007: First Light Continues Bond Franchise Tradition Of Product Placement

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IO Interactive has revealed some important collaborators for their upcoming James Bond game 007: First Light. These partners include several well-known international brands such as Aston Martin, Coca-Cola, Orlebar Brown, Herman Miller Gaming, Jaguar, Range Rover Defender, Omega, Nvidia, and Leica, as they announced on their social media platforms.

In the tradition of product placement seen throughout the James Bond movie series, the upcoming film “007: First Light” will also feature some brand integrations. The recently released trailer showcases an Aston Martin DBS, stylish Omega watches, and even a Triumph motorcycle. Interestingly, while a Range Rover Defender is present in the trailer as well, it’s not yet confirmed if they are officially partnered with the film. Similarly, although Walther, known for creating Bond’s famous PPK gun, isn’t listed as a partner, their products might still make an appearance.

We are excited about collaborating closely with our main partners to create an entirely new James Bond video game adventure. #007FirstLight #EarnTheNumber

— 007 First Light (@007GameIOI) June 10, 2025

It’s unclear what the monetary conditions are for incorporating these brands into First Light. Earnings from product placements within the Bond films are significant, with reported figures reaching millions of dollars.

2026 sees the debut of “First Light” on PS5, Xbox Series X|S, the anticipated Switch 2, and PC platforms.

As a devoted admirer, I harbor immense anticipation for the upcoming series of games, as the studio has announced their intention to craft an enthralling trilogy. Though we’re still eagerly awaiting the chance to delve into First Light, IO’s Hitman game recently unveiled Mads Mikkelsen’s iconic character LeChiffre from Casino Royale as its latest elusive target.

In relation to the James Bond film franchise, it’s currently being developed for a 24th installment. David Heyman, known for Harry Potter, and Amy Pascal, associated with Spider-Man, have taken on production roles. As of now, no information has been disclosed about who will direct or assume the role of Bond. Previously, Barbara Broccoli and Michael G. Wilson were in charge of creative decisions for the James Bond series, but they are no longer involved.

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2025-06-10 21:39