Cyberpunk 2077 Expands Beyond Gaming with Falcon’s Beyond Deal

Poland-based video game developer, CD Projekt Red, has announced a global partnership with Falcon's Beyond Global, Inc., marking one of the studio’s most ambitious IP-expansion moves yet. The deal, announced on Nov. 3, 2025, will bring the Cyberpunk 2077 universe into themed location-based entertainment experiences.

The agreement positions Falcon's Beyond, a company specializing in immersive experience creation and branded venues, as a partner for developing and licensing Cyberpunk-themed experiences. Falcon’s Beyond’s CEO, Cecil D. Magpuri, underscored that the company’s “design expertise combined with CD PROJEKT RED's already immersive world-building is a unique and thrilling combination.” Additionally, Falcon will explore a variety of possibilities, locations, and partnerships necessary to develop the proposed project. 

The effort demonstrates CD Projekt Red's commitment to creating long-term value for its key franchises by expanding their cultural influence beyond digital screens.

Turning Cyberpunk's Digital IP into Real-World Experiences

The Falcon's Beyond collaboration reflects a popular trend in the gaming industry. The two businesses will collaborate to create LBE activations, retail experiences, and themed attractions, leveraging the Cyberpunk IP. In a saturated gaming market, this is a calculated shift toward monetizing established intellectual property through experiential formats.

Globally, gaming IPs are turning into a multi-platform entertainment ecosystem. Assassin's Creed exhibitions and Super Nintendo World at Universal Parks featuring Super Mario and Donkey Kong IPs are some successful business models that combine physical space with fan interaction, leveraging gaming IP experience.

Similarly, the Cyberpunk project will combine digital storytelling with the economics of hospitality and tourism, which might provide CD Projekt Red with a varied source of income beyond its popular titles, such as The Witcher series and Cyberpunk 2077.

CD Projekt Red’s intention to bring a themed experience will transform Cyberpunk 2077’s gaming IP into a tangible physical experience. However, this is not the first time the developer has leveraged cross-media partnerships to reinvigorate its brand. 

In 2022, CD Projekt Red collaborated with Studio Trigger to develop an animated series, Cyberpunk: Edgerunners, which had a transformative effect on the game. Within weeks of the show’s release, Cyberpunk 2077 saw a surge in daily player engagement. The series is getting a second season in 2026/2027. With the new Falcon’s Beyond partnership, the developer aims to build on that hype by physically immersing audiences in Night City’s universe.