PR for Pixels

Amplifying gaming culture

Who we are

A full-service communications agency specialising in gaming and digital culture.

Launched by Common State, Australia’s leading cultural communications consultancy representing the likes of ACMI, MIFF, RISING, YouTube and more, we combine years of XP in entertainment PR with a passion for games and a drive to champion and elevate the talent within Australia’s gaming ecosystem.

work with us

Level up your communications

Our services

Our expertise goes beyond publicity and media relations to incorporate a range of services.

Publicity and communications

Influencer engagement

Content creation

Events coordination

Strategy

Brand partnerships

(and more)

PR for pixels

Who we are

Superstate is a full-service gaming communications agency.

A sibling agency of Common State, Australia’s foremost cultural communications consultancy, we create bespoke campaigns that blend our passion for gaming with extensive experience in the broader cultural realm.

We connect games with audiences.

work with us

Level up your communications

Our services

Our expertise goes beyond publicity and media relations to incorporate a range of services.
‍

Publicity and communications

Influencer engagement

Content creation

Events coordination

Strategy

Brand partnerships

(and more)

Our approach

Our mission is to not only engage gaming communities, but to push gaming culture further into the mainstream.

Recent work

EA + ACMI

The Sims 25th Birthday

The challenge
How do you celebrate 25 years of The Sims — one of the most beloved and culturally significant gaming franchises of all time — in a way that resonates with both nostalgic fans and a new generation of players? The challenge was to create an activation that honoured the game’s legacy, generated widespread media attention, and drove meaningful engagement within the Sims community, all while reinforcing its impact on gaming and pop culture.

ANZ media breaks
180+

Influencer-led views
6m+

Attendees
5k+

The plan
Superstate, in partnership with EA, ACMI, and Bolster, delivered a multi-faceted campaign designed to immerse fans in the nostalgia and cultural impact of The Sims. At the centre of the activation was a Y2K-inspired pop-up at ACMI, styled by Josh & Matt Design, where fans could relive the magic of The Sims 1. The campaign combined influencer engagement, PR, live content, and community-driven activations, including a sold-out industry panel, creator-led live streams, and exclusive media walkthroughs. High-profile streamers went live from the ACMI pop-up, while a series of social and video content collaborations extended the celebration beyond Melbourne, ensuring a national impact.

The result
The campaign was a massive success, drawing over 5,000 attendees across the weekend and securing 180+ media pieces across ANZ. Coverage spanned major news, lifestyle, and gaming outlets, including The Age and SMH, Herald Sun, The Guardian, The Project, Channel Seven News while influencer-led content amassed 6M+ video views. The activation struck a chord with both long-time fans and new audiences, proving that The Sims is more than just a game—it’s a cultural touchstone, and 25 years on, its legacy is stronger than ever.

Attendees
5k+