Ubisoft is in a complex situation in the current video game landscape. Although the company has released well-received games in recent years, it has also faced strong criticism because some of its productions, such as the highly anticipated Star Wars Outlaws, failed to meet player expectations. In a context where quality and content standards are higher than ever, Yves Guillemot, CEO of Ubisoft, has expressed his concern about the growing criticism his company faces, which he has described as a “high” business risk factor.
They are bothered by being criticized for what they do wrong
During a recent meeting with investors, Guillemot emphasized that the impact of criticism can damage the company’s reputation, as it spreads through social media, distribution platforms, and specialized media, especially after strategic decisions or technical issues. “Ubisoft is exposed to risks of damage to its reputation as a result of online ‘bashing’,” he explained, emphasizing the new reality in which the perception of the video game industry as a cultural medium is influencing how users evaluate games.
This phenomenon has led to criticism focusing not only on gameplay and performance but also on ideological and social considerations, creating a complicated environment for publishers. Interestingly, Guillemot’s statements come at a time when Assassin’s Creed Shadows has reached 5 million players, after facing months of controversy in Japan. Looking ahead, Ubisoft seems ready to revolutionize the Assassin’s Creed series with the upcoming title known as Hexe, which promises an innovative approach to gameplay, although it has been mentioned that it may not be suitable for all players.
