Ubisoft 'had no choice' but to move Watch Dogs

Ubisoft marketing VP Tony Key talks about how hard it was to move Watch Dogs and some of the damage it did, but says it was the right choice and it came with an unexpected benefit.

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We've heard Ubisoft comment on the Watch Dogs delay, noting that it left room for more ideas. With its release now just around the corner, senior VP of marketing Tony Key has expanded on just how hard it was to make that decision, and how now they're finding a silver lining.

"Whenever we remove a chunk of revenue that size, it's going to be a material impact on not only our earnings for that year but even our stock price," Key told [a]listdaily (via GameSpot). "This is not an easy decision to make for any company. On the day we announced that, I think our stock dropped 40 percent or some ridiculous number. We've recovered since because people are seeing the rest of our lineup and it turns out maybe it was a good idea. We had no choice, despite the fact that it put us in a tough financial position in the short term. We're a long-term company, with a long-term vision, and Watch Dogs for us is a long-term play. We had no choice. We knew it was the right thing to do, but it doesn't make it hurt any less."

But with that ugliness behind it, Key says they stumbled upon a positive side too. Launching in spring means a much less crowded release calendar to compete with.

"One of the benefits of the move, and we didn't know this when we moved it, is we have a very share of voice in the marketplace right now," Key said. "There are very few other titles shipping in our launch window. We've got just enough time before E3 when lots of new games, including Ubisoft, are going to be on display. We have our moment, and that's something you really don't always get at the holiday with your brands."

Watch Dogs was originally slated for way back on November 19, but is now now scheduled for May 27 instead. It will have a Season Pass complete with cyborg-hunting. Check out our recent preview for more details on the multiplayer.

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From The Chatty
  • reply
    May 1, 2014 2:45 PM

    Steve Watts posted a new article, Ubisoft 'had no choice' but to move Watch Dogs.

    Ubisoft marketing VP Tony Key talks about how hard it was to move Watch Dogs and some of the damage it did, but says it was the right choice and it came with an unexpected benefit.

    • reply
      May 1, 2014 2:48 PM

      "a very share of voice"

      wut?

    • reply
      May 1, 2014 5:40 PM

      I'm glad they had the balls do it. I think most gamers would rather wait for a better game.

      • reply
        May 2, 2014 4:19 AM

        Sad part is that it still looks mediocre. Unless the campaign is amazing, it will probably hit it's stride in a sequel that is next gen only.

        • reply
          May 2, 2014 4:24 AM

          That's true of a lot of new IP though. Hell, Assassin's Creed did exactly this.

          • reply
            May 2, 2014 4:26 AM

            I just wonder if the new asscreed for next gen will be old Creed game play with a new engine. That would such.

            Motherfuckers need to give me next gen Swat.

            • reply
              May 2, 2014 4:50 AM

              I'm hoping they do something new with it, as the core gameplay has gotten a little stale. And I never, ever, ever, want to see another "if you get spotted, start over" mission in that fucking series again.

          • reply
            May 2, 2014 5:17 AM

            I still enjoyed the first one for what it was and by the second one they really got their stride. I'm fine with that for this game if that's how it works.

    • reply
      May 1, 2014 5:53 PM

      Maybe if they had a few thousand more employees in Montreal they could have shipped on time.

    • reply
      May 2, 2014 5:58 AM

      Yup. GTA scared em off! "There are very few other titles shipping in our launch window...."

    • reply
      May 2, 2014 7:51 AM

      What I hopoe is that other companies follow suit and see that every company delivering their A list games at one time of the year is madness. MAybe this will spread the A list titles out a little more and also mitigate a little bit of marketing pushing a game out before its release just to get those holiday sales.

      • reply
        May 2, 2014 8:03 AM

        That's pretty much already happened. We get at least two major AAA launch times now with the fall/pre-holiday stuff and the more recent Feb/March tide of post-holiday games.

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