2 min read
Microtransactions remain a controversial topic in gaming, and Assassin’s Creed Shadows is no exception. Despite breaking franchise records and becoming a best-seller in the first half of 2025, the game has faced backlash over its in-game store. Now, Ubisoft is responding directly to these concerns.
Funding the “Isu Stuff”
Assistant Game Director Simon Lemay-Comtois recently addressed the issue in an interview with Access the Animus. He acknowledged the criticism but argued that the revenue serves a specific purpose. According to Lemay-Comtois, the extra funding supports ongoing development.
Lemay-Comtois explained:
For all the flak it gets, it allows us to do the Isu stuff, the quest stuff, the parkour updates, all of it.
This defence aligns with previous statements from Ubisoft’s leadership. Earlier this year, CEO Yves Guillemot suggested that microtransactions enhance the player experience. He claimed they allow players to customise avatars or progress through the game more quickly.
The Business of “Recurring Investments”
Financially, Ubisoft’s reliance on these transactions is paying off. The company disclosed back in 2017 that player recurring investments (PRI), which include DLC, loot boxes, and microtransactions, generate more revenue than digital game sales.
Recent data confirms this trend is accelerating.
- H1 2024: Ubisoft reported €312.7 million in PRI.
- H1 2025: That number rose significantly to €475.3 million.
Currently, cosmetic sets in Assassin’s Creed Shadows range from approximately $10 to $19.99. With a base game price of $69.99, a player buying every available item would face a steep total cost.
Balancing of Paid & Free Content by Ubisoft
To alleviate player frustration, Ubisoft is balancing paid options with free updates. The developer recently launched an Attack on Titan crossover. While it features paid cosmetics, it also includes a free story mode, hideout customisations, and a “Crystal Katana” for Naoe.
Furthermore, Ubisoft has released other free content drops:
- Thrown to the Dogs: Originally a pre-order exclusive, this mission is now free for all players.
- Collaborations: A Dead by Daylight collaboration and three story drops arrived at no extra cost.
- Puzzlement: A new humorous story drop where Naoe and Yasuke learn skills from each other.
While the debate over microtransactions continues, Ubisoft maintains that these optional purchases are what keep the free content flowing.
