Meet the biggest publisher you have ever heard

The gaming industry is expanding at an alarming rate, with major corporations opening up their books and swallowing rivals. Microsoft, Nintendo games and Computer Drawings have spent a lot of money recently buying even house names in a developed and disseminated country. Even a major publisher like ZeniMax will no longer be able to get the money that is being invested in companies here. This is what makes Embracer’s story so interesting, as it buys so many gamers to make something bigger for any other company.

Embracer was founded in 2008 by Swedish businessman Lars Wingefors who has already established the Nordic Games brick and mortar. Nordic Games Publishing, as it was known at the time, published its first games, making a small but effective investment. In 2011, it purchased the assets of the Austrian publisher JoWooD Entertainment after the end. In 2013, it did the same with THQ when it filed Chapter 11, bought some of its products, and a year later, called itself THQ Nordic. It later spread to the public, raising a series of raise funds from investors to help buy more companies to put under his umbrella.

In 2018, THQ Nordic acquired Koch Media, an exciting company with Deep Silver and other interests. Later that year, it purchased Coffee Stain Studios, and promised to operate as Deep Silver and Coffee Stain as independent businesses. But until 2019, THQ Nordic (parent company) called itself Embracer, when the company’s trolley dash started actively. Since mid-2019, Embracer has purchased or invested nearly $ 30 in various manufacturers and distributors.

Most of these things have been, compared to the kind of stuff Microsoft throws around, very small. Tarsier Studios acquired in December 2019 for $ 10.5 million, while DECA Games paid $ 25 million ($ 30.4 million). However, it has produced more important things, including Saber Reconciliation $ 525 million, in particular, $ 1.3 billion Gearbox Software. Instead, February 2021 saw the company spend less money Electric box, Easybrain and Aspyr.

On its affiliate page, Embracer boasts of having eight “support groups” including THQ Nordic (publisher), Koch Media, and Coffee Stain. In addition to this roster are Amplifier (starting game), Saber Interactive (ports and redesign) DECA (mobile game), Easybrain (sports game) and Electric box. It adds that, across the company, it has more than 69 studios in 40 countries and employs more than 7,000 people.

But, more importantly than the businesses that Embracer owns are smart, and franchises, that are thriving now. The list counts as some of the most popular old names taken over because of the failure of their companies or those with a small, yet dedicated audience. Embracer boasts of now directing (deep air) Saints Row, Goat Simulator, Dead Island, Metro, TimeSplitters, Borderlands, Darksiders, MX vs ATV, Kingdoms of Amalur, Satisfactory, Wreckfest, Insurgency and World War Z. And, to get permission like TimeSplitters, Embracer is looking to breathe a new life into the series a new name from the founders of the game. In addition, Coffee Stain prints Valheim, the latest game from Iron Gate Studio.

And at E3 this year, another company, Embracer Koch Media, has announced the launch of the “Premium Gaming” brand Most Important. As part of Announcements for Summer Games Fest, Prime Matter has revealed that it works on these topics: Payment date 3, Burning: Legion (New RTS from Home 3 and Hardspace: Passenger BlackBird Interactive developers), the new Painkiller game and Benefits of King 2. It also announced new topics, inclusive Scars Above, Final Form of Codename, Ma Dolmen, Oricru The Last and Incentives for Ending, among others.

Embracer’s ideas seem to be looking to expand as many mid-range franchises as possible and to succeed in terms of volume. And founder Lars Wingefors has said he prefers smaller, and more crazy things, than making a company built on a single AAA penalty. In the discussion with 2018 is GameIndustry, said he wanted to focus only on “various pipelines,” in order to “gradually develop a large object that can be sustained over a long period of time.”

In the same interview, Wingefors also explained that the extension process also follows the way the business is run. He explained that Embracer does not want to set up a single business, which in his words, “will cost a lot of money.” Instead, he wants each company to function as “brothers and sisters, but […] they are doing their own business. ”

You can expect that, after spending a lot of money last year, Embracer is now looking to reduce and consume its food. The company doesn’t seem to be getting along, and soon financial reports said he woke up another $ 890 million to promote other purchases. Instead, it said it had about $ 2 billion in “cash and credit facilities,” in order to cut costs. And the producers want to join the party, the company says, “having negotiated with more than 150 companies to join the group,” with 20 companies currently in “late negotiations.”

One of the things that Embracer confirmed in a number of his public comments was that it would take time for the money to be paid. In 2019, that He said that “the development of new games lasts for several years, so the revenue from these funds is only a few years old.” And, in his most recent report, he said he hopes to see the 2022 fiscal year as the first sale to reach an audience. It will be at this point that we see how Embracer’s approach to excellence is the best.