Ubisoft Addresses the Backlash Around Assassin’s Creed: Shadows
During Paris Games Week, Ubisoft’s CEO Yves Guillemot presented an internal company video that candidly tackled the controversy surrounding the studio’s upcoming title, Assassin’s Creed: Shadows.
“We’ve been asked a lot to explain what happened,” said Yves Guillemot. “Which is why we’re showing you the video today.”
The Source of the Backlash
In mid-2024, when Ubisoft unveiled the first full trailer for Assassin’s Creed: Shadows, a fierce online backlash erupted. The game’s feudal Japan setting and its choice to feature a Black samurai as one of the main protagonists drew criticism from Elon Musk and others online. The situation quickly escalated into a cultural debate over representation and authenticity in historical games.
The Company’s Response
The 184-second video, which Guillemot introduced to an audience of gaming industry insiders, offered an unusually open reflection on Ubisoft’s response. The professionally narrated piece opens with a rhetorical question:
“What happens when a legendary franchise reveals one of its most anticipated experiences? Only to become the game everyone loves to hate?”
According to the video and Guillemot’s subsequent remarks, Ubisoft initially struggled to react to the controversy. The company decided to delay the game, polish it further, and shift its focus toward its loyal fan base—those willing to defend the franchise publicly.
“We had to stop focusing on those who hated us. We had to start firing up our allies.”
A Rare Display of Transparency
Game publishers rarely acknowledge such cultural or social controversies so directly, making Ubisoft’s approach a noteworthy case of corporate transparency in the gaming industry.
Author’s summary: Ubisoft’s public acknowledgment of the Assassin’s Creed: Shadows backlash signals a new willingness to confront cultural debates within gaming head-on.