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In a recent investor presentation, Ubisoft CEO Yves Guillemot highlighted the growing sensitivity of gamers toward the quality and content of video games, stating that “online bashing” has become a high-risk factor for the company’s reputation and future releases.
Player Expectations and Reputation Risks
As part of Ubisoft’s list of material risks, Guillemot included failure in the development or launch of a game, toxicity in games and services, and online bashing.
Of these, “bashing” is defined as massive, often coordinated waves of online criticism and is rated as a “high” risk, particularly as players grow more vocal about their expectations and dissatisfaction.
“Ubisoft is exposed to risks of damage to its reputation resulting from online bashing, understood as massive, sometimes virulent and organized campaigns of criticism against its products, teams, or public statements,” Guillemot explained.
These campaigns often take place on social media, YouTube, and gaming forums, typically triggered by technical issues, strategic decisions, or controversial content in games.
Increasing Scrutiny From the Public
According to Guillemot, the evolving perception of video games as a cultural and artistic medium has led to more criticism influenced by ideological and societal values—a growing trend among modern players.
“The changing perception of the video game industry as a cultural and artistic medium is also leading to an increase in criticism based on ideological or societal considerations, sometimes to the detriment of technical or gameplay aspects,” he said.
This means developers like Ubisoft are now navigating a landscape where public scrutiny spans beyond gameplay mechanics, often touching on themes of representation, diversity, and social commentary.
Assassin’s Creed Shadows Controversy
Although not named directly, Guillemot’s comments seem to echo the online bashing and backlash surrounding the new Ubisoft game, Assassin’s Creed Shadows, which faced criticism from certain online groups for featuring a Black samurai and female protagonist.
When asked about the inclusion of these characters, Guillemot stood firm, stating:
“We wanted to showcase characters with heroic journeys.”
This reflects Ubisoft’s commitment to diverse storytelling, despite external pressures or organized criticism.
The Bigger Picture: Development and Launch Must Align
Guillemot also emphasized that successful game development isn’t just about making great games—it’s about launching them correctly:
“The success of a video game depends as much on the efficiency of its development process as on its launch.”
With the games industry becoming increasingly competitive, fan expectations, technical stability, and cultural perception are all factors that can influence the commercial performance and public reception of a title.
Assassin’s Creed Shadows is now available on PS5, Xbox Series X|S, and PC.
