Infinite Edge Gaming is a consulting business and independent blog established in 2o10.  It targets the converging gaming landscape where hardcore gaming, online gambling and social play meets. It is the creation of online gaming veteran Kim Lund and  is operated through a Swedish registered firm and located in Stockholm.  The company currently lists several prominent companies in the digital entertainment industry as its clients.


I’ve been involved with online gaming since 2004. The majority of that time up until 2010 was  dedicated to online poker. Frustrated by my employer’s  inability to change direction when receding first and second wave growth could no longer cover for the effects of fundamental flaws embedded into the poker business, I went solo.

Since then I have used my blog to expose and discuss these risks – many of which has since materialized – and tried to use my independent position to spur on change. I’ve come to realize that poker’s story is very similar to that of other gaming verticals and now use my experience from poker to expand my horizons.

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New technology, regulatory developments, new player demographics and easier distribution is reshaping the gaming landscape. Convergence is taking place. This opportunity to bring new life into games by bridging genre gaps and reach new players must not be lost.

Social gaming companies cannot wait to move into real money play. Online gambling companies cannot wait to capitalize on  the social games revolution. AAA title producers are watching from the sidelines eager to pick up the lessons needed to counter the effects of outdated distribution and ailing revenue models.

But recent industry developments have proven that this convergence will not go unhindered. Zynga’s fall illustrates well the flaws of the established mold for social games. And in the console/PC games space there are many signs of a sector suffering from a creative drought and an inability to monetize high-cost productions. And product and business innovation in online gambling, particularly in poker, has stagnated.

It will take a willingness to evolve the art of game making, a greater focus on generating inherently engaging play experiences, better targeted monetization strategies and the creation of more long-term sustainable  in-game economies and multiplayer experiences to survive in the hybrid era.