Ubisoft Addresses ‘Assassin’s Creed Shadows’ Backlash
▼ Summary
– Ubisoft created a video to counter online attacks against Assassin’s Creed Shadows from right-wing critics and reclaim the narrative around the game.
– The company delayed the game to polish it and emphasized its entertainment value over any political messaging, according to CEO Yves Guillemot.
– Ubisoft stopped sharing sales data publicly, though the game initially sold well and was a top-grossing title in the U.S. as of June.
– Developers were advised to avoid posting about the game’s release to prevent harassment, while Ubisoft’s official account did confront some critics.
– The company has proceeded with delaying other unannounced blockbuster games, suggesting satisfaction with Shadows’ performance despite the controversy.
The recent release of Assassin’s Creed Shadows sparked considerable online debate, with Ubisoft now taking steps to reclaim the narrative around the game’s polarizing reception. During Paris Games Week, the company screened a video addressing the backlash head-on, signaling a shift from its usual approach of sidestepping controversy. While it’s unclear how much of this represents genuine strategy versus public relations maneuvering, the move marks a notable departure for the publisher.
According to a report from Game File, the video, partially transcribed and supplemented with remarks from CEO Yves Guillemot, was presented to industry insiders at the event. In it, Ubisoft framed last year’s unexpected delay of the game not as a setback, but as a confident decision. Rather than retreating from accusations of “virtue signaling” for centering the story of African samurai Yasuke, the company emphasized its commitment to refining the game and reinforcing core elements of the Assassin’s Creed franchise.
One segment of the video, narrated in a tone of renewed conviction, stated, “With our allies beside us, we found confidence again: To stand tall, to take risks, to speak up, even against the loudest haters.” The narration credited fans with helping shift momentum in Ubisoft’s favor by the time of the game’s launch. Guillemot later expanded on this shift in perspective, noting that the team was taken aback by the intensity of the criticism. He explained that they came to see the situation as a “battle with our fans,” aimed at proving that the project was fundamentally a video game, not a platform for messaging.
This echoed earlier comments from Ubisoft’s leadership. Shortly after the delay was announced, the cofounder told investors, “I want to reaffirm that we are an entertainment-first company, creating games for the broadest possible audience, and our goal is not to push any specific agenda.” That statement appeared designed to counter claims from vocal detractors. Separately, Game File revealed that an Assassin’s Creed installment set in post-Civil War America was canceled due to worries about political sensitivities.
Ubisoft did push back against critics on social media earlier this year, with the official Assassin’s Creed account publicly challenging one prominent opponent. At the same time, developers were reportedly instructed to avoid posting about the game’s release to shield themselves from coordinated harassment.
Evaluating the outcome of these strategies remains challenging. Assassin’s Creed Shadows earned strong reviews at launch and performed well commercially in its initial months, ranking as the third top-grossing game in the U.S. as of June. However, Ubisoft has since stopped sharing sales data with tracking firms like Circana, leaving exact figures unconfirmed. The company’s apparent satisfaction with the title’s performance is reflected in its decision to delay other unannounced blockbuster projects, as communicated to investors earlier this year.
(Source: Kotaku)
