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Ubisoft CEO challenged over game content at shareholder meeting

During a recent meeting, shareholders pressed CEO Yves Guillemot on game production and representation issues.

July 18, 2025 at 04:49 PM

Ubisoft chief confronted in-person with questions about “woke” content and “stop killing games”

Ubisoft's recent shareholder meeting revealed tensions over game content and production criticisms.

Ubisoft CEO faces backlash over game production decisions

At Ubisoft's annual shareholder meeting in Paris, CEO Yves Guillemot faced pointed questions from a shareholder about the company's approach to content and game production. The shareholder criticized the presence of a Black samurai in Assassin’s Creed Shadows and questioned Guillemot's stance on the trending Stop Killing Games petition. Guillemot responded by emphasizing the importance of showcasing diverse characters and stated that Ubisoft is actively addressing concerns with aging online games. The meeting, which also covered financial results and upcoming projects like a new Ghost Recon game, highlighted frustration among shareholders regarding the company's performance, including a significant drop in share price over the past decade.

Key Takeaways

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Ubisoft's shareholders are increasingly vocal about game content and production issues.

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CEO Guillemot emphasized diverse character representation in games.

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The Stop Killing Games petition highlights frustrations with aging online games.

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Financial performance remains a point of concern for shareholders.

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The share price has dropped by 40% in the last decade, causing dissatisfaction.

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Ubisoft is considering more AA-scale games to reduce financial risks.

"We wanted to showcase characters with heroic journeys"

Guillemot defended the inclusion of diverse characters in Assassin’s Creed.

"The company is working on the online games issue"

Guillemot acknowledged the criticism regarding aging online games.

"I am very unhappy with the catastrophic share price with minus 40% over 10 years"

A shareholder expressed frustration about the company's financial performance.

"Our budget exceeded €100 million for Assassin’s Creed Shadows"

Guillemot shared the significant investment in one of their flagship games.

The confrontation between Guillemot and the shareholder underscores a growing divide in the gaming community over content representation and the perceived neglect of existing games. As feelings of disenchantment rise, especially for a company like Ubisoft, which has faced criticism over its operations, addressing these concerns head-on becomes vital. Maintaining shareholder confidence while navigating cultural sensitivities will be a challenging balancing act for the company going forward.