Embracer Group has cited Tomb Raider during a presentation on transmedia strategy at the company's Annual General Meeting. Embracer Group owns 139 internal game development studios including Gearbox Software and Crystal Dynamics plus an extensive catalogue of over 900 owned or controlled franchises including Borderlands and Tomb Raider.

"The transmedia strategy that you have heard us speak about before is now starting to take root and bear fruit. What we have worked so hard to achieve is now tangible. A movie goer who enjoys the film adaptation of a video-game IP can now become immersed in the video game itself. They can then go deeper into the world with a graphic novel or listen to a podcast about the lore."

"If they love the graphic novel or the concept they can play a board game based on the IP and then purchase a shirt to show their passion to the world. This is the holistic experience we are driving towards."

Embracer Group added that the acquisition of Crystal Dynamics and the Tomb Raider franchise has strengthened Embracer Group's IP portfolio and transmedia potential.

Tomb Raider, starring British archaeologist Lara Croft, was originally developed by Derbyshire-based studio Core Design and published by Eidos Interactive on 25th of October, 1996. The video-game series is now under the aegis of U.S. studio Crystal Dynamics who are developing a new multiplatform Tomb Raider title with Amazon Games providing full support and publishing the game globally.

Embracer Group