In an exciting development for the indie gaming scene, a group of former industry professionals has launched a new publishing label named Three Friends. This initiative is spearheaded by a quartet of seasoned veterans: Albert Säfström, Daniel Kaplan, Sebastian Badylak, and Johan Hermeren, all of whom bring a wealth of experience from their previous roles at renowned companies such as Mojang and Coffee Stain.
The Vision Behind Three Friends
Three Friends aims to nurture and support indie titles within the Nordic region, fostering a creative environment where innovative ideas can flourish. Säfström, who previously served as the CEO of Coffee Stain Publishing since its inception in 2017, brings a strategic vision to the table. After departing from the company in 2022, he is now focused on creating a collaborative space for developers.
Kaplan, another key player in this venture, has an impressive background, having spent nearly seven years in business development at Mojang before transitioning to Coffee Stain’s publishing division. His experience culminated in a role as CEO of Keepsake Games, further enriching his understanding of the gaming landscape.
Badylak, a long-time Coffee Stain employee, joined the firm in 2016, initially working on its VR initiatives before stepping into an executive producer role within the publishing arm. His expertise in guiding projects from conception to completion will be invaluable to the new label.
Hermeren rounds out the founding team, bringing over five years of experience in business development at Embracer Group, along with a previous tenure as CEO of Pieces Interactive. His strategic insights will help steer Three Friends towards successful partnerships with indie developers.
“There’s no secret trick to making a great game—it’s not about one big idea, but about addressing thousands of small questions along the way,” Säfström remarked. He emphasizes the importance of making the right choices at pivotal moments, which collectively shape the gaming experience. The focus at Three Friends is on collaboration, ensuring that developers can refine their ideas without losing sight of their original vision.
Kaplan echoed this sentiment, stating, “We don’t believe in rushing a game to market or throwing money at problems. Some of the best indie games—like Valheim and Deep Rock Galactic—took the time to refine their core gameplay before scaling up.” This philosophy underscores the commitment of Three Friends to partner with developers from the early stages, helping them identify and amplify what makes their games unique.
