Embracer Freemode owns Middle-earth Enterprises, which is the heart of the Tolkien universe.
Embracer Freemode owns Middle-earth Enterprises, which is the heart of the Tolkien universe.
Categories

A new generation of J.R.R. Tolkien games is coming | Lee Guinchard exclusive interview

  • Posted byby Dean Takahashi
  • Updated
  • 19 min

In his office, Lee Guinchard has a bunch of paraphernalia honoring J.R.R. Tolkien and his works The Hobbit and The Lord of the Rings.

He proudly points out books that have sold more than 265 million copies, LOTR card games from Magic: The Gathering that have generated more than $200 million for licensee Hasbro and the original LOTR postcards from the United Kingdom that he would send to his grandmother as a kid.

Unlock premium content and VIP community perks with GB M A X! Join now to enjoy our free and premium perks. 

Join now →

Sign in to your account.

Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.