Australian game developers, Salty Games, has appointed consulting-led digital marketing agency, Orange Line, as its strategy, paid media and creative agency of record, marking a bold new chapter in the brands push to build, launch and scale out its distinctive gaming products.
Founded by game-makers and Northern Territory natives Nathan Groves and Chas ‘CJ’ Cole, Salty Games has gained attention for its debut title, Pasture: The Livestock Simulator, a rugged, immersive outback-meets-gaming experience that blends realism, local flavour and global ambition.
With Orange Line as its new AOR, Salty Games is set to bring the same fresh, authentic tone and community-first positioning to its marketing strategy: original creative, an accessible media strategy, and a growth engine built for both game-culture and mainstream audiences. Orange Line will also focus on driving growth and awareness for Salty Games’ inaugural title, Pasture: The Livestock Simulator.
“Salty Games is bringing something truly unique to the table, with its distinct Australian origin story, raw creative energy and an ambitious global mindset which perfectly aligns with Orange Line’s ethos, culture and ambitions,” said David Klein, co-founder of Orange Line.
“We aim to drive Salty Games’ next wave of digital activation across full-funnel creative, performance media scaled for gamer audiences and a digital playbook built for fan engagement by creating moments that matter. And we are particularly excited to work with the Salty Games brand due to our team’s obsession with gaming, plus working in a very fun vertical also poses unique challenges.”
“We weren’t looking for a run-of-the-mill agency. We wanted a partner that understands the impact of gaming, the power of digital culture, and the discipline of measurable product focused growth,” Jordan Alty, head of marketing and communications at Salty Games.
“Orange Line’s consideration of the entire user journey, from the first touchpoint via creative, through to the complexity of attribution on platforms like Steam, made them the perfect partner.”
Work commences immediately.
