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A collective of experienced professionals with backgrounds in Minecraft, Valheim, and Deep Rock Galactic have established a new indie publishing company called Three Friends.
While the team is modest in size, they are revisiting the essence of collaboration from their earlier ventures when they worked within smaller startups.
Headquartered in Stockholm, Sweden, Three Friends aims to support small Nordic development teams, particularly those in Sweden. Despite its name suggesting only three individuals, the company was founded by four individuals: Albert Säfström, Daniel Kaplan, Sebastian Badylak, and Johan Hermeren. Their mission is to assist developers in honing their creative visions and core game mechanics, balancing artistry with market viability.
Going small
Albert Säfström, one of the cofounders, emphasizes the advantages of a lean team.
This setup allows the company to dedicate sufficient time to each game project, enhancing the likelihood of success. “We aim for a hit rate that surpasses organizations with broader portfolios,” said Säfström. “Being selective is part of our strategy.”
“Creating a fantastic game isn’t a matter of a singular breakthrough concept; rather, it’s about meticulously addressing countless smaller challenges throughout the development process,” he elaborated. “Making the right decisions consistently can significantly shape the final product. We collaborate closely with developers, fostering an environment where ideas can be thoroughly explored without losing focus, ultimately maximizing resources and time.”
The principle guiding Three Friends isn’t merely about signing numerous games; it’s focused on ensuring quality and meaningful support for each project. By forming deep partnerships with a limited number of teams, they provide comprehensive guidance and long-term investment that are crucial for success. Early collaboration enables them to assist developers in refining concepts and enhancing gameplay.
Reflecting on challenges noted by industry expert Matthew Ball, Säfström remarked, “The industry broadly overreached during the pandemic, and we are still witnessing its ramifications. There was an expectation for uninterrupted growth based on pandemic trends.”
“It feels like we’ve reverted to the pre-pandemic period,” Kaplan stated. Säfström added, “It’s unsurprising that today’s successful games are those that deliver exceptional experiences. This current climate gives us the opportunity to invest more time in each project, and we prioritize creating good games that stand the test of any market trend.”
Publishing model
Sebastian Badylak, also a cofounder, shares insights into the company’s publishing philosophy.
Three Friends operates on three foundational principles:
Get in Early, Build it Right – The foundation of great games is established early. Three Friends partners with developers from the start to refine their ideas and set them up for success.
Pick the Right Battles – Indie developers often operate with limited resources compared to major studios. Three Friends helps identify the unique elements that can make their games stand out.
Guidance, Not Control – Creative freedom is vital for game innovation. Three Friends supports developers with playtesting and insights, allowing them to retain control of their vision.
“We reject the idea of hastily launching a game or simply throwing funds at challenges,” Kaplan asserted. “Successful indie games—like Valheim and Deep Rock Galactic—often take the time to perfect their core gameplay before scaling. That’s why we engage with developers early on, assisting them in focusing on what makes their game distinctive so they can amplify their strengths.”
With a compact team of four professionals, Three Friends possesses extensive experience in aiding indie studios in overcoming the hurdles of game development and market entry. Their practical and insightful approach ensures that developers receive not only financial support but also strategic guidance during the intricate journey from concept to launch.
Three Friends plans to announce its first signed game titles in spring 2025. To stay updated, you can follow them on LinkedIn or visit their official website here.
The company has already formalized agreements with six indie teams, five of them based in Sweden and one in the United States, with hopes of unveiling their first title in the near future.
Origins
Three Friends represents a boutique indie publishing initiative founded by veterans who have contributed to acclaimed titles like Minecraft, Valheim, and Deep Rock Galactic. Their focus is on aiding primarily Swedish and Nordic developers in translating promising ideas into standout games through robust support, financial backing, and a gameplay-centered publishing ethos.
By partnering at the start of development, Three Friends enables teams to leverage the necessary resources, time, and guidance needed to breathe life into their visions.
“Although we may be small, we’re a collective of four running Three Friends. I previously led Coffee Stain Publishing, which began in 2016, until transitioning to Three Friends at the end of 2022,” explained Säfström.
Kaplan serves as producer and business developer, having formerly held the role of CEO at Keepsake Games before founding the small indie venture in Stockholm. Badylak, also from Coffee Stain, joined the new initiative just before its inception. While the company has private investment, the identity of investors remains undisclosed.
“With our experience, we see potential in focusing on smaller projects, allowing us to be selective and deeply engaged with our partners,” said Säfström. “There’s no magic formula; it takes considerable time and effort to create a quality game.”
The focus is less about making a spectacular game hinge on a grand idea and more about making consistent, sound decisions over time. “The path to success can be summed up in simple advice: get adequate rest, stay hydrated, maintain healthy habits, and find time for physical activity. Our philosophy involves close collaboration, allowing teams to fully realize their visions,” he added.
Badylak noted the importance of respecting developers’ autonomy. “While we provide oversight and serve as sounding boards, it’s critical that they maintain creative control over their projects,” he said.
Three Friends seeks to concentrate on teams within the Swedish and Nordic regions, though they are open to working with exceptional projects regardless of the location. The founders are well-versed in the Steam Early Access landscape, having previously enjoyed significant success there, which informs their current strategy.
“Our focus will center around games suited for the Steam Early Access platform,” Badylak articulated, clarifying their intent to steer clear of other markets such as console, mobile, or blockchain gaming.
While the company does consider console releases, PC remains the primary focus, with a reduced inclination towards mobile platforms.
Chasing trends? Nope.
Though not entirely dismissive of blockchain technology, the team is primarily motivated by gameplay quality and has yet to encounter proposals where blockchain serves as a fundamental enhancement to the gaming experience.
“Often, it seems like blockchain discussions stem from mere trend-chasing, which we intentionally avoid,” Kaplan remarked. “We haven’t observed features that meaningfully enhance gameplay through blockchain technology.”
Säfström echoed this sentiment, stating, “To date, we find no compelling attributes in blockchain that capture our interest.”
AI game development?
Regarding artificial intelligence in game development, Kaplan expressed caution. While top-tier developers might benefit from AI advancements, the impact on less experienced developers remains uncertain. If AI tools indeed enhance productivity for small teams, it allows them to maintain a discerning approach in their projects. However, according to Säfström, the true effectiveness of these AI tools is still developing.
“Many in the industry harbor concerns about potential job losses due to AI,” Kaplan noted. “However, we place ourselves in a position to experiment with different approaches and learn from what works and what doesn’t. Our small team dynamics foster an adaptable environment, allowing us to explore innovative tools that can potentially enhance the gameplay experience without compromising quality.”
Säfström commented that they approach AI with practicality, focusing on tools that genuinely improve player experiences. “Given our roots in PC gaming, we strive to maintain a clear vision for future developments,” he added.
“We’re also considering future possibilities, such as advanced game engines rendering photorealistic graphics. This shift could position smaller teams to achieve remarkable visual fidelity with limited resources,” Säfström suggested. “Yet, we recognize that in the near future, appealing graphics alone may not suffice as a clear differentiator. Hence, solid core gameplay must be prioritized even more.”
On the subject of leveraging AI, he expressed optimism for small teams, as the technology will allow them to experiment with concepts affordably and with agility.
“This capability enhances our position significantly. Picture this: a composer can perform a piece in mere minutes, yet a full orchestra takes much longer. Large teams can find exploration prohibitively expensive, often defaulting to proven concepts—whereas our size enables us to pursue innovative paths, discovering unique possibilities,” Säfström concluded.
Source
venturebeat.com