Meet the Founder: Lukas Freijd
Your Game. Our Plan. One Team.
I’m Lukas Freijd founder of F*MAD. I started this company for one simple reason: I believe indie games deserve the same level of marketing firepower and strategic thinking as the biggest titles in the industry without the bloat, without the waste, and without losing the soul of the game.
For years, I’ve seen talented developers pour their heart and soul into creating incredible games, only to see them struggle for attention. Not because the games weren’t great, but because marketing often felt like a separate, intimidating world full of buzzwords, costly campaigns, and disconnected “experts” who didn’t really get the game or the people making it.
F*MAD was built to change that.
We don’t just “do marketing” we embed directly with your dev team. We learn your game inside and out, join your Slack or Discord, share your memes, and obsess over every detail that makes your project unique. We become part of your crew, so you can focus on making the best game possible while we focus on making sure players discover it, love it, and stick around.
Our approach is simple:
Full immersion in the game and the team.
Strategic execution that focuses on what truly matters for your game no cookie-cutter plans.
Shared risk and reward if you win, we win.
Long-term thinking because success isn’t just launch day, it’s what happens after.
Why do I do this? Because after 15 years in the marketing industry and over 20 game launches, I’ve done just about everything you can imagine from running massive ATL campaigns with million-dollar budgets, to booking ad space and building premiere marketing plans in the middle of a broken, fragmented consumer journey that is today’s PC market, to standing in a crowded event hall handing out stickers I’d just printed the night before.
Big or small, glossy or scrappy, I’ve learned that the real magic isn’t in the size of the campaign it’s in the connection it creates.
When a game’s community is buzzing, when word-of-mouth takes off, when sales exceed expectations that’s when you know you’ve done something right. And for me, it’s even more rewarding when the road to that success has been collaborative, transparent, and genuinely fun.
Now, I want to give back by putting everything I’ve learned the wins, the lessons, the shortcuts, and the scars into helping indie studios cut through the noise, reach their players, and build something that lasts. That’s the kind of work I want to keep doing, and the kind of results I want to deliver for every studio we partner with.
— Lukas Freijd
