Behaviour Interactive executive appointments reveal scaled M&A and licensing blueprint
Summary
Behaviour Interactive promotes Marchand to COO and Sellyn to Deputy CEO in January 2026
Leadership splits into operational execution and corporate strategy tracks
Sellyn's mandate spans corporate development, licensing, and publishing
"It is imperative that the company's leadership structure evolve to reflect this growth"
01
Behaviour Interactive executive appointments create dual-pillar C-suite
Structure mirrors studios preparing for scaled M&A or multi-franchise growth
Marchand (COO) owns production, tech strategy, external dev, and immersive entertainment
Sellyn (Deputy CEO) owns corporate development, licensing, publishing, and stakeholder relations
Sellyn joined in 2022 - rapid rise signals corporate development is now a top priority
02
Marchand's COO scope spans Behaviour's full production surface
20+ years at Behaviour, rising through production leadership to SVP Production
Now coordinates external dev relationships with Microsoft, Sony, and EA
Board president at La Guilde du jeu vidéo du Québec adds regulatory reach
Scope combining first-party titles, external dev, and immersive entertainment is unusually broad for one role
03
Sellyn's portfolio maps directly onto outbound deal-making
Corporate development, licensing, and publishing sit under one executive for the first time
Background combines a decade in gaming with a decade in stakeholder relations
Board seats at ESA Canada and Interactive Ontario extend institutional leverage nationally
Dead by Daylight's 70 million players provide a proven asset base for licensing negotiations
04
VP-level hires reinforce the layer below Marchand
Chatti and Pharand both elevated to VP Production and Executive Producer
Whittle joined December 2025 as VP, Business Development and Partnerships
Three VP appointments suggest production volume is expected to increase
~1,200 employees across five offices now have a leadership structure matching geographic scale
05
What to watch
If Sellyn's mandate produces a public acquisition or licensing deal in 2026, it validates M&A preparation
New external dev contracts would confirm Marchand is pitching larger partnerships
A second original IP announcement would signal deliberate diversification beyond Dead by Daylight
Whittle's BD role is the contact point to monitor for competitive displacement risk
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