BOOM! Ubisoft CEO Drops TRUTH BOMB on Star Wars!
Yves Guillemot just called out the Star Wars brand as “TRASH” and blamed it for Outlaws’ epic flop! Is he right, or is Ubisoft dodging the real issue? 🤔
👉 Get the full scoop here:
Ubisoft CEO’s Star Wars Brand Critique and the Fallout from Star Wars Outlaws’ Failure
Introduction
In a shocking moment at Ubisoft’s 2025 shareholder meeting, CEO Yves Guillemot attributed the commercial failure of Star Wars Outlaws to the declining popularity of the Star Wars brand, describing it as being in “choppy waters.” This bold statement has ignited a firestorm of debate, with fans, critics, and industry observers dissecting whether Guillemot’s critique holds water or if it’s a convenient deflection from Ubisoft’s own missteps. Star Wars Outlaws, released on August 27, 2024, was touted as the first open-world Star Wars game, but its lackluster sales—reportedly just one million copies in its first month—have raised questions about Ubisoft’s strategy, the state of the Star Wars IP, and the gaming industry’s expectations. This article explores the context of Guillemot’s remarks, the reasons behind Outlaws’ struggles, and the broader implications for Ubisoft and the Star Wars franchise.
Star Wars Outlaws: A High-Stakes Gamble
Star Wars Outlaws, developed by Ubisoft’s Massive Entertainment, promised an immersive open-world experience set between The Empire Strikes Back and Return of the Jedi. Players control Kay Vess, a scoundrel navigating the galaxy’s underworld, engaging in heists, space combat, and faction-based missions. The game boasted stunning visuals, a sprawling galaxy, and a cast of characters, including the fan-favorite Hondo Ohnaka from Star Wars: The Clone Wars. Despite a hefty budget—rumored to exceed $200 million—and high expectations, Outlaws failed to meet sales targets, leading to a significant drop in Ubisoft’s stock value to its lowest in a decade.
Critical reception was mixed, with outlets like IGN giving it a 7/10 for its ambitious scope but criticizing repetitive combat, buggy launch issues, and a lackluster story. Post-launch, Ubisoft released patches and two DLCs, Wild Card and A Pirate’s Fortune, addressing issues like forced stealth sections and improving performance. However, the damage was done, with many players citing a lack of polish and Ubisoft’s formulaic open-world design as reasons for their disinterest.
The CEO’s Claim: Star Wars in “Choppy Waters”
During the shareholder Q&A, Guillemot was pressed on Outlaws’ performance, responding, “The game suffered from a number of items. First, it suffered from the fact that it was released at a time when the brand that it belonged to was in a bit of choppy waters.” This statement, interpreted by some as calling the Star Wars brand “trash,” sparked outrage across platforms like X and Reddit. Posts on X, such as one from @YellowFlashGuy, framed it as an attack on Disney’s Lucasfilm, while Reddit threads on r/StarWars accused Guillemot of deflecting blame from Ubisoft’s own failures.
Guillemot’s critique points to a perceived decline in Star Wars’ cultural cachet, citing the mixed reception of recent projects like The Acolyte and Skeleton Crew, which underperformed in viewership, and the divisive Star Wars: The Rise of Skywalker. He suggested that the brand’s “turbulence” dampened enthusiasm for Outlaws. However, he also acknowledged technical issues, admitting, “The game had a few items that still needed to be polished,” which were addressed post-launch.
The State of the Star Wars Brand
Is there truth to Guillemot’s claim? The Star Wars franchise, under Disney’s stewardship since 2012, has experienced highs and lows. While The Mandalorian and Andor have been critical successes, other projects have faced backlash. The Acolyte was criticized for its pacing and perceived lore inconsistencies, leading to its cancellation, while The Book of Boba Fett and Skeleton Crew received mixed reactions. The sequel trilogy, particularly The Rise of Skywalker, alienated some fans with its narrative choices, contributing to a perception of brand fatigue.
Yet, the Star Wars IP remains a commercial juggernaut. EA’s Star Wars Jedi: Survivor (2023) sold strongly, with EA CEO Andrew Wilson calling its performance “overjoyed.” Even Star Wars Battlefront 2, despite a rocky launch in 2017, saw a resurgence in 2024, hitting sales charts again. Mobile games like Star Wars: Galaxy of Heroes continue to thrive, and Star Wars collaborations, such as those in Fortnite, drive massive engagement. These successes challenge Guillemot’s narrative, suggesting that the Star Wars brand’s struggles are not universal.
Ubisoft’s Role in Outlaws’ Failure
While Guillemot pointed to the Star Wars brand, critics argue that Outlaws’ issues lie closer to home. The game launched with significant bugs, clunky stealth mechanics, and a slow-paced opening that frustrated players. Reddit users on r/pcgaming noted that Outlaws felt like “another generic Ubisoft open-world game,” with repetitive side missions and a lackluster faction system. The lock-picking mechanic was widely criticized as frustrating, and space combat felt underwhelming compared to expectations of a GTA-style Star Wars experience.
Ubisoft’s broader reputation also played a role. Fans on X and Reddit expressed fatigue with the company’s formulaic approach, seen in Assassin’s Creed and Far Cry, which relies on collectibles, outposts, and grind-heavy gameplay. A post on r/fuckubisoft called Ubisoft’s games “assembly line” products, with one user stating, “The company has rotted to the core.” The decision to release Outlaws without a Steam launch and its high price point—coupled with Ubisoft’s history of rapid discounts—further deterred buyers, who waited for sales.
Moreover, Outlaws faced accusations of “pushing an agenda” due to its female protagonist, Kay Vess, echoing controversies around Assassin’s Creed Shadows and Ghost of Yotei. Some fans criticized her design, with comments on X and Reddit labeling her “unrelatable” or “woke.” These reactions, often tinged with bigotry, contributed to a polarized launch environment, though they don’t fully explain the sales shortfall.
Defending Outlaws: A Game Worth Revisiting?
Despite its flaws, Outlaws has defenders. Post-launch patches improved stability, refined stealth, and enhanced speeder combat, earning praise from players who revisited the game. The A Pirate’s Fortune DLC, featuring Hondo Ohnaka, was lauded for its engaging story and vibrant world-building. Some fans argue that Outlaws is a “love letter” to Star Wars, capturing the scoundrel fantasy better than any game since Knights of the Old Republic. Its upcoming Nintendo Switch 2 release on September 4, 2025, with a polished version, could attract a new audience.
Reviews like The Gamer’s 3.5/5 noted moments of brilliance, with Jade King praising its immersive galaxy despite narrative shortcomings. Players on Reddit who played post-patch called it “massively enjoyable,” especially for casual Star Wars fans who appreciated its non-Jedi focus. These positives suggest that Outlaws’ issues were fixable, raising questions about why Ubisoft didn’t delay the launch to polish it further.
The Bigger Picture: Ubisoft’s Struggles and Industry Trends
Guillemot’s comments reflect Ubisoft’s broader challenges. The company has faced criticism for a string of underperforming titles, including Assassin’s Creed Shadows, which was delayed after similar launch issues. A Tencent investment in 2024 helped stabilize Ubisoft’s finances, but its stock hit a 10-year low after Outlaws’ flop. Fans on r/fuckubisoft accused Ubisoft of losing talent due to “brain drain,” leaving it unable to replicate past successes like Assassin’s Creed: Black Flag.
The gaming industry’s high expectations also play a role. As Guillemot noted, “delivering solid quality is no longer enough.” Titles like Astro Bot and Baldur’s Gate 3 set a high bar, with players demanding polished, innovative experiences for $70. Ubisoft’s reliance on open-world tropes and microtransactions has alienated players, who increasingly wait for discounts or skip titles altogether.
Cultural Context and Fan Reactions
The Outlaws controversy ties into broader gaming culture wars. Similar to Ghost of Yotei and Dragon Age: The Veilguard, Outlaws faced backlash from a vocal minority over its diverse casting and perceived “woke” elements. This mirrors the harassment faced by Erika Ishii, highlighting a toxic undercurrent in gaming communities. However, supporters argue that these criticisms are overblown, with the game’s core issues being technical and design-related, not ideological.
Posts on X, like one from @GameSpot, emphasized Guillemot’s brand critique, while @MaryVinton called Ubisoft “out of touch.” The sentiment on Reddit’s r/StarWars was equally harsh, with users arguing that Outlaws’ failure stemmed from Ubisoft’s repetitive formula, not the Star Wars IP.
What’s Next for Ubisoft and Star Wars?
Ubisoft’s future with Star Wars is uncertain. Guillemot’s comments suggest hesitation to revisit the IP, especially with a new division led by his son, Charlie, focusing on Ubisoft’s core franchises. Meanwhile, other studios like Saber Interactive (Knights of the Old Republic remake) and Skydance New Media are developing Star Wars titles, indicating the brand’s enduring appeal.
For Ubisoft, learning from Outlaws means addressing launch quality and rethinking its open-world formula. The delay of Assassin’s Creed Shadows to February 2026 shows a shift toward prioritizing polish, a lesson Outlaws could have benefited from.
Conclusion
Yves Guillemot’s claim that the Star Wars brand’s “choppy waters” doomed Outlaws is a half-truth. While the franchise has faced criticism, successes like Jedi: Survivor and The Mandalorian prove its resilience. Outlaws’ failure stems more from Ubisoft’s launch issues, repetitive design, and misaligned expectations than a faltering IP. The controversy highlights the gaming industry’s high stakes, where only exceptional experiences thrive. As Outlaws prepares for its Switch 2 release, it may find a second life, but Ubisoft must take accountability to regain player trust. Is the Star Wars brand really “trash,” or is Ubisoft deflecting its own shortcomings? Dive into the debate and decide for yourself.
