Andrew Adashek Wolf Games is the story of an Emmy-winning media executive who left the top of Twitter’s television business to build a company that makes games out of stories. Adashek is the co-founder and CEO of Wolf Games, a Los Angeles-area generative entertainment startup he runs with Elliot Wolf, the son of Law & Order creator Dick Wolf, and technologist Noah Rosenberg. The company has raised a $4 million seed and a $9 million Series A, signed a partnership with NBCUniversal and, in May 2026, launched Law & Order: Clue Hunter inside the Peacock app. Here is how the team got there, how the technology works and why media companies are paying attention.
Andrew Adashek Wolf Games: Who Is the Founding Team?
Wolf Games was founded by three people with very different backgrounds. According to the company’s launch announcement, the founders are Elliot Wolf, an executive producer who co-created the Prime Video series On Call; Andrew Adashek, an Emmy-winning entrepreneur and former head of television at Twitter; and Noah Rosenberg, a serial founder who launched Pikazo, the first generative AI app to reach number one in the Apple App Store.
Adashek is the chief executive, Wolf is chief creative officer and Rosenberg is chief technology officer. Dealroom’s profile dates the company’s founding to 2022 and describes it as a Los Angeles-based generative gaming startup that merges storytelling with daily casual gaming. That combination of media operator, creative lead and AI engineer is the core of the Andrew Adashek Wolf Games story.
From Twitter and Pikazo to Wolf Entertainment
Each founder brings a distinct piece of the puzzle. Adashek spent years in television and digital media, including a stint as Twitter’s head of television, where the job was to connect broadcasters and live events with a social audience. That experience matters because Wolf Games sells to media companies, and Adashek understands how they think about audiences, partnerships and distribution.
Elliot Wolf grew up inside one of television’s biggest franchise families. According to Dealroom, he previously served as head of digital and brand at Wolf Entertainment, the production company behind the Law & Order, Chicago and FBI franchises, and he has executive producer credits on several podcasts. Wolf Entertainment, led by his father Dick Wolf, was known as Wolf Films until 2019.
Rosenberg supplies the technical side. His earlier app, Pikazo, applied generative AI to images years before the technology became a mainstream topic, which gave him early experience in turning AI research into a consumer product. Together, the trio gives Andrew Adashek Wolf Games something many AI startups lack: a direct line to franchise storytelling and the engineering to build on it.
The Problem: Passive Audiences and Disappearing Search Traffic
Wolf Games’ website frames the problem in blunt terms. Publishers and media brands spend money to attract attention, but when a session ends, the relationship ends with it. The company cites Reuters Institute reporting, based on Chartbeat data across more than 2,500 publisher sites, showing a decline in Google organic referrals to publishers, and notes that publisher leaders in the survey expect a further 43% fall by 2028. The site is careful to say that the 2028 figure is an expectation, not a measurement, and that the report does not blame AI for the whole decline.
For publishers, streamers and brands, the question is how to bring audiences back without paying for every click. Wolf Games’ answer is the daily habit. A game that updates every day, tracks streaks and shares scores gives audiences a reason to return tomorrow. That is the gap Andrew Adashek Wolf Games was built to address: turning content that people read or watch once into an experience they come back to.
Building Wolf Games: Generative Games, Not Puzzle Packs
The company’s pitch is that licensed puzzle catalogues give every audience the same games with a different logo on top. Wolf Games instead builds what it calls generative games tailored to a partner’s content, characters and interests. Its proprietary AI engine generates new daily editions inspired by the partner’s own material, and the company says its writers and designers review everything before it publishes.
According to its site, games can be tied directly to trending articles, with streaks and social scorecards to bring players back. They are built in HTML5, so a partner embeds them once and they run on a website, mobile app, connected TV, social channel or newsletter, with no download, app store listing or SDK. Wolf Games hosts and runs the games itself.
Each game is fronted by a host character who builds a relationship with the player, and the company describes a “Wolf Vault,” a library of game formats matched to an audience’s demographics and art-directed to a brand or franchise. The tech is the technical backbone of Andrew Adashek Wolf Games.
The $4 Million Seed Round and Public Eye
Wolf Games launched publicly on March 11, 2025, with $4 million in seed funding. The investors were three prominent figures: Dick Wolf, the producer behind Law & Order; Jimmy Iovine, the co-founder of Interscope Records and Beats by Dre; and Paul Wachter, founder and CEO of Main Street Advisors and chairman of UTA.
The first game was Public Eye, a daily murder-mystery experience. TechCrunch-style coverage described it as a near-future story in which law enforcement calls for the public’s help, with generative narratives that change each day. In the announcement, Elliot Wolf said the company’s mission was to deliver “unprecedented fun fueled by compelling stories.”
The seed round gave the team room to build the engine and its first title. It also set the tone: a startup that borrowed the crime-procedural structure Wolf knew well and used generative AI to make it endlessly renewable.
Inside the $9 Million Series A
On October 22, 2025, Wolf Games announced a $9 million Series A led by Main Street Advisors. Other investors included Maverick Carter, Tom Werner, the chairman of Fenway Sports Group, and artist Rashid Johnson, along with returning backers Dick Wolf, Jimmy Iovine and Paul Wachter, according to reporting on the round.
The Los Angeles Business Journal reported that the proceeds would go toward technology and hiring more staff and programmers. Adashek described the hires as “net new jobs.” The company also told the paper it would release games using its own intellectual property in addition to games built with NBCUniversal.
The round gives Andrew Adashek Wolf Games the capital to move from a single game to a platform. It also fits a pattern across AI and media startups, such as Fish Audio’s voice AI business, where a technical engine becomes valuable once it is paired with distribution. For more on how rounds like this shape startups, see our Funding News section.
The NBCUniversal Partnership
The Series A came with a headline partnership. Wolf Games announced a deal with NBCUniversal to explore building immersive games that expand some of the company’s best-known intellectual property using Wolf’s proprietary engine. NBCUniversal’s Lindsay Vogelman, a senior vice president for strategic partnerships, called Wolf Games an innovative company that is “respectful of storytellers” and has deep roots in the traditional creative and production process.
The deal also builds on a long relationship. As NBCUniversal noted when it announced the first title, the collaboration extends its history with Wolf Entertainment and its goal of creating fan-first experiences across platforms.
Reports on the deal emphasized one more factor: NBCUniversal cited Wolf Games’ focus on ethical generative AI as a driver of the agreement. For a studio protective of its franchises and talent, that matters. It is also a key reason the partnership gives Andrew Adashek Wolf Games credibility that many AI gaming startups cannot match.
Law & Order: Clue Hunter on Peacock
The first product of the partnership launched in May 2026. According to NBCUniversal’s announcement, Law & Order: Clue Hunter began rolling out in the Peacock mobile app on May 19. Players step into the role of an investigator, search crime scenes for hidden objects, identify suspects and solve cases inspired by the franchise, with new cases dropping weekly. NBCUniversal said the game was built with Wolf Games’ proprietary generative AI gaming engine.
NBCUniversal executives framed it as a way to turn viewers into participants. Jim Denney, the company’s executive vice president and chief product officer, said the game creates a natural continuation of the story inside the Peacock app and drives habitual mobile use without sending viewers elsewhere. Elliot Wolf said the franchise has one of the most passionate fandoms in television and that the game lets fans test their eye.
Wolf Games’ site presents Clue Hunter as proof in market, with metrics on average session length and the share of players who play a second case. The figures were not readable in the version of the page reviewed, so check the site for current numbers before quoting them.
For Andrew Adashek Wolf Games, the Peacock launch is the first real test of the model: a franchise audience, a daily format and a distribution channel that already exists.
Wolf Vault: The Publisher and Brand Model
The company’s website now describes a broader business than a single game. Its headline is “Own the daily habit,” and it offers custom, hosted and measurable game experiences for publishers, streaming services and brands. Partners listed on the site include Peacock, Advance Local, McClatchy Media and Wolf Entertainment.
The commercial model starts with a pilot. A partner describes its audience and how it makes money, and Wolf Games returns with a lightweight pilot, handling game design, daily content, quality assurance and hosting. That lowers the commitment for media companies that might hesitate to build a games team. There is nothing for the partner’s engineers to integrate beyond a single embed.
This is a notable evolution. A company that began as a home for original murder-mystery games now positions itself as an engagement layer for other people’s content. The shift opens a much larger market, since every publisher and streamer faces the same retention problem. It also shows how Andrew Adashek Wolf Games is trying to turn a creative idea into a repeatable business.
The Investors Backing Andrew Adashek and Team
Wolf Games’ cap table reads like a cross-section of entertainment and media. Dick Wolf brings television credibility. Jimmy Iovine brings music and technology experience from Interscope and Beats. Paul Wachter’s Main Street Advisors led the Series A and, according to the Los Angeles Business Journal, counts athletes and entertainers among its clients. Maverick Carter, Tom Werner and Rashid Johnson add sports and art connections.
That network matters for a startup whose first partner is a major media company. Investors who know studios and talent can open doors and vouch for the company’s approach to creators. It also fits the company’s positioning around respecting storytellers, which is easier to claim when backers are storytellers themselves.
The investor list strengthens Andrew Adashek Wolf Games, but it also raises expectations. With a high-profile cap table, the company is likely to be judged on whether it can build a business beyond its founding family’s network.
Ethical Generative AI
Generative AI is a sensitive subject in Hollywood, and Wolf Games addresses it directly. According to the Los Angeles Business Journal, the company says its proprietary AI is used to develop games that do not use the likenesses or voices of human actors. NBCUniversal pointed to the company’s emphasis on ethical generative AI as a reason for the partnership.
The positioning also reflects the founders’ backgrounds. Elliot Wolf comes from a traditional production environment, and the company describes itself as combining human creativity with AI technology. On its site, Wolf Games says its writers and designers review all daily content before it goes live, which gives the system a human editorial layer.
Whether that approach satisfies critics will depend on how the technology is used and disclosed as the company scales. Still, the stance has already helped Andrew Adashek Wolf Games secure a deal that a less careful startup might not have won.
Where Wolf Games Stands in the Market
Wolf Games sits between three industries: games, media and AI. Casual daily games became a major audience habit after word puzzles proved that a single short daily session can bring readers back, and publishers have been experimenting with their own versions. Streamers, meanwhile, are looking for ways to keep viewers inside their apps between episodes.
The company’s differentiators are clear. It builds games that are generated from a partner’s content instead of licensed from a generic catalogue. It hosts everything and requires only an embed. And it has a flagship case study with one of the world’s largest media companies.
The risks are equally clear. Daily games depend on quality, and AI-generated content must stay fresh without feeling repetitive. Established puzzle providers have large audiences and strong brands. Publishers may build in-house tools. And the company must prove that engagement turns into revenue, whether through ads, subscriptions or partner fees. In a crowded field, Andrew Adashek Wolf Games competes on customization, speed and franchise credibility.
Leadership Style and What’s Next
Adashek’s public comments focus on practical outcomes, particularly hiring and building technology. His remark that the Series A would create net new jobs reflects a founder who talks about growth in operational terms. The three-founder structure also divides responsibilities clearly: a CEO with media and business experience, a creative chief from a storytelling family and a CTO with generative AI experience.
Looking ahead, the roadmap is visible from the company’s announcements and website: more titles with NBCUniversal, original games in the Public Eye universe and a growing set of publisher and brand partners using the Wolf Vault. The test will be retention. A first game launch is exciting, but the business depends on audiences coming back day after day. That discipline will define the next chapter of Andrew Adashek Wolf Games.
Lessons From the Andrew Adashek Wolf Games Journey
The Andrew Adashek Wolf Games journey offers five practical lessons for founders.
First, pair a creative lead with a technical lead and an operator. Wolf Games combines franchise storytelling, generative AI experience and media business know-how.
Second, start with a trusted vertical. The crime-procedural format gave the company a proven structure, which generative AI could then make endlessly renewable.
Third, win one marquee partner. A launch with NBCUniversal and Peacock gives the company credibility that years of cold outreach could not.
Fourth, sell to a problem that is getting worse. Falling search traffic makes retention and owned audiences more valuable for every publisher.
Fifth, address the controversy up front. By emphasizing ethical generative AI, Wolf Games turned a potential objection into a selling point.
Frequently Asked Questions
Who is Andrew Adashek?
Andrew Adashek is the co-founder and CEO of Wolf Games. He is an Emmy-winning entrepreneur and former head of television at Twitter.
What is the Andrew Adashek Wolf Games story?
It is the story of a media executive who teamed up with Elliot Wolf and Noah Rosenberg to build a generative gaming company, raised $13 million across a seed and Series A and launched a game on Peacock with NBCUniversal.
What is Wolf Games?
Wolf Games is a generative entertainment company that builds daily, personalized games. It now also offers hosted, custom game experiences for publishers, streamers and brands.
Who founded Wolf Games?
Wolf Games was founded by Elliot Wolf, Andrew Adashek and Noah Rosenberg. Wolf is chief creative officer, Adashek is CEO and Rosenberg is CTO.
How much funding has Wolf Games raised?
The company raised a $4 million seed round in March 2025 and a $9 million Series A in October 2025, led by Main Street Advisors.
Who invests in Wolf Games?
Investors include Dick Wolf, Jimmy Iovine, Paul Wachter, Maverick Carter, Tom Werner and Rashid Johnson.
What is Law & Order: Clue Hunter?
It is a mobile game on the Peacock app, launched May 19, 2026, where players search crime scenes, identify suspects and solve cases, with new cases weekly.
What was Wolf Games’ first game?
The first title was Public Eye, a daily generative murder-mystery game announced alongside the seed round.
What is the Wolf Vault?
It is a library of game formats customized to a partner’s audience and brand, embedded once and updated daily with new editions.
Does Wolf Games use real actors’ likenesses?
According to a company statement reported by the Los Angeles Business Journal, its AI is used to develop games that do not use the likenesses or voices of human actors.
Conclusion
Andrew Adashek Wolf Games shows what happens when a media operator, a franchise storyteller and an AI engineer decide that the best answer to disappearing audiences is a daily habit. With $13 million raised across two rounds, a partnership with NBCUniversal and a game live on Peacock, Wolf Games has moved from a murder-mystery experiment to a platform that wants to help publishers and brands keep people coming back. The open question is whether generative games can hold attention at scale and turn it into revenue. If they can, Adashek and his co-founders may help define how media companies build daily habits.
For more founder journeys in AI and media, see Stephen Haney’s Paper, Francesco Decamilli’s Uniti and Runlayer’s Series A on Denote Press, or browse all Founder Stories.
