We’d like to take this opportunity to congratulate the French publisher on its remarkable inability to launch one of its projects, which has been all but forgotten by everyone.
The gaming industry is currently experiencing a challenging phase: development takes too many years, yet games are sometimes announced so early that it becomes counterproductive. In this context, Ubisoft used the publication of its annual report to highlight this risk. In the 356-page document, the French company argues that excessive delays can dampen anticipation and cause a game to no longer meet the demands of an increasingly competitive market. Ubisoft supports this claim by noting that the game with the longest development time in history is under its management.
Ubisoft explains that the right release schedule is a decisive factor in the commercial success of every AAA-tier production. According to Ubisoft, releasing a game before it is fully polished can seriously hinder its reception. However, its success can also be affected if the release date coincides with other major launches, significant technological innovations, major updates to established titles, or relevant events within the “game-as-a-service” (GaaS) framework. A new risk has now emerged: excessive anticipation surrounding the release. Ubisoft notes that releasing a game too late, when market anticipation has waned and the game no longer meets the expectations of an extremely competitive market, can also hinder its success. Although the company does not mention any specific projects, Stephen Totilo speculated that this comment may be related to Assassin’s Creed Shadows, Skull and Bones, the Prince of Persia: The Sands of Time remake, or Beyond Good & Evil 2. The latter has been in development since 2008 and was last shown in detail at E3 2017.
However, Ubisoft isn’t the only one in this situation. Although Grand Theft Auto VI is one of the most anticipated games of the year, prompting numerous publishers to schedule their releases far from its November launch, it’s a project coming out 13 years after the previous installment. The brand’s influence is much greater, however, which works in Rockstar’s favor—something other companies can’t always afford.
Beyond the risks associated with development, the report also reflects a shift in discourse compared to last year. Ubisoft has removed the controversial claim that microtransactions make games more entertaining. The company is now solely committed to the principle that players should be able to fully enjoy its titles without spending additional money. Additionally, the company states that it has reorganized to strengthen creativity and execution discipline, as well as adopt a more player-centric approach. The goal is to regain the public’s trust.
Leave a Reply