Key Takeaways
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- Ubisoft faced significant challenges in the production of Assassins Creed Shadows, particularly concerning the portrayal of Japanese culture.
- In response to fan backlash, Ubisoft CEO Yves Guillemot acknowledged the initial surprise and characterized it as a fight with our fans.
- Ubisoft shifted its strategy for Assassins Creed Shadows by engaging allies, delaying the release, focusing on gameplay, and inviting fans to witness development firsthand.
- With this new approach, Ubisoft regained fan support, took creative risks, and ultimately released a positively received game amidst scrutiny. The earlier controversies were not revisited in the later interview with Game File.
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Ubisoft’s Struggles and Address on Controversy in Assassin’s Creed Shadows Production (March 2023)
Since March 20, 2023, Ubisoft Quebec encountered significant challenges in the production of Assassin’s Creed Shadows. Despite ongoing updates, the game’s development was initially marked by controversy surrounding its portrayal of Japanese culture. Ubisoft CEO Yves Guillemot later addressed the difficulties the company faced during this period.
Ubisoft’s Address on Fan Backlash and Assassin’s Creed Shadows Production Struggles (September 2024)
During Paris Games Week, Yves Guillemot discussed the controversies surrounding the production of Assassin’s Creed Shadows with journalists from Game File. In a video statement, Ubisoft addressed concerns, and Guillemot admitted the company was initially surprised by the backlash. He characterized the situation as “a fight with our fans” to demonstrate that the company’s priority was the game itself. The video addressed the challenges of unveiling a highly anticipated installment in a beloved franchise only to face widespread criticism. Ubisoft realized that its communication efforts were exacerbating the situation, shifting discussions from gameplay to abstract ideological debates. By September 2024, the company had stalled.
Ubisoft’s New Strategy for Assassin’s Creed Shadows: Engaging Allies, Delaying Release, and Regaining Fan Support
According to Guillemot, Ubisoft shifted its strategy to engage its allies and refocus on the core elements of the Assassin’s Creed brand that had resonated with players over the years. This led to the decision to delay the release of Assassin’s Creed Shadows by several months, providing Ubisoft Quebec with additional time for polishing the game. To demonstrate this commitment, Ubisoft transitioned from empty promises to showcasing the game itself. Rather than focusing on preventing leaks, they released extensive gameplay footage. Ubisoft invited content creators, media representatives, and fans to witness the development process of Assassin’s Creed Shadows firsthand, generating substantial media coverage in a short period. Guillemot stated that with the support of its allies, Ubisoft regained the backing of its fans and mitigated criticism. This support gave the company confidence to take creative risks, even in the face of scrutiny. Upon the launch of Assassin’s Creed Shadows, fans responded positively to the game. Having its allies by its side also boosted the company’s confidence in the face of harsh criticism. The interview with Game File did not revisit the earlier controversies.
In Case You Missed It
In our ongoing exploration of the gaming industry’s shifting landscape, we invite you to delve into Sophie Laurent’s latest investigation, “Bad Brain, Formed by Ubisoft Veterans, Shuts Down Following NetEase Funding End” (published on 2025-11-06). Laurent unravels the recent closure of Bad Brain Game Studios, a Toronto-based studio founded by ex-Ubisoft and Watch Dogs: Legion developers. Focusing on their upcoming title Midnight Riders, Laurent explores the challenges faced by studios in securing funding amidst industry-wide shifts Bad Brain, Formed by Ubisoft Veterans, Shuts Down Following NetEase Funding End. Meanwhile, Bruno Pferd dives into another wave of studio closures in his insightful article ‘NetEase Shuts Down Another Studio Outside of China’, published on November 7, 2025. Here, you’ll discover the untold story behind Bad Brain Game Studios’ closure and the potential future of their unreleased game, ‘The Midnight Riders’. Head over to Bruno’s piece NetEase Shuts Down Another Studio Outside of China for an in-depth look at how these closures are reshaping the global gaming landscape. In another turn of events, Ahmed Hassan explores how Ubisoft navigated controversy in his recent article “Ubisoft Triumphed Over Hate”. Published on November 6th, 2025, this insightful piece delves into Yves Guillemot’s strategy to refocus Ubisoft’s priorities and rebuild trust with their fanbase during Paris Game Week. Don’t miss this fascinating analysis of how Ubisoft turned criticism into opportunity Ubisoft Triumphed Over Hate.
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