IMG partners with Devolver Digital forFall Guys in EMEA and BRAZIL
Devolver Digitalhas appoints IMG as its exclusive licensing representative in Europe (excluding Italy), the Middle East, Africa and Brazil for global gaming phenomenon Fall Guys.
Under the multi-year agreement, IMG will work closely with Devolver Digital and Fall Guys’ publisher Epic Games to further expand the brand and deliver engaging products and experiences for the game’s active online community.
Fall Guys is a free-to-play multiplayer battle royale game with cross-platform functionality. Players control quirky bean-shaped characters in increasingly chaotic rounds of obstacle races until only one lucky winner remains. Fall Guys was one of the most successful gaming launches of 2020, securing the record for the most downloaded game on PlayStation. It continues to appear in the top 10 free-to-play games charts globally.
Now the brand is set to take the iconic beans beyond the digital realm through more consumer products that authentically build on the game’s unique identity and attributes.
Fée Heyer, Head of Global Licensing & Partnerships at Devolver Digital, said, “IMG is a global licensing agency whose reputation and results precede it, and with good reason. Representing massive gaming brands targeting similar audiences, IMG is the perfect partner to further expand the Fall Guys consumer products programme throughout EMEA and Brazil, one of the fastest-growing gaming markets in the world. We are excited to work with IMG to develop the Fall Guys licensing programme across these regions.”
Adam Steel, Senior Director of Licensing, IMG, said, “Few games have embedded themselves in mainstream culture as quickly and effectively as Fall Guys. Its innovative gameplay and widespread popularity have set a new standard in the industry, inspiring others to follow in its footsteps. We are excited to work with this pioneering team and help expand the brand into new categories and markets.”
IMG also manages the global licensing programme for Fortnite and Rocket League as well as other major brands in the entertainment and gaming industry including Angry Birds, Tetris, and Kakao Friends.
