The gaming community was rocked last year by a significant backlash against Assassin’s Creed Shadows, prompting Ubisoft to delay the game. The controversy swirled around the introduction of Yasuke, a Black samurai co-protagonist, which shifted the conversation from gameplay to ideology.
During an event at Paris Games Week, as reported by GameFile, Ubisoft’s boss Yves Guillemot presented a video detailing the company’s response to the situation, even as prominent figures like Elon Musk weighed in.
The Decision to Delay
The intense criticism forced Ubisoft to reconsider its release strategy for Shadows, initially slated for November 2024. Guillemot explained that the decision to postpone the game until March 2025 was necessary to “polish” the game and improve fan sentiment, aiming for a more positive reception. This extra time allowed Ubisoft to focus on showcasing the beloved elements of Assassin’s Creed, thereby shifting the conversation back to the game itself.
Through this additional time, Ubisoft hoped to connect with long-time fans and reignite passion for the franchise’s core elements.
Strategy and Response
“By inviting our fans to rediscover what they love about Assassin’s Creed, it helped mitigate the negative response,” Guillemot noted. This strategy aimed to dispel the cultural clashes and emphasize the game’s strengths, aligning with player expectations.
In an internal presentation, Ubisoft depicted its strategic pivot as a successful turnaround from a pre-launch crisis to a more positive public perception. Key to this was delaying the game to enhance its quality and stay true to the Assassin’s Creed legacy.
Future and Sales Performance
Despite the initial challenges, Assassin’s Creed Shadows has reportedly performed well, with sales figures reaching 5 million copies by July, aligning with Ubisoft’s expectations. The decision to delay and refocus seems to have paid off, contributing to the series’ ongoing success.
However, the broader implications of Ubisoft’s strategy show a cautious approach in a dynamic socio-political environment, as demonstrated by the reported cancellation of another Assassin’s Creed game set in post-Civil War America.