Ubisoft and Assassin's Creed Shadows: 5 Key Events

Contents:

• Ubisoft's Problems: Analysis of Recent Years
• Scandals Around Assassin's Creed Shadows: Analysis of the Situation

Ubisoft's problems: an analysis of recent years

Ubisoft has historically occupied a leading position in the gaming industry, but recent years have become a real test for the company. Despite successful releases like Assassin's Creed Origins and Far Cry 5, serious problems began to loom. In 2014, the publisher suffered a disappointing launch with Assassin's Creed Unity, which led not only to an apology to players but also to the offer of free content as compensation. These events highlight the challenges Ubisoft faces and the need to adapt to changing market conditions.

The summer months of 2018 marked a period of record financial performance for Ubisoft, driven by successful releases and rising stock prices. However, this rapid success was overshadowed by the failure of Tom Clancy's Ghost Recon Breakpoint in October 2019. The game faced harsh criticism for its many flaws and aggressive monetization, which negatively impacted the company's reputation. Ubisoft continues to analyze the experience gained from this release in order to improve the quality of its future projects and restore the trust of players.

Unmet expectations for The Division 2 and other unsuccessful projects launched in 2019 became the starting point of the crisis for the company, leading to a 90% drop in operating profit. Despite assurances from CEO Yves Guillemot about the need for reforms and a reduction in the number of new releases, the situation did not improve. The company continued to face difficulties, which highlights the need to review the game development and marketing strategy to restore financial stability and improve player satisfaction.

In the summer of 2020, Ubisoft experienced a serious scandal related to sexual harassment and discrimination within the company. This incident led to the dismissal of several high-profile executives and promises of reforms. However, despite these statements, employees continued to report management inaction in addressing these issues. The situation highlights the need for real changes in corporate culture and increased attention to the problems faced by employees.

At the beginning of 2021, the company announced its intention to reduce its reliance on AAA games, but this decision did not produce the expected results. In 2022, digital sales accounted for approximately 90% of total revenue, indicating significant interest in DLC and microtransactions. This trend highlights the growing popularity of additional content offerings, which are becoming an important part of the monetization strategy in the gaming industry.

The situation with NFTs caused significant discontent among players. Despite support for the idea from Ubisoft management, the project for selling NFT items did not gain popularity and was eventually shut down. In 2023, the company continued to face criticism when it announced the closure of servers for the original game The Crew. This decision provoked mixed reactions from the community, highlighting growing player dissatisfaction with the changes in the company's policy and its approach to supporting existing projects.

By early 2023, it became clear that Ubisoft was facing serious internal problems. Problems with major project delays and cancellations of unannounced games have had a negative impact on the company's financial stability. By early 2024, Ubisoft's shares had fallen to 2013 levels, a significant blow to the company. This decline highlights the need for changes to its development strategy and project management to restore investor confidence and ensure sustainable growth.

In 2024, Ubisoft continued to cancel projects and reduce staff, according to reports from reputable sources, including Bloomberg and Kotaku. Despite successful releases such as Assassin's Creed: Mirage, the company's overall health remains negative. With the increasingly competitive gaming market and changing audience demands, Ubisoft faces significant challenges. The company's strategy requires revision to ensure sustainable development and restore trust among players.

K By the end of 2024, Ubisoft began considering strategies to stabilize and restructure the company, including the possibility of selling some of its assets. These measures followed a series of setbacks that led to significant layoffs and a deterioration in the brand's reputation. In a changing gaming market, Ubisoft is striving to find optimal solutions to restore its position and attract investment.

In 2025, Ubisoft faces significant challenges that could shape its future. The success of upcoming releases, including Assassin's Creed Shadows, will be key to restoring trust among players. This project has the potential not only to strengthen the company's position in the market but also to attract new fans of the series. It is important that Ubisoft heed critical feedback and audience expectations to ensure that Assassin's Creed Shadows becomes a true event in the video game industry.

Assassin's Creed Shadows Controversy: An Analysis

Ubisoft finally announced a Japan-themed game, but only years after persistent requests from Assassin's Creed fans. In the 2020s, with similar projects like Ghost of Tsushima already appearing on the gaming market, the company's reputation was under threat. The announcement of Assassin's Creed Shadows failed to meet player expectations, leaving them disappointed. Despite the long-awaited return to Japanese themes, Ubisoft faced stiff competition and the need to offer something unique to regain the trust of its fans.

One of the key reasons for the controversy surrounding Shadows was the choice of a second protagonist – Yasuke, a dark-skinned warrior who actually existed in history. This decision sparked a heated debate in the online community, with some users accusing Ubisoft of attempting to push an agenda, while others defended the character's historical accuracy. Renowned entrepreneur Elon Musk also weighed in, expressing the view that diversity, equity, and inclusion (DEI) policies negatively impact the arts. Supporters of Yasuke's inclusion point to his significant presence in pop culture, including the Nioh duology and the Netflix anime series. They note that Yasuke's character hasn't previously sparked such controversy, making the current reaction particularly noteworthy. Interest in this character is growing, which underscores his importance and influence on the modern perception of history and culture.

Criticism of Yasuke's game is not limited to one aspect. Following the initial demos, fans identified numerous historical inaccuracies, including incorrectly shaped tatami mats and incorrect rice planting times. Industry analyst Daniel Ahmad emphasizes that Japanese audiences are more concerned with historical accuracy than with the racial identity of a character. This raises important questions about how games can represent history and culture, and how carefully developers should approach these aspects to meet player expectations.

Ubisoft faced criticism not only from players but also for its lack of respect for Japanese culture. In September 2024, the company's partners unveiled collectible figurines of Naoe and Yasuke. However, the placement of these figurines next to a ruined torii gate—an important religious symbol—sparked public outrage. In response to the criticism, the figurines were redesigned, highlighting the need for a more sensitive approach to cultural aspects in the games industry.

Ubisoft responded to the negative feedback by making a number of important decisions. The game's release has been delayed from November 2024 to the first quarter of 2025. This change is due to the need to fix bugs and improve product quality. Additionally, the company has canceled pre-orders and revised its edition packages to minimize brand image risks. These steps underscore Ubisoft's commitment to creating high-quality content and meeting player expectations.

An important step was the decision to give everyone who pre-ordered the significant Claws of Awaji expansion. Shadows will now be available in two main editions: the standard edition for $70 and the deluxe edition for $90. In addition, a collector's edition is available for $230, offering unique bonuses for fans.

Ubisoft CEO Yves Guillemot and other company representatives actively worked to deflect attention from the scandals, emphasizing that their primary goal is to create high-quality games, not to promote any particular agenda. Despite this, Shadows continued to generate interest and discussions around it did not cease even before its release.

In March 2025, Ubisoft revealed new details about Shadows, which positively affected the perception of the game. Released videos on YouTube began to receive fewer dislikes compared to previous trailers. These changes indicate growing interest and positive audience reaction, which may contribute to the successful launch of the game.

Sales of Shadows are under close scrutiny throughout the gaming industry, as the success of this game is of great importance to Ubisoft. Despite the existing controversies, certain aspects of Shadows, such as the changing seasons and stealth mechanics, are of significant interest to players and critics. These elements can be key factors in determining a project's appeal and commercial success.

We look forward to the game's release, which is scheduled for March 20, 2025. I wonder what innovations and opportunities it will offer to players.