overlaps with education and wellbeing because it’s structured thinking, but our main focus is making a puzzle that people genuinely love. The Observer partnership is a perfect example: it expands reach without ever compromising the craft.


You’ve talked about wanting Mindset to reach millions without becoming intimidating or elitist. How do you protect that philosophy as the brand scales? We never want players to feel talked down to, but we also never want them to feel excluded. The experience


has to feel welcoming at the start and rewarding as you improve, with quality and fairness at its core.


If we’re having this conversation again in five years, what would success for Mindset GO! look like and what would it take to make it as culturally embedded as Sudoku? Success is when Mindset becomes a noun: “Fancy a quick Mindset?” the way people say Sudoku or Wordle. That means growing across platforms - mobile, print and beyond - while maintaining trust and our puzzle quality.


Mindset GO! isn’t just entertainment - there’s a strong “positive impact” angle here. What do you want players to get out of it? We want Mindset to feel great whilst you’re playing and afterwards - fun, satisfying and mentally energising. It’s built around observation, reasoning and memory in a way that naturally rewards focus. In a world of doomscrolling, a daily dose of Mindset is a small, positive habit that helps keep the brain switched on.


You’ve talked about attention spans shrinking and feeds that pull us toward negativity. Is Mindset a response to that? Yes. We’re in the middle of an attention crisis, and most digital experiences are engineered for instant gratification rather than well-being. Mindset is


20 | MCV/DEVELOP February/March 2026


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