GOALS
GOALS is developing a free-to-play sports gaming platform that works across devices, starting with football. The Stockholm-based company has raised $35M and employs 97 people, mostly engineers.
The growth story
GOALS grew from 1 to 97 employees between 2021 and 2026, raising $35M along the way, most recently a Series A in April 2023.
About
GOALS is building a cross-platform gaming system that lets users play sports games on PCs, consoles, mobile devices, and handhelds. Its first title will be a football game, with plans to expand to other sports. The platform is designed to be free to play and accessible across all major gaming devices.
The company raised $35M in a Series A round in April 2023. It has built a team of 97 employees, with engineering being the largest function. GOALS is targeting a 2026 launch for its first game.
Founders and leadership
Engineering is the largest team at GOALS, with 27 employees. The company is led by veterans from major gaming studios like EA, King, Embark, and DICE. Its median employee tenure is 2 years.
The GOALS org chart
Andreas Thorstensson (Founder, CEO & Creative Director) leads 24 mapped leaders with 5 direct reports. Click +N to expand a team; names link to the person’s public profile.
Departments, and which ones grew
Headcount by function: Engineering 25 (-4% YoY), Arts and Design 21 (+5% YoY), Media and Communication 6 (+20% YoY), Business Development 6 (0% YoY), Operations 5 (+25% YoY), Marketing 5 (0% YoY).
Talent flow
GOALS recruits heavily from major gaming studios, with DICE, Electronic Arts, and King being the top sources. Its alumni have moved to companies like Mojang Studios and Alight. The company draws talent from Swedish universities, particularly Stockholm University and KTH Royal Institute of Technology.
Most common previous employers of GOALS staff: DICE (10), Electronic Arts (EA) (7), King (6), Embark Studios (4), Avalanche Studios (3), Voi Technology (3). Former GOALS employees most often moved to Mojang Studios (4), Alight (1), Grooo (1), Tobii Dynavox® (1), Believe (1), Safemind (1).
Alumni worth knowing
The GOALS mafia
GOALS alumni have founded three companies, including Grooo, which has grown to 11 employees, and Chapter 4 Studio, which has 3 staff.
3Carolina Emanuelson, was Talent Acquisition & Employer Branding Lead until 2023Ivan Vasylevskyy, was Content Producer & Manager until 2024Robin H., was Senior Technical Artist until 2024Web traffic
Traffic mix: 48% direct, 22% search, 19% social, 7% paid.
What this company is made of
Most common skills at GOALS: Game Development (25), C++ (24), Video Games (22), JavaScript (18), Adobe Photoshop (18), Unity (17), C# (16), Software Development (15).
Where the team actually sits
GOALS people are concentrated in Stockholm County, Sweden (16), Greater Stockholm Metropolitan Area (14), England, United Kingdom (4), Sweden (3).
Search footprint
GOALS attracts about 16,510 organic search visits a month, traffic worth roughly $1K a month if bought through ads. It gained 198 ranking keywords and lost 51 in the last period.
What employees say
- Compensation
- 3.00 / 5
- Career opportunities
- 2.00 / 5
- Senior management
- 1.00 / 5
- Work-life balance
- 3.00 / 5
Frequently asked
GOALS has 97 employees as of September 2026.
GOALS has raised $35M in total, most recently a Series A round in April 2023.
GOALS was founded in 2021 by Andreas Thorstensson, Göran Syberg Falguera, Hampus Ohlsson.
Andreas Thorstensson (Founder, CEO & Creative Director) sits at the top of GOALS's reporting structure, with 5 direct reports.
The most common previous employers of current GOALS staff are DICE (10 people), Electronic Arts (EA) (7 people), King (6 people).
Former GOALS employees most often move to Mojang Studios (4), Alight (1), Grooo (1).
At least 3 companies have a founder who previously worked at GOALS, including Grooo, Chapter 4 Studio, Eternal Minds AB.
GOALS attracts about 16,510 organic search visits a month, worth roughly $1K a month in equivalent ad spend.
The most common skills among GOALS staff are Game Development, C++, Video Games, JavaScript, Adobe Photoshop.
GOALS staff are concentrated in Stockholm County, Sweden (16), Greater Stockholm Metropolitan Area (14), England, United Kingdom (4).
GOALS has about 25 people in Engineering, down 4% over the past year, as of September 2026.
GOALS has about 21 people in Arts and Design, up 5% over the past year, as of September 2026.
Computed from 69 current and 41 former GOALS profiles, as of September 2026. Source: Crustdata.
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