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.
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.