I’ve decided that I am a fan of Embracer Group

If you see me out in public, you will recognize me by my Embracer Group T-shirt and baseball cap. For I am now an Embracer Group fan. I know that sounds weird. There is something unnatural about a grown man outside of the key 18-34-year-old marketing demographic choosing a new brand allegiance. And yet, that is what is happening here.

The reality is that I feel like I have no choice. Embracer is too big to ignore, and it’s now responsible for a lot of games I want to cared about. To be clear, I’m speaking as a fan of games. But as that fan, Embracer is making choices that I’ve always wanted to see from more publishers. A great example of that is the company’s strategy to revive older franchises, like TimeSplitters.