At various locations in the city, the founders of the gaming company Pazzing had set up different “tasks”. Once a ‘task’ was completed, people were sent on to the next.
The technology is called AR technology, or augmented reality. It involves placing fictional elements or new information in the real world – as you see it through the camera lens.
This means that CEO Martin Mathisen (27) is now almost tripping over a large, fictitious rock when he poses for the camera together with creative director Jørgen Eiane (27) in the company they have both been involved in building from the start.
– We have developed a gaming platform so that anyone can create their own AR game. These are rebus races where players have to work together. They have to visit physical locations,” says Mathisen.
Games in reality
Unlike a traditional rebus race, players are presented with digital puzzles. A neighborhood, public building or park can now easily be transformed into a digital playground.
The idea behind the game is to create a gaming experience that brings people together,” says Mathisen.
– The target group for the game is broad: We take inspiration from Escape room and Kahoot. Everything from education, kindergartens, bachelorette parties and team building will potentially be our customers,” says Jørgen Eiane.
Nordlys has previously written about Pazzing’s plans. In spring 2017, the entrepreneurs brought in NOK 1 million from the Research Council of Norway in the company. In March 2019, the founders said the game was soon to be launched. Earlier this fall, it became clear that investors are injecting more money.
Mathisen and Eiane will not announce a launch date today, except to say that the game will be ready during the course of next year. The company is now working on its business plan. Both subscription solutions, advertising funding and sales of the game are possible sources of funding.
From left: Asbjørn Lilletun, CEO, Therese Lein, Marketing Manager and Line Kjelstrup, Cluster Manager, at Norinnova in Tromsø. Photo: Amund Trellevik
Getting help in growth program
Pazzing is now getting professional help to take the step from being a startup to becoming a commercially viable business that can grow quickly. The company is one of the six start-ups from Northern Norway selected for the Norinnovas Scaleup IX program. This means that over the next year, the companies will go through a training camp not unlike the everyday life of top athletes.
Avju Solutions, Probotic, TiAlta, Keenious, Pazzing and Marealis have been selected.
– This is about turning more Northern Norwegian start-ups into growth companies. “We will help a company with one or two employees to grow from two employees to ten employees, and then to one hundred employees,” says Asbjørn Lilletun, CEO of the innovation company Norinnova AS.
They have 30 years of experience in helping researchers and entrepreneurs realize their ideas from just an idea to a business that attracts investors and grows rapidly.
– What characterizes the companies selected for the program?
– The companies have a scalable business idea, meaning they can grow very quickly. They have international potential. And the companies have entrepreneurs who have the ambition and personality to stand up to this. They must dedicate themselves wholeheartedly to this and have a conscious relationship with the UN Sustainable Development Goals. Not because these companies are going to save the world, but because it’s an important competitive advantage in today’s market,” says Lilletun.
Many collections
Over the course of a year, Pazzing and the other companies will go through several sessions. Ambitions should be mapped. How will companies raise capital? Which owners are smart to have? How to increase the value of a company? Which markets should you enter first?
Lilletun says the program has drawn inspiration from elite sport. He expects the people selected for the program to be “a bit of a mess” over the next year.
Being an entrepreneur is tough. Lilletun wants to make startups ready to face the brutal business reality out there.
– Being an entrepreneur is very similar to being a top athlete. The sacrifices and focus required to be good at sport can be transferred to the entrepreneurial world. This is just a different type of sport,” says Lilletun.
– What do you expect from those selected?
– Expect them to contribute a lot themselves. That they are interested and show the dedication that we believe they have. That they embrace the knowledge we have, that they are coachable, coachable, understand that you may want to see other perspectives. I also expect them to stand their ground, that the people are willing to do what it takes,” says Lilletun.
Pazzing AS is a Tromsø-based game development company that has developed its own platform with so-called AR technology, or augmented reality in Norwegian. From left: Martin Mathisen, general manager and co-owner and Jørgen Eiane, cretive manager and co-owner. Photo: Amund Trellevik
Never regretted the entrepreneurial idea
Martin Mathisen and Jørgen Eiane are clear that at some point the company will need to raise more capital. Through the Scaleup IX program, the entrepreneurs hope that they will be better prepared for what is required of them as company developers to meet the demands of investors.
– We got more private investors this summer. But we need more capital at some point,” says Eiane.
Both are clear that they have never regretted investing everything in their boyhood dream of developing their own computer game, even though there have been many setbacks.
– The learning curve is extremely steep. And you have a lot of downs. But the ups overshadow the downs. Then you forget the pain you experience when people tell you that your project isn’t working,” says Mathisen.
– Even more people should pursue the entrepreneurial dream. As an environment, we can feel a little closed and sheltered. But we’re not! We are very open to anyone who wants to get in touch and ask us for advice,” says Eiane.
