Australian cultural communications consultancy, Common State, is delving into the world of gaming with the launch of a full-service communications agency dedicated to gaming and digital culture, Superstate.

The new agency will be led by Common State account director Jadan Carroll and marketing manager Hamish Kirkpatrick, who will assume the roles of co-managing partners. They will be joined by senior account manager Charly Binney and senior account executive Caitlyn Miles.

Superstate aims to promote the work of local developers, amplify Australia’s independent games scene, and help brands reach new audiences. The agency will focus on publicity, talent partnerships, content creation, and event coordination. Superstate is part of the Bolster Group of agencies, which also includes Bolster, Aeroplane Agency, and Going North.

"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 independent scene is incredibly diverse, and the country consistently punches way above its weight in creative output. 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 resonate globally," said Kirkpatrick.

Common State has previously collaborated with VicScreen—the Victorian Government’s creative and economic screen development agency—to spotlight some of the state’s world-renowned 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, which went on to become a global indie sensation.

Other projects include the launch of YouTube Shorts in Australia, in partnership with Bolster, and the inaugural international games market, Play Now Melbourne. Play Now Melbourne will return as part of Melbourne International Games Week in 2024.

Managing Director of Common State, Luke McKinnon, said: "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. 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."

As 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.