Bruce's Blog on Ubisoft
Is Ubisoft going under? The company I held in high regard for launching some of the most exciting yet challenging real-life scenario videogames has fallen short with sales. According to an article posted by CNBC news, the company's shares have decreased more than 38% since 2022 and have taken a 10.5% drop on the Dow Jones early this month. Some of the reasons behind the company's tumble have been the state of the global economy and the supply chain crisis. But, overall, their biggest issue has been displeased customers and substandard performing game releases. Most of the news surrounding Ubisoft has been an expression of unsavory and dislike. Customers rage about the long overdue of three new videogames, but the company still postpones their release dates.
Aside from
the company's disturbing condition, they remain afloat. The company upholds its
value proposition by offering easily accessible products with a large variety
of options. In addition, to supplying customers with low costs, they offer
budget-friendly deals, making them affordable to all demographics. Most
importantly, what keeps the company propelling forward is its reputation for
launching games such as Assassin's Creed, Tom Clancy's Ghost Recon, The
Division, and Rainbow Six Siege. However, when their competitors release their
latest development (Activision's Call of Duty), the company shortly loses
popularity and must create the next best videogame to stay relevant. Really
what's keeping them up is the Assassin's Creed franchise.
To touch on
the specifics, customers are not the only ones displeased with the company's
position. (1) According to a post by Gamespot on Instagram, employees are on
strike, protesting for better management, demanding an increase in wages and
more transparency. (2) Avid videogamers grow impatient, awaiting the release of
the new game "Skull and Bones," which has been delayed six times
already. According to a press release, Ubisoft's co-founder Yves Guillemot
shared that the company will be delaying its release, along with the
cancellation of three other unannounced videogames. Most troubling is the
company has canceled several major videogame projects, with no upcoming
releases that are promised to be worth purchasing. Making it difficult for
investors to continue funding. (3) Furthermore, Ubisoft experienced quite a
setback from the underperformance of their latest videogames – Mario + Rabbids
Sparks of Hope and Just Dance 2023. Members of the videogame community feel
that the company should be replaced with new management and possibly be
supervised by Embracer Group, a Swedish company known for achieving its goal of
releasing top-chart videogames.
While reviewing the company's channels and
media posts, I noticed how similar they were to all other videogame companies.
Their focus is showcasing high-definition graphics that 'Wow" the audience
and previews games that are entertaining, while also being complex and
puzzling. The company also provides soundtracks (music) and novels (books)
covering details on their videogames, along with fan-based items (mugs, action
figures). However, the company's primary service is to provide customers with
fun, attractive videogames that challenge their minds. Videogame genres include
adventure, puzzles, strategy, racing, shooter, and a few others. Mainly, the
company tries to build off its franchise games, like the Assassins Creed and
Tom Clancy's series, which is no different from their competitors at
Activision, continuously trying to capitalize on the Call of Duty franchise. My
belief is that Ubisoft should focus on making better videogames, and not focus
on just graphics and picture quality. A few other members of the videogaming
community agree with me like bloggers sAy_Yas and DarthDub.
Regarding
the company's marketing efforts, they advertise with bright, vibrant pictures
and videos. They do an excellent job at promoting their products and attracting
customers. On their website and the usual social media platforms, they provide
updates with the latest news and what new DLCs (downloaded content) are
available. The picture quality and features on their webpage illustrate their
capabilities to viewers. Recently the company posted some photos of their
Vietnamese department team celebrating the Lunar New Year, which was a
considerable way of incorporating current events with their marketing scheme
(example of newsjacking). It also revealed the company has some social and
community awareness.
The biggest
challenge Ubisoft is facing is releasing new and impressive videogames on
schedule. Also, the company needs to reevaluate its leadership. Directors and
management are the key forces guiding the business, and they need to detect
issues hindering the company's growth. "Ubisoft has great designers and
employees, though they have not been guided correctly, says blogger Luke
Stephens. A clear sign of poor management is how the company is unable to develop
a hit videogame on schedule and how the company has overlooked issues involving
mistreated employees. Once recognizing the problems troubling the company,
addressing the employees' concerns, and introducing new leadership, Ubisoft can
develop and release marvelous creations. Possibly making them a top tier
contender in the highly competitive gaming industry. According to the
statistics, the company has not been doing well for almost a decade, and if
some changes are not made soon, they surely will be left behind.
If I were a
brand manager at Ubisoft, I would first respectfully address my employees'
concerns. Then, I would publicly apologize to my employees and customers. Next,
I would arrange a meeting with the other managers, team leaders, and designers
to brainstorm new ideas for improvement. The thing I learned after gathering
information about the Ubisoft company is that you must seek change to further
your business. Take, for instance, General Motors chairman and CEO Mary Barra;
when she took charge of the company, she restored it to its rightful position
following its tragic bankruptcy. While in charge, she revealed that she was
more than what meets the eye and led the company on a consistently profitable
path. Ultimately, a business should "shake things up a bit" or find
new ways to expand its organization; only then they can see growth.
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2)https://www.nintendolife.com/news/2023/01/ubisoft-share-price-tumbles-after-dire-sales-report
4)https://www.yahoo.com/now/elon-musk-27-ceos-saved-000559569.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAADlcjTr_6vRlFUVOkiKe6ZXxfb7UV_LArlTm6KID_VjWH8bR2A8kHfxONtCT3sOsqNOBUYXDwPV7an0mu-DdvGNin6nyFZQEgPiIKI1MV91BTxJun2PWnbrPr3P2Vg0tGoQNce45c-LldlAStpXf5QhtSvZJd2ZFWRc1L3nUC05-
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