Changing the headline

It started (for me) around 6 hours ago when Emma Boyle at Techradar gave us ‘Ubisoft is aiming to create more unique games with an editorial shake up‘, which sounds nice, yet the initial problem for Ubisoft will be to make proper games, an initial essential requirement. As I see it, Ubioft lost their edge and now they are using PR and marketing to make it into ‘Ubisoft is aiming to create more unique games with an editorial shake up‘ (at https://www.techradar.com/au/news/ubisoft-is-aiming-to-create-more-unique-games-with-an-editorial-shake-up), proper games are made not merely by innovative designers and thinkers, but it requires a team of methological thinkers to properly test the game, they need a few wild cards to make sure that ‘stupid choices’ are optionally caught. We are now all about the results of The Division 2 and Ghost Recon Breakpoint, yet the fuming disasters of Assassins Creed Unity are still not forgotten. All whilst Far Cry 4 was more of the same (not a flaw and not the worst idea), yet the short sighted impact of Ubisoft needs to be seen where the bungle of a title is best prevented, at the very top (Yves Guillemot). I have had my issues with Yves Guillemot, yet he does have a proper business instinct and that is something that Ubisoft needs as well. The eyes are now all on Watchdogs: Legion which is approaching release and the idea, concept and work on it is pretty amazing. It takes Watchdogs in another dimension, one that we have not seen before (as far as I know) and it could make way for an entirely new Cyberpunk line. Yet the story is merely one part, it is the release and the initial feel that matters and to be honest, with previous blunders, I would feel more relaxed if they delay it to fix things BEFOREHAND, than give us some lame excuse afterwards, because that is marketing for you, get the money first. 

Consider the fact that I was able to initially ‘design’ a new Watch Dogs 3 (playing in Okinawa) in less than 8 hours, setting the initial stage for close to 50-100 hours of gameplay and with the setting of optionally 4 storylines, all set in hypermodern (slightly futuristic) Japan. Each of the storylines was different and a separate play through of the city with other approach options. Taking lessons from past successes and failures to give the people a new experience. And I got there by ignoring the storyline and setting a free roam stage where you could fall into choices. 

Yet Polygon gives on the 17th (at https://www.polygon.com/2020/1/17/21071083/ubisoft-editorial-team-changes-paris-serge-hascoet-yves-guillemot) ‘With all its games looking the same, Ubisoft shakes up its editorial team‘, there we see the words of CEO Yves Guillemot “blamed on a lack of differentiation in consumers’ minds“, it is actually simpler than that, when you try to build game that pleases all, you end up with a product that pleases none, as I see it, it is really that simple. And as I personally see it, the quote: “Ubisoft chief creative officer Serge Hascoet will remain in charge of Ubisoft’s editorial group, but that he will be given more subordinates and they will be given more autonomy, so that he is able lead from a broader perspective rather than directing individual projects himself” sounds nice, but will it work out that way? It is merely internal marketing of another kind (I am not laying blame on Serge Hascoet). Ubisoft is in a difficult place and this preemptive setting is merely good for the stage if Watch Dogs: Legion misses out too much, if this goes sideways (which I will not initially expect), the value of Ubisoft will diminish 30%-60%, which would scare the shareholders to no degree.

That this is all marketing (to some point) is seen with: “Guillemot said Breakpoint had “been strongly rejected by a significant portion of the community” and that it “did not come in with enough differentiation factors, which prevented the game’s intrinsic qualities from standing out.”“, how about the fact that it was littered with bugs? There is a reason why people are happy to wait 12-20 weeks and pick up the game for 75% less, bugs are a main reason. The lack of quality has driven the massive day one release buy to a soft interesting week 5 or later buy. You can only remain with a setting of special editions with optional additions when you do something about the quality, and that had remained absent. As such I hope that the Watch Dogs: Legion delay is also so that it can be properly tested. I also oppose to some degree the statement “the company needed to leave more time between the launches of its live service games so that they aren’t cannibalizing one another’s interest and audience“, yet too many games at the same time is an issue, but it is not merely about Ubisoft, the game designers ALL want to capture the audience, even as they all know that the consumer in this day and age can only afford one new game, the stage is still set to getting them all. So as we then get into comparing Breakpoint against Call of Duty: Modern Warfare, we saw how Activision kicked the hell and nearly all life out of Breakpoint, that danger would have been a lot less if it had been properly tested. Activision also took a stand, as we take notice of “Modern Warfare’s single-player campaign focuses on realism and feature tactically-based moral choices whereupon the player is evaluated and assigned a score at the end of each level” (source: GamesRadar). Making of forcing a choice is not debilitating, bad testing is, that simple truth hit Breakpoint at least twice over, and as such if became the failure it is (as I personally see it). In all this, the power of better testing will enable ALL games from Ubisoft and making sure that the release date is not what marketing it makes out to be, but when development states that it is ready is a second part in all this. They forget that in the end it is the gamer who wants it and as CD Projekt Red has proven twice over, it comes when it is ready, and as I see it their 93% rating proves them right, which opposes 57% from Breakpoint and it sets a different precedent, it makes the gamers wonder if Ubisoft is still a AAA developer, a question they never really asked before, as I see it Watch Dogs: Legion will push that question to a larger degree in a much larger population making the 60% loss more and more direct, in this I am trying to remain an optimist, the losses could be larger.

The clear message becomes, that Ubisoft better get it right with Watchdogs, if that fails several franchises could be up for grabs for very little, because that is also the curse of shareholders, they will sell, as long as they break even in the deal and for now, that is not the case.

I for one would be a little sad, Ubisoft is a French company, to see a non American (or Japanese) company be this successful was an interesting side, it opened others to the idea that good games did not need come from either two countries (CD Projekt Red also proved that) in all, France has too much on the anvil and they could win and remain or lose a lot, it is not a great place to be, but the two elements I gave out could limit losses to some degree and there is no fault or damage to shift a release date, that is just junk others thrown into the mix. 

And it is not over for Ubisoft, as we see how top title after top title is making an impact on Nintendo Switch, there is a lot from Ubisoft that does have a massive following and they could again. Consider FarCry III on Switch, and even as some are already on Switch, they were not the greatest Assassins Creed games (I still do not regard Assassins Creed IV an AC game). More important, as we see Witcher III on Nintendo, where is AC Origins? It was a masterpiece, could that not be transferred? It is easy to look at transfers, but it is also the cheapest way to repair a software house (and it optionally gives low cost and high yield revenue). In addition the setting where a games might take up to 100 hours, yet the main story take no more than 20 hours, making it an unbalanced equation. Set that against a speed run on Witcher 3, which is not my favourite game mode by the way, taking a player no less than 25 hours. As such we should take notice that there is an optional shortfal in some Ubisoft games (not in AC Origins, or AC Odyssey though), as such there is a lot more that Ubisoft can do, especially in Watch Dogs: Legion and as I personally see it, they better do that BEFORE the game is released, not as some lame DLC excuse (free or not). All this is coming to roost at Ubisoft even before that new Microsoft contraption and the Sony PS5 are released. It shows just how much Ubisoft needs to get fixed and not in a marketing way. They actually remained in the game longer than I anticipated, but as far as I (and others) can tell, they are running out of options, so whether we see an obituary of Ubisoft in the coming year, or a revitalisation is up to the big chair, the quality of games is not something they can short change the gamer on again, they have done that too often (as I personally see it) and the entire “but we fixed it” will not hold water, not this time, there are too many competitors at present.

Their first-person shooter is up against Activision (80%), their RPGs are up against Guerrilla Games  (90%) and CD Projekt Red (92%), and several other games are up against Santa Monica Studio (94%). It goes on and Ubisoft needs to see that they are not alone and that others are winning the gamer share that Ubisoft once had, it is the direct result of sub-standard delivery on quality all that whilst we see that there is no other group that is so into gossip like gamers, mistakes like this become the setting of failure within hours of day one sales and there is a larger group no longer running out on day one, they are largely becoming week 2 buyers (at best)  when it comes to Ubisoft games, as I personally see it, when a gamer gets to spend their cash once on a new game twice a year, that new game better be really good. 

That is the setting that Ubisoft faces and marketing will not save them this time. As to what the new headline should be, I leave that up to the reviewers who took over from me, I looked at games for 13 years, I gave a view of games to two generations and even as I still love games, it had become time (in 2000) for others to take over, yet I never stopped looking at games with a critical eye (yet enjoying them became my number one priority). No matter what story you see published, Guillemot must be realising that his time is over, I will admit that even as For Honor was never my cup of tea, it was unique and amazing as a title, even as it was a multiplayer title, Ubisoft outdid themselves that time around. I recognise that there are plenty of games that are not my cuppa tea, yet that does not stop me from admiring excellence, for Honor delivered, and they are not alone. 

As I stated, changing the headline would give us the real issue and I think the headline should be ‘If we had only given more time to testing out product‘, it might end up being a lousy obituary, but the truth tends to be that, lousy and hard hitting. In the end, we will need to wait until later (after Q2) 2020 to see where Ubisoft is going and what the optional gamer will buy from that point onwards. Yet this is all happening whilst some of the others are solely focussed on getting their one games out. So no matter how we personally see it, Ubisoft is in a vice and they basically put themselves there, considering that AC Origins was a 2017 release. When you get articles on ‘Here are the best (worst) <insert title> bugs‘, you have an actual problem and with 2 years of bugged titles, something should have been done a long time ago, especially as I personally see it that this issue has been around since 2012 to an increasing degree (I will abstain from the ‘to a larger degree’) expression. I understand that NO GAME is absent of bugs, Ubisoft merely has too many of them and for the most they are all over the web and YouTube, so it is not merely my view, as per illustration have a look at the funny parts (at https://www.youtube.com/watch?v=ykcA3yKPolY), it is merely the tip of the iceberg and we all know what happened to the Titanic when they wanted their drinks on the rocks.

 

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