Ubisoft Anticipates a Gaming Revolution: Envisions Consumer Shift Comparable to the Impact of Streaming on Music and Movies
Ubisoft envisions a transformative shift in consumer attitudes towards game ownership with the rebranded subscription service, Ubisoft+. Philippe Tremblay, Director of Subscriptions at Ubisoft, outlined this vision in an interview with GamesIndustry.Biz, emphasizing that Ubisoft’s strategy includes offering both subscription and traditional ownership models. Tremblay stated, “The point is not to force users to go down one route or another. We offer purchase, we offer subscription, and it’s the gamer’s preference that is important here.”
Highlighting the need for a consumer shift akin to the evolution from owning physical CDs and DVDs to streaming music and movies, Tremblay acknowledged that the transition in the gaming industry has been slower. However, he emphasized the benefits of this approach, including the assurance that players won’t lose progress, as save-games remain intact. “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,” he added.
While Ubisoft acknowledges that physical game sales will continue to be a significant part of the industry, the overarching goal is to provide users with instant access to their games, mirroring the convenience of streaming subscriptions like Netflix or Max.
Ubisoft+ is now available on PC, Xbox, and Luna, offering enticing features such as day-one access to new games, early access to select titles like Prince of Persia: The Lost Crown, and a library of Ubisoft’s major hits. These offerings are part of the Premium subscription package, priced at $18 per month. Tremblay also commented on the name change, stating that it reflects the evolution of the service and aligns with the premium content and benefits provided to subscribers.