EIF: "Our consumers are the stars," says Guillemot

Ubisoft CEO Yves Guillemot used his keynote speech at the Edinburgh Interactive Festival this morning to call on the industry to recognise that consumers will be the creative stars of the future — and that developers need to give them the tools to create the next generation of best-selling titles

Revealing that Ubisoft currently has a top secret game in development with a primary focus on user-created content, Guillemot said the spotlight needs to shine on the user and reward them with incentives, to open up the industry to new consumers.

"The goal is really to make sure our consumers become creators," said Guillemot.

"We need to put gamers in the spotlight and recognise their creativity and make sure that our consumers are the stars."

Putting creativity in the hands of the player is an objective that will require an increased focus on customer support — a responsibility that Ubisoft is willing to accept.

"If the creator only has an Xbox 360 then we will help him port [content] to another console. Although some users will be happy to see their creation just on one console. The goal is to make sure that users can show their friends that they are capable of creating content and prove it to themselves."

"We are making sure that the consumer is rewarded for his creativity and that he is judged by the community, and these elements will encourage this person to continue his creativity. And once he knows how to use our tools he will create more," continued Guillemot.

With tools in the hands of the individual, Ubisoft believes it can then use created content to its own ends.

"We must make sure we create tools as easy to use as possible. And then we'll be able to monetise the work that is done."

Guillemot also detailed an online mentoring system that is designed to entice new consumers and lapsed gamers back to the industry, as well as rewarding more experienced players for their help.

"We are going to put a mentoring program within our games whereby new consumers can get help and the player helping will be rewarded with points or free games," he said.