In 1992, a small team in Quebec City launched a company called Megatoon, unaware they were laying the foundation for one of the most influential video game studios in North America. The founders, including Rémi Racine, were operating in a region where the video game industry was virtually non-existent. Their first project, Goferwinkel's Adventures, was an educational title for PC, but the real breakthrough came two years later when they released Jersey Devil, the first console game created entirely in Quebec. This 3D platformer, released on PlayStation and Windows, caught the attention of major publishers like Sony and Infogrames, leading to the development of Bugs Bunny: Lost in Time. The studio's early success was built on a foundation of technical innovation and a willingness to take risks in an uncharted market. By 1996, the company had been sold to Malofilm Communications, and a year later, it was merged into Behaviour Interactive, with Racine as general manager. This period marked the beginning of a journey that would see the studio evolve from a local developer into a global powerhouse, producing titles for some of the biggest names in the industry.
The Rebranding Revolution
The year 2000 marked a pivotal moment in the studio's history when it was renamed Artificial Mind & Movement, or A2M, following a buyback by Racine and a group of investors. The decision to change the name was driven by a desire to shed the limitations of its previous identity and embrace a broader scope of work. Under the A2M banner, the studio became a master of work-for-hire projects, producing games for clients such as Konami, Sony, Ubisoft, Disney, Nintendo, EA, and Activision. The studio's portfolio during this period was vast, ranging from Scooby-Doo! Mystery Mayhem to Ice Age, and from The Sims 2: Pets to Happy Feet. Despite the commercial success of these titles, the studio maintained a focus on original games, releasing titles like Scaler, Wet, and Naughty Bear. The latter, Naughty Bear, sold more than 800,000 console units and laid the groundwork for the studio's future breakthrough. In 2010, the company announced its return to the name Behaviour Interactive, a decision influenced by the increased production of original titles and the need to distance itself from the negative connotations of the initialism A2M. This rebranding was a strategic move that reflected the studio's growing confidence and ambition.The Horror Phenomenon
The year 2016 saw the release of Dead by Daylight, a multiplayer survival action horror game that would become the studio's most successful title to date. Published initially by Sweden's Starbreeze, the game sold more than 1 million copies in its first two months and, by 2022, had amassed over 50 million players worldwide. The game's unique concept, pitting one player against four survivors in a high-stakes chase, quickly captured the imagination of gamers around the globe. In 2018, Behaviour purchased the publishing rights from Starbreeze for US$16 million, a move that solidified the studio's control over its most valuable asset. The success of Dead by Daylight transformed the studio's financial trajectory, with revenues growing from CAD $25 million in 2015 to CAD $225 million in 2021. The game's enduring popularity led to a series of updates, new characters, and even a film adaptation in development with Blumhouse Productions, Atomic Monster, and Striker Entertainment. The studio's ability to maintain and expand the Dead by Daylight franchise demonstrated its capacity for long-term planning and community engagement.