Fortress Games has appointed Organic, One Green Bean, and the wider Havas Network to handle PR, social, and content for the brand.
Primarily, Organic and One Green Bean will set a strategic communications vision for Fortress Games in Australia and globally. Fortress Games has two venues located in Sydney and Melbourne and offers hundreds of playable devices and interactive experiences.
“As we look to expand both in Australia and our online global brand, it was obvious that the team at Organic led by Annabelle [Gigliotti] was the perfect fit for us,” said Beth Appleton, CMO at Fortress Games.
“Their understanding of our business, the diverse gaming community, and proven expertise across PR, social and strategy to continue to build momentum that Fortress is the home of games culture and IRL social experiences make them the ideal partner for Fortress Australia.”
Appleton joined Fortress as CMO in January 2024. The ex-Jaxsta CEO and former Warner Music general manager believes Fortress is an “exciting turning point” for Australia’s gaming industry.
Organic and One Green Bean will handle ongoing consumer and trade publicity, including events, corporate profiling, and general consumer awareness, as well as social media content creation and strategy.
Annabelle Gigliotti, managing partner at Organic Publicity, said: “Having worked with the incredible team at Fortress for some epic client events and activations, team Organic fell in love with the awesome venues. As we delved deeper into the lore, the experience, and the vision we wanted to be a part of the Fortress journey.”
Together with gaming, entertainment, and lifestyle partners, Fortress hosts open-experiential activations, community-focused social events, professional e-sports tournaments, and broadcast productions.
The first location of its kind in Australia, Fortress Melbourne opened in 2020 and was followed by the opening of Fortress Sydney in 2023. Both are multilevel complexes which include dining and drinking venues such as 2315, a sci-fi-themed cocktail bar.
As of 2022, the industry was worth $4.21 billion, up from $2.67 billion the previous year, experiencing meteoric year-on-year growth since 2017.
See also: Fortress Australia appoints CMO to capitalise on meteoric growth in gaming market