Embracer Group announces a new operating group named Freemode

The company will be led by Lee Guinchard, a 30-year gaming veteran and entrepreneur.
Embracer Group

Embracer Group launched a new operative group called Freemode, composed of Middle-earth Enterprises, Limited Run Games, Clear River Games, C77 Entertainment, Gioteck, Quantic Lab, Grimfrost, Tatsujin and Bitwave Games.

Related: Embracer acquires The Lord of The Rings and The Hobbit IP rights

Lee Guinchard is leading Freemode. He’s been in the video game industry for over 30 years, having spent 11 years of it at Blizzard, arguably during the prime years of the developer and publisher.

The new operating group called Embracer Freemode will provide “a global strategic, operational, and financial support ecosystem” for its collection of small to medium sized gaming companies. “Freemode aims to help them achieve operational efficiency and growth,” says the official press release.

The press release also mentions the new subsidiary to help expand its operating activities in the retro, classic, and heritage gaming category. As part of its investment strategy, Freemode will also look to invest in iconic gaming and entertainment companies.

Lee Guinchard, Freemode CEO commented:

“Creators by their nature are at the forefront of industry-leading innovation and disruption. Founders are empowered to realize their true creative vision. Ultimately, our goal is to provide our entrepreneur-led companies with the essential resources to deliver the most exciting entertainment experiences for fans around the world.”

Embracer Group CEO Lars Wingefors also added:

“With our announcement of Freemode, we demonstrate our continued commitment to diversified growth into new areas, ultimately preserving yesterday`s classics in addition to expanding further tomorrow’s gaming and entertainment experiences.”

Freemode started its operational life with a bunch of acquisitions, much like its parent company in this manner already. Besides Middle-earth Enterprises, Freemode acquired Tatsujin (Embracer’s first studio in Japan), Bitwave Games (a Swedish studio with a passion for retro-style games), and Gioteck (a gaming accessory brand).

Embracer Freemode is based in Karlstad, Sweden, however, the company operates in six countries with 12 companies, and has over 500 employees.

NEXT: Embracer is the #1 publisher on Google Play in Europe in Q2 2022Embracer Group

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