Source: Supplied.
Gaming and fantasy lovers may already be aware of Fortress, an entertainment powerhouse that cleverly blends gaming, dining and events. Co-founder and CEO Jon Satterley says it’s because of strategic planning that his basic business idea has resulted in thriving flagships in both Melbourne and Sydney. Here’s the story of Fortress’s emergence and how Telstra’s business-grade fibre helped make it a force to be reckoned with.
Getting to grips with the business vision
For Satterley, inspiration struck when he ran into a sea of fans in a South Korean stadium back in 2004. Working for a record label at the time, he stumbled into the incredible scene where more than 10,000 people had gathered not for music — but for esports.
“All these people were there for esports, to watch teams play computer games. I couldn’t believe it,” he says. As you may have guessed, this lit the spark for his life-changing business idea.
Recognising the gaming industry’s massive potential, Satterley dreamt about creating out-of-home experiences that blended gaming, fantasy, science fiction and heavy-metal culture. Fortress was the brainchild, and the first flagship venue opened in Melbourne in 2020, followed by Sydney in 2023. Each site boasts 2,500 square metres of immersive entertainment space.
Beyond esports and a rapidly evolving cultural phenomenon
While Fortress started off with esports as its main focus, it has since evolved into a much broader “culture company”, according to Satterley. The venues feature fantasy-themed dining experiences and sci-fi-themed bars, and Satterley says Fortress is a sanctuary for like-minded individuals — it transcends the boundaries of gaming to welcome a wider audience of fantasy and science fiction fans.
Fortress’s venues are called Taverns — fantasy-themed dining and bar experiences — and patrons can enjoy drinks, meals and themed events in an atmosphere tailored to their interests. The company hosts a variety of events, from beginners’ Dungeons & Dragons sessions to trivia nights, gaming tournaments, themed promotions and more.
“Those people who love that culture just go, ‘Wow, this is built for me. This is my culture. These are my people’,” Satterley says.
Membership rewards and business growth
As part of its latest strategic move, Fortress recently launched a membership scheme to improve customer loyalty. It gives regular customers more discounts on drinks, PC gaming and even free boardgame hire. Satterley says this fosters customer retention and boosts brand loyalty. He also says the membership benefits were carefully constructed to make joining a “no-brainer” for those who would visit every week or two.
“We devised the discounts and rewards to make membership a no-brainer if you came in more than twice a month,” he says. “We’re also thinking about exclusive promotions and nights to add more value for our members.”
Charting a path for the future growth
With the Melbourne and Sydney sites seeing tremendous success, Fortress is now exploring new growth opportunities. Two concepts are currently under consideration — standalone Taverns and Guilds. The Taverns would be a themed experience without the esports arena, while the Guilds — smaller than flagships — could be set up in places like regional pubs.
Satterley envisions an exciting growth strategy, with the business tweaking its approach to meet demand in different markets. His team is also contemplating a move overseas, with licensing, franchising and direct-ownership options all on the table.
Telstra business-grade fibre: Powering Fortress’s connectivity
As Fortress sets its sights on global expansion, reliable connectivity is one of its must-haves. Partnering with Telstra and leveraging their business-grade fibre solution has helped ensure Fortress has a robust, scalable network infrastructure. Perfect for the size and type of Slattery’s business, it gives him and his team both the reliability and speed necessary to support Fortress’s unique operations.
At the end of the day, Fortress is all about capturing the imagination of its community – and Telstra’s business-grade fibre is helping the business achieve exactly this. By leveraging a fibre solution that allows him to connect directly with a passionate yet under-served demographic, Satterley is confident he is building not just venues, but epic experiences that resonate with their customers – long after the event has finished. As the business continues to grow and Telstra’s business-grade fibre grows with it, he hopes it will bring the unique “Fortress feeling” to more fantasy and sci-fi fans.
“That’s the connective tissue of our business,” Satterley says. “We don’t just operate pubs. We capture the imagination of people who love this culture. It’s about giving them the feeling there are places and epic experiences created for them to enjoy with their friends.”
Read now: Five good reasons to switch to business-grade fibre
Telstra is Australia’s leading telecommunications and technology company, offering a full range of communications services and competing in all telecommunications markets. In Australia they provide around 22.5 million retail mobile services and 3.4 million retail bundle and data services. They believe it’s people who give purpose to their technology. That's why their purpose is to build a connected future so everyone can thrive.
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