Ubisoft is on thin ice, and it is not an exaggeration to say that Assassin’s Creed Shadows could be their last chance at redemption. We are not talking about simple delays or the release of another game. We are talking about the fate of a company that has been a cornerstone of the industry for decades, and that is now closer to the abyss than ever before. If Shadows fails, what we know as Ubisoft could change forever.
The game-changing delay
A few days ago, Ubisoft surprised us by announcing that the release of Assassin’s Creed Shadows would be delayed from November to February. At first glance, it may seem like another of those common moves in an industry where delays are as frequent as day one updates. But if you dig a little deeper, you realize that this decision is something much bigger. The French company did not explicitly say it (at a time like the present, in which companies are public and operate in the stock market, words are as important as balancing the books at the end of the fiscal year), but the signals are clear: Ubisoft is desperate. And when a company of this size starts to move pieces with such caution, it is because the entire board is shaking.
The latest blow has come from Star Wars Outlaws, a title that Ubisoft has invested heavily in and that, despite being “complete” in terms of content, has not met sales expectations. And that is a serious problem for a company that has been investing huge amounts of money and resources in projects aimed at revitalizing its image. What should have been a sure success fell short, making it clear that Ubisoft cannot afford another failure like this. And this is where Assassin’s Creed Shadows comes in. This is not just another game in the flagship franchise; it is the last straw that Ubisoft is holding on to with all its might.
The slow decline of a giant
The fall of Ubisoft has not been quick, it has been slow, almost silent, but relentless. The company’s stocks have fallen to their lowest level since 2013, a fact that should set off alarms in any boardroom. The stock price has dropped by 60% since the release of the first Assassin’s Creed in 2007. It is ironic, because the franchise that once defined the company’s success could now be on the brink of dragging it into the abyss. Analysts are losing patience and, worse still, some shareholders are openly talking about rebellion. Yves Guillemot, Ubisoft’s CEO and one of the founders, has weathered storms before, but this one is different. This one is personal. The company that he and his brothers built is at a critical point, and it all depends on whether Assassin’s Creed Shadows is a resounding success.
The pressure is immense. Ubisoft not only has to deliver a game that works well, but they need it to be a bestseller. And there is no room for errors. The delay of Shadows is not just a marketing decision, it is a sign that Ubisoft has decided not to risk taking a single misstep. They want to release the game in perfect condition, polished, free from the errors that plagued some of their recent releases. But that “better late than sorry” strategy comes at another cost: each delay only fuels expectations further, and with them, the pressure for the game to not only meet, but exceed everything expected of it. The history of Assassin’s Creed is known for its ups and downs, but this time success is not a matter of pride, it is a matter of survival.
Trends that lead nowhere
The underlying problem runs deeper than a couple of recent failures. Ubisoft has been trapped in a spiral of wrong decisions for years. They bet heavily on trends that lead nowhere. Let’s remember Skull & Bones, a game that was in development for over a decade, and when it finally saw the light, it passed without much impact. The idea of a pirate world seemed like a gold mine, but it turned out to be a ‘development hell’. Then there’s the issue of NFTs, a trend that Ubisoft tried to jump on, only to receive widespread mockery from players. In the end, they have spent millions chasing passing fads while neglecting what really matters: making games that people want to play.
The franchise that once defined the company’s success could now be on the brink of dragging it into the abyss
And here we are, with Assassin’s Creed Shadows delayed and Ubisoft putting everything on the line. The move to release the game on Steam, instead of restricting it to their digital store, is another sign of how desperate they are. They know they cannot afford to limit their audience; they need every possible sale. They have even chosen to give away the first expansion to those who pre-order the game. It’s a move that screams “please buy it”, but it also reveals the fear behind it: they cannot afford a tepid release.
The weight of Assassin’s Creed’s history
Ubisoft’s success has always been in their ability to capture players’ imaginations with vast worlds and innovative mechanics. But in recent years, the formula has started to wear thin. Assassin’s Creed Valhalla sold well, but it was criticized for being more of the same: a huge world, but without soul, without the spark that made the early games in the series special. Players are tired of endless maps full of repetitive tasks, and Ubisoft seems to not know how to break out of that cycle. And therein lies the real challenge of Shadows: it is not just about offering more content, but about offering something that feels fresh, something that makes players remember why they fell in love with Assassin’s Creed.
Players are tired of endless maps full of repetitive tasks, and Ubisoft seems to not know how to break out of that cycle
Ubisoft’s situation also reflects a broader problem in the video game industry. It is becoming increasingly difficult for large companies to compete in a market where giants like Fortnite and Grand Theft Auto Online continue to dominate, absorbing hours and hours of players’ time. People are playing more video games than ever, but they are playing the same ones over and over. This leaves little room for new titles to shine, and Ubisoft knows this better than anyone. They have bet on renowned licenses, like Star Wars and Avatar, only to see those major investments not translate into spectacular sales. The audience is more demanding than ever, and players no longer settle for what used to be enough.
With all this in mind, Assassin’s Creed Shadows has to be a success, there is no room for error. If the game does not deliver, the consequences could be disastrous. And if Ubisoft falls, it will not just be another company collapsing. It will be the end of an era for an industry that is starting to show signs of fatigue in its current model. Perhaps Ubisoft will survive, perhaps Guillemot will pull through once again. But it is clear that if Shadows does not work, the Ubisoft we know could disappear, and what emerges from its ashes could be unrecognizable.
At this crossroads, the question is not whether Assassin’s Creed Shadows will be a good game. The real question is whether it will be good enough to save Ubisoft from itself.
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