Well, the Financial Times recently spoke to Embracer CEO Lars Wingefors and it seems the company’s scattershot approach actually is part of their strategy. Rather than betting on a few big games, Wingefors prefers to make money with a wide range of smaller games, which is not only less risky in his estimation, but makes Embracer less susceptible to being acquired itself… Wingefors also plans to continue Embracer’s strategy of not exerting too much control over their many developers. When you’ve got hundreds of studios under your umbrella, it doesn’t matter that much what any individual one does, right? It’s certainly a unique approach to building a major publisher, but it seems to be working for Embracer Group. The company has spent over $8 billion buying up other companies, and according to Wingefors, the plans is for a “similar number of acquisitions in the months and years ahead.” There are also plans to expand the company’s free-to-play offerings and establish more of a presence in game dev hotbeds such as the UK, US, Poland, France, and China. What do you think? Can anything stop Embracer Group or is this whole thing a house of cards?
