Ubisoft, a titan in the gaming industry, is steering gamers towards a future where owning physical copies of games becomes a thing of the past. In a recent interview with GamesIndustry, Philippe Tremblay, Ubisoft’s Director of Subscriptions, discussed the evolving landscape of digital gaming and the company's strategic shift towards subscription-based models.
The gaming world has witnessed a surge in cloud gaming and subscription services, with giants like PlayStation Now, Xbox Game Pass, GeForce NOW, and EA Play leading the charge. Ubisoft has joined this trend with its service, Ubisoft+, recently rebranded to Ubisoft+ Premium. This service, alongside tiers like Ubisoft+ Classics, offers players a range of gaming experiences, from access to new releases to a library of classic titles.
Tremblay highlighted the changing consumer behavior in gaming, noting that many players subscribe to access a specific game and then choose to purchase it post-subscription. He emphasized the 'tremendous value' of subscription services, where subscribers get immediate access to new releases, often with premium features.
The challenge, as Tremblay points out, is in shifting consumer mindset. Gamers, traditionally accustomed to owning physical copies, are now transitioning to a digital-first approach. This shift mirrors the evolution seen in music and movies, where digital streaming has become the norm.
A significant development in Ubisoft's strategy is the inclusion of Activision Blizzard games in its subscription service, following a deal with Microsoft. This move is set to expand the range of games available to subscribers and is indicative of the growing dominance of subscription services in the gaming industry's revenue streams.
Ubisoft's pivot towards subscription-based gaming is a clear indicator of the industry's direction. While some gamers may still hold onto physical copies, the trend is unmistakably shifting towards digital access and streaming services. As this transformation unfolds, Ubisoft is positioning itself at the forefront of this new era in gaming.
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