MELBOURNE, AUSTRALIA, August 30, 2012 -- Surprise Attack, a consulting agency focused on independent game developers, today announced a dramatic expansion with additions of a  AAA Division and a dedicated Free to Play team. Launching in October 2011, the agency has grown from a one-man operation, to a team of nine with expertise across a wide range of marketing, design and production disciplines.

Based in Australia, Surprise Attack has primarily focused on helping local development teams take their games to the world on mobile, tablet, Mac and PC platforms. The new AAA division will now bring the world’s games to Australia, working with AAA publishers, local distributors and larger independent developers looking for on-the-ground expertise.


The AAA division is headed up by Travis Plane, formerly Vice President of Global Brand Management at THQ and Marketing Director at Sony PlayStation Australia. The division is  already working with Turn Left Distribution, handling PR duties on their portfolio of products.


Plane commented: “As the industry transitions to digital, the traditional approach of having local offices in Australia is going to shift to using agencies and distributors. With extensive experience in boxed products on one hand, and a focus on the new digital markets on the other, we’re in a unique position to help overseas publishers, local distributors and larger independent developers wanting on the ground support in Australia.”

The dedicated Free to Play team brings expertise in both user acquisition and free to play monetisation and game design to independent developers. The team is comprised of Christina Chen, formerly at PopCap games, and Jessica Paulin, formerly of Bigpoint.

Chris Wright, founder of Surprise Attack said: “One of the things that became really clear to me in the first few months of operating was that we had to build adedicated free to play team. It’s already the dominant business model for mobile and could well become the dominant business model for the entire industry. There’s not a lot of free to play expertise here in Australia but fortunately we were able to attract some amazing talent and experience in Christina and Jessica and can now offer that to our clients.”

Other new hires include a heavily bolstered PR team including Drew Taylor, formerly of THQ Asia Pacific and the editor of Jump Button magazine, and Dan Toose, a veteran games journalist who helmed Hyper Magazine, PC Games Addict and the Australian edition of Edge before working as a designer at Creative Assembly.

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About Surprise Attack

Surprise Attack is a specialist games marketing agency based in Melbourne and Sydney, Australia. It helps independent game developers take their games to global markets as well as helping international publishers and larger independent developers promote their games within Australia.

Surprise Attack was founded in October 2011 by Chris Wright, a veteran of video games marketing with more than 100 campaigns executed under his care for publishers including THQ, Microsoft, Sega, Capcom, Disney Interactive Studios and many more.

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Follow Surprise Attack on Twitter: @supattack

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SOURCE: Surprise Attack

Chris Wright


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