It’s being widely reported that Eidos has been receiving acquisition bids from Electronic Arts and Ubisoft, as well as new bids from Square Enix and Warner Bros.

Earlier this week, SCi, parent company of Eidos, finalised its renaming to Eidos, a move made to re-brand all franchises associated with the companies under one name, as the most popular franchises are associated with the Eidos brand. Analysts pointed out that this move was also an attempt on SCi/Eidos’ part to advertise the joint companies’ strengths in the marketplace, flagging potential acquisition suitors in the process.

This news came on the back of reports that EA and Ubisoft were approaching Eidos for early stage acquisition talks, while further revelations show that Square Enix and Warner Bros. have entered the bidding war. Analysts have already tapped Warner Bros. as the likely winner as it already owns 20 percent of Eidos, meaning its bid wouldn’t need to be as high as the other three suitors- $30 million would secure Warner a controlling interest while $80 million would put them in total control of Eidos.

Square Enix, on the other hand, have been making strong statements about their intentions to expand to the west and be able to provide the market with titles containing more western appeal. With Eidos’ stock of luke-warm and dormant IP, Square Enix would likely be very interested in fleshing out its western portfolio. Somewhat confirming their intentions, Square Enix global president Yoichi Wada is said to have made a visit to Eidos developer IO Studios, with a visit to the UK scheduled soon.

Interesting times for Eidos, a company that has consistently been losing money hand-over-fist, with a flailing stock price at only 90% of its value 12 months ago - the bidding war may just do something about that.