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INDEPENDENT GAME STUDIO
STOCKHOLM, SWEDEN

01 / PRESS START

LESS
WATCHING.
MORE
PLAYING.

I make video games that bring people
closer to brands and artists.

Click the logo, or press start.

SELECTED CLIENTS

FAMILIAR NAMES.
PLAYABLE WORLDS.

See the work ↗
THE THINKING BEHIND THE PLAY

WHY TAKING PART
STAYS WITH US.

“There is no such thing as ‘player psychology’ or ‘customer psychology’, it’s all just Psychology!”

Karl Murphy, founder of Murf Games

You don’t have to think of yourself as a gamer to enjoy discovering something, solving a challenge or sharing a moment with someone. I make games around that curiosity, giving people a way to get involved with your brand or your music.

01

Start with a willing yes.

People are more likely to want to take part when they have a choice. A simple invitation to explore, create or try something gives them a say in the experience. I want that first step to feel welcoming, even if they’ve never picked up a controller.

Self-Determination Theory ↗
02

Give people something to remember.

Making a decision or solving a small challenge asks people to think about what’s happening. That involvement can help an experience stick in memory. I build your story into what people do, so the thing they remember has a meaningful connection to your brand or music.

Damzel report, “Cognition,” PDF p.6.
03

Make room for belonging.

A shared goal, a place to express yourself or a moment with other fans can make a brand or artist’s world feel more personal. People have something of their own to contribute. I design for those moments of connection, where getting involved can become a feeling of belonging.

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

Berger and colleagues found that engaging games with the right level of challenge can strengthen people’s connection to a brand. Giving people control over whether and how long they play matters.

Berger et al., 2018 ↗

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

New to all of this? That’s a good place to start. We can begin with the people you want to reach and find an experience they’ll want to be part of. Research guides my approach; the results depend on the people, the idea and how it’s made.