press · 04 may 2026 · helsinki

StrollCraft takes Slot 1.

The walking-loop app StrollCraft sponsors the first slot on either.fm — a 20-city league called Strolls of Europe, where voters rank walking loops against each other and the winners surface curated routes a real human would take.

Both products are Skadi — and that's the test.

either.fm and StrollCraft are both made in Finland by Skadi. We could have launched the sponsorship format with a third party at arm's length, but the more interesting question is: does the editorial firewall hold when we have skin on both sides? If sponsored leagues only work when there's no incentive to cheat, they don't work. So we tested it on ourselves.

What StrollCraft gets.

A custom league with their branding in the HUD credit pill. An outro card after the vote threshold pointing to the matching loop on the StrollCraft site. The full Strolls-of-Europe catalog stays live throughout May. None of this affects which loop wins which duel — that's all readers, all the time.

What we're watching.

Three numbers, in this order:

• Vote completion rate does the league hold attention like the music ones do
• Outro click-through do voters who finish actually visit StrollCraft
• Editorial complaints does anyone notice the firewall slipping — we want them to tell us

Pricing was the cheap one.

Slot 1 of the month is €1,337 because someone has to be first. The next slots — €5,000, €10,000, €20,000 — fill in order. We're not optimizing the first month for revenue; we're optimizing for proof. Three slots remain in May.

About the brands.

either.fm

Pairwise music-ranking app. Tap a side. Currently in limited beta (10,000 seats, FIFO). Made by Skadi. either.fm

StrollCraft

Walking-loop app for cities. Curated routes, no algorithm, no "challenges". Made by Skadi. strollcraft.com

Press contact

Timo Koola — hello@either.fm