The new Swedish publisher cites Hybrid Indie with People, Players and Planet as a central goal of its business model and will be the world’s first LGBTQI-certified games company.


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Swedish publisher Kinda Brave opens its doors today for the first time as a sustainability-focused game publisher. The company will take a long-term approach to publishing by working with small studios in a group dynamic where resources and experience are shared – and collaboration encouraged. Kinda Brave, which has already signed three development studios, wants to champion a so-called Hybrid Indie model of a publisher not only focused on the business aspects, but on the daily support and growth of the studios and their employees, allowing each studio to pour all of their time and energy into the development of quality independent titles. With its ‘Sustainable Gaming initiative’ as its compass, the group has so far seen investments of US$6.3 million (60 million Swedish crowns), and is now ready to expand internationally, looking for more studios and developers to join us.

Bjorn Rudolfsson, CEO and Co-Founder of Kinda Brave said, “Game development is often characterized by passion. But too often, this is used as an excuse for unhealthy working conditions and short-term priorities. Kinda Brave wants to change that by investing in smaller, creative, independent teams for the long term, believing that the path to great games is through good people with good ongoing support. With more room to breathe and helping each other out, you suddenly find yourself in a position where you can start to see how you can positively impact others, too, beyond development and publishing.

About Kinda Brave

Kinda Brave opens today with three signed studios under its belt and is already working on some exciting new development projects. Led by co-founders CEO Bjorn Rudolfsson and chairman of the board Kristofer Westergrenthe publisher and its group of studios has over 35 employees and has an executive team with impressive credentials that includes previous roles at Mojang, EA, Raw Fury, Zordix and PlayStation. Kinda Brave has moved away from traditional publishing deals in favor of acquiring or establishing new studios with qualified developers, making them members of a group invested in an inclusive work environment and fair terms. In addition to financial support, sales and marketing services, all studios benefit from the support of shared resources within the publisher, ranging from HR, recruitment and legal services to a full-time sustainability manager – priorities that only a much larger company could justify. By pooling resources, each studio can remain small and united, exchanging know-how and inspiration for the benefit of all.

The core values ​​and mission of Kinda Brave; People, Players and Planet:

PEOPLE: While people, players and the planet are all equally important, it all starts with people. Kinda Brave has focused on creating healthy and enjoyable workplaces based on equality and inclusiveness. In collaboration with the RFSL, the The Swedish Federation of Lesbians, Gay, Bisexual, Transgender, Queer and Intersex, Kinda Brave is on its way to becoming the world’s first LGBTQI-certified game company. The group also announced its sponsorship of DONNA, a local Swedish organization dedicated to involving more women and non-binary people in the gaming industry, in part by encouraging increased enrollment in game development education.

GAMERS: In the same vein of inclusivity and respect, and with more effort to unveil ahead of early releases, Kinda Brave is committed to becoming a trusted publisher in the gamer/disabled gamer community, dedicating additional resources and development it’s time to set a minimum standard of accessibility features for all of its indie titles. Each studio will house an Accessibility Champion, with Kinda Brave funding their training and certification by the charity AbleGamers.

PLANET: Through careful choices of suppliers and manufacturers where possible, reusing old electronics and furniture, and minimizing travel, the entire group has kept total 2021 emissions at 90 tonnes of CO2, achieving climate neutrality thanks to Gold Standard compensation. To further reduce emissions, the group is exploring ways to power and heat its offices with renewable energy and technology for environmentally friendly gaming settings, aimed at reducing overall energy consumption for gamers.

Alongside the launch of the publisher itself, Kinda Brave is spearheading an initiative called Sustainable Gaming ( with the ambition to inspire and engage more gamers and developers in issues of durability. The site will be used as a platform to showcase the group’s sustainability work – both achievements and shortcomings. Over time, Kinda Brave hopes to grow the site with educational materials and resources to share in the independent development community.

The Kinda Brave board also includes Asa Bredinhead of engineering at Mojang, Evelina Anttilapartner of sustainability-focused venture capitalists Wellstreet and William Pettersson, CEO and owner of Skabholmen Invest. The group is focused on continued expansion with 2-3 additional studios per year.

Rudolfsson continued, “We are made up of gamers and gaming industry veterans who have all seen firsthand how taxing game development can be for people, especially in the indie scene. There can be a lot of unrealistic expectations on teams – not just from financiers, but even from developers themselves. They are often expected to take care of everything alone between heaven and earth. We want to take some of that pressure off, by providing safe environments for game developers to enjoy creative freedom. And we want to engage in the development of these environments for the long term. We have a lot of work ahead of us, but sustainability remains our focus from day one.


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On Brave post

Kinda Brave is a Swedish game publisher led by co-founder CEO Bjorn Rudolfsson and chairman of the board Kristofer Westergren, which emphasizes sustainability and inclusiveness and upholds its three fundamental pillars; People, players and the planet. Kinda Brave currently has three development studios under its umbrella and is already working on exciting new development projects and has a total of 35 employees within the company and its studio group. Kinda Brave’s management team has an impressive lineup of credentials that includes previous roles at Mojang, EA, Raw Fury, Zordix and PlayStation.