Ubisoft CEO Blames Star Wars Brand for Outlaws Troubles

Ubisoft CEO Yves Guillemot recently sparked controversy by blaming the Star Wars brand for the underwhelming sales of Star Wars Outlaws, the open-world game released last year. Speaking during a shareholder meeting, Guillemot suggested the game’s performance was hindered by the broader state of the Star Wars franchise at the time, noting it was "in a bit of choppy waters." While there were mixed audience reactions to series like The Acolyte and Skeleton Crew, many critics argue that this explanation feels like deflection—especially considering the strong success of Jedi: Survivor just a year prior.

Guillemot did acknowledge that Outlaws itself bore some responsibility. He admitted the game launched with issues that required polishing and bug fixes in the weeks following release, which may have negatively impacted initial sales. Despite this, Ubisoft chose not to delay the launch, even though, by his own admission, the game could have benefited from more development time.

Reviews for Outlaws were mixed to positive, with even favorable critiques pointing out design flaws. Ubisoft responded quickly to feedback, removing unpopular mechanics like forced stealth segments and continuing support with post-launch content, including the Wild Card and A Pirate’s Fortune DLCs.

Looking ahead, Outlaws is set to launch a refined version for Nintendo’s upcoming Switch 2, with Ubisoft promising additional improvements. The company appears committed to the title’s long-term potential, hoping for a redemption arc similar to games like No Man’s Sky or Cyberpunk 2077.

Still, questions linger about whether Ubisoft misjudged the timing and quality of the initial release. Had the game been delayed until the holiday season, it might have had a better chance to meet its commercial goals—regardless of the Star Wars brand's temporary turbulence.