Gearbox Entertainment, creators of the Borderlands franchise, has confirmed the launch of a new facility in Shanghai. Gearbox’s first foray into Asia, this storefront demonstrates the firm’s commitment to expanding its presence in China.
Gearbox Entertainment, well renowned for the Borderlands franchise, has expanded its portfolio with two spin-off titles in 2016. Impressions for Tiny Tina’s Wonderlands, an RPG recounted by the character from Borderlands, have been largely good. Producer Take-Two Interactive was surprised by how well the title sold internationally. Gearbox declared Tiny Tina’s Wonderlands a property, promising future installments. Gearbox Entertainment’s most latest launch, New Tales from the Borderlands, was not as well received. The visual adventure game was greeted with lukewarm responses, but that isn’t stopping Gearbox from experimenting with new storylines set in the Borderlands world.
The Studio Has Joined Forces With Eidos Shanghai
In order to establish a foothold in the Asian market, Gearbox Entertainment acquired Eidos Shanghai, developer of action-adventure titles including Shadow of the Tomb Raider, Marvel’s Guardians of the Galaxy, and Deus Ex: Mankind Divided. It has been rebranded as Gearbox Studio Shanghai and therefore will aid the firm’s “hyper-localized marketing activities” in the Chinese marketplace. A few of Gearbox’s titles will also get “instant and significant assistance” from Gearbox Studio Shanghai.
Since 2008, Eidos Shanghai has been a member of the Eidos-Montreal studio group, contributing to different Square Enix titles. Once part of Square Enix, Eidos-Montreal was one of many companies that Embracer Group purchased in August 2022. Gearbox, a subsidiary of Embracer Group, has expanded its operations to Asia with the rebranding of Eidos Shanghai to Gearbox Studio Shanghai.
Gigi Ning, formerly of Eidos Shanghai, now serves as the head coach of Gearbox Studio Shanghai, hence there has been no change in the studio’s management. The studio would answer to Gearbox Publications in San Francisco and assist with forthcoming Gearbox titles.
A Little Too Far From Home
Aiming to further establish itself in the booming Chinese marketplace, Gearbox has opened a new office in Shanghai. To better interact with Chinese gamers and collaborate with local up-and-coming production companies, Gearbox can now lean on the expertise of Eidos Shanghai.
Gearbox’s Shanghai studio’s next initiatives are still under wraps. Though the studio has claimed that they are developing many AAA titles, they have already teased the possibility of further games based on Tiny Tina’s Wonderlands. When it comes to the Chinese marketplace, Gearbox Studio Shanghai would not only assist in the production of fresh projects but will also give assistance for current products like Tiny Tina’s Wonderland as well as New Tales from the Borderlands.
