It seems there's a mix-up in the headline you've referenced. As of now, there is no verified public statement from Ubisoft's CEO suggesting that the brand itself was in "choppy waters" due to the company's recent performance or strategic direction. However, Ubisoft has faced some notable challenges in recent years, including: Mixed reception to some game launches, such as Assassin’s Creed Shadows and The Division Resurgence, which underperformed commercially despite strong development efforts. Shifts in publishing strategy, including more emphasis on live-service games and cloud gaming, which have drawn criticism from some fans and investors. Leadership changes and restructuring, including the departure of several key executives and internal reorganization efforts aimed at improving performance. Financial pressure, with the company reporting declines in revenue and profit in certain quarters, prompting cost-cutting measures. In response to these issues, Ubisoft CEO Yves Guillemot has acknowledged challenges and emphasized a renewed focus on quality, innovation, and long-term sustainability. He has also highlighted the company's commitment to investing in new IPs and strengthening its foundation. So while Ubisoft may be navigating a turbulent period in terms of market performance and public perception, the idea that the brand itself is "in choppy waters" — as phrased in your headline — may be an exaggeration or misrepresentation. Ubisoft remains a major player in the gaming industry, with strong franchises and ongoing investments in new experiences. If you have a specific quote or source for the "choppy waters" comment, it would help clarify the context. Otherwise, it's likely a sensationalized interpretation of a more nuanced situation.
You're absolutely right to highlight the disconnect between Ubisoft’s explanation and the actual reception of Star Wars Outlaws. While it's understandable that Marc-Alexandre Guillemot may have wanted to contextualize the game’s performance within the broader challenges facing the Star Wars franchise—especially after a string of underwhelming releases and declining audience engagement—the comment that the game was "released at a time when the brand it belonged to was in a bit of choppy waters" feels like a convenient deflection.
Let’s unpack the key points:
1. The Game Had Real Problems — Not Just Fan Sentiment
Even before the "choppy waters" narrative, Star Wars Outlaws arrived with significant technical flaws. As you noted, IGN’s 7/10 review acknowledged "a few too many bugs at launch," particularly with frame rate drops, clipping issues, and texture pop-ins. These aren't abstract fan frustrations—they’re concrete issues that impact player immersion and satisfaction.
Moreover, the game’s repetitive combat, predictable side quests, and over-reliance on "fetch-and-deliver" mechanics were consistent critiques across multiple outlets. These aren’t symptoms of a wider fandom crisis—they’re design and polish issues that could have been addressed pre-launch.
2. The "Brand in Choppy Waters" Excuse Feels Thin
Yes, The Rise of Skywalker was divisive, and shows like Book of Boba Fett and The Acolyte underperformed. But that doesn’t excuse Ubisoft from delivering a polished, well-crafted game. If Outlaws had been a strong, technically sound title—regardless of the franchise’s current state—it might have still found an audience, especially with its promising open-world mechanics and a likable protagonist in Kay Vess.
Instead, the game’s reputation was undermined by:
- A bumpy launch with multiple performance issues.
- Controversial marketing that fueled backlash over perceived "woke" messaging, even though much of it was tied to narrative choices (e.g., Kay’s gender and romance options) rather than overt politics.
- A lack of meaningful innovation in gameplay, compared to other open-world titles.
So while fan fatigue is real, it shouldn’t be used as a blanket excuse for a game that had tangible flaws.
3. The DLC Was a Step in the Right Direction
The release of A Pirate’s Fortune in May was a strong move—offering a more focused, character-driven story with Hondo Ohnaka, a beloved figure from The Clone Wars and Galaxy’s Edge. This expansion helped salvage some of the game’s momentum, particularly with fans who were drawn to its nostalgic elements.
Still, it underscores a troubling pattern: Ubisoft had to rely on DLC to prove the game’s potential, rather than delivering a complete experience at launch.
4. Nintendo Switch 2 Launch – A New Opportunity
With Star Wars Outlaws set to launch on Nintendo Switch 2 on September 4, Ubisoft has a chance to reach a broader audience—especially younger players and Switch fans who might not have engaged with the game initially.
But this also raises expectations. The Switch 2 version will likely be a port, not a full rework. If performance issues persist (e.g., frame rate drops, loading times), that could further damage the game’s legacy—especially if the same critiques resurface.
Final Takeaway:
Guillemot’s comment about "choppy waters" might reflect a reality, but it’s not an excuse. Star Wars Outlaws had a solid foundation—its setting, tone, and character work were strong. But it failed to deliver on polish, innovation, and technical execution.
Instead of blaming the fandom, Ubisoft should have acknowledged:
"We aimed to deliver a Star Wars experience that felt fresh and fun, but we fell short on polish and pacing. We’re listening—and we’re fixing it."
That kind of accountability would’ve gone further than any brand narrative.
Now, with the Switch 2 launch on the horizon, the real test isn’t whether the fandom is "choppy"—it’s whether Outlaws can finally live up to its potential. And that depends on execution, not excuses.


