Common State launches specialist gaming and digital culture agency
Cultural comms consultancy Common State is expanding with the launch of a dedicated gaming and digital culture agency.
Marking a move into the digital entertainment arena, the launch of Superstate will combine Common State’s passion for gaming with its expertise in culture and entertainment PR.
The new agency will be spearheaded by Common State account director Jadan Carroll and marketing manager Hamish Kirkpatrick who will assume the roles of co-managing partners. They will be supported by senior account manager Charly Binney and senior account executive Caitlyn Miles.
As an offshoot of Common State, Superstate is the newest addition to the wider culture and entertainment agency group Bolster Group, alongside Bolster, Going North, and Aeroplane Agency.
“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.”
Carroll and Kirkpatrick will work to champion the work and creativity of local developers, amplify the country’s independent game scene, and help brands reach new audiences by engaging gaming communities and bringing gaming culture into the mainstream media.
Initially, Superstate 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.”
The Superstate team. [L-R]: Jadan Carroll, Caitlyn Miles, Hamish 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 resonate globally.”
The team have previously spotlighted indie developers and done some work in the gaming space, having collaborated with VicScreen, Play Now Melbourne, YouTube Shorts, and more.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
agency
bolster group
Caitlyn Miles
Charly Binney
Common State
culture
digital culture
entertainment
gaming
Hamish Kirkpatrick
Jadan Carroll
Luke McKinnon
Superstate
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