High-Level Overview
Double Jump Communications is a boutique PR and marketing agency specializing in the games and technology sectors across Australia and New Zealand. Founded in 2011, it provides tailored services including strategy development, media relations, esports and organized play support, social media management, media training, and event execution to help gaming and tech clients connect with audiences.[1][3][4] The agency serves game developers, publishers, esports organizations, and tech brands by securing media coverage like reviews and interviews, fostering communities, and driving engagement in a niche market fueled by passionate gamers.[1][5]
With over a decade of regional expertise, Double Jump differentiates through its gamer-led team, delivering campaigns that resonate with gaming communities—from press outreach to esports sponsorships and convention booths like PAX Australia—positioning clients for sustained growth in competitive landscapes.[1][3]
Origin Story
Double Jump Communications was founded in 2011 by Chris Wright, a PR and marketing veteran with more than 25 years in the games industry.[3] Wright, who describes himself as owning "one too many video game plush[ies]," bootstrapped the agency alongside co-founder Travis Plane, another industry "veteran" with deep knowledge of gaming history across console generations.[3] The idea emerged from their passion for video games, pop culture, and technology, aiming to bridge brands with Australia's and New Zealand's burgeoning games media and esports scenes.[1][3]
Early traction built on their networks in games journalism and events, evolving from core PR services to a full-spectrum agency. Pivotal moments include establishing strong ties with regional media for reviews, interviews, and features, while expanding into esports and community management as gaming exploded post-2010s.[1][3][4] Today, the team of gamers—including Senior Account Manager Felicia McEntire (10+ years in game PR) and Head of Account Management Claire Malyon (nearly 20 years)—embodies this origin, living and breathing the industry they serve.[3]
Core Differentiators
Double Jump stands out in the crowded PR landscape through its hyper-focused expertise and insider passion for gaming. Key strengths include:
- Gamer-First Team: Staffed by lifelong gamers who "live and breathe" video games, enabling authentic strategies that understand audience motivations, from tabletop enthusiasts to esports pros—unlike generalist agencies.[1][3]
- Regional Media Mastery: Over a decade of relationships with Australia/New Zealand games and tech outlets, securing reviews, interviews, Let's Plays, and features for targeted exposure.[1][4][5]
- Esports and Community Depth: Strong networks with tournaments, teams, LAN centers, and influencers; services span sponsorship management, organized play, social media, and events like PAX booths.[1][3]
- Holistic Campaign Execution: End-to-end support from strategy and media training to experiential events and grassroots engagement, ensuring clients avoid "minefields" in audience navigation.[1]
This combination delivers high-impact, culturally attuned results for games and tech clients.[1][5]
Role in the Broader Tech Landscape
Double Jump rides the wave of gaming's global explosion, particularly esports and interactive entertainment, which have surged in Australia/New Zealand amid rising internet penetration and youth demographics—projected to grow as a multi-billion-dollar market.[1][4] Timing is ideal post-pandemic, with hybrid events, streaming, and Web3 gaming amplifying demand for specialized PR amid mainstream adoption by brands.[1][3]
Market forces like esports' professionalization (e.g., team sponsorships, LAN events) and tech convergence (AR/VR, mobile gaming) favor niche agencies like Double Jump, which amplify local scenes while connecting to international titles.[1][5] They influence the ecosystem by nurturing grassroots communities, fostering competitive scenes, and elevating Aussie/NZ talent—bridging indie devs to global publishers and sustaining a vibrant, engaged audience that drives industry innovation.[1][3]
Quick Take & Future Outlook
Double Jump is primed for expansion as esports matures and gaming integrates AI, metaverses, and cloud tech, potentially scaling services to emerging areas like Web3 and mobile esports in Asia-Pacific.[1][4] Trends like influencer economies, live-streaming dominance, and brand activations at hybrid events will shape their trajectory, with their veteran networks providing a moat against commoditized PR.
Their influence may evolve toward global partnerships, mentoring next-gen gamers-turned-marketers, and leading regional thought leadership—cementing their role as the go-to for authentic gaming amplification. In a sea of generic agencies, Double Jump's passion-fueled edge ensures they remain essential for brands targeting gamers who demand more than hype.
