On March 14, 2024, Behaviour Interactive, a global leader in video game development, has acquired Fly Studio, a prominent Montreal-based multimedia experience designer and producer. This acquisition, finalized in recent years, reinforces Behaviour's strategic expansion into the location-based entertainment (LBE) market.

Founded in 1996, Fly Studio has earned international acclaim for creating multimedia experiences in collaboration with high-profile partners such as Cirque du Soleil and Neon Global. The studio's 25-member team, known for its expertise in innovative immersive experiences, will integrate into Behaviour's Services division. This move is expected to leverage video game technology to explore new business avenues and penetrate further into the LBE sector, which is experiencing rapid growth.

Behaviour Interactive, established since the 1990s, has consistently been at the forefront of the video game industry, providing co- and full-development services to major entertainment companies, including Microsoft, Sony, and Warner Bros. Discovery. The acquisition of Fly Studio not only extends its capabilities in client services but also solidifies a longstanding collaborative relationship. The two companies have previously partnered on several successful projects, such as the Virtual New Year’s 2021 celebration in Times Square and the Concrete Jungle AR app, highlighting their synergistic potential.

The terms of the deal were not disclosed, but the acquisition is set to enhance Behaviour’s competitive edge in the burgeoning LBE market. Legal advisement for the transaction was provided by leading law firms, although specific names were not mentioned in the announcement.