Today, Embracer Group announced a rebranding to Fellowship Entertainment. This is a clear nod to The Lord of the Rings IP, whose rights Embracer purchased around two years ago for a relatively low sum ($395 million). Following the acquisition, COO Matthew Karch claimed that the group’s priority should be turning The Lord of the Rings into one of gaming’s biggest franchises. Karch is no longer with Embracer (which split with Saber Interactive a while ago), but the sentiment appears to have remained the same, given the brand name’s choice. Of course, Tolkien’s beloved fantasy universe is just one of many big franchises owned […]
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