Ubisoft's Alain Corre - Part Two
The Euro MD explains the focus on yearly updates, U Play and the success of Assassin's Creed II
In the first part of the interview with Ubisoft EMEA MD Alain Corre, we discussed some of the lessons the publisher learned from a challenging climate in 2009, and examined its refocus towards key franchises.
In part two we look at why Assassin's Creed II sold 40 per cent more units than its predecessor, examine the reasons behind movie tie-in Avatar's underperformance, look at what the online U Play community will bring and find out how the company is moving towards more annualisation of its key properties.
After the first game, which started out well but turned into a phenomenon, we reviewed all of the comments we had from gamers. They were saying that it looked gorgeous, that the setting was completely new, that the hero was charismatic - there were lots of positive elements.
But there were also some drawbacks about the fact that sometimes there wasn't much happening, and that sort of thing. So what we did was to take all the possible improvements to the game and we tried to add them all.
In terms of depth, gameplay, richness of things to do, we changed completely those drawbacks from the first game, and the result was a much smoother, more complete experience. It was far more rewarding for the gamer, and I think the word-of-mouth has been very good in that respect - that's why it sold more than the first one, and is still selling very well now.
It shows us that people like, they speak highly about it to their friends, and their friends are then playing it as well - it's that, as well as the dramatic improvement of quality.
I think it's both. It's true that when you see big blockbusters coming along at the same time, you think twice. We also do that sometimes throughout the year for other releases, looking at the best time to release games - when you see monsters coming along at the same time, you can be a bit afraid of the shadow.
But also what happens is that the level of quality of games like Modern Warfare 2, Uncharted 2 or Assassin's Creed II has been such that the other candidates realised their own games didn't quite have that level of quality to challenge them - so they had to add some development time to make sure they could polish, and increase the quality of their own products.
So I think the delays are a bit of that - when you're attempting a pole vault and you see the bar is at 6 metres, but you're only able to jump 5.7 metres, the best thing to do is to go back into training for a bit longer... [smiles]
Mr Cameron is a bit of a genius, isn't he?
It's true - we were clearly hoping for more. What didn't help was the timing of the release of the movie. It came out in the third week of December, and you may remember that the hype even a couple of weeks beforehand wasn't that great - because it was a new IP and not much had been shown on the movie.
So nothing was really happening, but the issue we had was that in our industry you can't ship a game after the first week of December - so we had to put a lot of units in stores, with window displays and so on, but the buzz wasn't there, even though we were doing some TV to support it.
In the first couple of weeks the game sold a little bit - because when you don't have the marketing you don't sell, especially at Christmas - and the buzz only really came around Christmas Day or so when people went to the movies and decided to watch Avatar.
But that was a bit late to create a strong sales trend - so we missed a lot of the hype and buzz which are necessary in anticipation of a Christmas hit. That was one point.
It was true that we were also hoping to create a better experience, I'd say, in terms of gaming - but it's not always easy when you have to follow the rules of a studio. When you have guidelines and so on, it's more rigid in terms of creation than what you can do with your own property - like Assassin's Creed II for example.