You Won't Believe What Assassin's Creed Boss Just Said About DEI!

The upcoming Assassin’s Creed Shadows by Ubisoft has ignited fierce debate as the company doubles down on its diversity policies (DEI) within the game, sparking backlash among fans. Ubisoft’s Marc-Alexis Côté recently defended the decision to center Assassin’s Creed Shadows around DEI, while dismissing criticism as “intolerance.”

Fans of Assassin’s Creed Shadows gameplay are divided over Ubisoft’s focus on DEI, questioning whether the franchise’s focus has shifted away from compelling gameplay and historical storytelling to prioritize “woke” messaging. Côté argued at a BAFTA event that Assassin’s Creed Shadows is true to the franchise’s roots in “the full spectrum of human history,” asserting that the game’s new protagonists, Naoe, a Japanese woman warrior, and Yasuke, an African-born samurai, reflect the series’ commitment to “historical authenticity.”

However, for many fans, the inclusion of these characters feels forced—like a means to push Ubisoft’s modern agenda rather than honoring the game’s historical backdrop. The Assassin’s Creed Shadows trailer has fueled skepticism, with fans questioning if the game’s central focus has become more about ticking DEI boxes than delivering a strong storyline.

Critics have labeled Assassin's Creed Shadows as another instance of pandering to “woke” ideals, accusing Ubisoft of sidelining fan feedback. Despite backlash, Côté insisted on the importance of diversity in Assassin’s Creed, citing past protagonists as proof of the franchise’s commitment to inclusivity.

But many fans argue that Assassin's Creed Shadows controversy is a new level of virtue signaling. While historical figures like Yasuke did exist, the franchise’s shift toward DEI-driven storylines seems out of sync with the audience’s preferences.

Côté’s remarks about “lies, half-truths, and personal attacks” suggest that Ubisoft sees genuine feedback as unfounded negativity. By accusing fans of “intolerance,” Ubisoft risks alienating a loyal fanbase who feel increasingly unheard. Instead of addressing concerns over gameplay, Ubisoft has emphasized Assassin's Creed Shadows’ woke direction, doubling down on their DEI stance.

Meanwhile, Ubisoft CEO Yves Guillemot took a seemingly different position, stating that Ubisoft is “an entertainment-first company” with no agenda to push. His comments that Ubisoft wants to serve “the broadest possible audience” contrast with Côté’s approach, leaving fans to wonder if Assassin’s Creed Shadows is being pulled in conflicting directions.

The game has incorporated contemporary elements like the Assassin’s Creed Shadows Japanese rap, which has met mixed reviews. While some see it as an exciting addition to the Assassin’s Creed Shadows trailer, others believe it’s another sign of Ubisoft’s shift from authentic storytelling to trendy, modern influences.

According to Côté, the Assassin’s Creed franchise has always embraced diversity, but long-time fans see the Assassins Creed Shadows woke stance as forced and unaligned with the franchise’s historical roots. Rather than honoring historical accuracy, Assassin’s Creed Shadows appears to some fans as a DEI-driven title aimed at pushing a specific agenda.