Swedish games vets set up new studio Cult of the North

Swedish games vets set up new studio Cult of the North

A number of veterans from Sweden's games industry have established a new studio called Cult of the North.

The venture has broken cover and revealed that it is working on its debut title, Project Gundalf. Cult of the North was co-founded by Adam Schaub – previously studio GM at EA, as well as GM and VP of Mythical Games' European business – and Marcus Jacobs, formerly of EA, King and Embark Studios.

The studio was seemingly founded in late 2022 under the name Seidr and attracted seed funding from VC giant Andreessen Horowitz in January of the following year.

Project Gundalf is being built in Unreal Engine. Cult of the North is currently hiring for developers.

"Why Cult of the North? Well, for starters, we are based in Sweden, a beautiful Nordic country with a rich history and culture," the studio wrote.

"Our creativity is inspired by our ancestors' myths, legends, and folklore and our homeland's stunning landscapes and wildlife. That Nordic spirit and flavor bleeds into our games and our studio."

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Alex Calvin is a freelance journalist who writes about the business of games. He started out at UK trade paper MCV in 2013 and left as deputy editor over three years later. In June 2017, he joined Steel Media as the editor for new site In October 2019 he left this full-time position at the company but still contributes to the site on a daily basis. He has also written for, VGC, Games London, The Observer/Guardian and Esquire UK.