Launching Australia’s inaugural international games market

Following the success of the indie developer famil in 2022, we were engaged by VicScreen in 2023 to launch Play Now Melbourne, the inaugural Australian international games market. As part of Melbourne International Games Week, Play Now would see a suite of Australian developers pitch their games to international publishers, platform holders and investors.

Working with VicScreen we implemented a holistic campaign across trade and consumer media that not only drove participation from local developers and direct investment from global publishers, but further enhanced Victoria’s reputation as a centre for game development in our region.

Impactful coverage across both trade and mainstream press at launch, in the lead up to and following the event including on-ground coverage from The Age, Kotaku, AAP, and Games Industry.biz.

The success of the inaugural event and resulting media coverage meant even more major publishers and investors were in attendance in the following year, with 19 major investor teams heading to Melbourne from across the globe in 2024 on the hunt for the next Australian gaming smash.