In a recent interview with GamesBeat, Embracer Freegroup CEO Lee Guinchard talks about the future of all things J.R.R. Tolkien.

In a recent interview with GamesBeat, Embracer Freegroup CEO Lee Guinchard shed some light on the company’s plans with J.R.R. Tolkien’s works. The interview goes in depth about the history of games like Middle Earth and Guinchard’s long career in the games industry.

Embracer Group plans to split into 3 public companies going forward – namely Coffee Stain & Friends, Asmodee Group, and Middle-earth Enterprises & Friends. Guinchard details his plans to build stronger relationships between different organizations to facilitate better development.

He also compares The Lord of the Rings franchise to the Marvel Cinematic Universe and draws parallels to the various kinds of experiences the vast lore enables developers to create.

“Year on year, you can add and test things with something like Call of Duty. But it’s not a story. It’s not a narrative. You keep the stuff that is working,” he says.