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Gearbox Entertainment Opens Studio in Shanghai


NeoGAFs Kent Brockman

Gearbox Entertainment, the developer of the Borderlands series, announced the opening of a new studio in Shanghai. This opening marks Gearbox’s first expansion into Asia and underlines the company’s desire to better target the Chinese market.

To open its first studio in Asia, Gearbox Entertainment absorbed Eidos Shanghai, the company that worked on action-adventure game Marvel’s Guardians of the Galaxy, Shadow of the Tomb Raider, and Deus Ex: Mankind Divided among other games. The studio was renamed Gearbox Studio Shanghai and will help the company with “hyper-localized marketing efforts” in the Chinese market. Gearbox Studio Shanghai will also “provide immediate and meaningful support” to some of Gearbox’s games.

Prior to joining Gearbox, Eidos Shanghai was part of the Eidos-Montreal network of studios since 2008, working on various games published by Square Enix. In August 2022, Embracer Group acquired several former Square Enix studios, including Eidos-Montreal. Embracer Group is also the owner of Gearbox, which now makes its first steps into the Asian continent by turning Eidos Shanghai into Gearbox Studio Shanghai. The leadership of the studio remains the same, as the former head of Eidos Shanghai Gigi Ning is now the general manager of Gearbox Studio Shanghai. The studio will work on future Gearbox projects and report to Gearbox Publishing San Francisco.

With the opening of Gearbox Studio Shanghai, the company expressed its desire to expand its presence in the Chinese market. Gearbox can now rely on the experience of Eidos Shanghai to better engage with Chinese players and “work directly with local up-and-coming development studios.”
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