The Success of Assassin's Creed Shadows Proves the Limited Impact of Negative Campaigns

The past few years have been challenging for Ubisoft, with allegations of a toxic work culture, poor stock market performance, and a lack of hit titles. However, the company has recently seen a glimmer of hope with the release of Assassin's Creed Shadows, which has garnered positive sales figures despite being the target of an online outrage campaign. The game's success is crucial for Ubisoft, as the Assassin's Creed franchise is one of the company's most valuable assets, with a broad appeal that many other IP holders strive for. The series has sold over 200 million games and has generated significant revenue, with the last major entry, Assassin's Creed Valhalla, earning over a billion dollars. The latest installment, Shadows, was expected to perform well, but it faced intense backlash due to its choice of protagonists, with some critics alleging that the game was disrespectful to Japanese culture. Despite this, the game has sold reasonably well, with physical sales in Japan reaching around 25,000 copies, and digital sales likely to be higher. The controversy surrounding Shadows is not an isolated incident, as many companies struggle to navigate the complexities of online outrage and manufactured controversy. However, the success of Shadows suggests that such campaigns have limited impact on a game's overall performance, and that companies should focus on creating high-quality games that appeal to their target audience rather than trying to appease a vocal minority. By sticking to their vision and releasing a polished game, developers can overcome negative campaigns and achieve success, as seen with games like Baldur's Gate 3. Ultimately, the success of Assassin's Creed Shadows serves as a lesson for the gaming industry, demonstrating that manufactured controversy is often overblown and that a well-made game can overcome even the most intense backlash.