How Embracer Group is becoming the third major publisher in “Acquisition War” with the addition of Crystal Dynamics and Eidos
Embracer Group, a Swedish video game and media holding company, has announced plans to acquire the majority of Square Enix’s Western studios and IPs. This not only includes studios like Crystal Dynamics, Eidos Montreal, and Square Enix Montreal, but also their video game franchises, including Deus Ex, Thief, Legacy of Kain, and Tomb Raider.
Embracer Group’s acquisition came as a surprise but was widely accepted as a step towards a better future for the iconic franchises. Over the years, many fans have felt that since 2009's Eidos acquisition, iconic franchises like Tomb Raider and Deus Ex have lacked the proper support from the publisher. They believe the franchises gained fame due to the studio’s efforts in delivering quality titles.
Originally known as THQ Nordic, Embracer Group has been going through an acquisition spree since its restructuring back in 2019. In this short period, the company has acquired many talented studios, including Saber Interactive and Gearbox Software. The Square Enix Europe division is the latest acquisition, with the total purchase price amounting to $300 million.
Square Enix acquired Eidos and all of its subsidiaries, including Crystal Dynamics, Eidos Montreal, and IO Interactive. Ever since that acquisition, the consistency in game quality has been on a downward trajectory.
While the studios delivered on titles like the Tomb Raider Survivor Trilogy and the Deus Ex Duology, Square Enix failed to market them properly. This led to less than expected sales and failure to meet internal targets.
IO Interactive is known for its amazing Hitman titles. Absolution diverted totally from the formula to become a narrative-driven title, and Hitman (2016) failed due to its weird launch strategy. However, the
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