Year to date, shares are down 57%, which has stirred up some activist investors to call for a sale.
The bookings’ shortfall was, technically, due to the delay and disappointing sales of Star Wars: Outlaws. However, the underlying reason for both of those, at least in part, is the far-right opposition to diversity and inclusion.
Outlaws, which has a female lead character, received mostly solid reviews from professional critics; but many players gave it a zero rating out of 10 on Metacritic, citing “forced DEI narratives” and claiming the developers “spent more time on the woke culture than on the story and gameplay.”
Some players were also unhappy with the optional season pass model that tacked an additional $40 onto the game’s price for extra missions. (The season pass/downloadable content model has been a popular one in the industry for many publishers, and is used in Fortnite and Dark Souls 3.)
That review bombing, driven by anti-DEI backlash, seemingly worked—and set off a chain of events that led to Wednesday’s announcement.
“We believe Star Wars Outlaws was impacted by a coordinated effort that sought to troll Ubisoft games specifically and Star Wars content in general,” wrote Michael Pachter of Wedbush in an analyst’s note. “This is a case of a rare incel victory that led to Ubisoft having to take down its numbers.”
In fact, the delay of Assassin’s Creed Shadows, which was already under fire by that group for having a female ninja and a Black samurai as lead characters in a game set in feudal Japan, could embolden detractors. GamerGate-friendly forums on Reddit are already celebrating the announcement and taking a victory lap, with a few racist comments thrown in.
But gameplay mechanics weren’t what caused the prerelease backlash of Shadows. As far back as July, the development team has found itself on the defensive for its choice to include a Black protagonist in the game. (That character, Yasuke, is based on an actual Black samurai from the 16th century.)