Following its acquisition of Tomb Raider creator Eidos, Square Enix announced today that it is retiring the Eidos publishing brand, replacing it with the tentatively titled moniker of Square Enix Europe.

Led by Phil Rogers, formerly CEO of Eidos, Square Enix Europe will head up the company’s European publishing operations going forward. This shift in publishing policy is also taking affect on the North American side of business, with Square Enix taking control of all Eidos-related marketing efforts.

As a result, the Eidos brand name will be recognized solely as a development division from now on, instead of a publisher. This gives Square Enix the benefit of being directly associated with hit franchises such as Tomb Raider while keeping the Eidos brand intact.

The move makes sense and will result in a greater sense of uniformity between the two entities. Unfortunately, it is also expected to result in a loss of jobs in both the North American and European divisions. Square Enix told trade site MCV it is making an effort to secure as many jobs as possible and “offer support and advice to any employees directly affected.”

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