Opening sales of IO Interactive’s latest action-adventure game, 007 First Light, are reportedly not tracking well, with current interest being more in line with Bethesda Softworks’ Indiana Jones and the Great Circle rather than Naughty Dog’s Uncharted titles.
Daniel Ahmad, Director of Research and Insights at Niko Partners, took to Twitter/X to respond to a post questioning why IO Interactive has revealed various Easter Eggs as well as the first 15 minutes from the upcoming action-adventure title right before its release. In his response, he shared that opening sales of 007 First Light aren’t tracking well at the moment, which has resulted in the developer trying to market the game in unique ways.
Ahmad further mentioned that IO Interactive had run an old-school marketing campaign for 007 First Light so far that wasn’t getting much traction outside of people who grew up with the 008 franchise. “Opening sales aren’t tracking well atm so they’re trying to market it in unique ways,” he said. “They’ve run an old school marketing campaign so far that wasn’t getting much traction outside of people who grew up with Bond.”
However, the Director of Research and Insights at Niko Partners agreed that 007 First Light does have great exposure among the existing Bond/Hitman/single-player action-adventure fan base. While he believes the game will do fine overall, current interest is more in line with Bethesda Softworks’ Indiana Jones and the Great Circle rather than Naughty Dog’s popular Uncharted series.
While the 007 James Bond IP itself is well-established, First Light is IO Interactive’s first take on the formula, much like Indiana Jones and the Great Circle was in the case of Bethesda Softworks. As such, a sales comparison with the latter makes a lot more sense than one with an established game series like Uncharted.
007 First Light is set for release on May 26, 2026, across PlayStation 5, Xbox Series X|S, and Windows PC.
