The Swedish Embracer Group has appointed Lee Guinchard as Chief Operating Officer and a member of the Executive Management Team as the company transitions to Fellowship Entertainment.
Guinchard has over 30 years' experience in leadership roles within the video game and entertainment industry. Prior to his appointment as Chief Operating Officer of the Embracer Group, he played a key role in the group's development as CEO of Embracer Freemode and Middle-earth Enterprises (holders of the intellectual property rights for The Lord of the Rings). In his new role, he will leverage his expertise in operational execution and long-term franchise thinking as the company transitions into Fellowship Entertainment.
"Lee Guinchard has consistently demonstrated strong leadership, operational excellence, and a deep understanding of our industry. His experience and strategic mindset make him a natural fit for the role of COO, and I am very pleased to welcome him into this position as we continue our journey toward Fellowship Entertainment", says Phil Rogers, CEO of Embracer.
After the spin-offs of Asmodee (board games) in February 2025 and Coffee Stain Group (small- to medium-sized productions) in December 2025, the Embracer Group will transform into Fellowship Entertainment (previously working under the name "Middle Earth & Friends"). Embracer Group is headquartered in Karlstad, Sweden, and has a global presence through its operating groups: THQ Nordic, Plaion, DECA Games, Dark Horse, Freemode, and Crystal Dynamics - Eidos. The group comprises 54 internal game development studios and employs over 6,500 people in almost 30 countries. The Group will steward the commercial rights to J.R.R. Tolkien's works The Hobbit and The Lord of the Rings, as well as the intellectual properties Kingdom Come: Deliverance, Dead Island, Killing Floor, Darksiders, Remnant and Tomb Raider, among more than 300 other gaming IPs.
