Assassin’s Creed 3 is currently the fastest (and highest) selling game in not only the franchise but in Ubisoft’s development history. But this wasn’t just achieved via pure gameplay muscle, though the game won critics over as well, but by “communicating in advance with a lot of assets” according to Ubisoft’s chief sales and marketing officer Geoffroy Sardin.
Speaking to GIBiz, he stated, “We wanted to address and involve the consumer in advance, especially digitally. And through the marketing website to have direct contact in advance with the dev team, through our forums and community tools. To ask the community what they want and what they don’t want. What they understood and what they didn’t.
“Our goal was to involve new consumers and I think the proof is here now with the first figures we communicate, we doubled the numbers on the week one compared to last year.
“Another thing that is very important for the life-cycle is the transmedia offer. All the figurines, the books, the publishing, and we have a movie in the next coming year. So it’s not only about games, we are talking about a global brand, and this is the life cycle management we want to set up now.”