According to Kotaku, Ubisoft recently showed a video at Paris Games Week detailing its battle against right-wing critics who targeted Assassin’s Creed Shadows last year. The presentation revealed that CEO Yves Guillemot was initially surprised by the extent of attacks from figures including Elon Musk and random shareholders. Ubisoft positioned the game’s unexpected delay as a strategic move to polish the game and emphasize its entertainment value over political messaging. The company claimed momentum shifted in their favor by launch, with Shadows becoming the third top-grossing game in the U.S. as of June. However, Ubisoft has since stopped sharing public sales data and hasn’t confirmed exact figures. The company also reportedly canceled an Assassin’s Creed set in post-Civil War America over political concerns.
Sponsored content — provided for informational and promotional purposes.
The corporate spin machine
Here’s the thing about these corporate “we beat the haters” narratives: they’re always suspiciously clean. Ubisoft wants us to believe they had this master plan all along – delay the game, stand tall against criticism, and emerge victorious. But reading between the lines from Game File’s reporting, it sounds more like they were scrambling. Guillemot admitting they were “initially surprised” by the backlash feels more honest than their polished marketing video.
Mixed messages and developer impact
And let’s talk about that “entertainment-first” messaging. Guillemot told investors last year they weren’t pushing any specific agenda, which basically means they were trying to placate the very people attacking them. Meanwhile, developers were advised not to post about the game’s release to avoid harassment. So the company gets to make this bold stand in a controlled presentation, while the actual creators have to stay silent? That doesn’t sound like confidence – it sounds like calculated risk management.
Did any of this actually work?
The big question is whether this strategy paid off. Ubisoft says Shadows sold well and was the third top-grossing game in the U.S. as of June. But they’ve stopped sharing sales data since then. If the numbers were truly impressive, wouldn’t they be shouting them from the rooftops? Their social media dunk on critics earlier this year was entertaining, but it doesn’t tell us much about actual business success.
The bigger picture for game companies
Basically, this feels like Ubisoft trying to create a playbook for dealing with modern internet outrage cycles. But canceling a post-Civil War America setting because of political concerns suggests they’re still playing it safe where it matters. They’ll make a stand on historical fiction featuring an African samurai, but avoid potentially more contentious recent history. It’s a reminder that for all the talk about standing up to haters, corporations will always prioritize what they see as the safest business path.
