About Athletic Design AB

We are a game developer based in Lund, Sweden. We consider all kinds of games for development on all kinds of machines, but are especially fond of clean and stylish arcade puzzlers with simple but deep mechanics. We do not like BIG games that expect you to kneel down and surrender your life to them.

Our email address

Apologies and an explanation

Sorry for the sparse show. We made the mistake of hiring Julian Jaynes, a pompous “brand manager”, to write a full presentation and could only use the text above from this – his “slick” and incomprehensible idea of repositioning – Enjoy!


About Athletic Design AB

We like Athletic Games …

We are a game developer based in Lund, Sweden. We consider all kinds of games for development on all kinds of machines, but are especially fond of a breed of games we like to call Athletic Games. Though often of arcade or puzzle heritage, they are potentially of any genre as long as they are lean and clean. No flab, thanks. Yes, their appeal is partly aesthetic, but we also find them healthier and more practical.

We don’t like Elephants in our room …

Besides not being much fun, today’s elephantine epics which leave no room for anything else in life are neither healthy nor practical for adults with jobs and interests other than games. Our CEO takes great pride in being the first person” to draw attention to this in a letter to Edge Magazine 1996.

Blowing the whistle, however, just seemed to wet the whistles of the gamers and cause them to grow fonder of the elephants in their rooms. Intrusive? So much the better suited to fill the void of their lives. The gamers thus craved even bigger beasts and the game developers were only too happy to comply: You want monstrous mammoths? Monstrous mammoths it is!

We like Mammoths in our room even less …

As a trained paleontologist our CEO thinks the game industry got evolution backwards. Still, mammoths are fascinating creatures. We don’t want to make them extinct – we just want less of them. In today’s ecosystem there should be room for the mammoths too, as long as they keep out of ours! For a household pet we prefer a clever and quick little dog for play and exercise. They make great hunting partners too, you know ...

We (would like to) like Interactive Storytelling …

Tired after a long day of mammoth hunting we look forward to an evening of good old fashioned interactive storytelling round the campfire. What fun! Well, actually as much fun as our last endeavor to play Dungeons and Dragons … Drifting off, our bicameral minds dream about a future robot Homer and that patron of his, Aristotle, pioneer of poetics. Yes, dogs are fun to play with and mammoths are an awe to behold, but there should be more to games than just fun and spectacle – there should be Human Games.

We want Human Games …

Right now they may be mere automatons without awareness and consciousness of their own. But for a long time they have been slowly evolving and one day the bicameral mind of gaming will break down. Then we will have truly human games. They will be games of intellect and emotion, of course. Primarily, and most importantly, however, they will be games of introspection – the one quality that makes us human. This will be the origin of consciousness and a new era of computer games. We will be there.