Last year, Assassin’s Creed Shadows faced a wave of criticism from various quarters, including high-profile figures like Elon Musk. At Paris Games Week, Ubisoft unveiled a bold video aimed at reclaiming the narrative around the backlash and set out their strategy for handling negativity online. This approach is notably different for a company that often avoids controversy.
The video, reported by Game File, included comments from CEO Yves Guillemot. He explained how the game’s unexpected delay was a calculated decision rather than a setback.
Instead of backing away from claims of “virtue signaling”—particularly regarding the story of African samurai Yasuke—Ubisoft emphasized the core elements that make Assassin’s Creed unique. This move showed a determination to stand by the project’s creative vision, despite mixed reactions.
Social media has been a battleground for discussions around the game. For instance, a tweet from JorRaptor highlighted that Ubisoft had stopped sharing sales data, causing speculation about the game’s performance. According to Circana, the game ranked among the top sellers but exact figures remain unclear.
In the marketing video, the narrator expressed a renewed confidence in facing criticism: “With our allies beside us, we found confidence again: To stand tall, to take risks, to speak up, even against the loudest haters.” Guillemot added that the criticism caught them off guard, turning it into a struggle to showcase the game as more than just a statement.
This resonates with statements Guillemot made last year reaffirming that Ubisoft prioritizes entertainment. The company had even scrapped plans for an Assassin’s Creed set in post-Civil War America due to concerns about potential backlash.
Interestingly, while the brand publicly confronted some critics, they also advised developers to maintain a low profile online to avoid additional harassment. The overall impact of this defensive strategy remains uncertain.
Shadows received positive reviews at launch and enjoyed solid sales in its early months. However, after halting public sales reports, it’s unclear how it performed subsequently. Ubisoft hinted that it is satisfied enough with the results to proceed with future projects despite anticipated delays.
This situation highlights a growing trend in the gaming industry. Developers are grappling with navigating criticism and public perception, often balancing artistic integrity against audience expectations. As the dialogue surrounding such games continues to evolve, it will be interesting to see how companies like Ubisoft adapt.
For broader context, a recent study indicated that gaming companies are increasingly facing social and political pressures, showing how intertwined the industry has become with global conversations. This makes the stakes higher than ever for developers who wish to create diverse and inclusive experiences without attracting unwanted backlash.
For further information, you can explore this report on the gaming industry’s response to social issues.
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Assassin’s Creed Shadows,Ubisoft
