Players of Ubisoft’s popular game, Assassin’s Creed Odyssey, experienced an unusual and frustrating interruption this week. Full-screen pop-up ads promoting the latest Assassin’s Creed title, Assassin’s Creed Mirage, suddenly appeared while gamers navigated the map screen. This incident, predominantly affecting Xbox and PlayStation users, sparked immediate backlash from the gaming community.

User Reactions and Ubisoft’s Response

• Community Outcry: Gamers expressed their disappointment and annoyance on various online platforms, including Reddit. One user described the experience as “disgusting,” reflecting the general sentiment among players.
• Ubisoft’s Acknowledgment: In response, Ubisoft spokesperson Fabien Darrigues issued a statement to The Verge, confirming the pop-up ads were due to a “technical error.” The company addressed the issue promptly upon discovery.

Analysis of the Incident

• Nature of the Error: Ubisoft did not elaborate on the specifics of the technical error. However, the timing of the ads, coinciding with Black Friday, suggests they were not randomly generated but were part of a planned promotion that was mistakenly activated.
• Comparison with Other Ad Formats: Unlike traditional in-game advertising, such as billboard ads seen in older games like Saints Row 2 or EA titles, the full-screen pop-ups in Assassin’s Creed Odyssey were unprecedented and more intrusive.

Advertising in the Gaming Industry

• Microsoft’s Approach: Microsoft has also used full-screen pop-up ads to promote its games on Xbox, but these appear only during boot-up, not during gameplay.
• Potential Future Trends: The incident raises concerns about the future of advertising in video games, particularly the possibility of frequent and intrusive ads in paid titles.

Industry Perspectives and Speculations

• In-Game Advertising: The concept of in-game advertising is not new, but it has always been met with strong opposition from gamers. This incident rekindles debates about the balance between monetization and user experience.
• Streaming Services as a Parallel: The evolution of movie and TV streaming services, which began ad-free and gradually introduced ad-supported models, might offer a glimpse into the gaming industry’s future. Services like Amazon’s Freevee and Netflix’s ad-supported plans could inspire similar models of in-game subscription services.

Ubisoft’s Possible Strategies

Ubisoft’s Subscription Service: Ubisoft+, the company’s subscription service, currently charges $15 per month. Following the backlash, there might be consideration for an ad-supported, lower-priced version to attract more subscribers.

Historical Context and Previous Incidents

• Past Experiments with In-Game Ads: Big publishers, including Ubisoft, have experimented with in-game ads before, sometimes for positive causes, like mental health awareness. However, the implementation of Black Friday ads in a historical game setting was widely viewed as inappropriate.
• Previous Technical Issues: This isn’t the first time Assassin’s Creed Odyssey faced a similar issue. In 2019, a similar incident occurred, which Ubisoft also attributed to a technical error and promptly fixed.

Implications for Future Gaming Experiences

• User Trust and Satisfaction: Maintaining user trust is paramount. Unexpected advertising, especially in paid games, can erode this trust and negatively impact player satisfaction.
• Regulatory Considerations: These incidents could lead to discussions about regulatory measures, ensuring that advertising within games does not overstep certain boundaries, especially in paid titles.
• Innovative Monetization Strategies: The industry might see more creative monetization strategies that are less intrusive but still effective. This could include contextually relevant ads or optional ads that offer in-game rewards.

Conclusion

The unexpected appearance of full-screen pop-up ads in Assassin’s Creed Odyssey raises significant questions about the future of advertising in video games. While Ubisoft has rectified the issue, attributing it to a technical error, the incident highlights the delicate balance between monetization strategies and maintaining a positive gaming experience. As the industry evolves, both gamers and developers will need to navigate these challenges to ensure that gaming remains an enjoyable and immersive experience. For more detailed information about Ubisoft’s response and the community’s reaction, you can read the full article on The Verge.