Ubisoft Director Wanting to Hear Japan’s Complaints With Assassin’s Creed Shadows Is Empty Words to Sell Copies

There is an old saying, “you can’t teach an old dog new tricks.” As an old and established game developer, this quote is appropriate when talking about Ubisoft. A company that has utilized the same bag of tricks in order to sell copies of its games. Reaching back into that bag, Ubisoft Creative Director Jonathan Dumont has been quoted as saying that he and his team are “trying to listen to the Japanese fans” when it comes to Assassin’s Creed Shadows, but these words are hollow for a number of reasons.

Dumont’s words come from an indirect, paraphrased quote by YouTuber Genki Games who posted a video that was a fluff piece that briefly talked about Assassin’s Creed Shadows’ issues stating that, 

“I also asked about the controversy surrounding this game in Japan, and he (Dumont) told me that the team are focused on the game. They are trying to listen to the Japanese fans, and if there is good and warranted criticism, they will try to take it in. But on the whole, they are mainly focused on delivering an outstanding game.”

If what Genki Games says is true, then Dumont’s words sound nice, but the timing of them undermines those words and provides a sense of false sincerity. Assassin’s Creed Shadows, which has been delayed twice, is set to release on March 20th. Genki Games’ video was posted March 3rd. Given this simple fact, it is hard to believe that any criticism from Japanese historians, gamers, politicians, celebrities, and consumers would be addressed, let alone implemented, into the game before it is released.

Or at all.

Dumont’s statement also rings hollow because, since the reveal of Assassin’s Creed Shadows, the criticism from Japanese gamers, social media influencers, and content creators has been steady and growing to the point that even Japanese celebrities and politicians have taken notice. So has Dumont been ignoring those criticisms until the very last hour of the game’s release or is he just trying to boast loudly in order to keep selling copies? 

After all, it would be pretty bad for Ubisoft if the country which Assassin’s Creed Shadows is based on doesn’t buy the game in any significant amount of numbers.

Yet, it is hard to fathom that Dumont hasn’t heard any of the criticism from the Japanese. There was a viral petition that wanted AC Shadows to be cancelled which reached over 105,000 signatures over the game’s “lack of historical accuracy and cultural respect.” Ubisoft’s Japanese YouTube channel videos of Assassin’s Creed Shadows were horrendously ratioed with the comment section eviscerating the game. 

In addition, you have Thomas Lockley who quickly erased all of his social media as criticism allegations against him mounted. Lockley, whose work of historical fiction was used by Ubisoft, who interviewed him to help promote their game and also said definitively that Yasuke was “a real-life historical samurai.” 

A false narrative parroted by video game and mainstream media journalists as Lockley himself weaved a web of false narratives and was even caught editing Wikipedia to make himself seem like a credible source. 

Dumont’s sudden willingness “to listen to the Japanese fans” is obviously a false one. After all, the Assassin’s Creed Shadows development team released a statement addressing some of the issues brought up by Japanese critics. Which is a damning indication for Dumont as the creative director. Yet, the statement was more of an evasion and publicity stunt to try and walk back some of their comments about the game’s historical accuracy and that they weren’t trying to insult Japan.

In essence, it was a nonapology that didn’t even come from Ubisoft itself. 

Ubisoft has apologized only once, despite many of its faux pas when it comes to Shadows, and that was over the use of a historical reenactment group’s logo; violating their copyright. Yet, time and time again, the Assassin’s Creed developer has, despite its statement about “respectful representations” has continued to steal the work from other properties, culturally appropriated and disrespected Japanese culture, such as the Torii gate incident, and even Assassin’s Creed Shadows’ current release date of March 20th has been treated as controversial. 

There is only one reason why Jonathan Dumont would be, as the Japanese might say, “speaking recklessly from the mouth (kuchi kara demakase)” when stating that he and his team are “trying to listen to the Japanese fans” at this late hour. It’s the same reason why so many times Ubisoft CEO Yves Guillemot has lied about DRM in games, the quality of their games, and discontinuing support of games while still selling them.

To sell copies.

Ubisoft, over the past 15 years, has demonstrated a willingness to lie in order to sell. And that is what is happening here with Dumont’s statement. He is lying to try and sell more copies of Assassin’s Creed Shadows. 

Given how disastrous 2024 was for Ubisoft, of course they will go back to their old tricks to try and sell as many copies of Assassin’s Creed Shadows as possible. And it will probably work. 

Because gamers have demonstrated a penchant for believing a convenient lie rather than accepting inconvenient truths just so they can play a game that looks good enough to them. If you truly think Dumont’s words and sentiments are true, then I have a video game company called The Brooklyn Bridge to sell to you. 

In our opinion, gamers should be boycotting Assassin’s Creed Shadows rather than purchasing it.

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