'We Had to Stop Focusing on Those Who Hated Us': Ubisoft Says Yasuke Backlash Directly Led to Assassin's Creed Shadows Delay

'We Had to Stop Focusing on Those Who Hated Us': Ubisoft Says Yasuke Backlash Directly Led to Assassin's Creed Shadows Delay

Ubisoft boss Yves Guillemot has discussed last year's intense backlash to Assassin's Creed Shadows, and said the unexpected conversation shift "from gameplay to ideology" led directly to its high-profile delay.

Ubisoft Says Answer To 'Assassin's Creed Shadows' Backlash Was Convincing Fans It Was "More Of A Video Game Than A Message"

According to Ubisoft CEO Yves Guillemot, the massive wave of backlash met by Assassin’s Creed Shadows at the time of its announcement was a wake-up call for the studio, who realized that the only path forward for the embattled game was to convince the series’ longtime fans that the game was more than just a textbook example of ‘message over substance’. Yasuke (Ruan “jogazulu” Silva) is ready to fight for justice in the live-action tokusatsu comm…

Ubisoft CEO claims it just stopped feeding the trolls when it came to Assassin's Creed: Shadows, which 'very quickly eliminated the fights, which were just fake fights'

That's all great, Guillemot, but I have a couple notes.

„We had to stop focusing on those who hated us.” Ubisoft on its secret strategy to combat Assassin's Creed Shadows hate

Ubisoft's CEO told how the company managed to improve the atmosphere around Assassin's Creed: Shadows. The key was to focus communication on gameplay aspects and direct the message mainly to fans of the series.This info „We had to stop focusing on those who hated us.” Ubisoft on its secret strategy to combat Assassin's Creed Shadows hate was first published on Gamepressure.com 06 November 2025.

Assassin's Creed Shadows' backlash reportedly corporately canonised by Ubisoft as a victory for being "more of a video game than a message"

Ubisoft CEO Yves Guillemot has reportedly given a marketing presentation offering a very company-friendly retelling of Assassin's Creed Shadows' backlash.

‘We had to stop focusing on those who hated us’: Ubisoft says it won the battle against Assassin’s Creed Shadows backlash

The company’s response to the backlash was detailed in a recent presentation…