Phil Rogers named CEO of Embracer as Lars Wingefors shifts focus to M&A

Embracer Group has appointed Phil Rogers as CEO, effective August 1st, 2025 as part of its ongoing transformation. 

Rogers is currently the deputy CEO of Embracer and the CEO of the operational group Crystal Dynamics. He holds a BSc in Mathematics from the University of Leeds and has over 20 years of games industry experience.

He became CEO of Eidos in 2008 and led Square Enix’s western business from 2009 to 2022.

At the annual general meeting (AGM) on September 18th 2025, Lars Wingefors is proposed to become executive chair of the board, while current chair Kicki Wallje-Lund is proposed to become the deputy chair. 

Wingefors will leave the executive management team on August 1st but will stay on as a board member until the AGM. 

If appointed executive chair, he will focus on capital allocation, mergers and acquisitions, and strategy, along with regular chair duties.

Jacob Jonmyren will become chair of the board of Coffee Stain Group, with Wingefors and Coffee Stain Group CEO Anton Westbergh also joining as directors. Embracer finance director Erik Sunnerdahl has also been appointed CFO of Coffee Stain Group. 

A new phase 

Last month, Embracer announced it would spin off Coffee Stain Group into a standalone company by the end of 2025, continuing its transformation strategy that began with Asmodee’s separation. 

Embracer will also be renamed Fellowship Entertainment. The restructuring into three publicly traded companies comes after its $2 billion deal with Savvy Games Group collapsed.

The failed deal resulted in thousands of layoffs and multiple studio closures, prompting Embracer to scale back its rapid expansion and reduce costs across its global operations.

The firm said additional board members will be appointed before the spin-off, no later than August 2025, to ensure compliance with the Swedish Corporate Governance Code.

“With the start of this new phase, I am thankful for the years and lessons learned as CEO of Embracer," said Lars Wingefors. “While the road has not always been straight, I am incredibly proud of the achievements made possible by our talented teams, which have created some incredible experiences for gamers.

“This new phase allows me to focus on strategic initiatives, M&A, and capital allocation, ensuring Embracer's continued growth and success. I am more convinced than ever that the best is still ahead of us. 

“Having worked very closely with Phil over the past years, I have high confidence in his abilities. I look forward to a continued close collaboration to further strengthen the business and drive value in the coming years."