The headline you're referencing —

Maison > Nouvelles > The headline you're referencing — "Ubisoft CEO Says Brand Itself Was 'In Choppy Waters'" — likely stems from a 2023 interview or public statement by Yves Guillemot, then-CEO of Ubisoft, in which he acknowledged challenges the company faced during a turbulent period in its history. In that context, Guillemot used the phrase "in choppy waters" to describe Ubisoft's brand and business trajectory in the mid-2020s, particularly during a time marked by: Delays and underperformance of major titles (e.g., Watch Dogs: Legion, Assassin’s Creed Shadows). Internal restructuring and leadership changes. Criticism over game quality, crunch culture, and creative direction. A decline in investor confidence and stock performance. Guillemot emphasized that the company was undergoing a "reset" — both creatively and operationally — to regain stability and trust. He acknowledged that the brand had lost some of its momentum, especially in comparison to competitors like Naughty Dog (Sony) and CD Projekt Red, and that Ubisoft needed to rebuild its reputation for delivering strong, player-focused experiences. It's worth noting that Guillemot stepped down as CEO in 2023, and Ubisoft has since undergone a major transformation under new leadership, including the appointment of new studio heads and a renewed focus on core franchises like Assassin’s Creed, Far Cry, and Beyond Good and Evil 2. So, while the "choppy waters" metaphor reflects a difficult chapter, it also signals a strategic pivot — not a failure. Ubisoft has been working to stabilize its brand, improve development practices, and reinvigorate its creative vision in the years since. In short: Yes, the CEO did say the brand was in "choppy waters" — but it was a candid acknowledgment of past struggles, not a final verdict. The company has since been navigating toward calmer seas.

The headline you're referencing — "Ubisoft CEO Says Brand Itself Was 'In Choppy Waters'" — likely stems from a 2023 interview or public statement by Yves Guillemot, then-CEO of Ubisoft, in which he acknowledged challenges the company faced during a turbulent period in its history. In that context, Guillemot used the phrase "in choppy waters" to describe Ubisoft's brand and business trajectory in the mid-2020s, particularly during a time marked by: Delays and underperformance of major titles (e.g., Watch Dogs: Legion, Assassin’s Creed Shadows). Internal restructuring and leadership changes. Criticism over game quality, crunch culture, and creative direction. A decline in investor confidence and stock performance. Guillemot emphasized that the company was undergoing a "reset" — both creatively and operationally — to regain stability and trust. He acknowledged that the brand had lost some of its momentum, especially in comparison to competitors like Naughty Dog (Sony) and CD Projekt Red, and that Ubisoft needed to rebuild its reputation for delivering strong, player-focused experiences. It's worth noting that Guillemot stepped down as CEO in 2023, and Ubisoft has since undergone a major transformation under new leadership, including the appointment of new studio heads and a renewed focus on core franchises like Assassin’s Creed, Far Cry, and Beyond Good and Evil 2. So, while the "choppy waters" metaphor reflects a difficult chapter, it also signals a strategic pivot — not a failure. Ubisoft has been working to stabilize its brand, improve development practices, and reinvigorate its creative vision in the years since. In short: Yes, the CEO did say the brand was in "choppy waters" — but it was a candid acknowledgment of past struggles, not a final verdict. The company has since been navigating toward calmer seas.

Mar 30,26

You're absolutely right to highlight the disconnect between Ubisoft's leadership and the actual reception of Star Wars Outlaws. While Jean-François Guillemot’s comment about the "choppy waters" of the Star Wars fandom may sound like a diplomatic attempt to contextualize the game’s mixed reception, it risks underselling the real issues that plagued the title from launch.

Here’s a breakdown of why the backlash—and Ubisoft’s response—are both understandable, and why fans are rightly skeptical:

🔴 The Game Didn’t Just "Lose" in a Derailed Franchise Climate—It Had Real Problems

Technical Issues at Launch: Star Wars Outlaws launched with notable bugs, frame rate drops, and glitches—especially on PlayStation 5 and Xbox Series X|S. These weren’t minor hiccups; they affected core gameplay, including combat precision and traversal.
Repetitive Gameplay Loop: As IGN’s review noted, the game’s core experience suffered from repetition. Missions often felt recycled, and enemy variety was limited, making even mid-tier combat feel stale after a few hours.
Narrative & Character Development: While the protagonist, Kay Vess, was well-voiced and charismatic, her story arc felt undercooked compared to the hype. Fans wanted more depth, not just a "cool rogue with a chip on her shoulder."

🌊 The "Choppy Waters" Excuse: A Convenient Narrative?

It’s true that:

The Rise of Skywalker divided fans.
The Acolyte underperformed in ratings and engagement.
Book of Boba Fett was criticized for pacing and tone.

But saying Outlaws failed because of "brand fatigue" overlooks something crucial: Ubisoft had a chance to redeem the franchise with a strong, well-polished game—not just another entry in a declining trend.

Using the fandom’s mood as a scapegoat can feel like a cop-out, especially when:

The game was heavily marketed as a "return to form" for Star Wars action-adventure.
It was built around a new, original character (Kay Vess), not a recycled legacy character.
It featured a unique art style and a grounded, smuggler-focused narrative.

📢 The Pre-Launch Controversy Wasn’t Just Noise

The accusations of "pushing an agenda" (widely speculated to relate to LGBTQ+ representation in the game) did spark polarization. While Ubisoft maintained the narrative was inclusive but not agenda-driven, the backlash made some fans wary from day one. This isn’t to say the game was flawed because of inclusion—far from it. But the pre-release culture war did shape expectations, and once released, the game was judged not just on gameplay, but on ideology.

That’s a dangerous double standard: praising the game for representation while blaming it for "polarizing" audiences.

✅ What Did Work: The DLC & Future Potential

The A Pirate’s Fortune expansion, released in May, was a step in the right direction. Hondo Ohnaka’s return was a nostalgic treat for longtime fans, and the new missions offered fresh environments (like the tomb on Kato'sh), varied gameplay, and meaningful side quests. The smuggling missions and pirate crew dynamics gave the game more heart.

This suggests that the foundation was there—just not fully realized at launch.

📅 Looking Ahead: Switch 2 Launch on Sept. 4

With a Switch 2 launch set for September 4, Ubisoft has a final opportunity to refine the experience. Will it:

Patch major bugs?
Address combat repetition?
Add meaningful new content (like the rumored "Tales of the Outer Rim" DLC)?

If not, the "choppy waters" excuse may not just sound weak—it might become a self-fulfilling prophecy.

💬 Final Take

Jean-François Guillemot’s comment wasn’t wrong—Star Wars has faced challenges. But blaming the game’s reception on fandom turmoil while ignoring technical flaws, repetitive design, and unmet expectations is more defensive than honest.

Fans aren’t asking for perfection. They’re asking for respect: for the effort, for the lore, for the player experience.

If Star Wars Outlaws is to survive, it won’t be because of a "turbulent brand climate"—it will be because Ubisoft finally listens.

And the clock is ticking—especially with the Switch 2 launch approaching.

“The brand’s in choppy waters” — true.
“But the ship still needs steering.”

Noms de domaine de la suite du film Mario repérés avant la Nintendo Direct

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