IMG Partners, Devolver Digital Expand ‘Fall Guys’ Presence in EMEA, Brazil

Devolver Digital has appointed IMG as its exclusive licensing representative in Europe (excluding Italy), the Middle East, Africa and Brazil for video game, “Fall Guys.” IMG also manages the global licensing program for Fortnite and Rocket League and other major brands in the entertainment and gaming industry, including “Angry Birds,” “Tetris” and “Kakao Friends.” 

Under the multiyear agreement, IMG will work with Devolver Digital and “Fall Guys” publisher, Epic Games, to further expand the brand and deliver engaging products and experiences for the game’s online community. 

“Few games have embedded themselves in mainstream culture as quickly and effectively as ‘Fall Guys,’” says Adam Steel, senior director, licensing, IMG. “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.” 

“Fall Guys” is a free-to-play multiplayer battle royale game with cross-platform functionality. Players control bean-shaped characters in increasingly chaotic rounds of obstacle races until one winner remains. “Fall Guys” launched in 2020 and secured 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 beans beyond the digital realm through more consumer products that build on the game’s identity and attributes. 

“IMG is a global licensing agency whose reputation and results precede it, and with good reason,” says Fée Heyer, head, global licensing and partnerships, Devolver Digital. “Representing massive gaming brands targeting similar audiences, IMG is the perfect partner to further expand the ‘Fall Guys’ consumer products program 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 program across these regions.”