Endeavour Group’s endeavourX invests in games and entertainment company Fortress

Endeavour Group’s digital and ecommerce arm endeavourX has invested in Fortress, taking a minority shareholding in the innovative Australian games culture and entertainment business. 

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The investment from endeavourX will assist Fortress to accelerate the growth of the brand from their original venue in Melbourne, with a brand new venue opening to the public in Sydney this weekend, in addition to pursuing a range of B2B and B2C initiatives aimed at capitalising on the growth of esports, gaming and games culture across Australia and internationally. 

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endeavourX was formed in August 2019 to improve the experiences offered within Endeavour Group’s retail stores and hospitality venues, providing easier ways to shop, interact and socialise to reflect the evolving needs of its customers and guests. 

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Often referred to as a ‘pub for zoomers’, Fortress Games is the Southern Hemisphere’s largest video gaming and esports entertainment franchise. In Sydney, the venue is set across almost 3,000 square metres with a licensed tavern, arcades, video game booths, board game areas and a state-of-the-art esports arena for gaming tournaments. It’s a similar model in Melbourne, with the flagship store established across 2,700 square metres. 

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“Fortress brings people together in a technology-led space, while still offering the best things guests expect in a traditional hospitality venue. Technology will continue to change the nature of hospitality and socialising, and Fortress has found an innovative way to use technology to enable a combination of gaming experiences and human connection,” said Endeavour Group CEO and Managing Director Steve Donohue.

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“Our vision is to be the leading platform enabling social occasions, and we are committed to continuing to innovate to bring people together, which is why this investment aligns so well with our strategy,” Donohue said.

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Fortress brings games to the forefront across both digital and physical channels. It was founded in 2018 by Melbourne tech entrepreneurs Jon Satterley, Adrian Giles and Ryan Trainor, who have strong management experience in the entertainment, technology, hospitality and digital marketing industries. 

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Their aim was to create physical spaces where the growing number of passionate gamers could come together. According to statistics from Digital Australia* video games connected players in 8.6 million households in 2021 alone, and the average age of people who play video games in Australia is now 35 years.

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“We are very pleased to have endeavourX invest alongside us in our Sydney expansion and we look forward to working with the Endeavour Group to explore other potential partnership opportunities,” said Adrian Giles, Executive Chairman and Co-Founder of Fortress.

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ENDS.

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For more information about Fortress, please contact

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