Ubisoft Shifts Focus: Embracing Mobile and Free-to-Play with Star Wars

The past year has seen Ubisoft release several notable titles, including Mario + Rabbids: Sparks of Hope, a strategy game that, despite its quality, failed to meet the company's expectations. This underperformance, combined with the disappointing sales of Just Dance 2023, has led Ubisoft to reevaluate its strategy and focus on its core IPs, such as Assassin's Creed. According to Yves Guillemot, the current economic climate has resulted in gamers gravitating towards more established brands, a trend evident in the success of games like God of War, Pokémon, and Hogwarts Legacy. In response, Ubisoft is adapting its approach, prioritizing the development of its existing IPs and exploring new platforms, including mobile. Guillemot notes that the decision to develop Star Wars and Avatar games was driven by the passion of Ubisoft's teams, rather than purely business considerations. The company is committed to creating innovative and engaging experiences, as seen in the upcoming Assassin's Creed Mirage, which promises to deliver a unique take on the franchise. Ubisoft's Forward event showcased a range of new titles, including Avatar: Frontiers of Pandora and Star Wars Outlaws, demonstrating the company's commitment to innovation and risk-taking. While some projects, such as Skull and Bones and Beyond Good and Evil 2, have faced delays, Guillemot attributes these challenges to the complexities of game development, rather than any underlying issues with the company. The CEO emphasizes Ubisoft's focus on building its own IPs, rather than relying on acquisitions, and highlights the importance of partnerships, such as the one with Tencent. As the company navigates the evolving gaming landscape, Guillemot remains confident in Ubisoft's ability to adapt and thrive, driven by its commitment to innovation and its dedication to creating exceptional gaming experiences.