Fortress, which runs two Australian hubs for games and pop culture, has unveiled its latest venture, 'Fortress for Brands', a new retail media network. The platform aims to provide brands with direct access to over one million highly engaged Gen Z and Millennial gaming enthusiasts.

The network boasts flagship venues at the Emporium in Melbourne and Central Park in Sydney, alongside a thriving online presence. 'Fortress for Brands' seeks to simplify brand engagement with gamers and pop culture entertainment seekers, offering a range of opportunities including brand partnerships, digital signage, esports sponsorships, product placement, in-venue activations and more.

Fortress said its audience is deeply engaged and passionate, with many spending over 10 hours a week gaming. The company attracts over 750,000 annual foot traffic at its Melbourne and Sydney venues, with more than 250,000 hours played in-venue and a reach of 30 million organically. The audience split is 60% male and 40% female.

“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," Gavin McDonough, Director of Partnerships at Fortress said. "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.”

McDonough said the 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," he said.