With his own experience of running a startup in northern Sweden, Björn Hortell is stepping into the role of project manager for Boden Game Incubator. In the game incubator at Boden Game Camp, he will support the next generation of game developers – and help shape the future of the gaming industry in the region.

To get to know him a little better, we asked him five quick questions.

1. Can you tell us a bit about your background and what you have done before?

– I grew up in Luleå with summers in Boden, but moved abroad in early adulthood. Along the way, I’ve learned to sell in Norway, scuba dived in Indonesia, and worked for a startup in Switzerland that worked to digitize elections – both at the national level and in boardrooms. For the past four years, I’ve been running my own startup in Boden, Haystack, where we tried to make it a bit more fun to meet new people online – including through a dating app with game elements.

2. How has your first month at work been?

The first month has been both intense and very fun. There is a lot to get to grips with, but it is also inspiring to work in an organization that is forward-looking and wants to move forward. It feels like a luxury to be a part of it.

3. What are you most looking forward to in your role as project manager of Boden Game Incubator?

– I know from my own experience what it’s like to start and run a business here in the north. When I started my own business – just before the pandemic – it was quite challenging for gaming companies to establish themselves here. That’s why it feels great to be able to support other companies in similar situations, while working to improve conditions in the region. It feels meaningful.

4. What is your vision for the incubator – in the short and long term?

– In the short term, it is about quickly familiarizing myself with the companies’ most urgent needs and starting to build a stable basic structure in the incubator itself. In the longer term, I want to establish a sustainable model with long-term funding, and build a strong track record that makes Boden Game Incubator an obvious choice for startups in gaming and related areas.

5. How do you think the gambling industry in northern Sweden can develop in the coming years?

– Games are already the largest cultural expression among children and young people. More and more people are playing, and it has become an obvious social platform. I believe the industry will continue to grow – not only as entertainment but also as a technology platform in other industries. Already today, gaming technology is used in education, healthcare and industry for training and simulation, and I think we will see even more of it in the future.

Boden Game Incubator is a dynamic 12-month program created to support game studios – from early ideas to market-ready products. There are currently five companies in the incubator, two of which were accepted in early June 2025 after pitching to a jury.

Boden Game Camp is a unique ecosystem for the computer games industry in Boden and an integral part of Boden Business Park. Boden attracts students from all over Sweden and the world.