Surprise Attack was founded in October 2011 by Chris Wright, who previously worked as marketing director for Blue Tongue Entertainment.

[1] In November, Wright commented that many games were being released "without edit" for 15-year-olds in Australia that were restricted in the United States and Europe.

He believed that the Australian Classification Board needed an "R18+ rating" for games, which legislation had recently approved implementation for.

He believed an identity with an established flavour or style of game is needed to stand out in the market, noting that 3-4% of the Steam purchases were Australian.

[6] In April 2019, Fellow Traveller announced digital convention LudoNarraCon celebrating narrative games.