What's Happening?
Ubisoft CEO Yves Guillemot has revealed that the company adopted a strategy of ignoring negative criticism, particularly from online trolls, regarding its game Assassin's Creed: Shadows. This approach
was taken after initial backlash over the inclusion of Yasuke, a historical Black samurai, in the game. The decision to stop engaging with detractors and focus on the core values of the Assassin's Creed brand led to a successful release, with the game performing well in sales. Former franchise head Marc-Alexis Coté emphasized the importance of not self-censoring in response to threats, advocating for creative freedom and storytelling that challenges and connects people.
Why It's Important?
The decision by Ubisoft to ignore negative criticism and focus on its brand values highlights a significant shift in how companies can handle public backlash. This approach not only preserved the integrity of the game but also demonstrated that engaging with detractors is not always necessary for success. The positive outcome for Assassin's Creed: Shadows suggests that companies can benefit from standing firm on their creative decisions, potentially influencing how other gaming companies handle similar situations. This strategy may encourage more diverse and inclusive storytelling in the gaming industry, as it shows that such narratives can succeed despite initial resistance.
What's Next?
Ubisoft's success with Assassin's Creed: Shadows may set a precedent for future releases, encouraging the company to continue prioritizing creative freedom over appeasing critics. This could lead to more diverse and innovative content in upcoming games. Additionally, the gaming industry may observe and adopt similar strategies, potentially leading to a broader acceptance of diverse narratives. However, Ubisoft's reported cancellation of a game set during the Civil War era due to political sensitivities indicates that the company may still weigh financial and cultural considerations heavily in its decision-making process.
Beyond the Headlines
The situation with Assassin's Creed: Shadows underscores the complex relationship between creative industries and public opinion. While ignoring trolls proved effective in this case, it raises questions about the balance between creative expression and audience reception. The ethical implications of self-censorship versus standing firm on creative choices are significant, as they can impact the diversity and richness of cultural products. Ubisoft's experience may inspire other companies to reevaluate their engagement strategies with critics, potentially leading to a more resilient and diverse creative landscape.
