Just a few months ago it was announced that the Japanese RPG developer Square Enix had acquired the London-based Tomb Raider publisher Eidos. Now with Eidos firmly in their clutches, Square Enix is forming a new subsidiary called Square Enix Europe in order to strenghten its marketing reach in the west.

While Eidos’ chief Phil Rogers and other former Eidos employees run Square Enix Europe, the Eidos name will be kept alive as a brand to distinguish franchises developed by the old Eidos team. Unfortunately, the reorganization will cause some former Eidos employees to lose their jobs, making this seem like as much a cost cutting measure as it is a marketing strategy.