What's Happening?
Ubisoft is initiating a new approach to launching its games on Steam, beginning with 'Prince of Persia: The Lost Crown.' This change aims to eliminate the need for players to install and run Ubisoft's proprietary launcher, Ubisoft Connect, when accessing
Ubisoft titles through Steam. Historically, playing a Ubisoft game purchased on Steam required the additional step of launching Ubisoft Connect, a practice also common with other major publishers like EA and Rockstar. The company describes this as an 'initial step toward a smoother and more streamlined launch experience on Steam.' While the dedicated launcher will no longer be required, underlying 'Ubisoft Connect Services' will still operate in the background to support features such as cross-progression, cross-play, player safety, challenges, and rewards. This new system will be facilitated by a 'Ubisoft Connect Services Steam tool.' The company has indicated plans to roll out this method to other Ubisoft games in the future, suggesting a broader shift in its distribution strategy on the Steam platform.
Why It's Important?
This move by Ubisoft is significant for the U.S. gaming market as it directly addresses a long-standing point of frustration for PC gamers: the requirement to use multiple launchers for games purchased on a single platform like Steam. For players, this change promises a more seamless and less cumbersome experience, potentially increasing satisfaction and reducing barriers to playing Ubisoft titles. The elimination of an extra launcher could lead to quicker game access and a more unified gaming library experience, which might encourage more purchases of Ubisoft games on Steam. From an industry perspective, this could set a precedent for other major publishers who currently employ similar dual-launcher systems, potentially influencing a broader trend towards more integrated platform experiences. While Ubisoft Connect services will still run in the background, the removal of the overt launcher requirement could improve the perception of Ubisoft among PC gamers and potentially boost sales by making their games more accessible and user-friendly.
What's Next?
Following the initial test with 'Prince of Persia: The Lost Crown,' Ubisoft plans to iterate and improve its 'Ubisoft Connect Services Steam tool' to further enhance the seamless experience. The company has stated its intention to roll out this new launch method to additional Ubisoft games in the future. This suggests that players can anticipate a gradual transition for other popular franchises like 'Assassin's Creed' and 'Rainbow Six Siege' to adopt this streamlined approach. The success of this initial test will likely dictate the speed and scope of its broader implementation. Competitors who also utilize secondary launchers, such as EA and Rockstar, will likely observe Ubisoft's results closely. If this change proves popular with consumers and beneficial for Ubisoft, it could pressure other publishers to re-evaluate their own launcher strategies on platforms like Steam, potentially leading to a more unified and user-friendly PC gaming ecosystem across the industry.
Beyond the Headlines
This strategic shift by Ubisoft highlights a deeper industry trend towards prioritizing user experience and reducing friction in digital content consumption. The 'launcher fatigue' experienced by many PC gamers, where multiple proprietary applications are required to access different games, has been a significant point of contention. By simplifying the launch process, Ubisoft is not only responding to player feedback but also potentially acknowledging the competitive advantage of a more integrated platform experience. This move could subtly shift power dynamics within the PC gaming ecosystem, as publishers might become more reliant on the primary distribution platforms like Steam for user engagement, rather than attempting to drive traffic to their own launchers. It also raises questions about the long-term viability and purpose of proprietary launchers if their primary function of game launching is offloaded to larger platforms, potentially refocusing their role towards community features, exclusive content, or subscription services.
