Ubisoft CEO: We stopped feeding trolls to save Assassin's Creed

Ubisoft's New Mantra: Ignoring the Trolls to Save Assassin's Creed

Ubisoft's CEO, Yves Guillemot, has revealed a significant shift in the company's strategy for handling online criticism, particularly in the wake of the controversy surrounding Assassin's Creed Shadows. Instead of engaging with what he terms "trolls" and attempting to quell manufactured outrage, the company has adopted a "stop feeding the trolls" approach. This pivot comes after initial attempts to explain the inclusion of Yasuke, a Black samurai, as a central character in Shadows, which only seemed to amplify negative reactions.

The "Fake Quarrels" and a Brand Reawakening

Guillemot candidly admitted in an internal video, whose transcript later surfaced, that the company found itself at an impasse in September 2024. The breakthrough, he explained, came from shifting focus away from detractors and towards those who genuinely support the brand. "We stopped trying to prove ourselves right and leaned into what has sustained us for 18 years – the Assassin's Creed brand," he stated. This decision marked a conscious effort to disengage from what Ubisoft now views as "fake quarrels" that were diverting valuable energy and attention.

Refocusing on Core Assassin's Creed Elements

By stepping back from the negativity, Ubisoft was able to reinvest in what truly defines the beloved franchise for its dedicated fanbase. The company's leadership recognized the need to recenter the experience on iconic elements. "This also gave us time to rethink the Assassin's Creed brand – to bring back to the center what makes the game recognizable: more hoods, more stealth, more Leap of Faiths, more stories," Guillemot elaborated. This philosophical adjustment aims to re-emphasize the stealth-action roots and narrative depth that players have cherished for nearly two decades.

Lingering Doubts and Past Controversies

Despite Guillemot's assurances, skepticism persists regarding Ubisoft's newfound commitment to authentic fan engagement. Whispers suggest that the company previously shelved a more provocative game concept set during the American Civil War, involving the Ku Klux Klan, precisely to avoid another wave of backlash. Furthermore, past incidents, such as the censorship patch for Far Cry 4 following Tencent's significant investment, cast a shadow of doubt. The recent reshuffling of leadership within the Assassin's Creed division, with the former boss stepping down and a new business structure, Vantage Studios, taking the helm, adds another layer of uncertainty about the future direction of Ubisoft's flagship franchises.