Assassin's Creed Shadows

Assassin's Creed Shadows is set in 16th century Japan, a long-requested setting from fans. The story follows two protagonists :

Yasuke, a historical figure who was the first African samurai in Japan

Naoe, a female shinobi assassin

This dual protagonist system is one of the game's unique elements, offering players two contrasting gameplay styles - stealth and precision through Naoe , and strength through Yasuke.

The production of Assassin's Creed Shadows represents a significant investment by Ubisoft. While the official budget hasn't been disclosed, industry experts suggest it exceeds $100 million. Ubisoft Quebec, the lead studio behind AC Odyssey, also helped develop AC Shadows. The team has a strong background in creating detailed open world and integrating historical research into gameplay. Reports suggest that over 3,000 people worked on Assassin's Creed Shadows, with Ubisoft enlisting the efforts of teams from around the globe.

Assassin's Creed Shadows reflects the current games market's shift toward greater diversity as there is a growing audience demand for narratives that feature underrepresented groups and explore non-Western stories. Ubisoft's choice to feature Yasuke and highlight shinobi culture signals an acknowledgment of these industry trends.

The target audience for AC Shadows includes males and females aged 18-35. Demographically, the game appeals to a global audience, particularly those who enjoy action-adventure games. Psychographically, AC Shadows is most likely to appeal to the Explorers and Succeeders groups. Explorers are driven by the need for discovery and new experience, while Succeeders focus on control and achievement and are likely drawn to mastering the complex gameplay and full completing the expansive world.

Ubisoft has explored a wide range of marketing techniques for AC Shadows. Initial trailers released on Youtube created "strong buzz", showcasing the character dynamics and environments.

Different marketing strategies include pre-order bonuses, special editions, and cross-platform advertising campaigns. Ubisoft has also collaborated with influencers and gaming content creators, offering early access previews to maximise "hype" among online communities.

Social media platforms like Twitter, Instagram and Tiktok have been used to share teaser content, fan art, and interactive polls.

The appeals of the game include:

• Naoe's stealth gameplay appeals to classic AC fans by providing something that will feel "nostalgic" to long time fans

• Yasuke's brute strength and unique perspective offer something fresh and new to fans.

• Visually aesthetic environments and historical stories appeal to gamers who love open-world gameplay

A sequence showing Naoe infiltrating a castle while it raisn shows off dynamic weather and stealth systems - these elements reflect the tech advancements of modern games

The financial success is still to be decided but is expected to do very well based on pre-release hype. Although the game has only been released recently, it has already won players' choice award for march.

Audience Response

Fans are excited about the setting and two protagonist gameplay.

Assassin's Creed Shadows has been met with mostly positive reviews. Right now, the score places it slightly below Assassin's Creed Valhalla. The game is largely praised for its detailed open world and character writing

However, the game has suffered from some backlash about potential historical inaccuracies.

Japanese Prime Minister Shigeru Ishiba recently addressed concerns regarding a specific scene in Assassin's Creed Shadows. The scene depicts Yasuke destroying Itatehyozu Shrine, a real-life location in Himeji, Hyogo Prefecture.

Assassin’s Creed Shadows has arrived with strong critical reception, earning 82/100 on Metacritic from 60 reviews. Making it one of the most "elegant" entries in the long-running franchise.

Regulation

The PEGI rating is like PEGI 18 (based on the violence and mature themes). The strong combat, blood, adult storylines and historical realism suggests the game isn't suitable for young gamers.

Theory

Curran & Seaton : Assassin's Creed is a franchise, meaning Ubisoft releasing a new game under this franchise model is low risk, as people already trust and recognise the AC brand. Although Assassin's Creed Shadows introduces some innovation through the Japan setting and dual protagonists, it still follows safe-industry patterns such as action-adventure gameplay and historical setting, which Ubisoft knows will do well.

The game offers some innovation, but within a very controlled and safe structure - supporting this theory that media is driven by the logic of power and profit and media concentration typically inhibits or limits variety, creativity and quality.

Albert Bandura : In AC Shadows, players control skilled assassins and samurai, who use violence to achieve their goals. According to Bandura, repeated exposure to aggressive gameplay could encourage players to become desensitised to violence. However the game is regulated and most audiences understand that the game is fictional and historical. Also the protagonists are often fighting against injustice, which can mitigate potential negative effects by framing these actions as righteous or justified.

Stuart Hall : Preferred Reading - players may see Yasuke and Naoe as heroic figures and appreciate the game's focus on diversity and inclusion.

Negotiated Reading - players may enjoy the setting and gameplay, but could find the game inaccurate in certain historical aspects, such as having a black samurai as the protagonist for a game set in feudal Japan.

Oppositional Reading - some players might reject the idea of including a black samurai, as its historical inaccurate and people could see it as "forcing diversity" and not authentic