The Mobile Gaming Boom: Ubisoft’s Strategy for Success
Last week at the Ubisoft Forward event, Ubisoft CEO Yves Guillemot discussed the state of the games industry and the unique approach that sets Ubisoft apart from its competitors. As one of the biggest names in gaming, Ubisoft has been steadily expanding its presence in the mobile gaming industry. In fact, gaming giant Tencent acquired a 49.9% stake in parent company Guillemot Bros in September. One key factor contributing to Ubisoft’s success in the mobile space is its ability to adapt established IPs to mobile devices, a trend that will continue with the highly anticipated launches of Assassin’s Creed Jade and Tom Clancy’s The Division Resurgence.
Guillemot emphasizes the importance of making games accessible to a wider audience, stating, “We are taking advantage of opportunities to make sure the brands we create can be played by more people across the world. It’s very important to concentrate on that. By bringing Assassin’s Creed to mobile, we are able to reach more territories and introduce more people to the franchise. This allows us to increase the budget and foster innovation within the brand.”
Bringing Established IPs to Mobile: A Winning Strategy
Guillemot also highlights the power of established IPs to attract gamers to the potential of mobile gaming. He shares his experience with Ubisoft fans who initially doubted the idea of playing a Division game on mobile but were pleasantly surprised when they experienced it for themselves. By capturing the essence of The Division franchise, Ubisoft has successfully provided fans with another way to engage with the brand.
Ubisoft’s Recipe for Success
According to Guillemot, Ubisoft’s success can be attributed to its strategic approach. Being one of the first to explore new technologies, platforms, and business models has allowed Ubisoft to stay ahead of the curve. The company aims to be a trendsetter rather than playing catch-up in a saturated market. Guillemot explains, “Those other publishers… they buy a company. We try to build things. However, we have also formed partnerships with other publishers to bring our brands to life on mobile devices. Developing AAA mobile games takes time, especially when entering the free-to-play world.”
Despite a decline in sales of 56.1% in 2022, Guillemot remains optimistic about Ubisoft’s future. The company’s upcoming titles and plans for growth indicate a commitment to expanding its brands and exploring new opportunities within the mobile gaming industry.