As reported by Game File, aat Paris Games Week, Ubisoft CEO Yves Guillemot presented an internal video addressing the backlash that followed the release of Assassin’s Creed: Shadows’ first full trailer in mid-2024. The session offered insight into how the company handled criticism from online communities, public figures, and sections of the gaming audience.
Ubisoft Breaks Down Assassin’s Creed: Shadows Backlash
The backlash centered on the game’s depiction of a Black man as a samurai co-protagonist, which drew attention from high-profile critics, including Elon Musk. According to Guillemot, Ubisoft was initially caught off guard by the intensity of the response. The company responded by delaying the game, refining its presentation, and focusing on strengthening connections with its existing fan base.
The video shown during the event, lasting just over three minutes, emphasized the need to pivot away from responding directly to critics. “We had to stop focusing on those who hated us. We had to start firing up our allies,” the narrator explained. Guillemot echoed this sentiment during his remarks, emphasizing that the goal was to highlight the game itself rather than present an ideological statement. He stated, “It was a battle with our fans, to demonstrate that we were, in fact, more of a video game than a message.”
A Rare Look Into Ubisoft’s Internal Strategy
Guillemot’s presentation was unexpected in focus. While the official event description suggested discussions around technological innovation, live game worlds, AI-driven NPCs, and VR potential, the session opened with the Shadows controversy. This approach offered attendees an uncommon view of how one of the world’s largest game companies navigates both public criticism and internal decision-making.
The video was produced primarily in English, which Ubisoft indicated could allow it to circulate internally across its global workforce. As of now, there are no plans to release the video publicly. The content provides a glimpse into Ubisoft’s strategy for managing public perception while maintaining fan engagement for one of its flagship franchises.
Ubisoft’s Focus on Fans Over Critics
The response to Assassin’s Creed: Shadows reflects a broader shift in how Ubisoft manages controversies. By delaying the game and focusing on fan support, the company sought to ensure that criticism did not overshadow the game’s content or its reception by loyal players. Guillemot stressed that the company’s priority was to present the game as a complete entertainment experience rather than a statement on social or cultural issues.
Looking Forward: Ubisoft and Emerging Technologies
Beyond the discussion of Shadows, Guillemot also addressed upcoming technological developments for Ubisoft titles. Topics included AI-driven NPC behavior, immersive live game worlds, and the potential of VR experiences, particularly if headset requirements can be reduced. While these discussions were familiar from previous Ubisoft presentations, they framed the Shadows situation within the broader context of the company’s strategic direction.
Source: Game File
Frequently Asked Questions (FAQs)
Q: Why did Assassin’s Creed: Shadows face backlash?
A: The game faced criticism after its first full trailer showed a Black man as a samurai co-protagonist, leading to controversy across social media and commentary from high-profile figures.
Q: How did Ubisoft respond to the backlash?
A: Ubisoft delayed the game, polished its content, and focused on engaging its fan base, emphasizing the game’s quality over responding directly to critics.
Q: Was the internal video shown publicly?
A: No. The 184-second video was primarily shown at Paris Games Week and may be circulated internally, but Ubisoft currently has no plans to post it to public channels.
Q: What was the main message of Ubisoft’s internal video?
A: The video stressed that Ubisoft needed to shift focus from detractors to fans who could support the game, highlighting that the priority was to present Shadows as a video game rather than an ideological statement.
Q: Did Guillemot discuss other topics during the session?
A: Yes, Guillemot also addressed technological developments such as AI-driven NPCs, immersive live game worlds, and VR potential. These discussions followed the segment on the Shadows controversy.
