Ubisoft is feeling the weight of expectations as its upcoming title, Assassin's Creed Shadows, approaches its release on March 20, 2025. With significant stakes riding on the game's performance, industry insiders are calling it a 'make or break' moment for the iconic video game developer.
According to reports from BFM Tech & Co., Ubisoft developers are acutely aware of the pressures surrounding the release of Shadows. An anonymous team member expressed, "If the game performs moderately, we’re really in trouble. If Shadows sells very well, we’ll be able to start breathing a sigh of relief." This sentiment echoes the concerns shared by multiple team members interviewed by reporter Melinda Davan-Soulas—a reflection of the uncertain climate enveloping Ubisoft.
Interestingly enough, the last few years have not been kind to Ubisoft. The company has faced significant challenges, including unimpressive performances from major titles such as Star Wars Outlaws and Skull & Bones, along with the shuttering of its live-service game XDefiant. Investor confidence has waned dramatically, leading to unrest among stakeholders. With the foundational Guillemot Brothers reportedly exploring divestiture options—potentially selling to entities like Tencent—the pressure to deliver with Shadows could not be more intense.
The narrative isn’t solely about commercial success; it's also colored by the backlash against the game's themes and content. Following the announcement and promotion of Shadows, Ubisoft has been under scrutiny for its depiction of numerous historical figures, particularly the inclusion of Yasuke, the black samurai. Previous statements of apology from Ubisoft to the Japanese community over some promotional content have not mitigated the animosity faced by the studio. Commenting on the contentious online discourse, tech mogul Elon Musk added fuel to the fire with his remark, "DEI kills art"—a sentiment criticized publicly yet indicative of the pervasive criticism Ubisoft has encountered.
Addressing the atmosphere of hostility has led Ubisoft Quebec to implement significant changes within their team. Employees have been advised to avoid celebrating the game's launch on social media to mitigate risks of targeted attacks. An employee voiced the importance of this initiative, stating, "It's an initiative from Canada. There's a team...to respond quickly to the slightest problem." Ubisoft appears ready to take this issue very seriously, closely monitoring platforms like X, Reddit, and YouTube, with legal teams prepped for potential harassment cases.
Ubisoft spokespersons have echoed these concerns, emphasizing safety as their top priority and insisting upon providing guidance on how their staff can navigate social media. "We offer guidance on...digital safety, and support for team members’ well-being. We also share resources to help prevent and protect against online harassment, something our teams have unfortunately faced," they reported.
While the specter of mixed pre-release feedback hovers ominously over Shadows, other industry insiders offer glimmers of hope. Though pre-orders are not reaching the high numbers seen with Assassin's Creed Valhalla, they are reported to be on par with Assassin's Creed Odyssey, which achieved remarkable success as the second-best-selling game of all time. An insider expressed optimism, hinting, "If it sells like Odyssey, which is the second-best-selling game of all time, we will be happy.”
All these factors coalesce to form a picture of high stakes facing Ubisoft right now. The company, long respected for its contributions to the gaming world, has found itself on the defensive, adopting rigorous measures to shore up its image amid swirling online anger and considerable internal pressures. With the release date just around the corner, the gaming community watches closely, wondering if Assassin's Creed Shadows will either revive the fortune of its developer or mark the beginning of its decline.
Industry watchers and fans alike are holding their breath as Ubisoft launches Shadows. Whether it can meet expectations will not just determine the success of the franchise but potentially reshape the future of Ubisoft as we know it.
