The Star Wars Franchise: A Galactic Crisis?

Recent data on Star Wars Outlaws' sales performance has shed light on the extent of Ubisoft's struggles, with the game's numbers lagging behind other Star Wars titles and Ubisoft's own open-world games. While the decision to postpone Assassin's Creed Shadows may be multifaceted, it suggests a crisis of confidence in the company's open-world formula and its ability to identify quality and potential in its games. However, it's possible that Ubisoft is not entirely to blame for the underperformance of Outlaws, and that the real issue lies with Disney's mismanagement of the Star Wars IP. The Star Wars brand, once a guaranteed success, now seems to be struggling to find a receptive audience, with the old idea that Star Wars branding was a magic formula to instantly generate interest no longer holding true. Disney's approach to Star Wars, which has involved flooding the market with a steady stream of properties, has led to a sense of oversaturation and fatigue among fans. This strategy, inspired by the success of the Marvel Cinematic Universe, has failed to account for the unique character of the Star Wars IP and the importance of scarcity and anticipation in maintaining its appeal. In contrast, companies like Nintendo have demonstrated the value of careful brand management and restraint in maintaining the long-term value of their IPs. The success of Hogwarts Legacy, a licensed IP that has avoided the pitfalls of oversaturation, provides a useful counterexample to the struggles of Star Wars. Ultimately, the challenges facing Star Wars serve as a reminder that franchise management requires a delicate balance between meeting investor demands and preserving the long-term value of the IP.