UBISOFT PUT LAYOFF NEWS UNDER A PRESS EMBARGO
This story is strange. Ubisoft treated news of 380 job cuts like a game reveal.
The publisher behind Assassin’s Creed, Far Cry, Rainbow Six, and Just Dance did something unusual this week: it put layoff news under a formal press embargo.
Embargoes are normal in gaming when a publisher wants outlets to publish at the same time (usually for trailers or reviews). This week, that system was used for job cuts affecting around 380 roles. Ubisoft closed its studios in Winnipeg, Canada and Belgrade, Serbia, and made additional cuts at its Barcelona studio, which is being restructured to focus on Rainbow Six.
Multiple outlets published the news at exactly the same time — 6pm BST — after receiving the information from Ubisoft under embargo.
Two details stand out. According to Aftermath, some reporters say Ubisoft didn’t clearly explain what the embargo was about before they agreed to it. They were only told the company would “announce something soon.” Additionally, when Insider Gaming reported the news independently, Ubisoft contacted them about breaking an embargo they had never agreed to.
Tom Henderson (Insider Gaming) said: “Personally, I think as an industry, we’re running into quite dangerous ground when we start abiding by embargoes about layoffs, but even more so when we publish the info like we learned it from sources rather than the company itself.”
Ubisoft’s stated reason was that staff in Belgrade were still being informed. If that was the priority, the company could have waited until employees were notified before briefing the press with a synchronized publish time — and then pressuring outlets that didn’t participate.
This is very different from normal practice. When similar news broke about Xbox yesterday, Bloomberg reported it first and the company responded afterward.
having spoken to multiple reporters who agreed to it, I can confirm that ubisoft embargoed outlets from reporting on layoff news earlier today, and yeah, it’s a weird situation!