Rich is a games journalist with 15 years' experience, beginning his career on Edge magazine before working for a wide range of outlets, including Ars Technica, Eurogamer, GamesRadar+, Gamespot, the Guardian, IGN, the New Statesman, Polygon, and Vice. He was the editor of Kotaku UK, the UK arm of Kotaku, for three years before joining PC Gamer.
In 2022 Embracer acquired the rights to most media relating to The Lord of the Rings, a complex deal that nevertheless gives it control over pretty much everything to do with the series outside of the original books .
Fans may come to look back on that as the golden era, because Embracer and Guinchard are out for big money. The main beats of the CEO's background are lengthy stints at Take-Two andis just trained verbiage:"support creators first" and"respect the works" and we're gonna do"something amazing and big over time.
"If you treat everything just like a bunch of rights all the time, and a bunch of transactions, you get average,” said Guinchard."This part of the group is going to be focused on building long-term intellectual property, with its creators, and with other creators, as well. We use the words Middle-earth & Friends because it is really about the IP. It’s all about the IP.
Guinchard says,"I’d like to think that what we build here is that central hub” from which other LotR media branches out, before yet another magnificently empty phrase:"What we have to strive to be here in this next evolution of being is the connective tissue with everything doing the right things by people who matter. All of this becomes useful to the universe."
When delving into the rights for The Lord of the Rings, there's a lot of talk about how they're split between the time periods of the world: First Age, Second Age, and so on. As Tolkien spins in his grave we lucky humans get a new age. The one where we get to watch The Lord of the Rings milked dry with sub-par products and diminishing returns before, eventually, that won't be enough: and the very marrow is nibbled out of the bones in some doomed frenzy.
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