Former Hutch CEO Raises Five Million Dollars for Anorak's New Generation of Hobby-Based Games

A new interactive entertainment company founded by former Hutch Games chief executive Shaun Rutland has raised $5 million in pre-seed funding. Anorak announced the investment on November 12, with the round co-led by Backed VC and Play Ventures and additional participation from Supercell, Modern Times Group and several angel investors. Rutland previously co-founded mobile developer Hutch in 2011, helping establish a studio known for automotive-focused games before stepping down as chief executive in 2025.

His new company is pursuing a different approach to interactive entertainment, building games and experiences around the communities that already exist within particular hobbies. Potential subjects include fishing, birdwatching, sneakers and padel, rather than concentrating exclusively on conventional gaming genres. Anorak currently employs approximately twenty people across London and Chengdu.

The funding will support development of its first playable formats and preparations for a creator platform expected to open in early 2027. Specific products, supported platforms and commercial arrangements have not yet been announced. The investment is interesting because it reflects a broader shift toward treating games as interactive communities rather than simply collections of levels or mechanics.

Successful mobile games often depend on the enthusiasm of players who already care deeply about a particular subject. The challenge will be turning those interests into engaging activities without reducing the experience to a superficial collection of branded minigames. Apparently almost any hobby could eventually become a game, which means somebody is probably already designing a competitive birdwatching league with seasonal rankings and deeply controversial rewards.