Ubisoft Rep Says A Consumer Shift Needs to Happen Because Gamers Are Used to Having and Owning Games


“You’ll own nothing and be happy” is a phrase gamers don’t resonate with, according to one Ubisoft representative.

In an interview with Gamasutra, the director of subscriptions at Ubisoft, Philippe Tremblay, revealed how the company decided to move most of its classic catalog behind the Ubisoft+ Premium subscription. 

His statement might sound inflammatory out of context, especially given the company’s history, but the entire interview sheds light on how Ubisoft makes the effort to meet gamers on their own terms.

He said: “One of the things we saw is that gamers are used to, a little bit like DVD, having and owning their games. That’s the consumer shift that needs to happen. They got comfortable not owning their CD collection or DVD collection. That’s a transformation that’s been a bit slower to happen [in games]. As gamers grow comfortable in that aspect… you don’t lose your progress. If you resume your game at another time, your progress file is still there. That’s not been deleted. You don’t lose what you’ve built in the game or your engagement with the game. So it’s about feeling comfortable with not owning your game.”

However, that doesn’t mean Ubisoft is struggling by any means. According to Tremblay, the subscription user base is growing. 

Furthermore, about one in ten Ubisoft+ subscribers have never played one of their games before, so the company is adding lots of new members to its fanbase. An Ubisoft+ subscription costs $17.99 per month and comes with titles like Assassin’s Creed Mirage, Anno 1800 and Avatar.

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