How Ubisoft Lost Its Way — A Gamer’s Lament and a Business Lesson For Us
My viewpoint about Ubisoft’s downfall, why gamers are tired of the same old formula, and what Ubisoft need to do to recapture the magic
The dusty Far Cry 2 case sits on my shelf, a relic of a bygone era. I remember those sweltering African plains, the malaria shaking my virtual vision, the morally grey choices that made me question my every move. It was brutal, unforgiving, and utterly captivating.
That game, and the subsequent Far Cry 3, cemented Ubisoft as a titan in my gaming pantheon. But lately, glancing at that case evokes less nostalgia and more a pang of disappointment.
What the hell happened to the Ubisoft that dared to be different?
This isn’t just a gamer’s grumbling about repetitive gameplay loops and microtransactions (though, there’s plenty of that to discuss).
This is a deeper look at how a once-innovative company seemingly lost its way, a cautionary tale for any business, especially startups, about the dangers of complacency and the vital importance of listening to your audience.
As both a gamer who poured countless hours and money into their games and a business professional, I want to breakdown Ubisoft’s decline, not just to mourn the games I once loved, but to extract valuable lessons we can all learn from.
So, grab your controller (or your business plan), settle in, and let’s explore how Ubisoft, a company that once defined innovation in gaming, now finds itself scrambling to recapture its former glory.
Ubisoft’s Rise and Fall: A Historical Perspective
Ubisoft’s story starts in 1986, not in the spotlight of game creation, but in the less glamorous distribution industry. Think of it like learning the ropes of the music industry by working in a record store — you get to see firsthand what people are buying, what they’re ignoring, and what they’re craving.
This grassroots experience gave the five Guillemot brothers, Ubisoft’s founders, a crucial understanding of the gaming industry. They weren’t just making games; they were learning what gamers wanted *before* they even knew they wanted it.
By the 90s, they were ready to take the stage themselves. Rayman, with his limbless charm and vibrant world, became their first real breakout hit, selling over 28 million copies worldwide. It wasn’t just a successful game; it was a statement.
Ubisoft wasn’t just another developer; they had a knack for creating unique, memorable experiences.
Then came games like Zombi, a survival horror title released way back in 1986 for the Amstrad CPC, which, while not a massive commercial success, showed they weren’t afraid to experiment with different genres.
It was a bold move in a market dominated by platformers and action titles, showcasing their willingness to take risks.
The early 2000s saw them refine their craft. Prince of Persia, with its acrobatic gameplay and tempting storyline, sold over 20 million copies by 2006.
Splinter Cell, released in 2002, brought stealth action to a new level, selling a staggering 31 million copies by 2011 and proving they could compete with the big boys in the genre. These weren’t just flukes; they were building a reputation for consistent quality and innovative gameplay.
Then, in 2007, came the earthquake that reshaped the gaming landscape: Assassin’s Creed. This wasn’t just a game; it was a phenomenon.
Blending historical fiction, parkour acrobatics, and vast open worlds, it offered a level of immersion and player agency rarely seen before. As of 2023, the franchise has sold over 200 million copies, a number that speaks for itself. Assassin’s Creed wasn’t just a success; it was a cultural touchstone.
For a while, Ubisoft seemed invincible. They went on an acquisition spree, snapping up studios worldwide and expanding their portfolio at an incredible pace.
By 2020, they boasted 40 studios in 19 countries, employing over 18,000 people. Franchises like Far Cry and Watch Dogs became household names, further solidifying their position as a leader in open-world adventures.
But this rapid growth, while impressive on paper, masked a growing problem. The pressure to maintain this massive empire, to churn out annual releases and maximize profits, began to stifle the very creativity that had fueled their rise.
The shift towards games as a service, with its emphasis on microtransactions and recurring revenue, further exacerbated the issue. The seeds of their current struggles were sown, not in failure, but in the very heart of their success.
The Cracks in the Foundation: Where Ubisoft Went Wrong
It’s not that Ubisoft *only* makes open-world games; it’s that they’ve become masters of a very specific, and increasingly tiresome, formula. You know the drill: climb a ridiculously tall tower, synchronize, and watch as the map explodes with icons, each promising a similar experience to the last.
What was once a thrilling sense of discovery has become a checklist of repetitive tasks. It’s like ordering a pizza with all the toppings, only to discover they all taste exactly the same.
Take Far Cry 6, for example. I was genuinely excited for this one. The setting, a fictional Caribbean island inspired by Cuba, promised a vibrant and politically charged narrative. And visually, it was stunning.
But beneath the surface, it felt… hollow.
I remember distinctly the moment the exhaustion set in. I was liberating yet another outpost, the same repetitive cycle of stealth, explosions, and alarms, and I just thought, “Haven’t I done this a hundred times before?”
Even the charismatic villain, played brilliantly by Giancarlo Esposito, couldn’t mask the underlying feeling of déjà vu. And the numbers back this up.
While Far Cry 6 sold well initially, player engagement dropped off significantly faster compared to previous entries like Far Cry 3, which boasted a much higher average playtime per user.
This “franchise fatigue” is a symptom of a deeper malaise within Ubisoft, a creative stagnation fueled by a risk-averse approach and a relentless pursuit of annual releases.
Something has to give when you’re constantly churning out sequels, and what often gives is innovation.
This has diluted the unique appeal of their flagship franchises, particularly Assassin’s Creed. Despite selling over 200 million copies as of 2023, the series has become a victim of its own success.
Assassin’s Creed Valhalla, while commercially successful, faced criticism for its bloated open world and repetitive gameplay loop. Player engagement metrics tell the story, with Valhalla showing declining player retention compared to Odyssey, suggesting a waning long-term interest.
Ubisoft’s struggle to recapture its innovative spark is evident in several key areas.
The cancellation of multiple unannounced projects in 2023 speaks volumes about their risk aversion.
The troubled development of Skull and Bones, a game mired in development hell since its 2017 announcement, highlights the challenges of managing large-scale projects and the financial risks of protracted production cycles.
The lukewarm reception of Ghost Recon Breakpoint, criticized for its buggy launch, aggressive monetization, and lack of compelling content, further underscores the company’s struggles.
Beyond these specific examples,
Ubisoft’s overreliance on established open-world formulas has made it difficult for them to stand out in a crowded market.
While their portfolio is diverse, the underlying gameplay mechanics often feel too familiar, hindering their ability to surprise and engage players. Even attempts at innovation, like Immortals Fenyx Rising, haven’t fully captured the bold creative risks that once characterized the company.
Adding to these challenges are the lingering workplace culture concerns, including past allegations of misconduct, which have undoubtedly impacted employee morale and potentially hindered creativity and productivity.
Finally, Ubisoft’s struggles in the live-service arena, with titles like Hyper Scape failing to gain traction and others like Ghost Recon Breakpoint facing criticism for their aggressive monetization, demonstrate the difficulty of maintaining sustained engagement and finding a balance between content updates, community management, and monetization practices.
All of these factors paint a picture of a company grappling with a complex challenges, a company desperately trying to reignite the creative spark that once made them a leader in the gaming industry.
The Gamer’s Perspective: More Than Just “Loud Complaints”
Let’s be clear: gamers aren’t just a bunch of entitled whiners. We’re passionate players who pour our hearts, souls, and, let’s be honest, a significant chunk of our wallets, into the developers create.
We form communities, forge friendships, and invest countless hours exploring these virtual worlds, which often become our second life for some of us.
So, when we see a studio we love faltering, we don’t just shrug and move on.
We speak up. We voice our concerns, not because we want to tear them down, but because we want to see them thrive.
It’s like seeing a favourite band release a subpar album; you don’t just quietly stop listening, you hope they find their way back to the music that made you a fan in the first place.
Take Ghost Recon Breakpoint, for example. The launch was, to put it mildly, a disaster. riddled with bugs, bogged down by microtransactions, and lacking the tactical depth of its predecessors, it was a far cry (pun intended) from what fans expected.
The backlash was swift and severe, with player reviews and online forums erupting in frustration. Breakpoint’s initial sales were significantly lower than its predecessor, Wildlands, and the player base dwindled rapidly after launch.
This wasn’t just gamers being “toxic”; it was a clear message that Ubisoft had missed the mark.
Then there’s the Assassin’s Creed franchise. While still commercially successful, the series has faced growing criticism for its increasingly bloated narratives and formulaic gameplay.
Assassin’s Creed Valhalla, for instance, while visually impressive and boasting a massive open world, was criticized for its repetitive side quests and a story that felt stretched thin.
While it sold well initially, player engagement metrics, such as average playtime and concurrent players, reveal a decline compared to earlier entries like Origins or Odyssey. This suggests that while players are still drawn to the Assassin’s Creed name, the core gameplay loop is starting to wear thin.
These aren’t just isolated incidents; they’re indicative of a broader disconnect between Ubisoft and its player base.
Other developers have shown that listening to your community isn’t just good PR; it’s good business.
CD Projekt Red, despite the rocky launch of Cyberpunk 2077, has earned a reputation for actively engaging with its community, taking feedback seriously, and working tirelessly to address player concerns.
The Witcher 3: Wild Hunt, with its rich narrative, deep gameplay, and post-launch support, stands as a testament to the power of player-centric development.
Similarly, FromSoftware, known for its notoriously challenging games like Elden Ring and Dark Souls, has cultivated a dedicated community by respecting its players’ intelligence and providing them with the tools to overcome difficult challenges.
These studios understand that creating a great game isn’t just about pushing graphical boundaries or creating massive open worlds; it’s about building a relationship with your players, respecting their feedback, and valuing their time and investment.
Lessons from the Rubble: What Businesses Can Learn from Ubisoft’s Downfall
Ubisoft’s situation is a masterclass in what *not* to do, offering invaluable lessons for any business, but especially for startups navigating the choppy waters of the modern market.
It’s a stark reminder that complacency is a silent killer.
Think of it like this: you’ve climbed Mount Everest. Amazing! You’re on top of the world. But you can’t just set up camp and chill. The weather changes, the landscape shifts, and if you don’t adapt, you’re not coming down. Resting on your laurels, even after a string of successes, can lead to a rapid descent into irrelevance.
Innovation isn’t a destination; it’s a continuous climb.
Ubisoft’s over-reliance on established franchises and predictable formulas is a perfect example. They found a winning formula with the open-world model, and for a while, it printed money.
Assassin’s Creed, Far Cry, Watch Dogs — they all followed a similar pattern, and gamers ate it up. But what happens when that formula gets stale? What happens when players start craving something new, something different?
You get franchise fatigue, declining sales, and a damaged reputation. Ubisoft’s net bookings dropped by 9.8% in the fiscal year 2024, a clear sign that the old magic isn’t working anymore.
This isn’t just a gaming problem; it’s a business problem. Any company that becomes too comfortable with its past successes risks becoming a dinosaur in a rapidly evolving ecosystem.
Equally crucial, and arguably even more so in today’s hyper-connected world, is understanding your audience. Ignoring feedback, dismissing criticism, or, worse, assuming you know what your customers want better than they do, is a recipe for disaster.
It’s like a chef refusing to taste their own food, convinced they know better than their diners. Ubisoft’s dismissive attitude towards player feedback, particularly regarding the monetization and repetitive gameplay in recent titles, has alienated a significant portion of their fanbase.
This isn’t just about hurt feelings; it’s about lost revenue.
A strong community, built on open communication, mutual respect, and a genuine appreciation for customer input, is an invaluable asset. It’s your early warning system, your R&D department, and your most powerful marketing tool, all rolled into one.
Companies like CD Projekt Red, with their open approach to community feedback and post-launch support, have demonstrated the power of building a strong, loyal fanbase.
Their success with The Witcher 3, which sold over 40 million copies and garnered widespread critical acclaim, is a testament to the value of listening to your audience. Ubisoft, and any company striving for long-term success, would do well to take note.
A Glimmer of Hope? The Future of Ubisoft
Ubisoft is standing at a crossroads, a pivotal moment that will determine its future in the gaming world.
With recent releases like Avatar: Frontiers of Pandora, Assassin’s Creed Mirage, the freshly launched Star Wars Outlaws, and the looming presence of Assassin’s Creed Shadows, they have a chance to turn the tide, to prove they’ve been listening, and to reclaim their place among the gaming giants.
But these games can’t just be prettier versions of the same old formula. They need to be *different*. They need to be *better*.
They need to show a genuine commitment to innovation, to quality, and, most importantly, to player feedback.
Avatar: Frontiers of Pandora, while visually stunning, landed with a bit of a thud. It sold over 2 million copies in its first month, which sounds impressive, but player numbers dwindled quickly.
Steam Charts, a reliable indicator of player activity, showed a significant drop-off shortly after launch, suggesting that while the Avatar IP initially attracted players, the gameplay itself failed to hold their attention. The open world, while beautiful, felt empty and repetitive, echoing the very criticisms that have plagued Ubisoft’s recent output.
Star Wars Outlaws, on the other hand, has generated significant buzz. The promise of a truly open-world Star Wars experience, where players can carve their own path through a galaxy far, far away, is undeniably appealing. Initial trailers and gameplay demos have showcased impressive visuals and a focus on player choice.
However, the gaming community, myself included, is approaching with cautious optimism. Can Ubisoft truly break free from its established formulas and deliver a Star Wars experience that feels fresh and innovative?
The early reception is promising, but the true test will be the long-term player engagement and the post-launch support.
Assassin’s Creed Mirage represents a return to the series’ roots, a back-to-basics approach that emphasizes stealth and parkour over the RPG elements of recent entries.
This has resonated with many long-time fans, who yearn for the tighter, more focused gameplay of the earlier games. Initial reviews have been generally positive, praising the game’s return to form and its more streamlined approach.
However, concerns remain about the game’s longevity and whether it can truly recapture the magic of the series’ golden age.
And then there’s Assassin’s Creed Shadows, the upcoming title set in feudal Japan, a setting fans have been clamoring for years. The potential here is enormous! A well-crafted Assassin’s Creed game set in this rich and evocative historical period could be a true game-changer.
However, given Ubisoft’s recent track record, it’s hard not to feel a sense of apprehension. Can they deliver on the promise of a truly unique and compelling Assassin’s Creed experience, or will it be another victim of franchise fatigue?
The jury’s still out. These games represent not just new releases, but a crucial turning point for Ubisoft.
They have the opportunity to prove they’re not just a factory churning out sequels, but a company capable of innovation, creativity, and, most importantly, listening to its players.
The gaming world is watching, waiting to see if Ubisoft can rise from the ashes or if it will continue its descent into mediocrity. The future of the company, and perhaps even the future of the open-world genre itself, hangs in the balance.
A Plea for Change and a Farewell (for now?)
That dusty Far Cry 2 case, the one with the faded cover and the cracked plastic, still sits on my shelf.
It’s more than just a game; it’s a time capsule, a portal back to a time when Ubisoft felt like a different company, a company that wasn’t afraid to take risks, to push boundaries, to create truly unique and memorable experiences.
It’s a bittersweet reminder of what they once were, and what they could be again.
I genuinely hope they can pull themselves out of this nosedive. I hope they can rediscover that spark, that creative fire that fueled games like Far Cry 2, Assassin’s Creed II, and even the wonderfully weird Rayman Raving Rabbids.
Those were games that weren’t just fun to play; they were experiences that stuck with you, that sparked conversations, that made you think.
They weren’t perfect, but they were *different*, and that’s what made them special.
The gaming industry needs Ubisoft to be great again. We need studios that are willing to take risks, to experiment with new ideas, to challenge the status quo.
We don’t need another factory churning out identikit open-world games filled with busywork and microtransactions.
We need games that make us feel something, games that surprise us, games that remind us why we fell in love with this medium in the first place.
And the key to all of this? Listening.
Truly listening to their players.
Not just the ones who pre-order every collector’s edition, but the ones who voice their concerns, who offer constructive criticism, who yearn for the days when Ubisoft games felt fresh and exciting.
Listening to your players isn’t a sign of weakness; it’s a sign of respect. It’s a sign of understanding. It’s a sign that you care.
Until then, my Ubisoft games, the ones that have seen countless hours of virtual adventures, will likely remain untouched, gathering dust alongside those older game cases.
It’s not a boycott, not really. It’s more like a silent plea, a whispered hope that one day, I’ll be able to pick it up again and experience the magic that once made Ubisoft one of my favourite developers.
It’s a love affair gone cold, but like any good love story, I’m holding out for a sequel, a redemption arc, a second chance.
