IO Interactive, the studio behind the critically acclaimed Hitman franchise, has announced the removal of all Conor McGregor-related content from its games and digital storefronts. This decision follows a recent court ruling in Dublin that found the former UFC champion liable for a 2018 sexual assault.
The civil court ruling, delivered on November 22, 2024, held McGregor accountable for assaulting Nikita Hand, awarding her over $250,000 in damages. The verdict has triggered significant repercussions for McGregor’s public and professional image, with IO Interactive becoming the first prominent brand to terminate a collaboration with the athlete.
McGregor Content Pulled from Hitman
The announcement, shared via IO Interactive’s official social media channels, stated that the studio would begin removing all game content associated with McGregor effective November 25. The statement underscored the developer’s commitment to ethical responsibility, declaring, “We take this matter very seriously and cannot ignore its implications.”
McGregor’s inclusion in Hitman: World of Assassination debuted in June 2024. As part of the “Disruptor” mission, players were tasked with eliminating McGregor’s in-game character, an Elusive Target portrayed as a controversial figure within the Hitman universe. The associated DLC pack, priced at $4.99, featured thematic items including a fur coat cosmetic and workout equipment, aligning with McGregor’s signature persona.
IO Interactive has since scrubbed promotional materials for the Disruptor DLC from its platforms, including the removal of trailers from the company’s official YouTube channel.
A History of Celebrity Collaborations in Hitman
The Hitman franchise has previously featured other high-profile collaborations. Notable appearances include Sean Bean in “The Undying” DLC and Dimitri Vegas, one-half of the popular DJ duo, as an Elusive Target. While these partnerships bolstered the game’s cultural relevance, IO Interactive’s decision to sever ties with McGregor highlights the potential risks tied to associating with controversial public figures.
Broader Implications
This move by Hitman developer IO Interactive marks a significant shift in how gaming companies manage celebrity collaborations in light of personal controversies. It also places further scrutiny on McGregor’s ability to maintain brand relationships amid ongoing legal and public relations challenges.
As brands increasingly weigh the ethical implications of their partnerships, IO Interactive’s decision serves as a testament to the importance of maintaining trustworthiness and authority within the gaming community. This development signals a growing demand for accountability in the entertainment industry, particularly when public figures face serious allegations.
