Assassin’s Creed Shadows Team Issues Apology to Japanese Fans for Marketing That Has ‘Caused Concern’
The Ubisoft development team working on Assassin’s Creed Shadows has posted a public message to Japanese fans on X/Twitter, which explains the project’s stance on historical authenticity and also apologises for promotional materials that “have caused concern” among the community.
The four-page message, posted in both English and Japanese, explains that Assassin’s Creed Shadows is not intended to be a factual representation of history. Instead, it is described as “a compelling, historical fiction set in Feudal Japan”, and the developers hope that it will “spark curiosity” in players who will then hopefully research the historical period the game is inspired by.
The Assassin’s Creed Shadows team has a message for our Japanese community. pic.twitter.com/AIyWNU9YhG
— Assassin’s Creed (@assassinscreed) July 23, 2024
Ubisoft emphasises that Shadows has been made in collaboration with external consultants and historians, but recognises that it has made a mistake. “Despite these sustained efforts, we acknowledge that some elements in our promotional materials have caused concern within the Japanese community. For this, we sincerely apologize.”
While the post offers very limited detail about what Ubisoft is apologising for, it’s likely that the “promotional materials” in question is a piece of concept art that features the flag of a Japanese historical re-enactment group. The flag, which is a modern-day creation and not historical, was used without permission from the Sekigahara Teppo-tai group. While Ubisoft has since apologised for using the flag’s design, it will still be printed in the physical art book featured in the collector’s edition of Assassin’s Creed Shadows.
The new message from the team notes that the game “will keep evolving until launch.”
“Based on the constructive criticism we have received, we will continue our efforts until we put this game into your hands – and beyond,” it explains.
In addition to the apology regarding the marketing materials, the message also discusses Yasuke, one of Shadows’ two protagonists: “While Yasuke is depicted as a samurai in Assassin’s Creed Shadows, we acknowledge that this is a matter of debate and discussion. We have woven this carefully into our narrative and with our other lead character, the Japanese shinobi Naoe, who is equally important in the game, our dual protagonists provide players with different gameplay styles.”
While Yasuke has often been presented as a samurai in popular media, both in Japan and beyond, his depiction in Shadows has given rise to debate regarding the historical truth. Due to limited historical evidence, there is no conclusive proof as to if Yasuke was a samurai, a ‘retainer’, or another role entirely. The argument has lived side by side with criticism over Ubisoft’s decision to feature a Black man as a lead protagonist in a Japan-set Assassin’s Creed game – a backlash that Ubisoft CEO Yves Guillemot alluded to while condemning “malicious and personal online attacks.”
The message notes that the Assassin’s Creed series has always taken “creative license and incorporated fantasy elements” into its historically-inspired settings. “The representation of Yasuke in our game is an illustration of this. His unique and mysterious life made him an ideal candidate to tell an Assassin’s Creed story with the setting of Feudal Japan as a backdrop.”
Since the series began, all Assassin’s Creed games have featured a disclaimer before the main menu: “Inspired by historical events and characters, this work of fiction was designed, developed, and produced by a multicultural trem of various beliefs, sexual orientations and gender identities.”
Ubisoft’s message to its Japanese community concludes by asking that fans continue to share feedback and thoughts “respectfully”.
Assassin’s Creed Shadows launches November 12, 2024 for those buying the Gold, Ultimate, Deluxe Editions, or Collector’s Editions, while the Standard Edition is available on November 15, 2024. You can learn more about its goals in our extensive interview with the development team, as well as our list of 50 key details.
Matt Purslow is IGN’s Senior Features Editor.
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