The company is rebranding its publishing arm to Gearbox Publishing because it wants to make it easier for consumers and businesses to find games. The move should also help the company’s new focus on casual mobile gaming take off.
Embracer Group is rebranding Perfect World Entertainment as Gearbox Publishing. This will allow the company to focus on its core business, while still providing support for their games.
Following Embracer and its Gearbox subsidiary’s purchase of Perfect World’s North American business last year, Gearbox has announced that Perfect World Entertainment would be renamed Gearbox Publishing. The revelation isn’t surprising, since Embracer and Gearbox had previously indicated interest in PWE’s publishing branch as a way to “strengthen Gearbox Entertainment’s Publishing division” and “provide something distinctive to the firm.” PWE would, of course, “remain autonomous under Gearbox Entertainment,” as Gearbox had said at the time.
“In early 2022, we were given a fantastic chance to broaden our horizons and broaden our reach in the video gaming industry. Embracer Group has stepped forward to assist us realize our objective of publishing high-quality games that leave a lasting impact. We’ve been put under the loving care of the Gearbox Publishing branch of games inside Embracer, and we couldn’t be more excited to be a part of their family. Rest assured, we’re still the same devoted group of gamers working on the same games. Despite the name change, our company, staff, products, and enthusiasm remain the same – but with a new look. We’ll keep producing content for our service titles, such as Neverwinter, Star Trek Online, and Have a Nice Death, as we have in the past. Our earlier titles, such as Remnant: From the Ashes and the Torchlight trilogy, will stay under our roof, and we’ll be releasing even more wonderful new games in the future!”
The official website tells players that the changes are mostly aesthetic; new email addresses and logos will appear on newsletter and support emails, but the personnel hasn’t changed.
We should point out that Cryptic Studios is likewise owned by Embracer and categorized as such, although it has retained its identity. In fact, Cryptic is named as the studio of record for Neverwinter, which unveiled its latest module earlier today.
The “gearbox buys cryptic” is a gaming company that has recently announced they will be rebranding as Gearbox Publishing. This move comes after the company had been bought by an unknown buyer for $35 million.
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