The Pandemic’s Hit Video Game Plans for Life After Virus

The candy-colored video game Fall Guys became one of a handful of standout hits of the pandemic, catapulting its British creator out of obscurity. But as the world looks to dig out of a coronavirus-induced hibernation and venture off the couch, Mediatonic Ltd. is working to ensure its costumed little beans aren’t just a passing fad.

“We’ve only scratched the surface of what Fall Guys could be,” said Mediatonic’s cofounder and Chief Executive Officer Dave Bailey. He has big plans to build on the game’s success, including adding features such as a “squad mode” that allows players to team up rather than flying solo. The company has hired about 100 new people to help roll out new content and a winter-themed season three that went live this week. Fall Guys is the first triumph on this scale for Mediatonic, and its sudden turn in the spotlight has also forced Bailey to reckon with allegations of a toxic work culture.

Since its August release, Fall Guys has sold more than 11 million copies on computers and became the most downloaded game ever on Sony Corp.’s PlayStation Plus service. It was the second-most searched for video game of the year on Google, behind Among Us, according to the search engine’s data. The game’s appeal lies in its family-friendly content, its short-but-addictive sessions, and its easily accessible, multiplayer format. London-based Mediatonic’s marketing strategy of getting the game in front of thousands of streamers on Twitch and YouTube helped spread the word.