In the second episode of our new podcast, Found, our guest is Brie Code. Code is the founder and CEO of TRU LUV, a Toronto-based startup that has roots in the gaming industry but takes a radically different approach to creating interactive experiences based on a historically overlooked motivational paradigm called “tend-and” based -befriend, an alternative to the “fight or flight” response that most AAA game studios target.
Code’s startup developed #SelfCare, a mobile app that encourages users to explore a variety of interactive experiences designed to do more than just encourage engaging in competitive behavior with either other players or computer-controlled antagonists. The motivation for creating such things for code was to realize its absence in the existing market and identify a large demand gap that simply was not addressed. Building on her expertise in the game industry’s technical interaction for non-gamer characters (NPCs) and her research into academic research on tend-and-free, code was put in place to build a venture capital scale company, to define a new category of entertainment.
TRU LUV’s first point of contact with users may be the app, but the startup has great ambitions that extend to a larger mission to “heal our relationship with technology”. Chatting with the founder behind this pursuit shows how deep this mission goes with both her and her startup.
We hope that you will get as much out of this intense and exciting discussion as we do and don’t forget to subscribe to Apple Podcasts, Spotify or the podcast app of your choice. We always look forward to your feedback. Please feel free to contact us on Twitter or email and check back next week for our next episode.