How Ubisoft spent $2.1M on influencers to secure the launch of Assassin's Creed Shadows

Ozriel said:
Today, people on an enthusiast gaming forum learn that game companies spend money to market their games.

Stay tuned for more breaking news!



"You're right, it's likely it's Tencent and it isn't about the game, but still my point stands that the game is to blame"

Confused Joe Biden GIF by CBS News
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That's not what I said.

I said Tencent bringing the stocks down is circumstance. I'm not blaming the game for the stocks being down but Tencent being the main cause of it doesn't somehow negate the impact Shadows had or didn't have on their stock,it just masks it with the current circumstance of Tencent having the bigger impact.

You can mask one shit by dropping a bigger shit on it to put it in simpler terms. Though not by intention as I'm sure Ubisoft didn't intend for any of this, they're just in trouble.
 
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I'm not saying this is morally sound or anything because lord knows I think it's funny but...yea, this is what marketing budgets are and have been. I just listened to a 90s music podcast and their label spent over $1mil to attempt to break the band Blur in the US with marketing campaigns.

It used to be posters, then radio, then radio & TV, then internet and on and on. It feels especially corny with these absurd "influencers" but it's just marketing wherever current eyes will wander.
 
Go_Ly_Dow said:
Game must have flopped pretty hard, as the market reaction has negatively impacted there share price which is down in the shitter with close to a 20% drop in 5 days, wiping off hundreds of millions of there valuation, as per:

QlLfCM1.png



1 year and 5 year view far worse as well.
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As usual, the share price reflects future confidence level in Ubisoft's management of their high-value assets.

Ubisoft's management has been underperforming for a while, releasing relatively poor performers.

So it'll take more than one moderately successful title to rectify this situation.
 
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FeralEcho said:
That's not what I said.

I said Tencent bringing the stocks down is circumstance. I'm not blaming the game for the stocks being down but Tencent being the main cause of it doesn't somehow negate the impact Shadows had or didn't have on their stock,it just masks it with the current circumstance of Tencent having the bigger impact.

You can mask one shit by dropping a bigger shit on it to put it in simpler terms. Though not by intention as I'm sure Ubisoft didn't intend for any of this, they're just in trouble.
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Well, given that we had a stock price uptick before the Tencent announcement, it's likely the impact Shadows would have had on the stock price would have been positive, and it's being masked by the response to the Tencent news.
 
reinking said:
I don't think it is garbage. I find it to be an average AC game. Where is my check?

Charlie Brown Mail GIF by Peanuts
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Thats actually one smart thing ubi does- they dont pay nobodies(so no faithful mountain of sheep/followers/subscribers to influence) who praise the game anyways/defend it coz of "woke principles"- why pay for something that some low iq individuals(we dont wanna call any1 idiot here) do willingly for free :D
 
PeteBull said:
Thats actually one smart thing ubi does- they dont pay nobodies(so no faithful mountain of sheep/followers/subscribers to influence) who praise the game anyways/defend it coz of "woke principles"- why pay for something that some low iq individuals(we dont wanna call any1 idiot here) do willingly for free :D
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lol......why does this sound like you are calling reinking reinking a "low iq" "nobody".

Confused Hanna Barbera GIF by Warner Archive
 
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Bill Hader Popcorn GIF by Saturday Night Live


Another AC thread to watch haters go full retard in

TIL that the game is only a success if it saves Ubisoft and creates world peace.
 
IDKFA said:
Ah, the millionaire "communist" grifter who walks around in designer gear and profits from capitalism.

What a guy 🙄
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Thats why ppl like myself, who were born and raised in communism countries, know he is full of shit.
What it actually was durning communism here, even in the 80s, so endphase of communism- educated ppl(think doctos/engineers) could barely afford 1 pair of western brand jeans with their monthly salary, we had queues when new shipment of toilet paper came into the store, and 99% of time shelves in all the stores were simply empty or almost empty, 2 channels in tv only, most ppl had 14ich black and white tv btw, no remote( personally i only upgraded mine 6years after communism fell here, so in 95, to beautiful 21inch sony trinitron :)
Stuff wasnt sunshine and rainbows, like at all, corruption was so massive it was basically part of culture/good manners- it was expected, u were looking like a weirdo if u didnt offer a bribe :messenger_grinning_smiling:
 
Ozriel said:
Well, given that we had a stock price uptick before the Tencent announcement, it's likely the impact Shadows would have had on the stock price would have been positive, and it's being masked by the response to the Tencent news.
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It's hard to say how it would have fluctuated given that Ubisoft doesn't give us any real sales numbers on the game. Lack of sales figures usually means lack of confidence which investors don't like. But who knows how it would've performed,we'll hopefully get some real numbers eventually.
 
Imagine paying twitch streamers to play your game when they were probably already going to play your game on stream.
 
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Yes, as part of their marketing / PR campaigns all the publishers pay top streamers, youtube, tiktokers and other influencers to feature their games. Everybody has been doing this for many years.

This hasn't been to 'secure' any launch, is part of the common practices to promote any AAA game.

It isn't something new of rare that AC Shadows made for the first time at all. As an example a few days ago Bethesda paid them a trip to many European ones to their office to let them play Doom Dark Ages.
 
proandrad said:
Imagine paying twitch streamers to play your game when they were probably already going to play your game on stream.
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I don't think Hasan would touched Shadows had Ubi not paid him nearly 100k to do it. Ubi was leveraging him because his audience would be receptive, especially with the political angle to this drama. "Oh we can stick it to these yt chuds? Hell yes!" Ubi sure as shit wasn't going to sponsor Asmongold.

Surprised they didn't sponsor Cohhcarnage. That dude does so many sponsored streams these days. Looks like Ubi only gave him a free key and he ended up shitting on the game anyway lol
 
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I bet their metrics say this was money well spent. 2.1mil is a cheap campaign. Did that 2 mil generate 10 mil in sales? What was sell through for that audience. I bet they know.
 
Is there a full list of Youtubers who got paid? I want to see if the people I watch got paid off and if so I want to unsubscribe and block them on my socials.
 
Look how much they paid Hasan. I'm glad many of you were complicit in the underperformance.

I'm glad to see that some of the various supporters that "like" this shitty game were actually people that Ubisoft paid.

I'm glad to confirm many who I spoke with were just gaslighting me. I can tell silly lies when I hear them. I've known generic slop for ages. No opinion online was ever going to be able to change my mind about something so obvious.

I have eyes. I can see the game is shit and I can't be gaslighted into thinking pure shit woke trash is a good game, so keep wasting your money.

Someone is such a bad dev that they have to bribe political people to trick their political audience into playing their game. Why not spend this money on removing the woke form your game instead?
 
nemiroff said:
"If you say this you're that"

What the fuck is up with the shit rhetoric.
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Many of us believe the touted success of the game is actually smoke and mirrors and during the next financial disclosure we will find out the game actually underperformed internal expectations. That is our opinion, not a fact. We are waiting to see. Hopefully we will also find out how much the game cost to make vs previous AC entries.

Until we know how much real revenue was generated, what internal expectations were, and how much the game cost, we can't determine if it is a failure or not.

Despite this, the people who enjoy AC Shadows have jumped on board the Ubisoft success hype wagon touting their metrics without all the data.

The reasonable among us are simply saying that we should not celebrate until we know for sure if this game was a success or not. Very recently a similar thing happened with Dragon Age Veilguard and even a HUGE member of the press, someone who many would consider smarter and more of an insider than all of us, posted a tweet saying that when games go woke they top the charts concerning Veilguard. Of course, imho, that turned out to be wrong as the game(Veilguard) underperformed despite early metrics making it look like a win.

Many of us called Veilguard underperforming and also using similar logic also called AC Shadows underperforming. Many of us expected the game to do better than the last entry in the series and expand the IP rather than contract it. We aren't sure how that will end up, so the "shit rhetoric" may just be the mildest pushback against the early celebrators. Many of us believe we will find out with financial disclosures if ACShadows did or did not underperform, so hopefully we will know soon. What confuses many is the scale. ACShadows is a large IP and large scale. An underperformance for a game like this would look like a gigantic success for almost any other game, so it is difficult to determine how the game actually did without the pertinent data.
 
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CompleteGlobalSaturation said:
This is why I despise Ubisoft.

The company needs to burn.
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Most companies now spend $500k-$1 million on paying twitch / youtubers / tiktokers to play their games at launch. It's nothing new. It's targeted advertising rather than blowing a million on a tv ad where very few gamers will even see it.

I bought Shadows at launch and marveled at it's visuals but dropped it before even playing as the guy around 5 hours in. It's absolute Ubisoft paint by numbers which I don't mind. What I do mind is them putting invisible walls everywhere making the one good thing about their games (the huge Worlds) feel extremely limited.
 
Not knowing much about this influencer payment stuff, and full disclosure I have a burning seething hatred for Ubisoft since like 2004:
$2.1M seems like a small amount as part of the 'marketing' budget and this seems entirely typical across this industry and many others.
Hasan Piker is absolute champagne socialist scum that's brainwashing millions of weak willed and small minded idiots.
 
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