Ubisoft and The Connection Between Crisis & Share Price

Jonathan Bernstein crisis communications, crisis management, Crisis Prevention, crisis public relations, Crisis Response, Erik Bernstein, Jonathan Bernstein, public relations, reputation management Leave a Comment

Lose reputation, lose money

Losing reputation will cost you money. While this correlation was sometimes nebulous in the past, more and more cases are coming to light that show crises having a direct impact on share price, a stat no C-suiter can ignore.

Ubisoft’s “Assassin’s Creed” games have made up one of the most successful series of recent years, but after major failures in both playability and programming for the latest entry, “Assassin’s Creed: Unity”, Ubisoft’s share prices fell nearly 13%.

Ubisoft drew additional flak for a review embargo it imposed which prevented discussion of the game until midnight on release day, a move widely seen as an unethical method of preventing negative reports from influencing early purchasers.

Asked whether the company had acted out of a lack of respect for customers by a the BBC, a Ubisoft spokesperson issued the statement below:

“The nature of games themselves and the way they are being reviewed is changing, as evidenced by games like Assassin’s Creed Unity, Destiny and The Crew – games that have significant online components,” she said.

“Having the online elements available and having populated worlds is essential to creating a representative and complete experience for reviewers.

“Achieving this prior to launch is incredibly complex, which is why some games are being reviewed much closer – or as was the case with Destiny, even after – the game launches.

“We are working to adapt our services and communications with consumers accordingly, both by changing the way we work with reviewers and by offering customers open betas or other early access to some games, all so that they have the information they need and want.”

If you were thinking that this sounds like the very definition of spin, you’re not alone, and a clear lack of compassion for the frustration the most hardcore of fans undoubtedly experienced at launch is likely to turn more than a few away from the series.

Today more than ever you either protect your reputation, or lose money. It really is as simple as that.

The BCM Blogging Team

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