Salty Games strategically taps Orange Line to bring outback to life
The game blends outback realism, a rugged aesthetic and a community-first identity.
Australian game studio Salty Games has appointed consulting-led digital agency Orange Line as its strategy, paid media and creative agency of record, signalling the next stage of growth for the new gaming brand.
Founded by Northern Territory game-makers Nathan Groves and Chas “CJ” Cole, Salty Games has been building buzz around its debut title Pasture: The Livestock Simulator.
The game blends outback realism, a rugged aesthetic and a community-first identity, setting it apart from traditional simulation titles.
With Orange Line stepping in as AOR, the studio is looking to apply the same local flavour and authenticity to its marketing.
The agency will develop creative, manage performance media and build a digital strategy designed for both gamer communities and broader mainstream audiences.
A core focus will be driving awareness and growth for Pasture: The Livestock Simulator as it enters key launch phases.
A strategic and creative fit
Orange Line Co-Founder David Klein said the partnership aligns strongly with the agency’s culture and ambition.
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“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,” Klein said.
“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," he added.
A partner that understands gamers
Salty Games Head of Marketing and Communications Jordan Alty said the team was seeking more than a traditional agency appointment.
“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,” Alty said.
“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.”
