How Ubisoft spent $2.1M on influencers to secure the launch of Assassin's Creed Shadows
- Thread starter Pasta la Vista
- Start date
- News Analysis
Pasta la Vista
Member
The article doesn't take any side, its just analytics. Nothing inherently "wrong" with it.
Here is the writer of the article's takeaway:
Influencer Selection
I'll be honest, I'm not sure I understand the specific strategy Ubisoft went for when it comes to creator selection. On Twitch, they chose HasanAbi as their champion. I imagine he was actually far more expensive than the estimate above, as a creator his size gets to charge a premium.
But more specifically, Hasan barely streams gaming content, and when he does it almost always sponsored. Hasan's Assassin's Creed stream came in at half the viewership his streams normally do, which indicates a lack of interest from his core audience.
I also see they sponsored Tyler1 which seems quite random. He streamed the game for 2 hours, then immediately went back to League of Legends. I believe this is not a winning formula for showcasing your game on Twitch.
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Gaiff
SBI’s Resident Gaslighter
It’s like some of you really try hard to post stupid shit.
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PeteBull
Member
Agh, another AC:S thread showing how bad ubi is/was.
And we see our woke avengers ready to defend it just like in all other threads:
Lemme in on the fun, guys.
BTW- the only guy who gets a pass defending ac:s is topher, for 2 reasons:
1) We should respect our senior Gaf citizens
2) Being from the era dinosaurs roamed the earth he actually got enough time and genuinely likes to play all the recent AC games, so he isnt a hypocrite
And we see our woke avengers ready to defend it just like in all other threads:
Lemme in on the fun, guys.
BTW- the only guy who gets a pass defending ac:s is topher, for 2 reasons:
1) We should respect our senior Gaf citizens
2) Being from the era dinosaurs roamed the earth he actually got enough time and genuinely likes to play all the recent AC games, so he isnt a hypocrite
Skifi28
Member
Ubisoft's problems are far too large for a single game to make a difference. They need a total shift in how the entire company operates, otherwise whatever money the game makes is just going down the drain.
I just think it's interesting that the goalpost shifted from "the game will fail" to "well, it's not saving Ubisoft anyway."
Tiago Rodrigues
Member
No one said the company was saved.
The game isn't mid, clearly. No matter how much you want it to be.
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VulcanRaven
Member
Its funny to see some try so hard to make it seem like the game failed.
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FeralEcho
Member
Hell I remember how they were at the front of the bullshot mentality back in the PS360 era. It was basically 100% guaranteed an Ubisoft game was marketed with bullshots back then.
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Topher
Identifies as young
No they do not. I don't even see people calling the game a "massive success". Even the post you quoted above only said it did "moderately well". No one is saying Shadows saved the company so probably best if we pull back on the hyperbole.
alabtrosMyster
Member
I'm pretty sure that this is standard fare these days, influencers were named this way by marketing research in the first place.
FeralEcho
Member
That can't be,everyone was telling us how much a success it is...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:
1 year and 5 year view far worse as well.
Gaiff
SBI’s Resident Gaslighter
This couldn’t be in any way related to Tencent? A much more significant event?That can't be,everyone was telling us how much a success it is...
Topher
Identifies as young
Doesn't fit the narrative
vaibhavpisal
Member
Any game that gets hype is result of this.
Which is why only trustworthy reception is when there is no hype. Organic word of mouth.
South of the Midnight - no hype. If it gets praised / shunned, it will be player’s opinion.
Which is why only trustworthy reception is when there is no hype. Organic word of mouth.
South of the Midnight - no hype. If it gets praised / shunned, it will be player’s opinion.
FeralEcho
Member
I guess that's true, it's probably just circumstance but my point still stands,a success isn't supposed to bring your company stocks down like that.
Gaiff
SBI’s Resident Gaslighter
Shortly after release, the stock price increased a bit, but then I think it dropped back. This suggests the game has done alright. Not enough to really move the needle one way or another.
I think it did worse than Valhalla and is probably in line with the rest of the series. The lack of sales data is becoming a bit suspicious though. It’s never a good sign when they remain silent.
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Hero_Select
Member
The vast majority of publishers do this now with every big creator doing sponsored streams.
People just have a really big hateboner for Ubisoft. Let it go people.
People just have a really big hateboner for Ubisoft. Let it go people.
FeralEcho
Member
And which narrative is that exactly?
That the game is a resounding success despite no evidence supporting it(outside of some vague player engagement crap)?
Or that the game is somehow still a failure to Ubisoft as a company in spite of it's success?
Lethal01
Member
Right, cause if I sell 200 cakes that everyone said were trash and made them sick then I can save myself my 10 cakes that people absolutely love.
A games can have a succesful ROI without saving the company. This hit is just dumb.
If Monster hunter did the best of any fanchist but Capcom had massive debt and had to close down does the game uddenly transform into a failure.?
LordOcidax
Member
Its called marketing, i don’t see any issue with this…
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FeralEcho
Member
I agree with you, I'm just tired of people acting like it's the greatest thing since sliced bread when it's clearly just a good game,not some mamoth masterpiece,all while vehemently defending it's supposed success when we have no real data to prove it.
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PeteBull
Member
As much as i love to critique ubi for all kinds of dumb fuckery they do, this move was actually very logicall, that 2m usd is tiny figure in a span of total game budget which likely was upwards of 300m usd, and influencers got real influence on their audience/fans.
Im sure this lil expense of 2,1m usd easly paid itself back actually.
Im sure this lil expense of 2,1m usd easly paid itself back actually.
coachmcguirk91
Member
Ubisoft sucks, but biggest day 1 sales of any AC game ever on Playstation store can't be ignored. Don't lie to yourself that the game failed and Ubisoft games are dying because of DEI.
MMaRsu
Gold Member
Lol, tell me you dont understand how stocks work.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:
1 year and 5 year view far worse as well.
Shadows had no bearing on their stock considering their failing company.
Punished Miku
Human Rights Subscription Service
In this thread, watch people get triggered by basic marketing simply because the headline primed them to.
If anything it just shows how effective marketing is on low information people. Just a slight negative intonation on a headline is enough to dictate what they think.
If anything it just shows how effective marketing is on low information people. Just a slight negative intonation on a headline is enough to dictate what they think.
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Topher
Identifies as young
I've seen no narrative that the game is a resounding success, but feel free to prove me wrong. I've seen plenty saying it is a failure despite "no evidence supporting it". Ubisoft stock price is directly impacted by the overall financial problems facing the company. Shadows was never going to "save the company" and the stock price doesn't mean Shadows failed.
Dr.Morris79
Member
Well spent.
MMaRsu
Gold Member
Agh, another AC:S thread showing how bad ubi is/was.
And we see our woke avengers ready to defend it just like in all other threads:
Lemme in on the fun, guys.
BTW- the only guy who gets a pass defending ac:s is topher, for 2 reasons:
1) We should respect our senior Gaf citizens
2) Being from the era dinosaurs roamed the earth he actually got enough time and genuinely likes to play all the recent AC games, so he isnt a hypocrite
Hey im a Gaf senior citizen too! I joined bloody 19 years ago
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IDKFA
I am Become Bilbo Baggins
Ah, the millionaire "communist" grifter who walks around in designer gear and profits from capitalism.
What a guy
adamsapple
Or is it just one of Phil's balls in my throat?
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HerjansEagleFeeder
Member
Yeah half of that money went into GAF going by the borderline retarded comments we got here around launch
FeralEcho
Member
I've seen plenty of videos and posts where people claim it's "massive" success based on the vague engagement numbers we got,granted no all on GAF. I'm at work now and don't really have time to search for it.
I do agree with you that there have been just as many people claiming it a failure as well and I'm just as tired of those people as well.
I'm just tired in general of this incessant defending of companies fanboys on both sides of the spectrum have in this industry which is why I may come off rude in my posts.
I will say I do not agree with you on Shadows not being bet on to save the company. Ubisoft put alot of faith in this one to do massive numbers otherwise they wouldn't have delayed it(like 2 times I think) and done so much damage control on the japanese side of things. They clearly wanted Shadows to be big,especially with how in trouble they are as a company.
Topher
Identifies as young
You're good bro. Yeah.....youtube is going to have all kinds of absurd takes. I'd prefer it if we could just have fact-based discussions on this. Right now, I'm not sure if the game is either a success or a failure. Could be neither. Not enough data though. Probably not going to hear much more at this point until their next stockholders meeting.
It is all a guess at this point as to how much Ubisoft was relying on Shadows to help their situation, but I think the Tencent deal was going to happen no matter. I will say that if Ubisoft were hoping Shadows to do massive numbers then they can't be happy. I'm just not convinced that is the case.
poppabk
Cheeks Spread for Digital Only Future
I see tons of issues with it, but also know that it is the norm.
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”
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”
Shadowstar39
Member
They do it for free, so no list, lol.
FalsettoVibe
Member
Oh, the horror............nearly every company in existence does this in some form or fashion.
Hudo
Member
It's still ongoing.
WellSheet
Member
While I agree there is a definite focus of some trying actively to bash Shadows; the “cope and seethe” crowd are just as cringey.
Also, let’s be totally fucking real, there’s absolutely NO WAY the bias of this bullshit is cool when you throw a purported 70k at a piece of shit like Hassan Piker. The malpractice there is a wondrous thing to behold.
Also, let’s be totally fucking real, there’s absolutely NO WAY the bias of this bullshit is cool when you throw a purported 70k at a piece of shit like Hassan Piker. The malpractice there is a wondrous thing to behold.
seething left
Member
Wasted money. Every sane person knows that this game is garbage by now. Everyone saying otherwise is a paid Ubi shill.
