- Ubisoft used a DEI consulting firm, Sweet Baby Inc., to provide seemingly fabricated data about strong pre-orders in Japan.
- The company’s claims of strong pre-orders conflict with negative feedback on social media and trailers.
- Ubisoft has been criticized for focusing more on Western views than local perspectives in its cultural representation.
Ubisoft’s recent tactic to address worries about Assassin’s Creed Shadows’ performance in Japan is diabolical. To reassure investors about strong pre-orders, Ubisoft used an expert from Sweet Baby Inc.
However, this choice has raised some eyebrows, as the firm is primarily recognized for DEI consulting, not market analysis. This has led to doubts about the reliability of their claims regarding the game’s success in Japan.
Why it matters: Ubisoft’s marketing efforts for Assassin’s Creed Shadows have been really odd. At first, they used bots to farm engagement on the game’s trailer. Now they’re using former Sweet Baby employees to reassure the game’s doing fine in Japan.
The context of the situation is complicated. Ubisoft has faced criticism in Japan over how Yasuke, a historical African samurai, is represented in Assassin’s Creed Shadows.
In response, Ubisoft made several public statements to assure fans about the game’s authenticity and respectful representation. However, many critics feel these responses are more aimed at addressing concerns from the West than listening to Japan’s feedback.
Earlier this month, reports suggested AC Shadows’ struggles to secure pre-orders in Japan. Now, Ubisoft stated that pre-orders in Japan were “looking very strong,” referencing data from Sweet Baby Inc.
However, many fans on social media responded with doubt. They questioned whether Ubisoft’s expert was qualified to assess the game’s reception in Japan or if the company was using this data to downplay concerns. This comes after several trailers for Assassin’s Creed Shadows received heavy criticism.
The many dislikes on the game’s trailer go against Ubisoft’s claims of strong pre-orders. Critics believe Ubisoft might be downplaying the negative response to Shadows and hiding real issues with its reception.
Additionally, choosing an outside consultant from Sweet Baby Inc. instead of a more well-known market research firm has raised suspicions that Ubisoft is trying to manage perceptions rather than truly addressing concerns.
Ubisoft has faced criticism for how it handles cultural representation in its games. Interestingly, many Western fans are still excited about the game’s launch despite all these controversies.
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