Ubisoft’s Controversial Assassin’s Creed Shadows
Ubisoft’s highly anticipated Assassin’s Creed game set in feudal Japan, Assassin’s Creed Shadows, has been mired in controversy. The joint main character, Yasuke, a real historical figure, has been the subject of debate, with some accusing Ubisoft of historical revisionism for the sake of diversity. The company has also made several cultural blunders, such as using the flag of a real-life reenactment group without permission and merchandising a figurine with Yasuke posing in front of a monument commemorating the Nagasaki atomic bombing.
A String of High-Profile Failures
Assassin’s Creed Shadows is not the only Ubisoft project facing issues. The company’s supposed “Quadruple A” game, Skull and Bones, took nearly a decade to release and failed to meet expectations upon launch. Additionally, Ubisoft’s Star Wars game, released in 2024, bombed, with the company admitting to “softer than expected” sales figures in its fiscal year target statement.
Financial Woes and Plummeting Stock Price
Ubisoft’s recent string of failures has taken a toll on the company’s financial health. The stock price has plummeted from over $84 per share in 2021 to barely $13 today, a much steeper decline than its market peers like Take Two Interactive and Electronic Arts. Speculation is rife about the company’s future, with rumors circulating about CEO Yves Guillemot discussing a potential bailout with Chinese gaming giant Tencent.
Lawsuits and Controversies Compound Ubisoft’s Troubles
As if the financial troubles weren’t enough, Ubisoft is now facing a class-action lawsuit over its data-sharing practices, particularly concerning Facebook’s “Pixel” ad tracking technology. The lawsuit comes at a time when the company is already struggling, adding to its woes.
Ubisoft has also been criticized for its embrace of NFTs and the crypto bubble, telling gamers they need to “get comfortable” not owning anything. The company’s decision to shut down online services for some of its games, rendering them unplayable, has led to the “Stop Killing Games” movement, which aims to change laws to prevent such practices.
An Uncertain Future for Ubisoft
With creative stagnation, alienated core audiences, and a series of high-profile failures, Ubisoft finds itself at a crossroads. The company must take decisive action to regain the trust of gamers and investors alike. While some believe Ubisoft’s current share price is undervalued, given its valuable properties like Rainbow Six Siege, a rebound will only be possible if the company can demonstrate a clear change in direction and a commitment to delivering quality gaming experiences.
