Ubisoft's Catastrophic Failure: Sabotage or Incompetence.

Ubisoft was once an industry leader in AAA game experiences. Their stock value has plummeted to all new lows to start 2025 at a low point. What has caused Ubisoft to fail so badly? Is it internal sabotage or merely incompetence? Industry consultant and game developer, Jerrel Dulay, explains the situation.

My New Years Message:

[Axvil]

I have to disagree, Ubisoft is not a failure. The company's stated goal was "making players feel comfortable not owning their games", and they are wildly succeeding.

[dragondrop]

“Do you identify as human?”
“Uhhhh… negative, I am a meat popsicle.”
“Welcome aboard!”
- actual transcript of an interview at Ubi.

[justaquietpeacefuldænce]

Ubi has 15 different DEI departments who's only job is to justify their existance by finding "problems"... every "diversity consultantcy" company has roots in Ubisoft. I can't wait to see the end of this storyline.

[dustysmoke]

You're usually pretty calm and collected throughout your videos, but i couldn't help but notice just a weee bit of disdain, disgust, and righteous anger leaking into your voice in that last couple of minutes... heh, good to know your aren't totally emotionless ;-) We feel the same way, so it's fully relatable. On to 100k!

[luvr]

The agenda in movies, TV, and video games has been to destroy anything men like.

[Pekuwski]

DEI at its very core is giving preferential treatment and advantage to to "special" groups of people at the disadvantage of other groups, those groups are most often defined by inborn and immutable characteristics such as race and sex. Therfore DEI is just a codeword for sexism and racism.

[CubicIronPyrite]

The judge presiding over the Boeing case initially gave Boeing an opportunity to formulate their own plan for investigating and fixing the recent failures. Upon reading Boeing's plan, the judge found Boeing had included a number of DEI initiatives. The judge objected - and to paraphrase - "People's lives are at stake. We want the best people working on this." and moved ownership of the plan to a 3rd party.

[dudebruh]

*Ubisoft should start getting comfortable not owning stocks.*

[daviddesrosiers]

Sabotage, or incompetence? Perhaps a combination of both? Perhaps one leading to the other? There's always been an extreme amount of palace intrigue within House Guillemot.

[houlej]

Ubisoft managed to change a bunch of people into non-buynary

[draakevil]

They tried to destroy gaming but failed because the majority of gamers are more intelligent than them.

[santa_in_sandals]

Hey mate, I really admire how you're able to deliver endlessly long sentences so smoothly, without any jump cuts or filler words. So many other YouTubers can't even say hello without jump cuts. Keep it up!

[IKvASS]

This is so true. I think of myself as accepting. I used to work with a gay friend for years and never had a problem with it, but I can't stand the patronising stance modern entertainment adopted.
I reject it, and don't want to see it.

[loganbrown]

With how hard Ubisoft is crashing, you'd swear they were owned by EA.

[longtsun]

Well said. As an ASIAN-American, it's especially frustrating when baizuo (Chinese term for "white leftists, " i.e., social justice warriors) claim I'm "white" because my culture places great importance upon education, hard work, and meritocracy.

[sungrandstudios]

Why can't Ubisoft see why kids love Cinnamon Toast Crunch?

[Nightmaera]

It's sad to see companies do this, DEI is just simply racism and sexism. This is why more and more support indie devs these days. Very nice and well spoken video as always and looking very dapper as usual. :)

[sierraboy]

I don't understand how its possible to own a multi million dollar company and they deliver failure after failure and they keep on going. You have a huge company with tons of hard earned resources from the past 20 years and it all goes wasted because the CEO is ignorant to do something about it

[Alberto-wumj]

Performative efforts at diversity, equity, and inclusion lead to the opposite effect. These consultants don’t actually care about improving games, but pushing an agenda.

[JamesEtallaz]

I worked at Ubisoft for 1 year as a QA, and the main issue I saw was not DEI, but simply not being passionate about their games. It was just a job, with goals, objectives, and deadlines. If those were not met on time, well there were no bonuses, and recurring layoffs. It was fun the first 6 months, but then I realized they don't really care, and no longer did I.