All Access

Media Deals

Media Deals Alerts

Alert

Standard

Media Deals Thought Bubble

Thought Bubble

mustard

BFD Expert Voices - Media Deals

BFD Expert Voices

topics

politics-policy

epstein-files

donald-trump

2026-midterm-elections

immigration

behind-the-curtain

race-and-equity

technology

privacy-tech-regulation

automation-and-ai

tiktok-news

big-tech

social-media

cybersecurity

economy

social-security

inflation

tariffs

federal-reserve

jobs

transportation

business

stock-market-news

retail-news

crypto

media

elon-musk

dealmaking

health

rfk-jr

drug-prices

axios-explains-abortion

public-health

world

israel

axios-explains-ukraine

iran

russia

china

energy-climate

nuclear-energy

climate-energy-policy

climate-change

extreme-weather

alternative-energy

electric-vehicles

science

emerging-tech

biomedicine

newsletters

pittsburgh

atlanta

san-diego

charlotte

boulder

washington-dc

kansas-city

dallas

denver

detroit

des-moines

austin

boston

chicago

cleveland

columbus

houston

indianapolis

miami

nashville

new-orleans

nw-arkansas

philadelphia

phoenix

portland

richmond

salt-lake-city

san-antonio

san-francisco

seattle

tampa-bay

twin-cities

raleigh

huntsville

axios-local

axios-pro

axios-live

the-axios-show

Swedish gaming company Embracer Group announced Thursday agreements to acquire nine companies including "The Lord of the Rings" rights holder.

Why it matters: It isn't every day a company reveals nine deals in just one morning. 

Alhough, Embracer did announce eight deals in one day last August. The conglomerate reported 22 deals last year, beating out Tencent's 16 as the top gaming acquirer, Axios Gaming's Stephen Totilo wrote. 

Details: Embracer issued individual press releases on its agreements to acquire Tripwire Interactive, Tuxedo Labs, Singtrix, Limited Run Games, Middle-earth Enterprises and named one undisclosed company. 

Embracer said the upfront purchase price for these six acquisitions was $577 million. But that does not include the full cost, which is likely $788 million.

These companies support growth across types including PC/console, mobile, music and audio gaming. 

It also formed its 11th operating group, Embracer Freemode, for gaming and entertainment companies. In that release, Embracer announced its recent acquisitions of Tatsujin, Bitwave Games and Gioteck. 

The intrigue: The deal for Middle-earth Enterprises comes just ahead of the premiere of Amazon's "Lord of the Rings: The Rings of Power" series. 

As Variety notes, there was talk Amazon or another Hollywood company could buy Middle-earth Enterprises from the Saul Zaentz Co. Embracer's operative group Asmodee did already license "The Lord of the Rings" board games and card games. 

Of note: Earlier this year, Embracer acquired several big Western studios, including the IP for Tomb Raider. 

It received a $1 billion investment from Saudi government-funding Savvy Gaming Group. Embracer CEO Lars Wingefors later published a 1,200-word defense of that agreement.

Embracer to acquire "Lord of The Rings" IP among nine acquisitions

The deal comes just ahead of the premiere of Amazon's "Lord of the Rings: The Rings of Power."

Illustration of an old video game joystick over a collage of rectangles and circles. 

Games

Swedish gaming company Embracer Group announced Thursday agreements to acquire nine companies including &quot;The Lord of the Rings&quot; rights holder.Why it matters: It isn&#x27;t every day a company reveals nine deals in just one morning.

Embracer to acquire "Lord of The Rings" IP among nine acquisitions

What to read next