Hi. I'm Jonas Antonsson. Final Boss is my personal advisory practice. Something to keep me grounded and connected to the wider industry, as I build my next thing. It means limited bandwidth — but also focus.
I started my career building and running a development studio in Iceland. Then founded Raw Fury and ran it for a decade — one of Metacritic's top rated publishers three years in a row, 50+ titles, fun rides and good times. These days I'm Board Member & Second-Largest Shareholder at Combined Effect, Raw Fury's parent, and back to the thing I like most — building.
Lifetime in the games industry. Builder by default. Contrarian at heart.
I remember this part. Maybe pre-launch traction is there and you don't know how to ride it. Maybe the launch landed well and the team's asking what's next. I've goofed up enough times so you won't have to. And I've made the right calls enough times that I can probably help.
I've sat on both sides of those founder updates. The companies are good. You can also feel what isn't being said. I can help you read, translate and be proactive in plotting the way forward.
Cliff decisions are hard — everyone sees them coming. The luxury-problem decisions are tough in their own right, even when they look easy from the outside. They're the ones that quietly decide where the future lies. But to where.
I want to help where I wish I could have found help when I was struggling with so-called ‘luxury problems.’ Those moments where people think you’ve already made it but the fact is you haven’t and you need help.
A handful of essays on what comes after a launch, on capitalizing on early traction, on holding games positions when you don’t speak the vocabulary, and on the questions the industry is still pretending aren’t questions.
The luxury problems I planned for — new. The origin story: lifestyle to venture, where flat broke, and the boring contract that did everything.
The ‘luxury problem’ that isn’t — the first twenty-four months after a launch lands.
Three filled. 3–5 open through 2026. Scope and nature of engagement depends on what you need, when, and how much of it.
Engagements usually run six weeks to six months. No cold decks. No intro calls for intro calls.
The right conversation finds its way. If yours is one of them, drop me a line below.