Ubisoft’s Yves Guillemot recently addressed the fervent backlash surrounding Assassin’s Creed Shadows and how it directly influenced the game’s release delay. The unexpected shift in discussions from gameplay to ideological debates prompted a significant response from the company.
Adapting to Controversy
During Paris Games Week, as highlighted by GameFile, Guillemot showcased an internal video articulating Ubisoft’s reaction to the criticism of Shadows’ Black samurai co-protagonist, Yasuke — a controversy that drew comments from notable figures like Elon Musk. Guillemot explained that the intensity of the backlash forced Ubisoft to reconsider its initial release plans, which had set the launch for November 2024. The decision to delay the game until March 2025 was officially attributed to the need for further polishing, but in reality, it was about reshaping fan perceptions to ensure a more favorable reception.
Guillemot noted that by extending the development timeline, Ubisoft could engage more with fans pre-launch. This strategy was aimed at appealing to long-time Assassin’s Creed enthusiasts and shifting the narrative around Shadows. “By allowing our fans to see in the game — everything they were going to be able to rediscover — of what they love about Assassin’s Creed, [that] ultimately helped to combat this aggression,” Guillemot remarked, noting the balance between players’ desire for self-expression and the cultural messages embedded in video games.
Strategic Delay and Response
The internal video shared by Ubisoft painted a picture of a successful turnaround in public opinion after the initial negative reception. It highlighted a critical moment in September 2024 when Ubisoft decided to shift focus from detractors to supporters, relying on the strength of the Assassin’s Creed brand to steer back positive sentiment. The company opted for a bold move by delaying the game to meet the high standards expected by fans, allowing more time for polishing and optimization.
Ubisoft emphasized the importance of aligning the game with the franchise’s core elements, such as stealth and lore, to reinforce the brand’s essence in Assassin’s Creed Shadows. By showcasing the game instead of fearing leaks, Ubisoft managed to rekindle fan interest and shift the conversation positively.
Context and Future Prospects
The portrayal of the game’s delay as a proactive response to backlash stands against earlier reports indicating internal expectations of the delay due to feedback from playtests and mock reviews. Former Assassin’s Creed head, Marc-Alexis Coté, echoed similar sentiments about the need to address quality inconsistencies within Ubisoft.
Furthermore, Ubisoft’s strategy included the decision to reportedly cancel another planned Assassin’s Creed project set in post-Civil War America, deemed too risky in the current U.S. political climate. Despite the initial challenges, Assassin’s Creed Shadows has performed satisfactorily, with sales reaching 5 million copies as of July.