Ubisoft, the prominent video game publisher, has suggested that the era of the traditional 'full game' purchase is coming to an end, based on its analysis of the UK market. This perspective comes from a public filing with the UK government's Companies House, detailing the company's financial outlook.
Ubisoft's Shift to Live Service and Free-to-Play
For years, Ubisoft has made its ambitions clear: to find significant success in the live service games business. While Rainbow Six Siege remains its primary triumph, other ventures such as XDefiant have failed to achieve similar popularity. The company's strategy appears to be one of persistence.
CEO Yves Guillemot has previously indicated that upcoming titles in the Ghost Recon and Far Cry series will incorporate live service elements. This does not mean a complete halt to traditional single-player projects like the remakes of Prince Of Persia and Splinter Cell, but it highlights a strategic pivot.
The UK Market Report: A Decline in 'Full' Games
The core of Ubisoft's argument is found in its annual report for the fiscal year ending in March 2025. The company anticipates a revenue drop in the 2026 fiscal year, attributing this primarily to a decline in physical software sales within the UK.
The report states: 'The traditional ‘full game’ model of selling a single £50 to £60 game to a consumer as a one-time purchase continues to become less ubiquitous.' It points to the rise of multi-game subscriptions, live service titles, free-to-play games, and cloud streaming as more attractive alternatives for consumers.
Ubisoft's analysis further suggests that players are engaging with fewer games but playing them for longer. This behavioural shift makes it increasingly difficult for new releases to stand out and achieve the sales figures they might have commanded in the past, creating a more volatile and unpredictable market.
Contradictions and Internal Challenges
This corporate stance arrives alongside a separate survey indicating that a majority of players, particularly in the West, still highly value traditional single-player experiences. The data shows that even among 16 to 24-year-olds, preference for multiplayer games is a slim majority of just 51%.
Ubisoft's own recent releases tell a mixed story. While Assassin’s Creed Shadows was said to have sold 'in line with expectations,' the company had a difficult 2024, with Star Wars: Outlaws singled out for its 'soft sales'. This financial strain led to a bailout from Tencent, which now partially controls a subsidiary focused on Ubisoft's three biggest franchises.
Adding to the uncertainty, Ubisoft recently delayed its quarterly earnings release and temporarily halted trading of its shares. An internal memo cited a desire to 'limit unnecessary speculation,' but this has fuelled internet rumours that the company may be considering going private, similar to a move previously made by EA.
