For over 15 years he has studied the cultural industries, with a special focus on the video game industry. The results from these research endeavours has resulted in numerous peer-reviewed articles, book, edited books, chapters and conference papers.

He has also been instrumental in enabling collaboration between arts and business faculties at University of Gothenburg. Fruitful collaborations in several research centres, e.g.: Business and Design Lab, and Centre for Game Research.

In addition he is also CEO of Vasa Marketing, a consultancy company specifically focused on providing marketing knowledge to cultural industries in order to improve the possibility of establishing strong organisations with solid consumer bases.