Ubisoft is pinning its hopes on the upcoming release of Assassin’s Creed Shadows as it confronts significant financial difficulties, characterized by declining revenues, a plummeting stock price, and ongoing takeover rumors.
Set to debut on Thursday, this title represents a return to the company’s flagship franchise. It comes after a series of disappointing launches, including Avatar: Frontiers of Pandora and Star Wars Outlaws, which have raised questions about Ubisoft’s strategy of developing new intellectual properties.
The company’s stock suffered a significant decline last year, dropping over 40 percent and attracting interest from activist investors. The Guillemot family, Ubisoft’s founding and largest shareholder, has been in discussions with Tencent and other potential investors about a buyout arrangement that would maintain their control over the company.
Despite speculation surrounding the sale of its intellectual properties, Ubisoft has chosen not to comment publicly.
However, the game’s launch has not been without its controversies. Criticism has emerged on social media platforms, including from notable figures like Elon Musk, focusing on the game’s diverse character roster. This backlash stems from a broader rise in resistance to diversity initiatives in the U.S., particularly in the wake of Donald Trump’s presidency.
“The imminent release of Assassin’s Creed Shadows is a significant moment for Ubisoft,” stated Joost Van Dreunen, a lecturer at NYU’s Stern School of Business. “A strong performance could significantly improve its financial situation.”
After facing two delays and numerous leaks, the latest installment in this popular franchise takes players to feudal Japan, a much-anticipated setting among fans. It features dual protagonists: Naoe, a stealthy female assassin, and Yasuke, an African samurai inspired by a historical figure.
Ubisoft has worked on enhancing the series’ signature mechanics, such as parkour and stealth, to support the dual-character gameplay. “They’re not attempting to reinvent the wheel, but they are hopeful that their previous innovations will still resonate with audiences,” remarked Jordan Van Andel, a player and YouTuber known as JorRaptor, who has over one million subscribers.
Van Andel, who has previously partnered with Ubisoft for sponsorships, mentioned that while the game feels more refined than its recent predecessors, its narrative falls flat. He emphasized that attracting a broader audience beyond dedicated fans is crucial for achieving the financial success seen with “Assassin’s Creed Valhalla,” which was released in 2020 and became the franchise’s first title to generate over $1 billion in revenue.
Diversity Challenges
Wedbush Securities analyst Michael Pachter pointed out that the current political landscape in the U.S. might present additional hurdles for the game, suggesting that Trump’s leadership has fostered a more accepting environment for anti-diversity sentiments.
Since its announcement over two years ago, Assassin’s Creed Shadows has been scrutinized by various groups for its creative decisions, including the choice of a black samurai and a female assassin.
“It’s likely that the demographic supporting Trump would have criticized the game regardless, but they might have spoken out less vocally,” Pachter noted.
Northern America contributed over 53 percent of Ubisoft’s total videogame revenue in its fiscal year 2024, reflecting the widespread appeal of its franchises like Far Cry among American gamers.
In the past, titles featuring diverse characters have performed well, with Sony’s Horizon series—featuring a female protagonist—standing out as one of the company’s most successful franchises.
Despite the controversies, Van Dreunen believes the discussions could generate interest in Ubisoft’s game. “This controversy is free publicity, which may make the game more appealing to a variety of players,” he commented.
© Thomson Reuters 2025
(This story has not been edited by NDTV staff and is auto-generated from a syndicated feed.)
