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Ubisoft Needs to Be Honest in Marketing to Avoid Unity and Watch_Dogs Like Disasters

Ubisoft is a firm that once was the creator of some of the best gaming franchises in their times, but have recently fallen in the eyes of gamers for constant controversial releases and apparently deliberate deceptive marketing strategies.

The last fantastic game I can remember from Ubisoft was Far Cry 3, and it was a serious effort worth the applaud it received. After that? Well, apart from a typically entertaining Black Flag, Ubisoft has struggled to impress.

Last year, their most highly anticipated game after Far Cry 3 was to be released after an extended delay. Prior to it hitting the shelves, it was dubbed as a potential Grand Theft Auto V killer, a ‘guaranteed’ contender for the Game of the Year, and much more.

What the fans got in return was a broken, dumbed down version of Watch Dogs, the seemingly spectacular title that got fans jumping on the Ubisoft bandwagon just a year before.

While the gameplay, narrative, and story’s appeal is subjective (in my opinion it was underwhelming), one aspect of Watch Dogs was undeniable: it was a technical catastrophe, especially when compared to the demo we’d seen at the E3 before.

The graphics were nerfed, as were many other aspects of the gameplay. The game itself ran poorly on various platforms, notably the PC (Ubisoft has been anti-PC for a while now), and the funniest part was that the very part of the game that was shown at the E3 was entirely changed/omitted.

Watch Dogs isn’t the isolated incident though. The most recent is Assassin’s Creed: Unity, which was an absolute mess of a game and a display of how the AC series has lived long enough to become unlikeable.

Unity was perhaps the biggest mess by a game company in the past decade, and pushed gamers to critical mass. The fans responded angrily, so much so that Aisha Taylor herself admitted of the harsh and frustrated tweets and feedbacks the firm got.

She said that Ubisoft listened to feedback, and the company’s CEO Yves Guillemot suggests the same.

In an interview with The Guardian, Guillemot admits the mistakes made with Watch Dogs, and suggested that this time around they had used ‘target machines’ to demo the games shown at the E3 2015 conference.

Ubisoft had an underwhelming E3, but according to them, whatever content they showed is exactly the way it’ll be when the respective titles are released.

This statement only goes on to further add pressure on Ubisoft to deliver, forcing them to launch titles like Rainbow 6 Siege, AC Syndicate, The Division, For Honor, and Ghost Recon Wildlands without noticeable downgrades, and more importantly without any blunders like Unity.

Ubisoft not only needs to add transparency and truth to their marketing, but also needs to be more honest with their games. Since Far Cry 3, they haven’t delivered anything that stands out both technically and in-terms of freshness.

Hopefully, the above-mentioned titles won’t follow the footsteps of Watch Dogs and Assassin’s Creed: Unity.