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‘if We Build It, They Will Come’: Skövde, The Tiny Town Powering Up Sweden’s Video Game Boom

It started with a goat. Now – via a degree for developers and an incubator for startups – the tiny city is churning out world-famous video game hits. What is the secret of its success?

On 26 March 2014, a trailer for a video game appeared on YouTube. The first thing the viewer sees is a closeup of a goat lying on the ground, its tongue out, its eyes open. Behind it is a man on fire, running backwards in slow motion towards a house. Interspersed with these images is footage of the goat being repeatedly run over by a car. In the main shot, the goat, now appearing backwards as well, flies up into the first-floor window of a house, repairing the glass it smashed on its way down. It hurtles through another window and back to an exploding petrol station, where we assume its journey must have started.

This wordless, strangely moving video – a knowing parody of the trailer for a zombie survival game called Dead Island – was for a curious game called Goat Simulator. The game was, unsurprisingly, the first to ever put the player into the hooves of a goat, who must enact as much wanton destruction as possible. It was also the first massive hit to come out of a small city in Sweden by the name of Skövde.

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‘if We Build It, They Will Come’: Skövde, The Tiny Town Powering Up Sweden’s Video Game Boom

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