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INDEPENDENT GAME STUDIO
STOCKHOLM, SWEDEN

01 / PRESS START

LESS
WATCHING.
MORE
PLAYING.

I make video games for brands,
artists and the people who play them.

Click the logo, or press start.

SELECTED CLIENTS

FAMILIAR NAMES.
PLAYABLE WORLDS.

See the work ↗
THE THINKING BEHIND THE PLAY

HOW I THINK
ABOUT GAMES.

I use research to ask better game-design questions: what can players choose, what is worth mastering, and what can they achieve together?

01

Give people a choice.

Autonomy is a central idea in Self-Determination Theory. For me, that means giving players choices that affect the game and letting them decide whether to play at all.

Self-Determination Theory ↗
02

Make the challenge worth it.

Berger and colleagues found that interactivity combined with an appropriate challenge can strengthen a player’s connection with a brand. Compulsory play and time pressure weakened that effect.

Berger et al., 2018 ↗
03

Leave room for connection.

Shared quests, player expression, and cooperation give people ways to take part together. A game should make sense for its players and for the brand or artist behind it.

Damzel report, “Social Connection,” PDF p.7.

Informed by Psychological insights in interactive marketing, Damzel, December 2025, prepared for LifeForceGameScience, now Murf Games. Relevant report pages: 5 to 7 and 10.

I use this research to guide my design decisions. What works will depend on the game and the people playing it.