The consumer rights campaign in the European Union, known as Stop Killing Games, has successfully gathered over one million signatures, primarily in response to Ubisoft’s decision to shut down its racing title, The Crew, in 2024. At a recent shareholders meeting, Ubisoft CEO Yves Guillemot addressed the campaign, acknowledging its significance while indicating that the company operates within a broader market dynamic.
Guillemot highlighted Ubisoft’s commitment to supporting its games, emphasizing that alongside new releases, the company provides ongoing services to ensure that these games remain playable. He referenced the existing notices regarding online connectivity, stating that players are informed about potential future changes to game access, particularly concerning online features. The Crew featured a warning that online connection was necessary and that Ubisoft might discontinue certain online elements with a 30-day notice, prompting discussions about the adequacy of such information from a legal perspective.
The CEO mentioned a promotional strategy where players could acquire the sequel for The Crew at a discounted price of €1/ $1, suggesting that this minimal cost could facilitate continued gameplay. However, he recognized that simply offering a sequel is not equivalent to allowing access to the original game post-shutdown.
Guillemot positioned this situation as not unique to Ubisoft, indicating that all video game publishers grapple with the challenge of supporting products over time, as no service can last indefinitely. He acknowledged that while software eventually becomes obsolete, the focus should be on finding solutions that support players, particularly regarding the access of their purchased games.
This connects with Stop Killing Games’ objective, which calls for publishers to establish policies for game end-of-life plans that would allow games to remain operational on customer devices, even without online services. While Ubisoft has pledged to introduce an offline mode for The Crew 2, this does not apply to the original game or other titles that have already ceased support.
A prominent European politician has echoed the sentiment that once a game is sold, ownership lies with the consumer, not the company. However, the campaign faces pushback from some European publishing groups, which argue that the demands made regarding game support are not proportionate.
This growing discourse around consumer rights in the gaming industry is pivotal, highlighting the need for more robust protections for players and clearer guidelines from publishers on how they manage game lifecycles. A hopeful aspect is that increased attention to these issues may lead to more sustainable practices that benefit gamers in the long term.