Embracer Freemode will be led by CEO Lee Guinchard, who is an industry veteran with over 30 years of experience, including as co-founder and CEO of Aionic Labs, and having spend nearly a dozen years at Activision Blizzard, where he oversaw franchises such as Guitar Hero and Skylanders.

Freemode is headquartered in Karlstad, Sweden, and also has territory offices in Livermore, California, London, UK, and Hong Kong. Through Freemode, the Embracer Group has acquired Middle-Earth Enterprises as well as Limited Run Games and Singtrix. The company has also announced the acquisitions of Japanese studio Tatsujin, Swedish studio Bitwave Games, and European gaming accessories brand Gioteck.

“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,” said Embracer Group CEO and founder Lars Wingefors.

“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,” said the aforementioned Guinchard.

Freemode becomes the 11th publishing label under the Embracer Group, joining the likes of THQ Nordic, Gearbox Entertainment, Plaion, Saber Interactive, Dark Horse Media, Asmodee, and more.