The Success of Assassin's Creed Shadows Proves Negative Campaigns Are Overhyped

Ubisoft has faced a tumultuous few years, with allegations of a toxic work culture, poor stock market performance, and a lack of hit titles. However, the recent success of Assassin's Creed Shadows has brought some much-needed relief. The game was initially delayed due to an online backlash over its choice of protagonists, but it has since seen positive sales figures, with some estimates suggesting it may even surpass the performance of previous titles in the series. The Assassin's Creed franchise is a crucial part of Ubisoft's lineup, with a broad appeal that many other game series can only dream of. The last major entry, Assassin's Creed Valhalla, generated over $1 billion in revenue, and the series as a whole has sold over 200 million copies. While it may not be the biggest franchise in the world, it is certainly one of the most successful and enduring. The controversy surrounding Assassin's Creed Shadows was sparked by the game's choice of protagonists, which included a Black man and a woman. This led to a backlash from some quarters, with claims that the game was disrespectful to Japanese culture. However, it appears that this backlash has had little impact on the game's sales, with many players simply shrugging off the controversy and enjoying the game. In fact, the game's success has shown that negative campaigns can be overhyped and that a well-made game can overcome even the most vocal opposition. As game director Kamiya Hideki pointed out, a small group of vocal critics can make a lot of noise, but they are often outnumbered by the many players who simply want to enjoy the game. The lesson from Assassin's Creed Shadows is clear: companies should not be swayed by online outrage and should instead focus on creating the best game possible. By doing so, they can build a loyal fan base and achieve commercial success, even in the face of controversy. As the game's success has shown, a critical mass of ordinary players can easily overpower the reach and volume of a small, bad-faith negative campaign.