IO Interactive has announced "key partners" for its upcoming James Bond game 007: First Light, and they include a series of well-known global brands. In a statement on social media, the studio said it's partnered with Aston Martin, Coca-Cola, Orlebar Brown, HermanMillerGaming, Jaguar, Range Rover Defender, Omega, Nvidia, and Leica.
The James Bond movie series is known for its product placement, and 007: First Light will have some, too. The reveal trailer showed an Aston Martin DBS and some flashy Omega watches. A Triumph motorcycle was in the trailer, too, but Triumph is not listed as a partner. A Range Rover Defender was in the trailer, too. Walther, the gun company that makes Bond's iconic PPK, is not listed as a partner.
The financial terms of the deals to include these brands in First Light are unknown. Revenue from product placement in the Bond movies is substantial, coming in at reported millions of dollars.
A scene from the First Light trailer showing a case of Omega watches.
First Light launches in 2026 for PS5, Xbox Series X|S, Switch 2, and PC. It tells an origin story for James Bond, focusing on a 26-year-old Bond who joins MI6 and rises through the ranks to earn his 00 status. We don't know who's playing Bond in the game, but fans believe they have worked it out.
IO has high hopes for the game, as the studio has said it aims to create a trilogy of games. While fans have to wait to play First Light, IO's Hitman game just added Mads Mikkelsen's LeChiffre from Casino Royale as its latest elusive target.
As for the James Bond movie series, a 24th film is in the works now, with Harry Potter's David Heyman and Spider-Man's Amy Pascal signed on to produce. As of yet, however, there is no word on who will direct or, crucially, who will play Bond himself. Series stewards Barbara Broccoli and Michael G. Wilson are no longer involved with the creative decisions for the James Bond series.
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The James Bond movie series is known for its product placement, and 007: First Light will have some, too. The reveal trailer showed an Aston Martin DBS and some flashy Omega watches. A Triumph motorcycle was in the trailer, too, but Triumph is not listed as a partner. A Range Rover Defender was in the trailer, too. Walther, the gun company that makes Bond's iconic PPK, is not listed as a partner.
We are thrilled to be working closely with our key partners to build a brand new James Bond game experience.#007FirstLight #EarnTheNumber pic.twitter.com/DFbkGAduLI
— 007 First Light (@007GameIOI) June 10, 2025
The financial terms of the deals to include these brands in First Light are unknown. Revenue from product placement in the Bond movies is substantial, coming in at reported millions of dollars.
A scene from the First Light trailer showing a case of Omega watches.
First Light launches in 2026 for PS5, Xbox Series X|S, Switch 2, and PC. It tells an origin story for James Bond, focusing on a 26-year-old Bond who joins MI6 and rises through the ranks to earn his 00 status. We don't know who's playing Bond in the game, but fans believe they have worked it out.
IO has high hopes for the game, as the studio has said it aims to create a trilogy of games. While fans have to wait to play First Light, IO's Hitman game just added Mads Mikkelsen's LeChiffre from Casino Royale as its latest elusive target.
As for the James Bond movie series, a 24th film is in the works now, with Harry Potter's David Heyman and Spider-Man's Amy Pascal signed on to produce. As of yet, however, there is no word on who will direct or, crucially, who will play Bond himself. Series stewards Barbara Broccoli and Michael G. Wilson are no longer involved with the creative decisions for the James Bond series.
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