The ever-expanding Surprise Attack is today announcing exclusively via MCV its addition of AAA and Free-to-Play divisions.
Having already secured the PR for Turn Left Distribution, which founded out of former-THQ employees and has already scooped up Disney and announced its intention to push for additional AAA clients, Surprise Attack now has a total of 9 staff and is the fastest-growing of any recently formed Australian-based games agency.
Travis Plane, the company’s most recent acquisition, comes to Surprise Attack as the head of the new AAA division, and was formerly the VP of Global Brand Management for THQ.
Plane said: “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 Free-to-Play division sees new hires Christina Chen (PopCap) and Jessica Paulin (Bigpoint) focus specifically on user acquisition and in-game monetisation, while industry journalism and PR mainstays Dan Toose and Drew Taylor have also recently joined to bolster the company’s PR arm.
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.”
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