Ubisoft is having a creative crisis, and Assassin’s Creed Shadow’s (mis)management is starting to become a reflection of that.

In 2024, it’s a tough time to be a company involved with the making and marketing of Assassin’s Creed. It’s a franchise recognized by millions of gamers across the globe, yet, lifts an eyebrow and rolls eyes when talked about at the time of writing. It’s no mystery that Ubisoft may be having somewhat of a creative crisis.

There are audiences to please, and stakeholders to keep happy. Then, there’s that little voice in a game developer’s head that tries to find a balance between artistic freedom and mediocrity that pays the bills.

Add to that the recent announcement from Sucker Punch Productions that looks a lot like a more promising version of Assassin’s Creed Shadows, and Ubisoft is setting itself up for some serious competition.

Does Ubisoft truly have what it takes to keep the franchise up and running? Recent events may suggest otherwise, but there’s more to the company’s downfall than the mismanaged expectations around Assassin’s Creed Shadow.

From Hidden Blades to a Fall in Sales

The iconic franchise will always be cherished, even if some of its games aren’t. Image Credit: Ubisoft

Back in the 2000s, Ubisoft was the chosen one who brought us franchises like Prince of Persia, Splinter Cell, and Assassin’s Creed for the first time. These games didn’t just set the standards of storytelling and gameplay mechanics in video games, they cradled cultural phenomena that are spoken of to this day. Ubisoft was pretty much the household name for innovative ideas and a company that could be trusted with new game releases.

Unfortunately, over the last decade, the company has struggled to maintain that benchmark. Even though Ubisoft’s latest games show off a high level of visual fidelity and technological prowess, at its core, the games lack creativity and have become increasingly predictable over the years. Most of the open worlds feel bloated, with unnecessary side quests and gameplay loops that try to keep gamers interested for all the wrong reasons.

Analysts downgraded Ubisoft’s stock from 32 to 14.5, and this downgrade doesn’t even take into account the poor data related to Star Wars Outlaws. pic.twitter.com/MoZYrFRXog

— Pirat_Nation 🔴 (@Pirat_Nation) September 12, 2024

User Pirat_Nation on Twitter shared some information regarding Ubisoft’s downfall in sales, and the loss of interest from investors. This may be a clear reflection of the company’s performance at present, but at large, a mirror to all that’s been going wrong behind the screens.

Assassin’s Creed and Ghost of Yōtei – A Mirage of Ubisoft’s Victorious Past

The game’s developers have established that Ghost of Yōtei is set in 1603, in an area outside the rule of Japan. Image Credit: Sucker Punch Productions

The Assassin’s Creed franchise became the biggest example of this, and the upcoming title in the series is going to expand on this, preferably in a way that could get fans excited again. After all, who doesn’t want to play a game set in Feudal Japan? Well, only if you’re willing to wait until 2025… you know, the year when games like Grand Theft Auto 6, Ghost of Yōtei, and Mafia: The Old Country are coming out.

But alas, ever since its announcement followed by a bunch of trailers, the game has been nothing but the center of controversies regarding its protagonists, settings, and everything in between.

Assassin’s Creed Shadows will now release February 14, 2025. pic.twitter.com/J2ah7kkytW

— Assassin’s Creed (@assassinscreed) September 25, 2024

It doesn’t help to know that Ghost of Yōtei, an upcoming sequel to the universe of Ghost of Tsushima recently got announced. Sucker Punch Productions seems to be hard at work at making a game that, for all intents and purposes, may just feel like the Assassin’s Creed-esque title gamers have been waiting for.

Unless Ubisoft takes criticism to the head and heart, there’s a high chance that its upcoming game by will function on a gameplay loop that will be loved by a handful of audiences.

However, it won’t blow anyone’s minds away if they start making comparisons to titles that continue to innovate instead of riding the waves of past victories. Think of companies like Rockstar Games, Sucker Punch Productions, Insomniac Games, and Nintendo.

Reinventing a Wheel Until We Have Quadruple-A Wheels

Familiar mechanics garnished by novelty is a philosophy Ubisoft is trying to master. Image Credit: Ubisoft

The companies I just mentioned are known for creating experiences that keep fundamentals at heart, yet innovate consistently. Ubisoft might have tried doing the same but failed in several ways. This is something that’s bound to happen when developers choose to create half-baked stories with shiny assets as a veil for fundamentally repetitive gameplay loops.

Take the case of its recently released title – Star Wars Outlaws, a promising universe with unique stories that otherwise struggle due to the studio’s focus on reinventing gameplay mechanics.

This worked in the past, but no longer holds that kind of newfound Ubisoft magic. There’s a reason why the studio is still working on some of the game’s core mechanics, even after a month of its release.

Our team is currently working hard to address your feedback and deliver new content.
More title updates will be heading your way in the coming weeks along with the release of our first story pack on November 21st.

Stay tuned for more information soon. pic.twitter.com/3mapFT2Pyx

— Star Wars Outlaws (@StarWarsOutlaws) September 27, 2024

It seems like every other company is going to pull a Cyberpunk 2077 because CD Projekt RED managed to work miracles. If that’s the case, our faith in triple-A studios needs to be reconsidered.

Instead, gamers are continuously introduced to experiences as magical and miraculous as a quadruple-A title like Skull and Bones. Or, a delay in a much-awaited title, with a refusal to showcase a game in a city that should have been one of its key audiences. User Ajxtt on Reddit shares some information regarding this mishap.

So, is there any hope for Ubisoft? As a person who would very much like to keep writing about games and not get hunted down by people in black suits and shiny shoes, I’d give you an optimistic “yes”.

But, as a gamer who grew up playing its games, I wish for the studio to take a deep, hard look in the mirror and reinvent itself completely if need be. Many people would love to see the studio rise back from the ashes, but at the moment, it feels like a fictitious tale of a Fenyx that’s too good to be true.

What have your thoughts been on Ubisoft’s management of Assassin’s Creed Shadows? Do you think the company still has a bright future? Let us know your opinions in the comments below.