French game giant Ubisoft, known for developing popular classic games like Assassin’s Creed and Star Wars, as well as its involvement in blockchain gaming and NFT releases, has been facing a downturn in sales since 2023. The company’s stock price hit a 10-year low in September last year, causing its market value to evaporate by more than half.
In an attempt to revive its struggling business performance, Ubisoft released a trailer for its latest masterpiece, Assassin’s Creed: Shadows, in May last year, with an official release date set for February 15 this year.
However, even before the release of Assassin’s Creed: Shadows, the game has been embroiled in controversy regarding the selection of game characters, accusations of historical fabrication, and the alleged theft of designs from the Japanese performance group Kurokawa Teppōtai.
Recently, Ubisoft announced another delay in the release of the game, pushing it back to March 20. The company explained that this delay was in response to player feedback and its commitment to optimizing game quality and player experience.
The announcement of the delay has sparked strong reactions from players, especially in the Western gaming community. The chosen release date, March 20, coincides with the 30th anniversary of the Tokyo subway Sarin gas attack, one of the most severe terrorist attacks in Japanese history. Many players feel that Ubisoft’s decision goes against its proclaimed respect for Japanese culture.
“This is a game that claims to emphasize a deep understanding of Japanese culture and history, but after all the controversies it has faced, they should have become more cautious. But it seems they haven’t learned their lesson. Whatever they do now, it’s wrong. They should just cancel the game.”
In the past, on March 20, 2020, several game companies released their popular games, such as Animal Crossing: New Horizons and Xenoblade Chronicles: Definitive Edition, without facing such strong opposition. However, Assassin’s Creed: Shadows has stirred controversy due to its portrayal of Western characters assassinating in a Japanese setting.
To compensate for the delay, Ubisoft has announced that the first DLC for Assassin’s Creed: Shadows, called “Awaji Claw,” will provide over 10 hours of additional gameplay and will be given for free to pre-order players.
Since last year, Ubisoft has been struggling with poor game sales, with its stock price hitting a low of 10 euros in September. In October last year, Bloomberg reported that Tencent, a Chinese gaming giant, and Guillemot Brothers Ltd., Ubisoft’s founding family office, were considering acquiring Ubisoft. This news caused Ubisoft’s stock price to surge more than 30% and reach a closing price of 14.2 euros. However, according to Google Finance data, Ubisoft’s stock price is currently below 10 euros, experiencing a 44.92% decline in the past year and reducing its market value to $1.536 billion. Whether Assassin’s Creed: Shadows can help Ubisoft recover from its downturn remains to be seen.
Despite its current struggles, Ubisoft has shown a strong interest in embracing Web3. As a traditional game developer, Ubisoft has been open to blockchain and cryptocurrency. In recent years, Ubisoft has been involved in NFTs and blockchain games, such as becoming a new node validator for the XPLA blockchain network created by South Korean game company Com2uS. Ubisoft’s participation aims to strengthen blockchain technology and expand the Web3 gaming field. Additionally, Ubisoft has announced the launch of its first original blockchain game, Champions Tactics: Grimoria Chronicles, and its Ethereum NFT “Warlords.” Ubisoft’s latest platform, Ubisoft Quartz, allows users to obtain NFTs that can be used in games, such as weapons, costumes, or vehicles, and operates on the Tezos blockchain.
Despite its current challenges, Ubisoft’s foray into Web3 and its efforts to adapt to the changing gaming landscape demonstrate a willingness to explore new opportunities and potentially revitalize the company’s market position.