‘Women Don’t Sell’
A new report into toxic culture at Ubisoft suggests that 2018 open-world adventureAssassin’s Creed Odysseywas initially designed with only one protagonist in mind: Spartan mercenary Kassandra. However, execs at the publisher demanded the sequel include an alternate male protagonist,reportedly telling the team that “Women don’t sell.”
This latest revelation is part of an investigative reportconducted by Bloomberg’s Jason Schreier,which reveals that theAssassin’s Creedteam has faced apersistent uphill battlein regards to spotlighting women characters. The report suggests thatAssassin’s Creed Syndicate‘s Evie had her role significantly reduced during development, while an early blueprint for 2017’sAssassin’s Creed Originsoriginally included a scenario where protagonist Bayek’s wife, Aya, would don the famous bladed gauntlet.
It should be noted that, as far asOdysseyis concerned, our own user poll shows the majority of our readerspreferred playing Kassandra over her male counterpart, Alexios.And ultimately, it was stated by creative director Jonathan Dumontin a 2018 Reddit AMAthat Kassandra’s tale should be considered the canon story of the Grecian epic.
The Bloomberg report cites that the pressure to abstain from women leads in the multi-million dollar franchise generally came from both Ubisoft’s marketing department and its former chief creative officer Serge Hascoët,previously described by Schreieras “the most powerful creative force at the company,” who could greenlight or cancel a project “with one word.”
Hascoët is one of a number of high-ranking officials who recently left–or were firedfrom–Ubisoft amidst a storm of horrifying allegations of sexual abuse and toxicity toward women within the company. Speaking toEurogamerlast week, Ubisoft has since stated it had “fallen short” in its efforts to provide a safe and inclusive environment for its staff, and that it had launched an investigation into the recent allegations using “specialised external consultants.”
Additionally, as reported byGamesIndustry.biz, French unionSolidaires Informatiquehas announced the establishment of a collective lawsuit against Ubisoft, putting out an open call to the publisher’s staff for accusers and witnesses.
Ubisoft is currently gearing up for the release of the newest entry in theAssassin’s Creedseries,Valhalla, which once again features dual protagonists–though players will be able to select between a male and female lead at will throughout the game. Still,the most recent trailerfor the sequel focused specifically on the male variant of Eivor, who is currently far more prominent inValhalla‘s marketing materials.
There is still work to be done before the outdated attitude toward women in leading roles dissipates in some of Ubisoft’s biggest blockbuster brands. Perhaps the company would do well to take the lead from its ownRainbow Six Siege, a title that features a wide selection of women characters, of various nationalities and backgrounds, that are showcased proudly throughout the franchise’s lore, artwork, trailers, and merchandising campaigns. Maybe you get a pass from marketing if you’re carrying guns and grenades.
Farmore importantly Ubisoft–as with all companies–must root out and eradicate the misogyny, abuse, and toxic behaviour embedded within its infrastructure, from its front door to the core of its executive levels. Hopefully, this will result in the creation of a safer, healthier, and more inclusive environment for all of its employees.
And as far “Women don’t sell” goes… I guess nobody toldTomb Raider, orThe Last of Us, orUncharted: The Lost Legacy, orResident Evil 3, orBayonetta, orControl, orHorizon: Zero Dawn, or…
