Ubisoft is one of the most controversial studios in the gaming industry. Initially, this company served as a distributor of video games, but over time, it embarked on the path of development. Ubisoft games have influenced entire genres and spawned iconic franchises, some of which still exist, captivating gamers worldwide for years.
However, today, Ubisoft is no longer the invincible giant in the market it once was. The company faces increasing criticism from players each year, and its games are no longer as successful as they once were. In this article, we have compiled the main reasons and consequences of Ubisoft's decline.
Repetitive Game Design and Formula Fatigue
One of Ubisoft's significant shortcomings is its constant use of template game design, which has often been applied across many of its franchises. Whether it's Assassin’s Creed, Far Cry, or Watch Dogs, many of their games share a similar structure:
- open-world exploration
- repetitive side quests
- tower climbing mechanics
- constant grinding
- inclusion of microtransactions
Although this formula initially worked, creating a new and exciting experience, over time, it has become tiresome. All these activities have become monotonous, uninteresting, and artificially extend the game's length.
Players have grown weary of the familiar gameplay scheme, where gameplay innovations took a back seat to repetitive approaches.
Instead of moving away from the template, Ubisoft decided to double down on its application, implementing the same system in every new project. The lack of significant changes and creativity eventually alienated the loyal fan base that wanted more originality.
Lack of Strong New Franchises and Over-Reliance on Existing Ones
While Ubisoft once enjoyed a "golden age" of creating new intellectual properties (IP), recent years have shown an excessive reliance on existing franchises.
Some franchises, such as Far Cry and Assassin’s Creed, have become quite repetitive, offering the same experiences with only slight changes in settings. The latter, in particular, has become a "cash cow" that Ubisoft exploits to exhaustion with annual or biennial releases, diluting their appeal.
Instead of introducing new IPs that could inject fresh energy into the brand, they are almost absent or poorly executed. Games like Hyperscape, Ubisoft's attempt to enter the battle royale genre, failed due to fierce competition and a lack of unique identity.
The inability to introduce new, exciting franchises left the company overly dependent on outdated projects that no longer enthuse players, as it fears experimentation.
Ineffective Management and Internal Chaos
Behind the scenes, Ubisoft has been plagued by serious internal issues that have greatly impacted its decline. In 2020, the company faced a wave of allegations of sexual harassment and misconduct at the workplace among its leadership, leading to public scandals and significant terminations. The toxic work environment disrupted morale, creativity, and trust within the company and its workforce.
Management ignored these issues for years, and when they finally began to address them, the damage had already been done. Yves Guillemot, Ubisoft's CEO, faced widespread criticism for slow reactions and inability to address internal problems adequately. The scandal tarnished Ubisoft's reputation in the industry, leading to a talent drain and a loss of momentum for future projects.
Failed Attempts to Master New Technologies
Ubisoft's attempts to break into new technologies such as blockchain and NFTs have fallen flat. The announcement of Quartz, their NFT initiative, sparked a strong backlash from players. Many criticized the environmental impact of blockchain and saw it as another attempt by the company to cash in.
Instead of adapting to shifts in gamer preferences, Ubisoft's attempt to enter the NFT space only further alienated their audience. The studio earned around €400, after which they successfully moved on from the project.
Over-Reliance on Games as a Service
Ubisoft's shift toward games as a service, relying on constant updates, microtransactions, and long-term player engagement, became another critical mistake.
Games like The Division 2 and Rainbow Six Siege were central to this strategy. While initially successful, the company's over-reliance on the service model started to erode player trust.
Ubisoft aggressively pushed monetization, introducing microtransactions, loot boxes, and cosmetic purchases in all their games, including single-player titles, often at the expense of the core gameplay experience.
Players criticized “pay-to-win” elements and felt that games were being designed more for maximizing revenue rather than player enjoyment. The company prioritized extending the lifespan of their games through updates instead of releasing fresh projects that had been in development for years, which led to player frustration.
Competition and Market Evolution
Ubisoft's decline was also exacerbated by the evolution of the video game market and tougher competition. Competitors like Sony, Nintendo, and smaller studios have focused on unique, story-driven games, while Ubisoft continued to rely on large, open worlds.
This divergence from player preferences became particularly evident as indie developers and companies like FromSoftware (Elden Ring) achieved success with innovative, genre-defining games.
Moreover, the rise of subscription services like Xbox Game Pass changed how players interact with games, emphasizing accessibility and variety. Meanwhile, Ubisoft remained within the bounds of an outdated full-price release model and aggressive monetization.
Poor Project Management and Release Delays
Ubisoft's project management issues have become apparent in recent years. Many high-profile games have faced delays, technical problems, and lackluster releases. Skull & Bones, a multiplayer pirate-themed game, has been postponed several times and became a total flop for the studio. The project proved to be weaker than the pirate combat mechanics in Assassin’s Creed Black Flag.
The failure of Ghost Recon: Breakpoint in 2019 was a significant blow. The game, rife with bugs and technical issues, and poor mechanics, was met with negative reception and clearly showed that Ubisoft's production chain was in crisis. Instead of learning from these mistakes, Ubisoft continued to postpone or rush releases, often prioritizing quantity over quality.
Other games like Beyond Good and Evil 2 and the Prince of Persia: The Sands of Time remake also faced challenges. The first game was announced back in 2008, and aside from a trailer and gameplay demonstration video, no more information has emerged.
Prince of Persia remains in production limbo as the game's initial look was so poor that the remake was decided to be redone, with the release pushed to 2026.
The cold reception of the new Star Wars Outlaws from players forced Ubisoft to reconsider its decision to release Assassin's Creed Shadows this year, so the project was pushed to 2025. The studio reports that the game is in a completed state, but still wants to focus on polishing and improving the games to meet all player expectations.
Ubisoft Stock
The failure of Star Wars Outlaws and the postponement of Assassin's Creed Shadows significantly impacted the stock market. Ubisoft's shares plummeted and are fluctuating in the range of €9-10 per share. For a company of this level, it is a severe reputational and financial blow.
Such numbers in the company were last seen in 2013. For comparison, it is worth noting that in 2018 the price per share was over 100 euros.
Ubisoft's stock market downfall is a natural consequence of the company's current failed strategy, digging its own grave with poor decisions that ignore what players truly want, chasing only its ambition.
If the company does not change its approach, the situation will worsen, leading to an increased exodus of professionals, loss of collaboration with other companies, and investors.
Conclusion
Although Ubisoft's current situation looks extremely hopeless, the company can still rehabilitate itself. It has popular franchises and talented developers who could turn things around with the right strategy. However, a significant overhaul is necessary.
Ubisoft needs to diversify its portfolio, invest in new projects, and focus on quality over quantity. Leadership must address internal problems, create a more positive work environment, and listen to its community rather than chasing short-term profits through predatory monetization schemes.
The gaming industry is constantly evolving, and if Ubisoft cannot evolve with it, the once-proud company may continue to bury itself deeper into the grave it has created.
For Ubisoft to rise from the ashes, it must candidly acknowledge its past mistakes, both in game design and corporate culture. Only by restoring the trust of players and employees can it hope to succeed in an increasingly crowded and competitive market.
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