Threads
- AC Shadows Producer admits Ubisoft doesn’t know its players.
- The industry is rapidly changing, and they don’t know its current direction.
- This comes after the recent underwhelming launches like Outlaws and Mirage.
The last couple of years have been a bit rough for Ubisoft. With underwhelming releases like Assassin’s Creed Mirage, Star Wars Outlaws, XDefiant, and more, the company has seriously fallen from grace.
Even the executive producer for the upcoming Assassin’s Creed Shadows has admitted that Ubisoft doesn’t know the players or how to reach them anymore.
Why it matters: Ubisoft is facing the worst stock values in many years, with bankruptcy on the line. Based on this new statement, it doesn’t seem that things will improve too much.
During the Q&A session at the XDS24 conference, Marc-Alexis Côté was asked about the company’s future and its direction. He stated that this era has marked major changes and he doesn’t know where the industry will be in 5 years.
We need to find where players are, which has been a question I’ve been having for the last two years. Where are the players? What are they playing?
– Marc-Alexis Côté
He further admitted that Ubisoft does need to find a way to engage players, but they will navigate it after identifying the industry’s trajectory for the upcoming years.
In general, he said that innovation is what drives gaming in the industry. Whether it’s a AAA game or a smaller indie title, thinking outside the box will make the games popular among the fans.
Ubisoft has found success when they’ve done something innovative. Prince of Persia: The Lost Crown is a great example of it. But with their AAA gaming space, it seems they don’t know what the players want.
If it needs to keep its spot in the industry, this is something Ubisoft must work on. They’d want Assassin’s Creed Shadows to change this; however, based on all the controversy around the game, this could turn out to be tricky.
What are your thoughts on Ubisoft admitting it doesn’t know its players? Let us know in the comments or join the discussion at the official Tech4Gamers Forum.
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News Reporter
Abdullah is an avid gamer who primarily plays single-player titles. If you can’t find him anywhere, he’ll probably be at his desk playing The Witcher 3 for the millionth time. When he isn’t playing games, he’s either reading or writing about them.
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