Fortress helps brands connect with Gen Z and Millennial gamers with new retail media network
Games culture company, Fortress, has launched a retail media network to assist brands in connecting with Millennial and Gen Z gaming audiences.
Fortress for Brands is designed to simplify the brand engagement operations and experience for brands, providing them with “brand partnerships, epic digital signage, esports sponsorships, product placement, in-venue activations and more through Fortress’s venues and digital channels”.
Boasting an 18 to 35-year-old audience that plays video games for more than 10 hours each week, not to mention a 40% female and 60% male split, Fortress is establishing its new network as being a premier entry point for brands to find and connect with audiences that are actively engaged in gaming culture – a platform for entities interested in fostering higher levels of engagement and brand loyalty.
The company’s Melbourne and Sydney venues support a yearly foot traffic count of more than 750,000; over 250,000 in-venue playing hours; and a 30 million reach.
“Fortress for Brands is a fantastic opportunity for brands looking to speak to a highly-engaged Gen Z and Millennial audience where they play and socialise,” explained Fortress’s director of partnerships, Gavin McDonough.
“Ours is an eclectic and diverse audience who congregate around a passion for games culture, be that on a screen or in real life through board and card games at one of our unique venues.
“This range of opportunities means our brand partners are not only unmissable for them, but build affinity and desire by aligning with something they are passionate about at a time when they are open to experiencing something new.”
He continued: “Our goal with Fortress For Brands is to provide brands with a fresh, innovative way to connect with the next generation of consumers.”
“By merging the excitement of gaming culture with targeted brand engagement, we’re creating a platform that’s not only effective but also resonates deeply with Gen Z and Millennials.”
The organisation’s retail network is one of several business moves it has made this year. In late January, Fortress unveiled Beth Appleton as its new chief marketing officer. A few months later in mid-May, it also made headlines by choosing to partner with the Havas Network, Organic and One Green Bean, assigning the three aforementioned companies with content, social and public relations duties.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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