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At a recent shareholders meeting on July 10, Ubisoft CEO Yves Guillemot found himself under the spotlight, facing tough questions from an investor about the cultural implications of the new game, Assassin’s Creed Shadows. The investor raised concerns about how the game portrays its characters, hinting at a perceived “woke” agenda, and sparked a broader conversation about Ubisoft’s reputation in the gaming community.
What’s Behind the Controversy?
Since its release in March, Assassin’s Creed Shadows has been a hot topic, climbing the charts to become the third best-selling game of 2025 so far. The game introduces players to Yasuke, a real historical figure who was an African samurai, alongside a non-binary ronin named Ibuki. This choice of representation has led to accusations of “wokeness” from certain segments of the gaming world.
During the Q&A session, the shareholder didn’t hold back, stating, “There has been much controversy regarding Assassin’s Creed Shadows. Ubisoft has been criticized for this ‘woke’ trend. The protagonist is an African samurai in 16th-century Japan, and he can develop a romantic relationship with a transgender character. This raises questions about the direction of your storytelling.” How do these creative decisions reflect Ubisoft’s overall mission?
This line of questioning didn’t stop there. The investor pressed Guillemot further about Ubisoft’s reputation, asking whether the company’s approach was a genuine reflection of its values or merely a political stance. “So, woke or not, how do you explain Ubisoft’s poor reputation? Could it undermine the foundation of your organization? Is there room in entertainment for such a stance?” This exchange highlights the growing tension between corporate identity and public perception in today’s cultural landscape.
How Did Guillemot Respond?
In a firm defense of the game’s creative direction, Guillemot emphasized that Assassin’s Creed Shadows aims to deliver a unique narrative experience. “This is a real character, someone who actually existed. Showing that character has been a major success. That’s why we chose to tell that story. We wanted to present a different narrative,” he explained, underscoring the significance of historical representation.
Despite the controversy swirling around the game, Guillemot reiterated Ubisoft’s commitment to exploring diverse stories within the gaming realm. He acknowledged the backlash but stood resolute in the creative choices made by the development team. Isn’t it interesting how some narratives can ignite such passionate debates?
Other Concerns on the Table
The shareholder also brought up the Stop Killing Games movement, a response to Ubisoft’s decision to remove The Crew from stores—a move that has drawn over one million signatures in the EU. Guillemot recognized the importance of supporting games but clarified, “Support for all games cannot last indefinitely, but it is an issue we are actively addressing.” How does a company balance support for its titles while navigating tough decisions?
As Ubisoft continues to navigate these complex discussions, it finds itself at the crossroads of entertainment, culture, and social responsibility. Guillemot’s responses reflect the delicate balance between honoring historical narratives and addressing contemporary societal issues.
In Conclusion
The ongoing scrutiny from shareholders underscores the challenges Ubisoft faces in an ever-evolving gaming landscape. As cultural narratives shift, the company must reconcile its creative aspirations with audience expectations. This meeting marked a pivotal moment for Ubisoft as it works to define its identity in a politically charged environment. What does the future hold for gaming as it intersects with social narratives?