How Ubisoft Destroyed Its Own Reputation

Ubisoft is a household name in the gaming industry as the developer of iconic video game franchises, from Assassin’s Creed to Rainbow Six Siege.

Despite its past success, Ubisoft has developed a reputation for releasing “slop” with a less-than-stellar track record of project mismanagement, tone deafness to its players, overly aggressive monetization, and a long list of other controversies that can be traced back to the founders, the Guillemot family.

After years of publishing uninspiring sequels that ride off the nostalgia of their flagship franchises and several failed releases, the Guillemot family has found itself in a dire situation.

In today’s video, we explore the history of Ubisoft's poor decisions that led to a company that was once a titan in the gaming industry to being on the brink of collapse.

Ubisoft leadership has become infamous for statements that have tarnished the company's reputation, such as claims that they were making the first AAAA game and doubling down on the stance that gamers will need to get “comfortable” with not owning their games.

In 2025, Ubisoft was banking on the success of Assassin's Creed Shadows to fight its way out of financial troubles as the French video game publisher grappled with falling revenue, a sinking stock price, and takeover speculation. Despite having sold 2 million copies in the weeks following the launch of AC Shadows, the reported sales success was not enough to save Ubisoft.