Assassin’s Creed Shadows Getting “Lot of positive buzz” Confirms the Ubisoft Strategy Worked

When Ubisoft first unveiled Assassin’s Creed Shadows, it didn’t go as the studio had hoped. The game was met with heavy criticism and backlash from the community, particularly regarding the choice of its protagonist: an unfamiliar non-Asian character named Yasuke, in the game’s feudal Japan setting.

Fans of the series didn’t hesitate to voice their frustration, with many criticizing Ubisoft’s decision for overlooking cultural and historical accuracy. This, of course, created a widespread buzz and turned AC Shadows into the talk of the gaming world, though for all the wrong reasons.

The initial controversy didn’t end with the protagonist’s choice by the studio. Early gameplay footage also failed to impress players, increasing frustration. The teaser revealed underwhelming graphics, clunky controls, and stiff movement, particularly disappointing for an agile assassin like Naoe.

The overall feel of the game left many wondering if Ubisoft had lost its touch. Then came the first delay, followed by another, prompting fans to wonder if the game would live up to its ambitious concept. Fast forward to today, and it looks like the narrative has shifted dramatically.

I’m looking forward to seeing the coverage of Assassin’s Creed Shadows on Thursday; there’s a lot of positive buzz from those I’ve spoken to. pic.twitter.com/T9IwHMXtzX

— Tom Henderson (@_Tom_Henderson_) January 21, 2025

I hope it does well, I think it’s good to show that Ubisoft can indeed still make great games AND that allowing the devs time to finish them is important

It would be a win for everyone

— Kudos 🔜 Boston 🇺🇲 (@KudosOnYT) January 21, 2025

I feel the game is gonna slap so hard.

The delays were so crucial.

— Higgs (@hangryhiggs) January 21, 2025

Good can’t wait to play it, watch it do great despite the hate campaign

— David Nestico  (@davidnestico200) January 21, 2025

A recent report has surfaced that suggests a growing positive buzz about the game among industry insiders. The refinements made during the delay seem to have paid off, with many praising the improved gameplay, new mechanics, and the natural feel of its setting.

Surprisingly, the buzz around the game has shifted from mostly negative to positive. Critics who were justified in their initial concerns about featuring an African-origin protagonist in a Feudal Japan setting have largely become silent.

It seems some critics are now hesitant to voice further criticism, likely fearing backlash for being called out as insensitive to diversity. As a result, the game is now getting strong reviews, despite keeping Yasuke, the very element that sparked initial controversy.

As Assassin’s Creed Shadows has started receiving positive reviews from fans and insiders, the narrative about the game has also changed. Now players are looking forward to the game’s release on March 20th.

This sudden turn of events has raised a few eyebrows and questions. Of course, the biggest one being: Was this all part of Ubisoft’s strategy? The use of controversy to generate buzz, delays to refine the game, and the rapid shift in public opinion might all have been calculated moves.

It’s difficult to say for sure, especially given the recent track record of the studio and various layoffs (even talks of a buyout by Tencent). Either way, one thing is certain: the studio knows how to make headlines, even if it’s not for groundbreaking gameplay, but for creating heated debates.

It’s nice to see that Ubisoft has finally shown some dedication by ironing out the issues. However, it’s interesting to note how the narrative has changed. Aside from the changes to gameplay, the main point of the entire fiasco, Yasuke, is still present in the game.

So, whether or not some players agree with the choices made regarding the protagonist, the real winner here is Ubisoft. It has managed to turn around the potential disaster into one of the most talked-about titles in the Assassin’s Creed series.

In the end, only time will tell if the game lives up to the new positive hype when it releases in a few months. But for now, the studio’s approach has secured its place as one of the most intriguing cases of controversy turning into success in recent gaming history.