Editing Ubisoft (section)

== History ==

=== Origins and first decade (1986–1996) ===
By the 1980s, the Guillemot family had established itself as a support business for farmers in the [[Brittany]] province of France and other regions, including into the [[United Kingdom]]. The five sons of the family – Christian, Claude, Gérard, Michel, and [[Yves Guillemot|Yves]] – helped with the company's sales, distribution, accounting, and management with their parents before university.

All five gained business experience while at university, which they brought back to the family business after graduating. The brothers came up with the idea of diversification to sell other products of use to farmers; Claude began with selling [[CD audio]] media. Later, the brothers expanded to computers and additional software that included video games.<ref name="gi oral">{{cite magazine |url=https://www.gameinformer.com/b/features/archive/2011/12/06/ubi-uncensored.aspx |title=Ubi Uncensored: The History Of Ubisoft By The People Who Wrote It |first=Matt |last=Bertz |date=6 December 2011 |access-date=8 October 2018 |magazine=[[Game Informer]] |archive-date=5 October 2018 |archive-url=https://web.archive.org/web/20181005071745/https://www.gameinformer.com/b/features/archive/2011/12/06/ubi-uncensored.aspx |url-status=live}}</ref>

In the 1980s, they saw that the costs of buying computers and software from a French supplier were more expensive than buying the same materials in the United Kingdom and shipping to France, and came upon the idea of a mail-order business around computers and software. Their mother said they could start their own business this way as long as they managed it themselves and equally split its shares among the five of them.

Their first business was Guillemot Informatique, founded in 1984.<ref name="gamekult">{{cite web |url=https://www.gamekult.com/societe/freres-guillemot-224.html |title=Frères Guillemot |publisher=Gamekult |access-date=8 October 2018 |language=fr |archive-date=9 October 2018 |archive-url=https://web.archive.org/web/20181009013213/https://www.gamekult.com/societe/freres-guillemot-224.html |url-status=live}}</ref> They originally only sold through mail order, and then were getting orders from French retailers, since they were able to undercut other suppliers by up to 50% of the cost of some titles. By 1986, this company was earning about 40&nbsp;million [[French franc]]s (roughly {{USD|5.8&nbsp;million}} at that time).<ref name="gamekult" /> In 1985, the brothers established Guillemot Corporation for similar distribution of computer hardware.<ref name="gamekult" /> As demand continued, the brothers recognised that video game software was becoming a lucrative property and decided that they needed to get into the industry's development side, already having insight on the publication and distribution side.<ref name="gi oral" />

Ubi Soft (formally named Ubi Soft Entertainment S.A.) was founded by the brothers on 28 March 1986.<ref>{{cite web |url=https://ubistatic19-a.akamaihd.net/comsite_common/en-US/images/Annual_Report_2001_tcm99-27525_tcm99-196733-32.pdf |title=Ubi Soft Financial Report 2000/2001 |date=14 September 2001 |website=Ubisoft |access-date=24 January 2021 |archive-date=23 September 2020 |archive-url=https://web.archive.org/web/20200923164626/https://ubistatic19-a.akamaihd.net/comsite_common/en-US/images/Annual_Report_2001_tcm99-27525_tcm99-196733-32.pdf |url-status=live}}</ref><ref name="milestones">{{cite web |url=https://ubistatic-a.akamaihd.net/0090/PROD/ubigroup/PressKit/20180611/Ubisoft_Major_Milestones_JUNE_2018_EN.pdf |title=Ubisoft Major Milestones |date=June 2018 |website=Ubisoft |access-date=24 January 2021 |archive-date=30 September 2020 |archive-url=https://web.archive.org/web/20200930045036/https://ubistatic-a.akamaihd.net/0090/PROD/ubigroup/PressKit/20180611/Ubisoft_Major_Milestones_JUNE_2018_EN.pdf |url-status=live}}</ref> The name "Ubi Soft" was selected to represent "ubiquitous" software.<ref>{{cite web |url=https://twitter.com/UbisoftMTL/status/303541957727248384 |title=Here is the answer to Friday's questions |author=[[Ubisoft Montreal]] |publisher=[[Twitter]] |date=18 February 2013 |access-date=8 October 2018 |archive-date=11 November 2020 |archive-url=https://web.archive.org/web/20201111202847/https://twitter.com/UbisoftMTL/status/303541957727248384 |url-status=live}}</ref>

Ubi Soft initially operated out of offices in [[Paris]], moving to [[Créteil]] by June 1986.<ref>{{cite magazine |url=https://archive.org/details/AmstradMag08/page/n49 |title=Ubi Soft |date=March 1986 |magazine=Amstrad Magazine |issue=8 |page=51}}</ref><ref>{{cite magazine |url=https://archive.org/details/AmstradMag11/page/n3 |title=Erreur ! |date=June 1986 |magazine=Amstrad Magazine |issue=11 |page=8}}</ref> The brothers used the chateau in [[Brittany]] as the primary space for development, hoping the setting would lure developers, as well as to have a better way to manage expectations of their developers.<ref name="gi oral" /> The company hired Nathalie Saloud as manager, Sylvie Hugonnier as director of marketing and [[public relations]], and programmers, though Hugonnier had left the company by May 1986 to join Elite Software.<ref>{{cite magazine |url=https://archive.org/details/AmstradMag10/page/n9 |title=Ubi soft : l'aventure européenne |date=May 1986 |magazine=Amstrad Magazine |issue=10 |page=10}}</ref> Games published by Ubi Soft in 1986 include ''[[Zombi (1986 video game)|Zombi]]'', ''Ciné Clap'', ''Fer et Flamme'', ''Masque'', and Graphic City, a [[Sprite (computer graphics)|sprite]] editing program.<ref>{{cite magazine |url=https://archive.org/details/AmstradMag12/page/n9 |title=Ah, les vacances ! |date=July 1986 |magazine=Amstrad Magazine |issue=12 |page=10}}</ref><ref>{{cite magazine |url=https://archive.org/details/AmstradMag14/page/n15 |title=Gérez vos cagnottes |date=September 1986 |magazine=Amstrad Magazine |issue=14 |page=17}}</ref><ref>{{cite magazine |url=https://archive.org/details/AmstradMag16/page/n15 |title=Arrivé |date=November 1986 |magazine=Amstrad Magazine |issue=16 |page=16}}</ref><ref name="tilt">{{cite magazine |url=https://archive.org/details/Tilt038/page/n95 |title=Les Boulimix |date=January 1987 |magazine=[[Tilt (French magazine)|Tilt]] |issue=38 |page=96}}</ref> As their first game, ''Zombi'' had sold 5,000 copies by January 1987.<ref>{{cite magazine |url=https://www.atarimagazines.com/startv3n8/games_games.html |title=The European Report: Games, Games And More Games |last=Willey |first=Andre |volume=3 |issue=8 |date=March 1989 |magazine=[[STart]] |access-date=21 April 2016 |archive-date=9 March 2016 |archive-url=https://web.archive.org/web/20160309031329/http://www.atarimagazines.com/startv3n8/games_games.html |url-status=live}}</ref><ref name="tilt" /> Ubi Soft also entered into distribution partnerships for the game to be released in Spain and [[West Germany]].<ref name="tilt" /> Ubi Soft started importing products from abroad for distribution in France, with 1987 releases including Elite Software's ''Commando'' and ''Ikari Warriors'', the former of which sold 15,000 copies by January 1987.<ref name="tilt" /><ref>{{cite magazine |url=https://archive.org/details/AmstradMag19/page/n27 |title=Ikari Warriors |date=February 1987 |magazine=Amstrad Magazine |issue=19 |page=28}}</ref> In 1988, Yves Guillemot was appointed as Ubi Soft's [[chief executive officer]].<ref name="milestones" />

By 1988, the company had about 6 developers working from the chateau. These included [[Michel Ancel]], a teenager at the time noted for his animation skills,<ref name="gi oral" /> and Serge Hascoët, who applied to be a video game tester for the company.<ref name="bloomberg hascoet 2020">{{cite web |url=https://www.bloomberg.com/news/articles/2020-07-21/ubisoft-sexual-misconduct-scandal-harassment-sexism-and-abuse |title=Ubisoft Family Accused of Mishandling Sexual Misconduct Claims |first=Jason |last=Schreier |author-link=Jason Schreier |date=21 July 2020 |access-date=21 July 2020 |website=[[Bloomberg News]] |archive-date=21 July 2020 |archive-url=https://web.archive.org/web/20200721101132/https://www.bloomberg.com/news/articles/2020-07-21/ubisoft-sexual-misconduct-scandal-harassment-sexism-and-abuse |url-status=live}}</ref> The costs of maintaining the chateau became more expensive, and the developers were given the option to relocate to Paris. Ancel's family which had moved to Brittany for his job could not afford the cost of living in Paris and returned to [[Montpellier]] in southern France. The Guillemot brothers told Ancel to keep them abreast of anything he might come up with there.<ref name="gi oral" /> Ancel returned with Frédéric Houde with a prototype of a game with animated features that caught the brothers' interest. Michel Guillemot decided to make the project a key one for the company, establishing a studio in [[Montreuil, Seine-Saint-Denis|Montreuil]] to house over 100 developers in 1994, and targeting a line of [[fifth generation of video game consoles|5th generation consoles]] such as the [[Atari Jaguar]] and [[PlayStation (console)|PlayStation]]. Their game, ''[[Rayman (video game)|Rayman]]'', was released in 1995.<ref name="gi oral" /> Yves managed Guillemot Informatique, making deals with [[Electronic Arts]], [[Sierra On-Line]] and [[MicroProse]] to distribute their games in France. Guillemot Informatique began expanding to other markets, including the United States, the United Kingdom, and Germany. They entered the video game distribution and wholesale markets and by 1993 had become the largest distributor of video games in France.<ref>{{cite magazine |url=https://archive.org/stream/Electronic_Gaming_Monthly_Issue_054_January_1994/Electronic_Gaming_Monthly_Issue_054_January_1994_djvu.txt |title=Behind the Screens at Ubi Soft of France! |last=Quemard |first=Christine |issue=54 |date=January 1994 |page=174 |magazine=[[Electronic Gaming Monthly]] |publisher=[[EGM Media]] |access-date=21 April 2016}}</ref>

=== Worldwide growth (1996–2003) ===
In 1996, Ubi Soft listed its [[initial public offering]] and raised over {{USD|80&nbsp;million}} in funds to help them to expand the company.<ref name="gi oral" /> Within 2 years, the company established worldwide studios in [[Annecy]] (1996), [[Shanghai]] (1996), [[Montreal]] (1997), and [[Milan]] (1998).

A difficulty that the brothers found was the lack of an intellectual property that would have a foothold in the United States market.<ref name="gi oral" /> When "widespread growth" of the Internet arrived around 1999, the brothers decided to take advantage of this by founding game studios aimed at online [[free-to-play]] titles, including [[GameLoft]]; this allowed them to license the rights to Ubi Soft properties to these companies, increasing the share value of Ubi Soft five-fold. With the extra infusion of {{€|170&nbsp;million}}, they were able to then purchase [[Red Storm Entertainment]] in 2000, giving them access to the ''[[Tom Clancy's]]'' series of stealth and spy games.<ref name="gi oral" /> Ubi Soft helped with Red Storm to continue to expand the series, bringing titles like ''[[Tom Clancy's Ghost Recon]]'' and ''[[Tom Clancy's Rainbow Six]]'' series.<ref name="gi oral" /> The company got a foothold in the United States when it worked with [[Microsoft]] to develop ''[[Tom Clancy's Splinter Cell]]'', an [[Xbox (console)|Xbox]]-exclusive title released in 2002 to challenge the PlayStation-exclusive ''Metal Gear Solid'' series, by combining elements of ''Tom Clancy's'' series with elements of an in-house developed game called ''The Drift''.<ref name="gi oral" />

In March 2001, Gores Technology Group sold [[The Learning Company]]'s entertainment division (which included games originally published by [[Broderbund]], [[Mattel Interactive]], [[Mindscape (company)|Mindscape]] and [[Strategic Simulations]]) to them. The sale included the rights to [[Intellectual property|intellectual properties]] such as the ''[[Myst]]'' and ''[[Prince of Persia]]'' series.<ref>{{cite web |url=https://www.gamezone.com/news/ubi_soft_acquires_the_learning_company_s_entertainment_division |title=Ubi Soft Acquires The Learning Company's Entertainment Division |last=Vogel |first=Cassie |date=1 March 2007 |website=GameZone |publisher=GameZone Next |access-date=21 April 2016 |archive-date=27 April 2016 |archive-url=https://web.archive.org/web/20160427230253/http://www.gamezone.com/news/ubi_soft_acquires_the_learning_company_s_entertainment_division |url-status=live}}</ref> Ubisoft Montreal developed the ''Prince of Persia'' title into ''[[Prince of Persia: The Sands of Time]]'' released in 2003.<ref name="gi oral" /> At the same time, Ubi Soft released ''[[Beyond Good & Evil (video game)|Beyond Good & Evil]]'', Ancel's project after ''Rayman''; it was one of Ubi Soft's first commercial "flops" on its release but which since has gained a [[Cult following#Video games|cult following]].<ref name="gi oral" />

Around 2001, Ubi Soft established its editorial department headed by Hascoët, initially named as editor in chief and later known as the company's Chief Content Officer. Hascoët had worked alongside Ancel on ''Rayman'' in 1995 to help refine the game, and saw the opportunity to apply that across all of Ubi Soft's games.<ref>{{cite conference |title=La transmission de connaissances comme support d'une capacité durable en matière de créativité : Le cas de la formation au game design chez Ubisoft |first1=David |last1=Masse |first2=Thomas |last2=Paris |book-title=De l'injonction à la créativité à sa mise en œuvre : quel parallèle entre monde de l'art et monde productif ? |conference=Maison des Sciences de l'Homme |editor1-first=Anne-France |editor1-last=Kogan |editor2-first=Yanita |editor2-last=Andonova |location=[[Nantes]], France |date=9 April 2015 |language=fr}}</ref><ref>{{cite web |url=https://www.lemonde.fr/economie/article/2004/12/11/serge-hascoet-ubisoft-on-fait-du-divertissement-et-on-essaye-d-apporter-du-plaisir_390614_3234.html |title=Serge Hascoët (Ubisoft) : "On fait du divertissement et on essaye d'apporter du plaisir" |first=Nicolas |last=Gurgand |date=11 December 2014 |access-date=21 July 2020 |website=[[Le Monde]] |language=fr |archive-date=24 January 2021 |archive-url=https://web.archive.org/web/20210124120932/https://www.lemonde.fr/economie/article/2004/12/11/serge-hascoet-ubisoft-on-fait-du-divertissement-et-on-essaye-d-apporter-du-plaisir_390614_3234.html |url-status=live}}</ref> Until 2019, most games published by Ubisoft were reviewed through the editorial department overseen by Hascoët.<ref>{{cite magazine |url=https://www.gameinformer.com/2018/10/01/ubisofts-creative-head-talks-the-future-of-assassins-creed-and-splinter-cell |title=Ubisoft's Creative Head Talks The Future Of Assassin's Creed And Splinter Cell |first=Matt |last=Bertz |date=1 October 2010 |access-date=21 July 2020 |magazine=[[Game Informer]] |archive-date=6 August 2020 |archive-url=https://web.archive.org/web/20200806070643/https://www.gameinformer.com/2018/10/01/ubisofts-creative-head-talks-the-future-of-assassins-creed-and-splinter-cell |url-status=live}}</ref>

=== Continued expansion (2003–2015) ===
[[File:Ubisoft logo evolution.png|thumb|right|upright=3.0|The evolution of the Ubisoft logo. The initial logo was created on the company's founding in 1986. With the publication of ''Rayman'', the company used the rainbow shape to show their shift from distributor to a publisher in 1995. The blue "swirl" was introduced in 2003 with the rebranding from "Ubi Soft" to "Ubisoft", alongside their acquisition of the ''Tom Clancy'' licence. Another swirl was introduced in 2017, designed to appear as windows into their game worlds while retaining a ''grain de folie'' (touch of madness). This excludes the two logos following the 1986 logo and before the 1995 logo.<ref>{{cite web |url=http://blog.ubi.com/en-GB/say-hello-new-ubisoft-swirl/ |title=Say Hello to the new Ubisoft swirl |work=UbiBlog UK - Ubisoft® |date=31 May 2017 |access-date=5 March 2019 |publisher=Ubisoft |archive-date=6 March 2019 |archive-url=https://web.archive.org/web/20190306111454/http://blog.ubi.com/en-GB/say-hello-new-ubisoft-swirl/ |url-status=live}}</ref>]]

On 9 September 2003, Ubi Soft announced that it would change its name to Ubisoft, and introduced a new logo known as "the swirl".<ref>{{cite web |url=https://www.eurogamer.net/articles/news090903ubisoftlogo |title=Ubisoft unveils new logo |first=Tom |last=Bramwell |date=9 September 2003 |website=eurogamer.net |access-date=18 July 2018 |archive-date=3 June 2020 |archive-url=https://web.archive.org/web/20200603161009/https://www.eurogamer.net/articles/news090903ubisoftlogo |url-status=live}}</ref><ref>{{cite web |url=https://www.gamesindustry.biz/articles/ubisoft-unveils-new-visual-identity |title=Ubisoft unveils new "visual identity" |first=Rob |last=Fahey |date=9 September 2003 |website=gamesindustry.biz |access-date=18 July 2018 |archive-date=8 July 2018 |archive-url=https://web.archive.org/web/20180708133742/https://www.gamesindustry.biz/articles/ubisoft-unveils-new-visual-identity |url-status=live}}</ref> In December 2004, gaming corporation [[Electronic Arts]] purchased a 19.9% stake in the firm. Ubisoft referred to the purchase as "hostile" on EA's part.<ref>{{cite web |url=https://www.gamespot.com/articles/electronic-arts-buys-stake-in-ubisoft-in-hostile-act/1100-6115370/ |title=Electronic Arts buys stake in Ubisoft in "hostile" act |last=Feldman |first=Curt |date=20 December 2004 |website=[[GameSpot]] |publisher=[[CBS Interactive]] |access-date=21 April 2016 |archive-date=17 January 2016 |archive-url=https://web.archive.org/web/20160117102704/http://www.gamespot.com/articles/electronic-arts-buys-stake-in-ubisoft-in-hostile-act/1100-6115370/ |url-status=live}}</ref> Ubisoft's brothers recognised they had not considered themselves within a competitive market, and employees had feared that an EA takeover would drastically alter the environment within Ubisoft. EA's CEO at the time, [[John Riccitiello]], assured Ubisoft the purchase was not meant as a hostile manoeuvre, and EA ended up selling the shares in 2010.<ref name="gi oral" />

In February 2005, Ubisoft acquired the ''[[NHL Rivals 2004|NHL Rivals]]'', ''[[NFL Fever]]'', ''[[NBA Inside Drive]]'' and ''MLB Inside Pitch'' franchises from [[Microsoft Game Studios]].<ref>{{Cite web |url=https://www.wsj.com/articles/SB110961895299666120 |title=Ubisoft Buys Microsoft Sports Games |website=Wall Street Journal |date=28 February 2005 |access-date=22 September 2021 |archive-date=30 September 2021 |archive-url=https://web.archive.org/web/20210930161016/https://www.wsj.com/articles/SB110961895299666120 |url-status=live }}</ref>

Ubisoft established another IP, ''[[Assassin's Creed]]'', first launched in 2007; ''Assassin's Creed'' was originally developed by Ubisoft Montreal as a sequel to ''Prince of Persia: The Sands of Time'' and instead transitioned to a story about [[Order of Assassins|Assassins]] and the [[Templar Knights]].<ref name="gi oral" /> In July 2006, Ubisoft bought the ''[[Driver (series)|Driver]]'' franchise from [[Atari, Inc. (1993–present)|Atari]] for a sum of €19 million in cash for the franchise, technology rights, and most assets. Within 2008, Ubisoft made a deal with Tom Clancy for perpetual use of his name and intellectual property for video games and other auxiliary media.<ref>{{cite magazine |url=https://www.wired.com/2008/03/ubisoft-picks-u/ |title=Ubisoft Buys Perpetual Gaming Rights To 'Clancy' Name |first=Earnest |last=Cavalli |date=20 March 2003 |accessdate=18 July 2021 |magazine=[[Wired (magazine)|Wired]] |archive-date=10 May 2021 |archive-url=https://web.archive.org/web/20210510121752/https://www.wired.com/2008/03/ubisoft-picks-u/ |url-status=live}}</ref> In July 2008, Ubisoft made the acquisition of [[Hybride Technologies]], a [[Piedmont, Quebec|Piedmont]]-based studio. In November 2008, Ubisoft acquired [[Massive Entertainment]] from [[Activision]].<ref>{{cite web |url=https://www.develop-online.net/press-releases/ubisoft-reg-acquires-the-assets-of-massive-entertainment-reg/0128916 |title=Ubisoft® acquires the Assets of Massive Entertainment® |last=Lawton |first=Adrian |date=10 November 2008 |website=[[Develop (UK magazine)|Develop]] |access-date=21 April 2016 |archive-date=30 May 2016 |archive-url=https://web.archive.org/web/20160530102634/http://www.develop-online.net/press-releases/ubisoft-reg-acquires-the-assets-of-massive-entertainment-reg/0128916 |url-status=live}}</ref> In January 2013, Ubisoft acquired ''[[South Park: The Stick of Truth]]'' from [[THQ]] for $3.265&nbsp;million.

Ubisoft announced plans in 2013 to invest $373&nbsp;million into its Quebec operations over 7 years. The publisher is investing in the expansion of its motion capture technologies and consolidating its online games operations and infrastructure in Montreal. By 2020, the company would employ more than 3,500 staff at its studios in Montreal and Quebec City.<ref>{{cite web |url=https://www.develop-online.net/news/ubisoft-investing-370m-in-quebec-operations/0115959 |title=Ubisoft investing $370m in Quebec operations |last=Chapple |first=Craig |date=30 September 2013 |website=[[Develop (UK magazine)|Develop]] |access-date=21 April 2016 |archive-date=4 March 2016 |archive-url=https://web.archive.org/web/20160304112425/http://www.develop-online.net/news/ubisoft-investing-370m-in-quebec-operations/0115959 |url-status=live}}</ref> In February 2013, it began offering games from third-party publisher including [[Electronic Arts]] and [[Warner Bros. Interactive Entertainment]] on Uplay and its own games to EA's [[Origin (service)|Origin]].<ref>{{Cite web |last=Sarkar |first=Samit |date=19 February 2013 |title=Ubisoft now selling third-party games on Uplay Shop and its own games on EA's Origin |url=https://www.polygon.com/2013/2/19/4001836/ubisoft-uplay-shop-third-party-games-ea-origin-chris-early-interview |access-date=15 April 2023 |website=Polygon |language=en-US |archive-date=15 April 2023 |archive-url=https://web.archive.org/web/20230415102048/https://www.polygon.com/2013/2/19/4001836/ubisoft-uplay-shop-third-party-games-ea-origin-chris-early-interview |url-status=live }}</ref>

In July 2013, Ubisoft announced a breach in its network resulting in the potential exposure of up to 58&nbsp;million accounts including usernames, email address, and encrypted passwords. The firm denied any credit/debit card information could have been compromised, issued directives to all registered users to change their account passwords, and recommended updating passwords on any other website or service where a same or similar password had been used.<ref>{{cite web |url=https://www.bbc.com/news/technology-23159997 |title=Ubisoft warns millions of video gamers of hack attack |date=3 July 2013 |website=[[BBC News]] |publisher=BBC |access-date=21 April 2016 |archive-date=12 March 2016 |archive-url=https://web.archive.org/web/20160312100541/http://www.bbc.com/news/technology-23159997 |url-status=live}}</ref> All the users who registered were emailed by the Ubisoft company about the breach and a password change request. Ubisoft promised to keep the information safe.<ref>{{cite web |url=https://www.ign.com/articles/2013/07/02/ubisofts-uplay-service-hacked/ |title=Ubisoft Website Hacked |last=Goldfarb |first=Andrew |date=2 July 2013 |website=[[IGN]] |publisher=[[IGN Entertainment]] |access-date=21 April 2016 |archive-date=7 May 2016 |archive-url=https://web.archive.org/web/20160507194746/http://www.ign.com/articles/2013/07/02/ubisofts-uplay-service-hacked/ |url-status=live}}</ref>

In March 2015, the company set up a Consumer Relationship Centre in [[Newcastle-upon-Tyne]]. The centre is intended to integrate consumer support teams and community managers. Consumer Support and Community Management teams at the CRC are operational 7 days a week.<ref>{{cite web |url=https://www.newcastle.gov.uk/news-story/ubisoft-invests-new-consumer-relationship-centre-newcastle |title=Ubisoft invests in new Consumer Relationship Centre in Newcastle |date=13 March 2015 |website=[[Newcastle City Council]] |access-date=21 April 2016 |archive-date=1 June 2016 |archive-url=https://web.archive.org/web/20160601080521/https://www.newcastle.gov.uk/news-story/ubisoft-invests-new-consumer-relationship-centre-newcastle |url-status=live}}</ref>

=== Attempted takeover by Vivendi (2015–2018) ===
Since around 2015, the French [[mass media]] company [[Vivendi]] has been seeking to expand its media properties through acquisitions and other business deals. In addition to advertising firm [[Havas]], Ubisoft was one of the first target properties identified by Vivendi, which as of September 2017 has an estimated valuation of $6.4&nbsp;billion.<ref name="reuters april2017">{{cite web |url=https://www.reuters.com/article/us-vivendi-agm-strategy-idUSKBN17R0IO |title=Exclusive: Vivendi to accelerate expansion in video games and advertising – sources |first1=Mathieu |last1=Rosemain |first2=Gwénaëlle |last2=Barzic |date=25 April 2017 |access-date=27 June 2017 |website=[[Reuters]] |archive-date=3 June 2020 |archive-url=https://web.archive.org/web/20200603161009/https://www.reuters.com/article/us-vivendi-agm-strategy-idUSKBN17R0IO |url-status=live}}</ref><ref>{{cite web |url=https://venturebeat.com/2017/09/22/ubisoft-shareholders-support-guillemot-family-but-vivendi-threat-lingers/ |title=Ubisoft shareholders support Guillemot family, but Vivendi threat lingers |first=Dean |last=Takahashi |date=22 September 2017 |access-date=22 September 2017 |website=[[Venture Beat]] |archive-date=23 September 2017 |archive-url=https://web.archive.org/web/20170923003307/https://venturebeat.com/2017/09/22/ubisoft-shareholders-support-guillemot-family-but-vivendi-threat-lingers/ |url-status=live}}</ref> Vivendi, in two actions during October 2015, bought shares in Ubisoft stock, giving them a 10.4% stake in Ubisoft, an action that Yves Guillemot considered "unwelcome" and feared a [[hostile takeover]].<ref name="vg247 oct2015">{{cite web |url=https://www.vg247.com/2015/10/23/vivendi-buys-even-more-ubisoft-shares/ |title=Vivendi buys even more Ubisoft shares |first=Sharif |last=Saed |date=23 October 2015 |access-date=27 June 2017 |website=[[VG247]] |archive-date=3 June 2020 |archive-url=https://web.archive.org/web/20200603161013/https://www.vg247.com/2015/10/23/vivendi-buys-even-more-ubisoft-shares/ |url-status=live}}</ref> In a presentation during the [[Electronic Entertainment Expo 2016]], Yves Guillemot stressed the importance that Ubisoft remain an independent company to maintain its creative freedom.<ref>{{cite web |url=https://www.gamedeveloper.com/business/ubisoft-ceo-stresses-creative-independence-as-vivendi-takeover-threat-looms |title=Ubisoft CEO stresses creative independence as Vivendi takeover threat looms |first=Kris |last=Graft |date=13 June 2017 |access-date=27 June 2017 |website=[[Gamasutra]] |archive-date=3 June 2020 |archive-url=https://web.archive.org/web/20200603161010/https://www.gamasutra.com/view/news/274883/Ubisoft_CEO_stresses_creative_independence_as_Vivendi_takeover_threat_looms.php |url-status=live}}</ref> Guillemot later described the need to fight off the takeover: "...when you're attacked with a company that has a different philosophy, you know it can affect what you've been creating from scratch. So you fight with a lot of energy to make sure it can't be destroyed."<ref>{{cite web |url=https://www.ign.com/articles/2019/04/12/ubisoft-ceo-remembers-vivendis-attempted-takeover-as-a-fight-a-ign-unfiltered |title=Ubisoft CEO Remembers Vivendi's Attempted Takeover as a 'Fight' – IGN Unfiltered |first=Joseph |last=Knoop |date=12 April 2019 |access-date=14 April 2019 |website=[[IGN]] |archive-date=13 April 2019 |archive-url=https://web.archive.org/web/20190413191315/https://www.ign.com/articles/2019/04/12/ubisoft-ceo-remembers-vivendis-attempted-takeover-as-a-fight-a-ign-unfiltered |url-status=live}}</ref> Vice-president of Live Operations, Anne Blondel-Jouin, expressed similar sentiment in an interview with ''[[PCGamesN]]'', stating that Ubisoft's success was partly due to "...being super independent, being very autonomous."<ref>{{Cite web |url=https://www.polygon.com/2016/11/24/13743236/ubisoft-vivendi-takeover |title=Ubisoft exec says Vivendi takeover could damage culture of innovation |last=Campbell |first=Colin |date=24 November 2016 |website=Polygon |access-date=12 March 2018 |archive-date=13 March 2018 |archive-url=https://web.archive.org/web/20180313092518/https://www.polygon.com/2016/11/24/13743236/ubisoft-vivendi-takeover |url-status=live}}</ref><ref>{{Cite web |url=https://www.pcgamesn.com/ubisoft-vivendi-takeover-bid |title="It's not going to be the same if Vivendi take over" says Ubisoft VP of live ops |website=PCGamesN |date=24 November 2016 |access-date=12 March 2018 |archive-date=13 March 2018 |archive-url=https://web.archive.org/web/20180313092622/https://www.pcgamesn.com/ubisoft-vivendi-takeover-bid |url-status=live}}</ref>

Vivendi acquired stake in mobile game publisher [[Gameloft]], owned by the Guillemots, and started acquiring Ubisoft shares.<ref>{{cite web |url=https://www.gamespot.com/articles/former-activision-owner-vivendi-buys-stakes-in-ubi/1100-6431427/ |title=Former Activision Owner Vivendi Buys Stakes in Ubisoft and Gameloft |last=Hussain |first=Tamoor |date=15 October 2015 |website=[[GameSpot]] |publisher=[[CBS Interactive]] |access-date=21 April 2016 |archive-date=3 June 2020 |archive-url=https://web.archive.org/web/20200603161010/https://www.gamespot.com/articles/former-activision-owner-vivendi-buys-stakes-in-ubi/1100-6431427/ |url-status=live}}</ref><ref name="vg247 oct2015" /> In the following February, Vivendi acquired €500&nbsp;million worth of shares in Gameloft, gaining more than 30% of the shares and requiring the company under French law to make a public [[tender offer]]; this action enabled Vivendi to complete the takeover of Gameloft by June 2016.<ref>{{cite web |url=https://en.gameloft.ca/download-games/news/3934-gameloft%EF%BF%BDsreaction/?actual_page=1&request=news&date= |archive-url=https://web.archive.org/web/20160419013436/https://en.gameloft.ca/download-games/news/3934-gameloft%EF%BF%BDsreaction/?actual_page=1&request=news&date= |url-status=dead |archive-date=19 April 2016 |title=Gameloft's Reaction |last=d'Hauteville |first=Laure |date=18 February 2016 |website=[[Gameloft]] |access-date=21 April 2016}}</ref><ref name="ft feb2016">{{Cite web |url=https://www.ft.com/content/5bfee510-d64c-11e5-829b-8564e7528e54 |title=Ubisoft sets out growth plan to fend off Vivendi |first=Robert |last=Cookson |date=16 February 2016 |access-date=27 June 2017 |website=[[Financial Times]] |archive-date=17 September 2017 |archive-url=https://web.archive.org/web/20170917213704/https://www.ft.com/content/5bfee510-d64c-11e5-829b-8564e7528e54 |url-status=live}}</ref><ref>{{cite web |url=https://www.gamedeveloper.com/business/vivendi-succeeds-in-hostile-gameloft-takeover |title=Vivendi succeeds in hostile Gameloft takeover |first=Chris |last=Kerr |date=1 June 2016 |access-date=27 June 2017 |website=[[Gamasutra]] |archive-date=18 September 2017 |archive-url=https://web.archive.org/web/20170918020759/https://www.gamasutra.com/view/news/274002/Vivendi_succeeds_in_hostile_Gameloft_takeover.php |url-status=live}}</ref> Following Vivendi's actions with Gameloft in February 2016, the Guillemots asked for more Canadian investors in the following February to fend off a similar Vivendi takeover;<ref name="The Globe and Mail">{{cite web |url=https://www.theglobeandmail.com/report-on-business/ubisoft-turns-to-canadian-investors-to-fend-off-takeover-bid/article28920702/ |title=Maker of Assassin's Creed video game turns to Canadian investors to fend off takeover bid |last=Van Praet |first=Nicolas |date=25 February 2016 |website=[[The Globe and Mail]] |access-date=21 April 2016 |archive-date=7 March 2016 |archive-url=https://web.archive.org/web/20160307004817/http://www.theglobeandmail.com/report-on-business/ubisoft-turns-to-canadian-investors-to-fend-off-takeover-bid/article28920702/ |url-status=live}}</ref><ref>{{cite magazine |url=https://www.pcgamer.com/ubisoft-asks-canada-to-help-head-off-hostile-takeover-by-vivendi/ |title=Ubisoft asks Canada to help head off hostile takeover by Vivendi |last=Chalk |first=Andy |date=26 February 2016 |magazine=[[PC Gamer]] |publisher=[[Future US]] |access-date=21 April 2016 |archive-date=13 April 2016 |archive-url=https://web.archive.org/web/20160413141551/http://www.pcgamer.com/ubisoft-asks-canada-to-help-head-off-hostile-takeover-by-vivendi/ |url-status=live}}</ref><ref>{{cite web |url=https://kotaku.com/why-ubisoft-is-afraid-of-a-hostile-takeover-1761561366 |title=Ubisoft Is Afraid Of A Hostile Takeover |last=Schreier |first=Jason |author-link=Jason Schreier |date=26 February 2016 |website=[[Kotaku]] |publisher=[[Gawker Media]] |access-date=21 April 2016 |archive-date=13 April 2016 |archive-url=https://web.archive.org/web/20160413004357/http://kotaku.com/why-ubisoft-is-afraid-of-a-hostile-takeover-1761561366 |url-status=live}}</ref> by this point, Vivendi had increased their share in Ubisoft to 15%, exceeding the estimated 9% that the Guillemots owned.<ref name="ft feb2016" /><ref name="The Globe and Mail" /> By June 2016, Vivendi had increased its shares to 20.1% and denied it was in the process of a takeover.<ref>{{cite web |url=http://www.gamasutra.com/view/news/275432/Vivendi_ups_stake_in_Ubisoft_to_201_percent_edges_toward_takeover.php |title=Vivendi ups stake in Ubisoft to 20.1 percent, edges toward takeover |first=Chris |last=Kerr |date=21 June 2016 |access-date=27 June 2017 |website=[[Gamasutra]] |archive-date=18 September 2017 |archive-url=https://web.archive.org/web/20170918021608/https://www.gamasutra.com/view/news/275432/Vivendi_ups_stake_in_Ubisoft_to_201_percent_edges_toward_takeover.php |url-status=dead}}</ref>

By the time of Ubisoft's annual board meeting in September 2016, Vivendi had gained 23% of the shares, while the Guillemots were able to increase their voting share to 20%. A request was made at the board meeting to place Vivendi representatives on Ubisoft's board, given the size of their shareholdings. The Guillemots argued against this, reiterating that Vivendi should be seen as a competitor, and succeeded in swaying other voting members to deny any board seats to Vivendi.<ref>{{cite web |url=https://www.bloomberg.com/news/articles/2016-09-29/ubisoft-founders-win-respite-as-vivendi-holds-back-on-board-bid |title=Ubisoft Founders Victorious as Vivendi Board Bid Is Averted |first=Alexandre |last=Boksenbaum-Granier |date=29 September 2016 |access-date=27 June 2017 |website=[[Bloomberg News]] |archive-date=29 October 2017 |archive-url=https://web.archive.org/web/20171029182332/https://www.bloomberg.com/news/articles/2016-09-29/ubisoft-founders-win-respite-as-vivendi-holds-back-on-board-bid |url-status=live}}</ref>

Vivendi continued to buy shares in Ubisoft, approaching the 30% mark that could trigger a takeover; as of December 2016, Vivendi held a 25.15% stake in Ubisoft.<ref>{{cite web |url=https://www.vivendi.com/en/press/press-releases/vivendi-exceeded-the-25-shareholding-threshold-in-ubisoft/ |title=Vivendi exceeded the 25% shareholding threshold in Ubisoft |date=7 December 2016 |website=[[Vivendi]] |access-date=21 April 2017 |archive-date=3 June 2020 |archive-url=https://web.archive.org/web/20200603164259/https://www.vivendi.com/en/press/press-releases/vivendi-exceeded-the-25-shareholding-threshold-in-ubisoft/ |url-status=live}}</ref> [[Reuters]] reported in April 2017 that Vivendi's takeover of Ubisoft would likely happen that year<ref name="reuters april2017" /> and ''Bloomberg Businessweek'' observed that some of Vivendi's shares would reach the 2-year holding mark, which would grant them double voting power, and would likely meet or exceed the 30% threshold.<ref>{{cite web |url=https://www.bloomberg.com/news/articles/2017-09-22/ubisoft-ceo-bets-on-cloud-ai-to-stay-ahead-of-vivendi-threat |title=Ubisoft Bets on Cloud, AI to Stay Ahead of Vivendi Threat |first=y Alexandre |last=Boksenbaum-Granier |date=22 September 2017 |access-date=26 September 2017 |website=[[Bloomberg Businessweek]] |archive-date=26 September 2017 |archive-url=https://web.archive.org/web/20170926235523/https://www.bloomberg.com/news/articles/2017-09-22/ubisoft-ceo-bets-on-cloud-ai-to-stay-ahead-of-vivendi-threat |url-status=live}}</ref> The Guillemot family has since raised its stake in Ubisoft; as of June 2017, the family held 13.6% of Ubisoft's share capital, and 20.02% of the company's voting rights.<ref>{{cite web |url=https://www.reuters.com/article/us-ubisoft-vivendi-idUSKBN19I0WC |title=Ubisoft founding family raises stake to ward off Vivendi |first=Sudip |last=Kar-Gupta |website=[[Reuters]] |date=27 June 2017 |access-date=27 June 2017 |archive-date=3 June 2020 |archive-url=https://web.archive.org/web/20200603162055/https://www.reuters.com/article/us-ubisoft-vivendi-idUSKBN19I0WC |url-status=live}}</ref> In October 2017, Ubisoft announced it reached a deal with an "investment services provider" to help them purchase back 4&nbsp;million shares by the end of the year, preventing others, specifically Vivendi, from buying these.<ref>{{cite web |url=https://www.gamespot.com/articles/ubisoft-continues-to-fight-off-vivendi-takeover/1100-6453792/ |title=Ubisoft Continues To Fight Off Vivendi Takeover |first=Eddie |last=Makuch |date=4 October 2017 |access-date=4 October 2017 |website=[[GameSpot]] |archive-date=5 October 2017 |archive-url=https://web.archive.org/web/20171005034211/https://www.gamespot.com/articles/ubisoft-continues-to-fight-off-vivendi-takeover/1100-6453792/ |url-status=live}}</ref>

In the week before Vivendi would gain double-voting rights for previously purchased shares, the company, in quarterly results published in November 2017, announced that it had no plans to acquire Ubisoft for the next 6 months, nor would seek board positions due to the shares they held during that time, and that it "would ensure that its interest in Ubisoft would not exceed the threshold of 30% through the doubling of its voting rights." Vivendi remained committed to expanding in the video game sector, identifying that their investment in Ubisoft could represent a capital gain of over 1 billion euros.<ref>{{cite web |url=https://www.gamesindustry.biz/articles/2017-11-16-vivendi-no-plans-for-ubisoft-takeover-for-six-months |title=Vivendi: No plans for Ubisoft takeover for six months |first=Brendan |last=Sinclair |date=16 November 2017 |access-date=16 November 2017 |website=[[GamesIndustry.biz]] |archive-date=3 June 2020 |archive-url=https://web.archive.org/web/20200603161009/https://www.gamesindustry.biz/articles/2017-11-16-vivendi-no-plans-for-ubisoft-takeover-for-six-months |url-status=live}}</ref>

On 20 March 2018, Ubisoft and Vivendi struck a deal ending any potential takeover, with Vivendi agreeing to sell all of its shares, over 30&nbsp;million, to other parties and agreeing to not buy any Ubisoft shares for 5 years. Some of those shares were sold to [[Tencent]], which after the transaction held about 5.6&nbsp;million shares of Ubisoft (approximately 5% of all shares).<ref>{{cite web |url=https://www.polygon.com/2018/3/20/17144094/ubisoft-vivendi-sells-stake-tencent-deal |title=Ubisoft finally fends off Vivendi takeover bid through Tencent partnership |first=Samit |last=Sarkar |date=20 March 2018 |access-date=23 April 2019 |website=[[Polygon (website)|Polygon]] |archive-date=5 April 2020 |archive-url=https://web.archive.org/web/20200405165909/https://www.polygon.com/2018/3/20/17144094/ubisoft-vivendi-sells-stake-tencent-deal |url-status=live}}</ref> The same day, Ubisoft announced a partnership with Tencent to help bring their games onto the Chinese market.<ref>{{cite web |url=https://www.rollingstone.com/glixel/features/vivendi-sells-all-of-its-ubisoft-shares-to-tencent-and-others-w518120 |title=Vivendi Sells All of its Ubisoft Shares to Tencent and Others |first=Brian |last=Crecente |date=20 March 2018 |access-date=20 March 2018 |website=[[Glixel]] |archive-date=20 March 2018 |archive-url=https://web.archive.org/web/20180320211254/https://www.rollingstone.com/glixel/features/vivendi-sells-all-of-its-ubisoft-shares-to-tencent-and-others-w518120 |url-status=live}}</ref> Vivendi completely divested its shares in Ubisoft by March 2019.<ref>{{cite web |url=https://www.gamedeveloper.com/business/vivendi-lays-plan-to-relinquish-the-last-of-its-ubisoft-stock-by-2019 |title=Vivendi lays plan to relinquish the last of its Ubisoft stock by 2019 |first=Alex |last=Wawro |date=27 September 2018 |access-date=27 September 2018 |website=[[Gamasutra]] |archive-date=28 September 2018 |archive-url=https://web.archive.org/web/20180928012616/http://www.gamasutra.com/view/news/327507/Vivendi_lays_plan_to_relinquish_the_last_of_its_Ubisoft_stock_by_2019.php |url-status=live}}</ref><ref>{{cite web |url=https://www.gamedeveloper.com/business/vivendi-has-sold-off-its-final-ubisoft-shares |title=Vivendi has sold off its final Ubisoft shares |first=Melissa |last=McAloon |date=5 March 2019 |access-date=5 March 2019 |website=[[Gamasutra]] |archive-date=6 March 2019 |archive-url=https://web.archive.org/web/20190306035911/http://www.gamasutra.com/view/news/338021/Vivendi_has_sold_off_its_final_Ubisoft_shares.php |url-status=live}}</ref>

=== Investment by Tencent (2018–2022) ===
Since 2018, Ubisoft's studios have continued to focus on some franchises, including ''Assassin's Creed'', ''Tom Clancy's'', ''Far Cry'', and ''Watch Dogs''. As reported by ''[[Bloomberg Businessweek]]'', while Ubisoft as a whole had nearly 16,000 developers by mid-2019, larger than some of its competitors, and producing 5 to 6 major AAA releases each year compared to the 2 or 3 from the others, the net revenue earned per employee was the lowest of the 4 due to generally lower sales of its games.{{Citation needed|date=March 2023}} ''Bloomberg Business'' attributed this partially due to spending trends by video game consumers purchasing fewer games with long playtimes, as most of Ubisoft's major releases tend to be. To counter this, Ubisoft in October 2019 postponed 3 of the 6 titles it had planned in 2019 to 2020 or later, as to help place more effort on improving the quality of the existing and released games.<ref>{{cite web |url=https://www.bloomberg.com/opinion/articles/2019-10-30/ubisoft-s-ghost-recon-flop-won-t-be-fixed-by-slew-of-new-games |title=Being Good Enough Isn't Good Enough For Picky Gamers |first=Alex |last=Webb |date=29 October 2019 |access-date=18 January 2020 |website=[[Bloomberg Businessweek]] |archive-date=27 December 2019 |archive-url=https://web.archive.org/web/20191227055007/https://www.bloomberg.com/opinion/articles/2019-10-30/ubisoft-s-ghost-recon-flop-won-t-be-fixed-by-slew-of-new-games |url-status=live}}</ref> Due to overall weak sales in 2019, Ubisoft stated in January 2020 that it would be reorganizing its editorial board to provide a more comprehensive look at its game portfolio and devise greater variation in its games which Ubisoft's management said had fallen stagnant, too uniform and had contributed to weak sales.<ref name="vgc edit reorg">{{cite web |url=https://www.videogameschronicle.com/news/ubisoft-revamps-editorial-team/ |title=Exclusive: Ubisoft revamps editorial team to make its games more unique |first=Andy |last=Robinson |date=17 January 2020 |access-date=18 January 2020 |website=[[Video Games Chronicle]] |archive-date=20 January 2020 |archive-url=https://web.archive.org/web/20200120135753/https://www.videogameschronicle.com/news/ubisoft-revamps-editorial-team/ |url-status=live}}</ref>

Stemming from a wave of sexual misconduct accusations of the [[MeToo movement|#MeToo movement]] in June and July 2020, Ubisoft had a number of employees accused of misconduct from both internal and external sources. Between Ubisoft's internal investigation and a study by the newspaper ''[[Libération]]'', employees had been found to have records of sexual misconduct and troubling behaviour, going back up to 10 years, which had been dismissed by the human resources departments. As a result, some Ubisoft staff either quit or were fired, including Hascoët, Maxime Béland, the co-founder of Ubisoft Toronto, and Yannis Mallat, the managing director of Ubisoft's Canadian studios.<ref name="eurogamer liberation">{{cite web |url=https://www.eurogamer.net/articles/2020-07-11-new-report-on-ubisoft-reveals-more-shocking-sexual-harassment-allegations |title=New report on Ubisoft reveals more shocking sexual harassment allegations |first=Wesley |last=Yin-Poole |date=11 July 2020 |access-date=11 July 2020 |website=[[Eurogamer]] |archive-date=11 July 2020 |archive-url=https://web.archive.org/web/20200711171134/https://www.eurogamer.net/articles/2020-07-11-new-report-on-ubisoft-reveals-more-shocking-sexual-harassment-allegations |url-status=live}}</ref><ref name="bloomberg hascoet 2020"/> Yves Guillemot implemented changes in the company to address these issues as it further investigated the extent of the misconduct claims.<ref name="gamespot july222020 changes">{{cite web |url=https://www.gamespot.com/articles/ubisoft-will-tie-team-leaders-bonuses-to-creating-/1100-6480023/ |title=Ubisoft Will Tie Team Leaders' Bonuses To Creating "Positive" Work Environments |first=Jeremy |last=Winslow |date=22 July 2020 |access-date=22 July 2020 |website=[[GameSpot]] |archive-date=22 July 2020 |archive-url=https://web.archive.org/web/20200722182545/https://www.gamespot.com/articles/ubisoft-will-tie-team-leaders-bonuses-to-creating-/1100-6480023/ |url-status=live}}</ref>

Ubisoft stated in its end of 2020 fiscal year investor call in February 2021 that the company will start to make AAA game releases less of a focus and put more focus on mobile and freemium games following fiscal year 2022. CFO Frederick Duguet stated to investors that "we see that we are progressively, continuously moving from a model that used to be only focused on AAA releases to a model where we have a combination of strong releases from AAA and strong back catalog dynamics, but also complimenting our program of new releases with free-to-play and other premium experiences."<ref>{{cite web |url=https://www.ign.com/articles/ubisoft-moving-away-from-reliance-on-aaa-releases |title=Ubisoft Moving Away From Reliance on AAA Releases |first=Rebekah |last=Valentine |date=10 February 2021 |access-date=10 February 2021 |website=[[IGN]] |archive-date=10 February 2021 |archive-url=https://web.archive.org/web/20210210185128/https://www.ign.com/articles/ubisoft-moving-away-from-reliance-on-aaa-releases |url-status=live}}</ref> Later that year, the company announced it would start branding games developed by its first-party developers as "Ubisoft Originals".<ref>{{cite web |url=https://www.vg247.com/2021/05/10/ubisoft-originals-first-party-internal-games/ |title=Ubisoft will brand all its first-party titles as Ubisoft Originals from now on |first=Dom |last=Peppiatt |date=10 May 2021 |accessdate=10 May 2021 |website=[[VG247]] |archive-date=10 May 2021 |archive-url=https://web.archive.org/web/20210510133026/https://www.vg247.com/2021/05/10/ubisoft-originals-first-party-internal-games/ |url-status=live}}</ref>

In 2021, they announced that they would be making an open world ''[[Star Wars]]'' game.<ref>{{Cite web |title=Ubisoft is making an open-world Star Wars game |url=https://finance.yahoo.com/news/ubisoft-massive-star-wars-game-142056025.html |url-status=live |archive-url=https://web.archive.org/web/20210113145758/https://finance.yahoo.com/news/ubisoft-massive-star-wars-game-142056025.html |archive-date=13 January 2021 |access-date=14 January 2021 |website=finance.yahoo.com |date=13 January 2021 |language=en-US}}</ref> The deal marked an end to EA's exclusive rights to make ''Star Wars'' titles. In October 2021, Ubisoft participated in a round of financing in [[Animoca Brands]].<ref>{{cite web |url=https://venturebeat.com/2021/10/20/animoca-brands-raises-65m-at-2-2b-valuation-from-ubisoft-and-others/ |title=Animoca Brands raises $65M at $2.2B valuation from Ubisoft and others |work=VentureBeat |last=Takahashi |first=Dean |date=20 October 2021 |access-date=26 December 2021 |url-status=live |archive-date=15 December 2021 |archive-url=https://web.archive.org/web/20211215154650/https://venturebeat.com/2021/10/20/animoca-brands-raises-65m-at-2-2b-valuation-from-ubisoft-and-others/ }}</ref>

In November 2021, Ubisoft announced the development of their first Ubisoft Entertainment Center, created by experience design firm Storyland Studios and Alterface. The first location is set to open in Studios Occitanie Méditerranée by 2025.<ref>{{cite web|url=https://blooloop.com/brands-ip/news/storyland-studios-ubisoft-entertainment-center/ | title=Storyland Studios & Alterface present world's first Ubisoft Entertainment Center | publisher=Blooloop | date=18 November 2021}}</ref>

Ubisoft has been increasingly involved in blockchain-based video games since the later 2010s. The company is a co-founder of the [[Blockchain Game Alliance]], which was established in September 2018<ref>{{cite book |last=Elrom |first=Elad |date=2019 |title=The Blockchain Developer. A Practical Guide for Designing, Implementing, Publishing, Testing, and Securing Distributed Blockchain-based Projects |publisher=Apress |doi=10.1007/978-1-4842-4847-8 |isbn=978-1-4842-4846-1 |pages=494|s2cid=198190495 }}</ref><ref name="ValentineIGN">{{cite news |last=Valentine |first=Revekah |date=28 October 2021 |title=Ubisoft Plans to Create its Own Blockchain Games to 'Enable More Play-to-Earn' |url=https://www.ign.com/articles/ubisoft-plans-create-blockchain-games-enable-pay-to-earn |work=[[IGN]] |access-date=12 April 2023 |archive-date=12 April 2023 |archive-url=https://web.archive.org/web/20230412093934/https://www.ign.com/articles/ubisoft-plans-create-blockchain-games-enable-pay-to-earn |url-status=live }}</ref> and is a consortium of several companies active in the [[blockchain]] space that seeks to explore the potential applications of this technology in the video game industry and publicly promotes the use of blockchain-based content in video games.<ref>{{cite journal |last1=Gonserkewitz |first1=Phil |display-authors=et al. |date=1 September 2022 |title=Non-fungible tokens: Use cases of NFTs and future research agenda |journal=Risk Governance & Control: Financial Markets & Institutions |volume=12 |issue=3 |pages=13 |doi=10.22495/rgcv12i3p1|s2cid=252304860 |doi-access=free }}</ref> According to [[Yves Guillemot]], one of Ubisoft's co-founders, [[cryptocurrency|crypto]]-based content in video games will allow players to actually own digital content within it, while growing the video game industry in the process.<ref name="ValentineIGN"/> Ubisoft furthermore announced its Ubisoft Quartz blockchain program in December 2021, allowing players to buy uniquely identified customization items for games and then sell and trade them based on the [[Tezos]] currency, which Ubisoft claimed was an [[Electrical efficiency|energy efficient]] cryptocurrency. This marked the first "AAA" effort into blockchain games.<ref>{{cite web | url = https://kotaku.com/ubisoft-first-major-pub-to-befoul-own-game-with-nfts-1848176813 | title = Ubisoft First Major Pub To Befoul Own Game With NFTs | first = Reneta | last = Price | date = 7 December 2021 | accessdate = 7 December 2021 | work = [[Kotaku]] | archive-date = 8 December 2021 | archive-url = https://web.archive.org/web/20211208061818/https://kotaku.com/ubisoft-first-major-pub-to-befoul-own-game-with-nfts-1848176813 | url-status = live }}</ref> The announcement was heavily criticized by audiences, with the Quartz announcement video attaining a dislike ratio of 96% on YouTube. Ubisoft subsequently unlisted the video from YouTube.<ref>{{Cite web |date=8 December 2021 |title=Ubisoft's NFT Announcement Has Been Intensely Disliked |url=https://kotaku.com/ubisofts-nft-announcement-has-been-intensely-disliked-1848182203 |access-date=23 December 2021 |website=Kotaku |language=en-us |archive-date=17 July 2022 |archive-url=https://web.archive.org/web/20220717203929/https://kotaku.com/ubisofts-nft-announcement-has-been-intensely-disliked-1848182203 |url-status=live }}</ref><ref>{{Cite web |last=GameCentral |date=8 December 2021 |title=Ubisoft unlist Quartz NFT announcement video as it gets 16K dislikes |url=https://metro.co.uk/2021/12/08/ubisoft-unlist-quartz-nft-announcement-video-as-it-gets-16k-dislikes-15736687/ |access-date=23 December 2021 |website=Metro |language=en |archive-date=23 December 2021 |archive-url=https://web.archive.org/web/20211223145557/https://metro.co.uk/2021/12/08/ubisoft-unlist-quartz-nft-announcement-video-as-it-gets-16k-dislikes-15736687/ |url-status=live }}</ref> The announcement was also criticized internally by Ubisoft developers.<ref>{{Cite web |date=15 December 2021 |title=Ubisoft Developers Confused, Upset Over NFT Plans |url=https://gamerant.com/ubisoft-quartz-nft-plans-developers-upset/ |access-date=23 December 2021 |website=Game Rant |language=en-US |archive-date=23 December 2021 |archive-url=https://web.archive.org/web/20211223145557/https://gamerant.com/ubisoft-quartz-nft-plans-developers-upset/ |url-status=live }}</ref><ref>{{Cite web |last=Nightingale |first=Ed |date=16 December 2021 |title=French trade union criticises Ubisoft Quartz as "a useless, costly, ecologically mortifying tech" |url=https://www.eurogamer.net/articles/2021-12-16-french-trade-union-calls-ubisoft-nft-scheme-a-useless-costly-ecologically-mortifying-technology |access-date=23 December 2021 |website=Eurogamer |language=en |archive-date=14 March 2022 |archive-url=https://web.archive.org/web/20220314063855/https://www.eurogamer.net/articles/2021-12-16-french-trade-union-calls-ubisoft-nft-scheme-a-useless-costly-ecologically-mortifying-technology |url-status=live }}</ref>

In July 2022, Ubisoft announced that it had cancelled ''Splinter Cell VR'' and ''Ghost Recon Frontline'', along with two other unannounced titles.<ref>{{Cite news |date=21 July 2022 |title=Splinter Cell VR and Ghost Recon Frontline cancelled |url=https://www.eurogamer.net/splinter-cell-vr-and-ghost-recon-frontline-cancelled |access-date=3 March 2024 |work=Eurogamer.net |language=en |archive-date=27 July 2022 |archive-url=https://web.archive.org/web/20220727180350/https://www.eurogamer.net/splinter-cell-vr-and-ghost-recon-frontline-cancelled |url-status=live }}</ref> In September, Tencent invested another {{€|300 million}} into Guillemot Brothers Limited, the company that holds part of the Guillemots' ownership of Ubisoft. This gave Tencent 49.9% ownership in this holding company and increased the Guillemots' share of voting rights within Ubisoft to about 30%. Yves Guillemot said that Tencent would be working closely with Ubisoft, helping to bring their games into China while assisting in paying off Ubisoft's debts and preventing the company from potential buyouts.<ref>{{cite web | url=https://www.rockpapershotgun.com/tencent-are-working-in-concert-with-ubisofts-founding-family-after-300m-investment | title=Tencent are working in concert with Ubisoft's founding family after €300m investment | website=Rock, Paper, Shotgun | date=7 September 2022 | last1=Wheeler | first1=C. J. | access-date=7 September 2022 | archive-date=7 September 2022 | archive-url=https://web.archive.org/web/20220907162710/https://www.rockpapershotgun.com/tencent-are-working-in-concert-with-ubisofts-founding-family-after-300m-investment | url-status=live }}</ref>

===Financial concerns (2023–present)===
Citing disappointing financial results in the previous quarter, Ubisoft cancelled another three previously unannounced games in January 2023.<ref>{{Cite news |last=Wales |first=Matt |date=11 January 2023 |title=Ubisoft cancels three unannounced games, delays Skull and Bones again |url=https://www.eurogamer.net/ubisoft-cancels-three-unannounced-games-delays-skull-and-bones-again |access-date=3 March 2024 |work=Eurogamer.net |language=en |archive-date=11 January 2023 |archive-url=https://web.archive.org/web/20230111180740/https://www.eurogamer.net/ubisoft-cancels-three-unannounced-games-delays-skull-and-bones-again |url-status=live }}</ref> In an email to staff, Yves Guillemot told employees to take responsibility for the company's forthcoming projects, asking that "each of you be especially careful and strategic with your spending and initiatives, to ensure we're being as efficient and lean as possible", while also saying that "The ball is in your court to deliver this line-up on time and at the expected level of quality, and show everyone what we are capable of achieving."<ref>{{Cite web |last=Gach |first=Ethan |date=11 January 2023 |title=Ubisoft Delays Skull And Bones, Cancels More Games, And Announces New Cuts |url=https://kotaku.com/ubisoft-skull-bones-delay-assassins-creed-far-cry-cuts-1849975925 |access-date=3 March 2024 |website=Kotaku |language=en |archive-date=3 March 2024 |archive-url=https://web.archive.org/web/20240303190640/https://kotaku.com/ubisoft-skull-bones-delay-assassins-creed-far-cry-cuts-1849975925 |url-status=live }}</ref><ref>{{Cite news |last=Nightingale |first=Ed |date=12 January 2023 |title=Ubisoft stock falls following project cancellations |url=https://www.eurogamer.net/ubisoft-stock-falls-following-project-cancellations |access-date=3 March 2024 |work=Eurogamer.net |language=en |archive-date=3 March 2024 |archive-url=https://web.archive.org/web/20240303190640/https://www.eurogamer.net/ubisoft-stock-falls-following-project-cancellations |url-status=live }}</ref> Union workers at Ubisoft Paris took issue with this message, calling for a strike and demanding higher salaries and improved working conditions.<ref>{{Cite news |last=Wales |first=Matt |date=17 January 2023 |title=Ubisoft Paris staff called to strike following CEO's "ball is in your court" comments |url=https://www.eurogamer.net/ubisoft-paris-staff-called-to-strike-following-ceos-ball-is-in-your-court-comments |access-date=3 March 2024 |work=Eurogamer.net |language=en |archive-date=3 March 2024 |archive-url=https://web.archive.org/web/20240303142612/https://www.eurogamer.net/ubisoft-paris-staff-called-to-strike-following-ceos-ball-is-in-your-court-comments |url-status=live }}</ref>

In August 2023, Ubisoft announced that it had reached a 15-year agreement with [[Microsoft]] to license the [[cloud gaming]] rights to [[Activision Blizzard]] titles; this came as part of efforts by Microsoft to receive approval from the UK [[Competition and Markets Authority]] (CMA) for its [[Acquisition of Activision Blizzard by Microsoft|acquisition of Activision Blizzard]]. The agreement would allow Activision Blizzard games to appear on Ubisoft+, and allow Ubisoft to sublicense the cloud gaming rights for the games to third-parties.<ref>{{cite web |last=Warren |first=Tom |date=13 October 2023 |title=Ubisoft and Activision Blizzard's deal for cloud gaming rights, explained |url=https://www.theverge.com/2023/10/13/23915780/ubisoft-activision-blizzard-microsoft-cloud-gaming-rights-deal-explained |url-status=live |archive-url=https://web.archive.org/web/20231123055240/https://www.theverge.com/2023/10/13/23915780/ubisoft-activision-blizzard-microsoft-cloud-gaming-rights-deal-explained |archive-date=23 November 2023 |accessdate=21 October 2023 |work=[[The Verge]]}}</ref><ref name="Ubisoft cloud">{{Cite web |last=Phillips |first=Tom |date=August 22, 2023 |title=Microsoft will sell Activision Blizzard streaming rights to Ubisoft |url=https://www.eurogamer.net/microsoft-will-sell-activision-blizzard-streaming-rights-to-ubisoft |url-status=live |archive-url=https://web.archive.org/web/20230822093416/https://www.eurogamer.net/microsoft-will-sell-activision-blizzard-streaming-rights-to-ubisoft |archive-date=August 22, 2023 |access-date=August 22, 2023 |website=[[Eurogamer]]}}</ref>

As part of a cost reduction plan, Ubisoft reduced its number of employees from 20,279 in 2022 to 19,410 in September 2023.<ref>{{Cite web |last=Writer |first=Jeffrey Rousseau Staff |date=26 October 2023 |title=Ubisoft's H1 sees a 14% revenue bump |url=https://www.gamesindustry.biz/ubisofts-h1-sees-a-14-revenue-bump |access-date=26 October 2023 |website=GamesIndustry.biz |language=en |archive-date=26 October 2023 |archive-url=https://web.archive.org/web/20231026203257/https://www.gamesindustry.biz/ubisofts-h1-sees-a-14-revenue-bump |url-status=live }}</ref> In November 2023, Ubisoft laid off 124 employees from its VFX and IT teams.<ref>{{Cite web |last=Writer |first=Jeffrey Rousseau Staff |date=7 November 2023 |title=Ubisoft sees layoffs across VFX and IT teams |url=https://www.gamesindustry.biz/ubisoft-sees-layoffs-across-vfx-and-it-teams |access-date=9 November 2023 |website=GamesIndustry.biz |language=en |archive-date=9 November 2023 |archive-url=https://web.archive.org/web/20231109010401/https://www.gamesindustry.biz/ubisoft-sees-layoffs-across-vfx-and-it-teams |url-status=live }}</ref> In March 2024, Ubisoft laid off 45 employees from its publishing teams.<ref>{{Cite web |last=Carter |first=Justin |date=1 April 2024 |title=Ubisoft lays off 45 employees to address 'market evolution' |url=https://www.gamedeveloper.com/business/ubisoft-lays-off-45-employees-to-address-market-evolution- |access-date=2 April 2024 |website=www.gamedeveloper.com |language=en |archive-date=2 April 2024 |archive-url=https://web.archive.org/web/20240402113307/https://www.gamedeveloper.com/business/ubisoft-lays-off-45-employees-to-address-market-evolution- |url-status=live }}</ref> Another 45 employees were cut between its San Francisco and Cary, North Carolina offices in August 2024.<ref>{{Cite news |last=Schreier |first=Jason |date=16 August 2024 |title=Ubisoft Entertainment Cuts 45 People From Its US Staff |url=https://www.bloomberg.com/news/articles/2024-08-16/ubisoft-entertainment-cuts-45-people-from-its-us-staff |access-date=17 August 2024 |work=Bloomberg.com |language=en}}</ref> By the end of September 2024, Ubisoft had reduced its number of employees to 18,666.<ref>{{Cite web |last=Takahashi |first=Dean |date=30 October 2024 |title=Ubisoft explores 'strategic options' as it reports lackluster September quarter results |url=https://venturebeat.com/games/ubisoft-explores-strategic-options-as-it-reports-lackluster-september-quarter-results/ |access-date=5 November 2024 |website=VentureBeat |language=en-US}}</ref>

In 2024, Ubisoft released multiple games that experienced underperforming sales and declining playerbases post-launch, which included ''[[Avatar: Frontiers of Pandora]]'', ''[[Skull and Bones (video game)|Skull and Bones]]'', ''[[XDefiant]]'', and ''[[Star Wars Outlaws]]'', causing its stock to fall to nearly its lowest levels in the previous decade.<ref>{{cite web |last1=D'Anastasio |first1=Cecilia |title=Ubisoft Shares Sink to Decade Low After 'Assassin's Creed' Delay |url=https://finance.yahoo.com/news/ubisoft-shares-sink-decade-low-083010524.html |website=[[Yahoo Finance]] (via [[Bloomberg News|Bloomberg]]) |access-date=8 October 2024 |date=26 September 2024}}</ref> As a result, the company announced they were launching an investigation of their development cycles to focus on a "player-centric approach", and opted to delay its next major flagship game, ''[[Assassin's Creed Shadows]]'', from November 2024 to February 2025.<ref>{{cite web | url = https://variety.com/2024/gaming/news/assassins-creed-shadows-launch-delayed-february-2025-ubisoft-1236155666/ | title = 'Assassin's Creed Shadows' Launch Delayed to February 2025 Amid Weak 'Star Wars Outlaws' Performance at Ubisoft | first = Jennifer | last = Maas | date = 26 September 2024 | accessdate = 27 September 2024 | work = [[Variety (magazine)|Variety]] }}</ref>

On 16 October 2024, over 700 Ubisoft employees in France began a three-day strike, protesting the company's requirement to return to the office three days a week. The strike, organized by the STJV union, involved Ubisoft's offices in Paris, Montpellier, [[Lyon]], and Annecy. Workers expressed dissatisfaction over a lack of flexibility, salary increases, and profit-sharing, which they believe the company has ignored. Ubisoft has yet to address the union's concerns.<ref>{{Cite web |date=17 October 2024 |title=Over 700 Workers of Ubisoft France Offices Walkout to Protest |url=https://80.lv/articles/over-700-ubisoft-france-employees-go-on-three-day-strike/ |access-date=17 October 2024 |website=80.lv |language=en}}</ref>

In December 2024, Ubisoft announced that their free-to-play game [[XDefiant]] would be shutting down in June 2025, less than a year after its initial release.<ref>{{Cite web |last=Tassi |first=Paul |title=''XDefiant'' Will Shut Down, Another Black Eye For Ubisoft In A Year Full Of Them |url=https://www.forbes.com/sites/paultassi/2024/12/04/xdefiant-will-shut-down-another-black-eye-for-ubisoft-in-a-year-full-of-them/ |access-date=5 December 2024 |website=Forbes |language=en}}</ref> They also announced that its lead development studio [[Ubisoft San Francisco]], and [[Ubisoft Osaka]], were to close, resulting in up to 277 employees being laid off.<ref>{{Cite web |last=Square |first=Push |date=4 December 2024 |title=Ubisoft FPS XDefiant Shutting Down, Not Accepting New Players |url=https://www.pushsquare.com/news/2024/12/ubisoft-fps-xdefiant-shutting-down-not-accepting-new-players |access-date=4 December 2024 |website=Push Square |language=en-GB}}</ref>

In January 2025, Ubisoft closed the [[Ubisoft Leamington]] studio and downsized several other studios, resulting in up to 185 staff being laid off as part of ongoing cost-cutting measures.<ref name="Leamington">{{Cite web|last=Phillips|first=Tom|date=27 January 2025|title=Ubisoft announces studio closure as it lays off 185 staff|url=https://www.eurogamer.net/ubisoft-announces-studio-closure-as-it-lays-off-185-staff|website=Eurogamer|access-date=27 January 2025}}</ref><ref>{{Cite web |date=28 January 2025 |title=Ubisoft jobs at risk in Leamington and Newcastle-upon-Tyne |url=https://www.bbc.co.uk/news/articles/cx2jxzjgpplo |access-date=30 January 2025 |website=BBC News |language=en-GB}}</ref>

Around September 2024, one of Ubisoft's shareholders, AJ Investments, stated they were seeking to have the company purchased by a private equity firm and would push out the Guillemot family and Tencent from ownership of the company.<ref>{{cite news | url = https://www.reuters.com/technology/ubisoft-activist-investor-says-it-has-support-10-shareholders-management-tussle-2024-09-26/ | title = Exclusive: Ubisoft activist investor says it has support of 10% of shareholders in management tussle | first = Zaheer | last = Kachwala | date = 26 September 2024 | accessdate = 27 September 2024 | work = [[Reuters]] }}</ref> ''[[Bloomberg News]]'' reported in October 2024 that the Guillemots and Tencent were considering this and other alternatives to shift ownership of the company in light of the recent poor financial performance.<ref>{{cite news | url = https://www.bloomberg.com/news/articles/2024-10-04/tencent-guillemot-family-are-said-to-consider-buyout-of-ubisoft | title = Tencent, Guillemot Family Said to Consider Buyout of Ubisoft | first1 = Vinicy | last1 = Chan | first2 = Dong | last2 = Cao | first3 = Benoit | last3 = Berthelot | date = 4 October 2024 | accessdate = 4 October 2024 | work = [[Bloomberg News]] }}</ref> Later reports in December 2024 suggested that Tencent was seeking to capture a majority stake in Ubisoft and take the company private, while still giving the Guillemot family control of Ubisoft.<ref>{{cite news | url = https://www.reuters.com/markets/deals/ubisoft-shareholders-talks-over-possible-buyout-terms-sources-say-2024-12-06/ | title = Ubisoft shareholders in talks over possible buyout terms, sources say | first1 = Amy-Jo | last1 = Crowley | first2 = Julie | last2 = Zhu | date = 6 December 2024 | accessdate = 6 December 2024 | work = [[Reuters]] }}</ref> In January 2025, it was reported that the Guillemots had also considered carving out certain Ubisoft assets into a new subsidiary, which would allow Tencent to make targeted investments to increase the company's overall value.<ref>{{Cite news |date=15 January 2025 |title=Tencent, Guillemot Family Are Said to Mull Ubisoft Asset Venture |url=https://www.bloomberg.com/news/articles/2025-01-15/tencent-guillemot-family-are-said-to-mull-ubisoft-asset-venture |access-date=16 January 2025 |work=Bloomberg.com |language=en}}</ref> Ubisoft announced this subsidiary on 27 March 2025, devoted to its flagship ''Assassin's Creed'', ''Far Cry'', and ''Rainbow Six'' franchises; the subsidiary will consist of the franchises' assets and development teams, and have dedicated leadership. Tencent will make a €1.16 billion investment in the new subsidiary, giving it a 25% stake at a valuation of €4 billion; the value of this subsidiary is larger than the current valuation of Ubisoft, which is based on Tencent's belief that these properties are undervalued. Ubisoft stated that the subsidiary would "focus on building game ecosystems designed to become truly evergreen and multi-platform". The transaction is expected to be completed by the end of 2025.<ref>{{Cite web |last=Browne |first=Ryan |date=2025-03-27 |title=Ubisoft spins out new unit for Assassin's Creed and other games, Tencent to take $1.25 billion stake |url=https://www.cnbc.com/2025/03/27/ubisoft-spins-out-new-gaming-subsidiary-tencent-to-take-stake.html |access-date=2025-03-28 |website=CNBC |language=en}}</ref><ref>{{cite news |last1=Berthelot |first1=Benoit |last2=Zuidijk |first2=Daniel |date=27 March 2025 |title='Assassin's Creed' Maker Carves Out €4 Billion Unit with Tencent |url=https://www.bloomberg.com/news/articles/2025-03-27/ubisoft-carves-out-top-games-tencent-invests-1-16-billion |accessdate=27 March 2025 |work=[[Bloomberg News]]}}</ref><ref>{{Cite web |last=Colp |first=Tyler |date=2025-03-27 |title=Ubisoft breaks off Assassin's Creed, Far Cry, and Rainbow Six into a new Tencent-backed unit |url=https://www.polygon.com/news/548281/ubisoft-tencent-investment-assassins-creed-far-cry-rainbow-six |access-date=2025-03-28 |website=Polygon |language=en-US}}</ref>