“UBISOFT CEO to Gamers: ‘You’re Just Hating – We’re Making a GAME, Not Your Woke Nightmare!’ 😡”

Ubisoft just dropped a bombshell internal video admitting Assassin’s Creed Shadows’ Yasuke backlash blindsided them – devs called it “the WORST thing they’ve ever seen,” fans turned into “loudest haters,” and they had to delay the game to “stop feeding trolls” and rally real AC loyalists. But was the outrage over a Black samurai in feudal Japan legit history beef… or just gamers getting played?

You won’t believe how they flipped the script and “won” – click to uncover the full drama that could kill (or save) Ubisoft! 👉

Ubisoft, the French video game powerhouse behind mega-franchises like Assassin’s Creed and Far Cry, has weathered one of its most explosive controversies yet with the release of Assassin’s Creed Shadows. Set in feudal Japan during the turbulent Sengoku period, the game stars two protagonists: Naoe, a fictional female shinobi (ninja), and Yasuke, a real historical figure – an African retainer to warlord Oda Nobunaga who some depict as Japan’s first Black samurai. What began as a hyped reveal in May 2024 devolved into a firestorm of online fury, petitions, and even threats to developers. Fast-forward to Paris Games Week 2025, and Ubisoft CEO Yves Guillemot is framing it as a triumphant “battle” won by ignoring the “loudest haters” and doubling down on the Assassin’s Creed brand.

The controversy wasn’t just gamer grumbling. From day one, critics blasted Ubisoft for historical inaccuracies, cultural insensitivity, and pushing a “woke” agenda via diversity, equity, and inclusion (DEI) hires. Yasuke’s portrayal as a full-fledged samurai – sword-wielding powerhouse in trailers – ignited debates. Historians agree he existed: an enslaved African who arrived in Japan around 1579, served Nobunaga, and received stipends and a house, perks akin to samurai status. But purists argue he was more a novelty retainer or “exotic pet,” not a battlefield elite like those in the game.

Japanese players piled on too. Ubisoft’s trailers featured flubs like Chinese subtitles on Japanese footage and unauthorized use of a historical reenactment group’s flag from the Battle of Sekigahara. One promo even showed Yasuke demolishing a Shinto shrine – a sacred site – sparking outrage over disrespect to cultural landmarks. Petitions hit 50,000 signatures demanding cancellation, and Ubisoft pulled out of Tokyo Game Show 2024 amid “various circumstances.”

High-profile voices amplified the chaos. X owner Elon Musk mocked it as DEI gone wild: “DEI stands for ‘Didn’t Earn It.’” Ubisoft’s Marc-Alexis Côté, then VP executive producer, called Musk’s take “sad” and accused him of “feeding hatred.” Reddit’s r/assassinscreed subreddit banned Yasuke discussions to curb vitriol, while YouTube comments sections became war zones.

Internally, it stung. Guillemot revealed at Paris Games Week that devs viewed early builds as “the worst thing they’ve ever seen,” with half the team – including rookies – lacking Assassin’s Creed experience. Layoffs hit studios like Montreal and Toronto, and morale tanked amid harassment. “We had our backs against the wall,” an internal video narrated.

Ubisoft’s initial response? Damage control. In July 2024, they issued a statement to Japanese fans: “Our intention has never been to present… factual representations of history.” They apologized for promo errors, stressed collaboration with Ubisoft Japan and historians, but defended Yasuke as fitting the series’ “historical fiction” mold – think Leonardo da Vinci’s tanks in Assassin’s Creed II. CEO Guillemot condemned “malicious and hateful” attacks on staff.

The backlash shifted focus from gameplay to ideology, derailing development. Originally slated for November 15, 2024, Shadows delayed to February 14, 2025 (then March in some regions) – officially for “polish,” but Guillemot admitted it was to “refocus” post-“fake fights.” They canceled a separate Assassin’s Creed set post-Civil War America, fearing similar U.S. political heat over a Black ex-slave fighting the KKK.

By launch, Ubisoft pivoted: “Stop focusing on those who hated us. Start firing up our allies.” They flooded fans with previews, emphasizing parkour, dual protagonists (brute Yasuke vs. stealthy Naoe), and a massive open world. Removed shrine destruction, optimized performance. The internal video crowed victory: “Thanks to our fans, momentum was on our side.”

Did it work? Commercially, yes-ish. Shadows topped U.S. sales charts for March 2025 per Circana, sold 4.3 million by October – “in line with expectations” despite Ubisoft’s woes (Star Wars Outlaws flopped). Critics praised: VGC called it “excellent gameplay… so much better than expected.” Metacritic hovers around 85, lauding visuals and combat. But sales lag behind Valhalla‘s 20 million. Ubisoft stock dipped, prompting Tencent investment talks.

Gamers remain split. Supporters hail Yasuke’s inclusion – he’s popped in Japanese media like Afro Samurai – and Naoe’s authenticity. Detractors cry “agenda”: Why not two Japanese leads? Why female shinobi when records skew male? Broader gripes hit Ubisoft’s formula: microtransactions, buggy launches, “inconsistent quality.”

Ubisoft insists no DEI mandate drove choices; it’s fiction sparking curiosity. Côté (who left post-launch) told Eurogamer: “When we self-censor… we hand over our power.” Yet reports surfaced of dev protection squads against doxxing.

Key Controversy Points
Pro-Ubisoft View
Critic View

Yasuke as Samurai
Historical ambiguity allows fiction; real perks given by Nobunaga.
Not elite warrior; overhyped for DEI box-ticking.

Japanese Sensitivities
Apologized, consulted locals; series always bends history.
Flag theft, shrine smashing: Cultural disrespect.

Delay & Sales
Polish win; met expectations.
Backlash-forced; undersold vs. predecessors.

DEI Accusations
Creative freedom, not politics.
Forced diversity killed immersion.

Looking ahead, Shadows DLC like Claws of Awaji rolls out, but Ubisoft faces headwinds: AI NPCs, live-service pushes, and investor scrutiny. Canceled projects signal caution on hot-button eras. For gamers, it’s a litmus test: Does controversy kill fun, or prove audiences crave escapism over lectures?

Guillemot’s victory lap? Bold. But as one X post quipped: “Ubisoft thinks gamers are stupid with criticisms.” With Shadows playable now, players decide – history lesson or blockbuster?