In a fiery exchange on social media, Ubisoft has taken a strong stance against criticism from Elon Musk regarding its latest release, Assassin's Creed Shadows. The game, which features a Black samurai and a female ninja as protagonists, has sparked controversy, particularly among those who claim it promotes a "woke" agenda. Musk, the billionaire CEO of Tesla and SpaceX, labeled the game a "terrible game" in a tweet on March 25, 2025, accusing Ubisoft of paying Twitch streamer Hasan Piker, known as HasanAbi, to promote it.
Ubisoft's official account for Assassin's Creed quickly responded, mocking Musk's own gaming practices. "Is that what the guy playing your Path of Exile 2 account told you?" the tweet read, referencing allegations that Musk pays others to boost his gaming accounts. This comment struck a chord, garnering over 34 million views and 577,000 likes, while Musk's original tweet received a mere 4 million views and 30,000 likes.
The roots of this feud can be traced back to a broader cultural debate surrounding the inclusion of diverse characters in video games. Critics of Assassin's Creed Shadows have focused on the game's historical liberties, particularly concerning the character of Yasuke, a real-life 16th-century African samurai. Ubisoft has defended these choices, stating that the game is intended as historical fiction, and has emphasized its commitment to respectful portrayals of history.
Musk's comments came in the wake of a tweet from Mark "Grummz" Kern, a controversial figure in the gaming community, who accused Ubisoft of financially supporting "terrorist-platforming streamers" like Hasan, who has been vocal about his political views, including criticism of the Israeli government. Musk's response to Kern's tweet was quick and harsh, labeling Hasan a "fraud" and a "sell-out" for promoting a game he claimed was subpar.
In the wake of the exchange, Hasan challenged Musk to a duel in Elden Ring, further fueling the online drama. "This bi*ch literally paid someone to level up her character in POE2. Why am I a cheater? Elon, I challenge you to a duel in Elden Ring. I will fry your fat ass," Hasan tweeted, underlining the growing animosity between the two.
Ubisoft's response is seen as a significant shift in how the company engages with criticism. After months of backlash regarding Assassin's Creed Shadows, the company opted for a more assertive approach. Their tweet not only defended the game but also highlighted Musk's previous admissions of using account boosting services to enhance his gaming experience, which has led to skepticism about his credibility as a gamer.
Earlier this year, Musk admitted to hiring players to boost his rankings in Diablo 4 and Path of Exile 2, claiming it was necessary to compete with players from Asia. This revelation has not only damaged his reputation within the gaming community but has also led to calls for his accounts to be banned for cheating.
Ubisoft's jab at Musk was not just a one-off; the company further engaged with the situation by quoting back a line from the Assassin's Creed series: "Where other men blindly follow the truth... Remember, nothing is true." This statement resonated with many fans, who praised Ubisoft for standing up against the criticism and for its willingness to engage in the cultural conversation surrounding its games.
Despite the controversy, Assassin's Creed Shadows has achieved notable commercial success, becoming the second-highest selling title in the franchise at launch, according to Ubisoft. This success suggests that the backlash Musk and others have attempted to leverage may not have the intended impact on the game's popularity.
The timing of Musk's criticism, juxtaposed with the game's successful launch and positive reception from critics, highlights a disconnect between social media outrage and consumer behavior. As Musk continues to navigate the challenges of being a public figure in the gaming world, the fallout from this exchange may serve as a cautionary tale about the dangers of engaging in culture wars.
In a broader sense, the incident reflects an ongoing struggle within the gaming industry over diversity and representation, as well as the cultural implications of including historically marginalized figures in mainstream narratives. As Ubisoft continues to navigate these waters, its recent actions may signal a new approach to addressing criticism and defending its creative choices.
As the dust settles from this public spat, one thing is clear: the gaming community is watching closely, and the stakes are high. Will Musk retaliate, or will he take this as a lesson in humility? Only time will tell, but for now, Ubisoft has emerged from this exchange with a renewed sense of confidence and a clear message: they will not back down in the face of criticism.
