At Press Start Game Hub in Flemingsberg, Alfredsson is leading a movement that connects indie creators, academia, and investors — redefining Sweden’s next generation of video games.
Sweden has long been home to gaming giants like Remedy, Mojang, and Avalanche. But beyond the AAA studios, a new movement is reshaping how the next generation of creators learn, collaborate, and innovate. At the heart of that transformation is Leslie Alfredsson, Founder and Cluster Developer of Press Start Game Hub in Flemingsberg — one of Europe’s fastest-growing ecosystems for game innovation.
Alfredsson’s work bridges academia, industry, and entrepreneurship. Through Press Start, she is redefining how creative communities grow — not by competing, but by collaborating. Her vision: to transform Stockholm from a cluster of isolated studios into a region of creativity where ideas, talent, and opportunity flow freely.
From Entrepreneur to Ecosystem Builder
Alfredsson’s journey began over a decade ago when she founded her own studio: Bamblup. That experience gave her a firsthand understanding of the challenges indie developers face — from accessing funding and mentorship to finding a sense of belonging in a fast-evolving industry.
“When you build games, you often don’t fit into the traditional boxes of business or tech,” she reflects. “You’re somewhere in between — creative, experimental, entrepreneurial. That’s why we created Press Start: to give game developers a structure that supports innovation without limiting it.”
Her entrepreneurial background led her to develop original frameworks and game canvases tailored for the needs of “gamepreneurs” — developers who merge creativity with business thinking. These tools are now being used by other hubs across Sweden, including Malmö, helping young creators move from idea to impact with clarity and confidence.
Where Innovation Meets Impact
Located in Campus Flemingsberg, Press Start Game Hub is more than a workspace — it’s a community. The hub connects over 400 members and collaborates with more than 12 academic institutions and schools, including KTH, Södertörn University, Karolinska Institute, Stockholm University, and FutureGames.
Press Start runs several initiatives designed to bridge the gap between education and industry. Its Boot Camp and coaching programs guide emerging studios through business development and creative validation, while its playtesting activities engage students and even high-school participants in early-stage game testing and feedback.
By empowering developers to learn through doing — and by surrounding them with mentors, investors, and researchers — Press Start is shaping a new generation of creators who understand both the craft and the business of making games.
A Region, Not a Neighborhood
A central part of Alfredsson’s philosophy is her belief that Stockholm should be seen not just as a neighborhood of studios, but as a region of creativity.
“There’s incredible talent everywhere — not only in the city center but across the region,” she says. “If we change our mindset and start working across boundaries — schools, universities, and startups — the entire Swedish gaming ecosystem grows stronger.”
That mindset is guiding how Press Start approaches community building. The hub connects local initiatives, encourages cross-disciplinary projects, and opens its doors to creators from all backgrounds. From university students to self-taught developers, Press Start gives them access to networks, role models, and a collaborative environment that turns ideas into prototypes — and prototypes into companies.
Driving Sweden’s Next Chapter in Game Innovation
Press Start’s growing influence is drawing national and international attention. This October, the hub will welcome a delegation of South Korean gaming investors, organized by Business Sweden and RISE, to explore collaboration opportunities between Sweden and Asia. And in 2025, Press Start will take part in DreamHack Stockholm’s Indie Zone, where its supported studios will showcase their games to global audiences and investors.
For Alfredsson, these milestones are part of a larger vision — to build bridges between education, entrepreneurship, and global opportunity.
“We want to give creators the tools and confidence to reach beyond Sweden,” she says. “Innovation doesn’t happen in isolation — it happens when people share, test, and grow together.”
A Blueprint for the Future
In a world where the gaming industry often celebrates individual success, Leslie Alfredsson is championing collective growth. Through Press Start, she’s proving that collaboration is the most powerful form of innovation — and that the future of Sweden’s game industry lies not only in its studios, but in the strength of its community.
Her approach offers a blueprint for sustainable creative ecosystems: one built on education, inclusion, and shared purpose.
As Flemingsberg continues to emerge as a regional powerhouse, Leslie Alfredsson’s vision of a connected, creative Stockholm is no longer just an ambition — it’s an unfolding reality.