Fortress Games is a unique Melbourne venue combining live social gaming, a restaurant and bar, video game booths, and dedicated tabletop gaming areas. Terrier Agency devised a targeted influencer activation to grow its audience across Melbourne and position the venue as the go-to destination for friend catch-ups and after-work drinks.
Rather than relying on gaming creators alone, the campaign activated 19 Melbourne-based influencers across three segments — gaming, food and dining, and lifestyle — so every side of the venue reached a pre-qualified audience. The creators published 23 live posts across Instagram and TikTok, generating 376,483 post views and 40,499 engagements from a combined following of 1.2 million.
The multi-category approach took Fortress Games well beyond the traditional gaming demographic and into Melbourne’s broader social scene.
Casting Across Three Segments Instead of One
Fortress Games could have been cast as a pure gaming venue, but the brief called for three separate shortlists — gaming, food and dining, and lifestyle — built in parallel under Terrier’s standard shortlist-and-vet process, each checked for audience fit against a different side of what the venue offers, so no single creator segment carried the whole campaign.
What 376K Post Views Across Two Platforms Represents
19 Melbourne creators publishing 23 live posts across Instagram and TikTok generated 376,483 post views and 40,499 engagements from a combined following of 1.2 million — a visibility figure for a multi-purpose venue, not a bookings or covers number. Spreading that reach across three audience segments rather than one gaming-only shortlist is what took the venue’s message beyond its traditional gaming demographic and into Melbourne’s wider social scene, as the brief set out to do.
