and bringing gaming culture into the mainstream, particularly through mainstream media.
Initially, the agency will focus on publicity, talent partnerships, content creation, and event coordination.
“We’re gamers at heart; it’s in our team’s DNA,” said Carroll. “In recent years, we’ve delivered on several projects that have cemented our connection to the industry, so launching a gaming-focused vertical was a natural evolution for us.”
“Australia’s digital gaming scene is incredibly diverse, and the country consistently punches way above its weight in creative output” added Kirkpatrick. “With Superstate, we want to amplify and champion the talent within Australia’s gaming ecosystem, telling their stories and putting their games on the world stage through campaigns that penetrate globally.”
In recent years, the team has collaborated with VicScreen—the Victorian Government’s creative and economic screen development agency—to spotlight the state’s indie developers to mainstream media and the international publishing community. This included a targeted showcase event in 2022, coinciding with the launch of Cult of the Lamb by Melbourne’s own Massive Monster.
An offshoot of Common State, Superstate becomes the newest addition to the Bolster Group of agencies, alongside culture and marketing specialists Bolster, experiential and sponsorship specialists Aeroplane Agency, and Indigenous-owned creative collective Going North.
Formed via the merger of Common State and Bolster in 2023, Bolster Group is Australia’s first culture and entertainment agency group, working with clients in the music, entertainment, and arts industries.
“When two of the country’s best arts and entertainment professionals tell you they want to create a games-focused communications agency, you do everything possible to make it a reality,” said Luke McKinnon, managing director of Common State.
“Superstate was born from Jadan and Hamish’s deep passion for gaming and their desire to see it recognised as a leading driver of global culture here in Australia. Gaming has become one of the most powerful cultural forces today, and with the launch of Superstate, we’re excited to be at the forefront—helping independent developers and brands shape the future of entertainment across Australia and the Asia Pacific.”