In simpler terms, the release of Assassin’s Creed Shadows by Ubisoft has turned into an unexpectedly large problem, due to a series of mistakes that have left both die-hard fans and Japanese audiences puzzled and disappointed. From questionable cultural choices to confusing character decisions, the game’s marketing strategy appears to be plagued with misfortune—or maybe it showcases Ubisoft’s inability to understand different cultures effectively.
Right from the start, Ubisoft stirred debate among fans and Japanese spectators with the trailer for Assassin’s Creed Shadows. The choice to make Yasuke the central character sparked much controversy. This decision was contentious because not only is Yasuke’s historical significance uncertain, but reliable sources suggest that Yasuke was neither a samurai nor extensively documented in history.
Ubisoft upset long-standing Assassin’s Creed fans by selecting a character of questionable historical importance for their game. Historically, this series has presented fictional heroes who intermingle with significant historical figures. However, in this case, players are asked to assume the role of an individual who was not particularly influential during Oda Nobunaga’s time or in Japanese history as a whole.
Many fans are curious as to why Yasuke was chosen instead of Miyamoto Musashi, a highly recognized and legendary samurai known for his significant contributions to Japanese culture. Despite Musashi’s extensive documentation and widespread acclaim, Ubisoft opted for Yasuke as they considered him a more suitable character for a game set in Japan due to reasons that have yet to be clarified.
Questionable Experts, Unquestionable Failures
Additionally, it’s important to note that despite their claims of having experts on board for a more immersive and culturally accurate game experience, the individuals they introduced – Thomas Lockley and Sachi Schmidt-Hori – raised concerns due to their questionable pasts. This has led to significant criticism regarding their participation in the project.
Historian Thomas Lockley, a joint author of the book “African Samurai: The True Story of Yasuke“, faced allegations of inventing certain aspects about Yasuke to reinforce his narrative. Furthermore, it was uncovered that Lockley himself had altered his Wikipedia page with these invented details, leading to a strong response from Japanese historians.
Due to the intense criticism, Lockley chose to remove all his internet profiles, while Nihon University initiated a thorough examination of his conduct in their faculty.
The investigation’s outcome remains unclear, but the damage to his reputation was undeniable.
Instead of Sachi Schmidt-Hori, it’s worth noting that she is recognized for her studies on the subject of Japanese monks and their reported romantic connections with young boys. Her book, Tales of Idolized Boys: Male-Male Love in Medieval Japanese Buddhist Stories, delves into this very sensitive issue. The fact that she has been chosen as an expert for a game set in the Sengoku period leaves many puzzled and brings up significant concerns about Ubisoft’s due diligence process.
It’s hard not to wonder about the reasons these individuals were selected for portraying a historical era they didn’t seem knowledgeable about. We don’t need to delve into their past experiences to spot the obvious mistakes in “Assassin’s Creed Shadows.” Just watching gameplay clips shows that Ubisoft missed the mark when it came to historical accuracy, as they mistakenly integrated Chinese and Korean architectural elements in a Japanese setting. The artwork within the game is also from periods completely unrelated to what was depicted.
At what point did these so-called experts intervene when these details were incorporated? Given the many errors, one might ponder if Ubisoft should request refunds from them, unless of course they were compensated solely to affirm ‘Yasuke was a real black samurai,’ without providing any additional input…
When Japanese fans and others highlighted these problems, Ubisoft emphasized further the historical significance of Yasuke to Japan. However, they brushed off criticisms as stemming from racial bias, disregarding the valid concerns raised by both gamers and scholars. This proved to be a very ill-advised marketing decision.
It’s not shocking that this strategy led to problems instead. The dispute intensified when Satoshi Hamada, a representative in Japan’s House of Councillors, disclosed receiving numerous criticisms about the game’s representation of Japanese history and culture. Hamada announced plans to address these issues in the National Diet, Japan’s parliament, emphasizing the game’s possible cultural missteps.
Interestingly, debates ensued over whether Assassin’s Creed: Shadow could potentially be labeled as “cultural misappropriation.” There were whispers that the game might undergo censorship or, more problematically for Ubisoft, face a prohibition on its launch in Japan. A scenario Ubisoft wished to avoid.
Marketing Mayhem: How Ubisoft Managed to Offend Everyone
And yet, Ubisoft kept making egregious missteps in its marketing efforts.
Among the contentious decisions made, one that sparked much debate was my proposal to manufacture and market a figurine featuring Yasuke and Naoe, the secondary character from our game. In this depiction, Naoe is shown seated atop a partially damaged torii gate.
This wasn’t an average torii gate; it bore a striking similarity to those that survived the atomic explosion in Nagasaki.
In Japan, this particular image serves as a somber reminder of the catastrophic effects of nuclear disaster. The choice to incorporate it into a decorative collectible figurine was met with widespread criticism as being extremely insensitive. After facing strong opposition, Ubisoft and their figurine partner, PureArts, announced they would withdraw the design and provide an alternative instead.
But the controversies didn’t stop there.
In another promotion for their game, Ubisoft advertised a katana sword, stating it matched the one Yasuke would wield. However, upon closer inspection, fans noted that the design of this katana was strikingly similar, if not identical, to Roronoa Zoro’s sword from the well-known anime, One Piece. This led some fans to accuse Ubisoft of either copying or selling a design linked to Eiichiro Oda’s intellectual property without permission. The similarity was so strong that fans called for an explanation, but Ubisoft has not yet publicly acknowledged these allegations.
Apart from the other issues, Ubisoft additionally used a flag design originally crafted by the Sekigahara Teppo-tai, a Japanese historical reenactment group specializing in the Sengoku era. The design bore a clear warning stating it was not intended for commercial purposes.
Even though Ubisoft was made aware of the theft, they have demonstrated no inclination towards removing the flag from the game or taking responsibility by holding their developers accountable for violating intellectual property rights so openly.
As a passionate cinephile, it’s disheartening to find that during the intense in-game battles of Yasuke, Ubisoft incorporated rap music. Although they later declared this musical choice would be rectified, the harm had already been inflicted.
Critics strongly criticized Ubisoft for their insensitive portrayal, as the incorporation of rap music seemed to link Yasuke, a historical figure from Africa (potentially Mozambique), with African American culture. This action appeared to reveal Ubisoft’s lack of understanding about Yasuke’s true heritage and reinforced a harmful stereotype that equates all Black individuals with rap music.
In my critique, I must express that Ubisoft missed an opportunity to delve deeper into the rich tapestry of cultures and histories encompassed by the African diaspora. Instead, their portrayal seemed to homogenize all Black characters as if they were Black Americans, a generalization that falls short of the complexity and diversity found in this vast community.
Each dispute, be it due to carelessness, lack of knowledge, or intentional choices, has progressively added to Ubisoft’s increasing image of cultural thoughtlessness and questionable business judgement.
Or:
Each conflict, whether caused by negligence, unawareness, or deliberate actions, has further tarnished Ubisoft’s reputation for cultural insensitivity and poor marketing decisions.
Both sentences convey the original meaning in a simpler and more readable way.
An Ignorance Too Deep to Ignore: Ubisoft’s Last Stand
However, let me inform you that the launch of “Assassin’s Creed Shadows” is imminent, but it seems Ubisoft’s advertising team has yet to prove their competency as they continue their questionable strategies.
Recently, Ubisoft postponed the launch of their game until March 20, 2025. A simple online search would show that this date carries great importance for Japan; it signifies the 30th commemoration of a tragic event—the sarin gas attack on Tokyo’s subway system, one of the country’s deadliest terrorist incidents.
It’s astonishing that for a company with over 18,000 employees, including two individuals who specialize in Japanese history, such an oversight is unacceptable. Despite Ubisoft repeatedly pledging to produce a game that is both historically and culturally authentic, their actions frequently undermine these promises.
This recent mistake suggests two potential scenarios: either Ubisoft’s staff lack a significant understanding of the issues at hand, rendering their statements empty and insincere, or they are cognizant of these sensitive oversights yet choose to ignore or display a lack of compassion by allowing them to continue.
I firmly believe that when it comes to crafting or promoting a game linked to a culturally significant era, individuals lacking sensitivity and understanding towards that period’s nuances should be excluded from the task.
This isn’t just about occasional mistakes – it’s a reflection of ineptitude so ingrained, it’s woven into the company’s core. A business on its deathbed, tripping through a doomed performance that ends in failure, watched only by an indifferent crowd eager to witness its self-immolation.
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2025-01-12 15:55