While Embracer Group has faced challenges recently, it seems that other parts of the company are thriving. According to Alex Verrey, VP of PR and communications for Embracer Freemode, the internal PR agency for various Embracer holdings and external agency Overload PR, the company is going strong.
In an interview at Develop: Brighton, Verrey explained what Embracer Freemode is and how it operates under the larger Embracer umbrella. Embracer Freemode is a collection of smaller entrepreneurial companies that work together with a clear synergy. This diverse group includes niche companies like Limited Run Games as well as industry heavyweights like Middle Earth Enterprises.
One example of how Embracer Freemode works together is with the release of the beloved NES classic Gimmick. Limited Run Games is handling the special physical re-release of the game, while other Freemode members like Bitwave Games, GOE (Games of Europe), and Clear River Games are involved in digital and physical distribution across Europe.
Despite the challenges that Embracer Group has faced, Verrey believes that the example set by Embracer Freemode shows how studios can effectively collaborate under the company. One of the reasons why studios like working with Embracer is because it allows them to maintain their own company cultures and operate in a decentralized manner.
The PR side of Embracer Freemode is considered crucial because of the diverse range of companies involved. However, Verrey’s own experience, along with the expertise of the team, positions them well to provide the necessary PR and communications support.
Although bringing together such a diverse group of companies presents its challenges, Verrey is optimistic about the future. The common focus on retro and hardware is the thread that ties these studios together, and Verrey believes that they can continue to find ways to work together for the greater good.
Embracer Group was listed as one of the top 50 mobile game makers of 2022, and the upcoming list for 2023 will be announced soon.