Exclusive Interview with Lee Guinchard on the Upcoming Generation of J.R.R. Tolkien Games

Lee Guinchard, the CEO of Embracer Freemode, is on a mission to take the Tolkien franchise to new heights. With the acquisition of Middle-earth Enterprises, Guinchard now holds the worldwide rights to films, video games, board games, merchandising, theme parks, and stage productions related to J.R.R. Tolkien’s works.

Guinchard envisions a multi-platform franchise that delves deeper into the lore and characters of Middle-earth, aiming to reach billions of people worldwide. With a focus on authenticity and quality, he plans to collaborate with world-class creators to bring new projects to life.

One of the key initiatives is the development of new films from Peter Jackson, with the upcoming release of “The Lord of the Rings: The Hunt for Gollum” in 2026. Additionally, Amazon Games is working on a massively multiplayer online role-playing game based on The Lord of the Rings, adding to the expanding universe of Middle-earth.

Guinchard’s approach involves building bridges with various stakeholders, including Peter Jackson’s team, the Tolkien Estate, and Warner Bros./New Line Cinema. By fostering relationships and respecting the source material, he aims to create a cohesive and immersive experience for fans.

Looking ahead, Guinchard sees potential in exploring the untold stories of the First Age of Middle-earth, as depicted in J.R.R. Tolkien’s “The Silmarillion.” While the rights to these stories are with the Tolkien Estate, Guinchard is eager to collaborate and expand the franchise further.

Overall, Guinchard’s grand plan involves creating a central hub for the Tolkien universe, connecting creators, fans, and partners to build a vibrant and diverse world that resonates with audiences globally. With a focus on innovation and collaboration, he is set to usher in a new era of Middle-earth entertainment that stays true to the spirit of Tolkien’s legendary works.