Ubisoft pretends it was never that interested in NFTs

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A computerized skeleton has a headache and a UbiSoft logo on his face.
Enlarge / Galaxy brain, meet Ubisoft brain…

If you’ve been following Ubisoft’s relationship with the NFT space in the last year, you probably remember that its mindless release of NFT quartz in Ghost Recon Breakpoint I was arrested in april after a few months. However, at the time, Ubisoft said that players should “stay tuned for more updates with platform features and future releases with other games.”

However, in the months since then, Ubisoft seems to have become less enthusiastic about its future NFT plans. In a recent group Q&A after a press event at Ubisoft’s headquarters in Paris (transcribed by GameIndustry.biz), CEO Yves Guillemot tried to clarify that the company is “still in research mode, I would say, when it comes to NFTs.”

“We’re really looking at all the new technologies. We’re very much into the cloud, into the new generation of voxels, and we’re looking at all the capabilities of Web3. We’ve been testing a few things recently that give us more insight into how it works.” can be used and what we should do in the video game universe, so we are testing with some games and we will see if they really respond to the needs of the players.

The part about “responding to player needs” is especially interesting in light of Ubisoft’s use of NFTs in Breaking point. In the months after Ubisoft gave away thousands of usable NFTs in games, a ars analysis found just 96 successful secondhand sales for those in-game items on Objkt and Rarible (the only two markets where such sales are allowed), with prices generally measured in the equivalent of tens of dollars. These third-party transfers were sold as one of the main use cases for NFTs in the first place, so the lack of sales shows how little interest players have in it. Breaking pointImplementation of NFTs.

Looking back, Guillemot said “we were probably not good at saying we’re doing research,” suggesting this was always intended to be more of an experiment than dipping toes rather than a huge investment in a new and exciting technological playing field. However, that restraint was not communicated when Ubisoft released its Quartz NFTs last December.

At the time, the company described the effort in a press release as “the first building block in our ambitious vision to develop a true metaverse.” At the time, Ubisoft also discussed long-term plans for blockchain to “really make gamers stakeholders of our games…putting back into their hands the value they generate through the time they spend, the items they buy or the content they create. online.”

Now, though, Guillemot talks about NFTs as just another in a long list of wacky tech fads that Ubisoft likes to play around with when they’re new:

“As a company, we got into VR early, into Wii early, we’re always trying new things,” he said. “Sometimes it works, sometimes it doesn’t, but it’s always to make sure that we can give players a new experience that’s innovative and interesting. The company’s goal is always to create the best experience, and new technologies are always important.” good for that because there’s less competition and people are more interested in trying new things on new technology.”

The strangest part of Guillemot’s NFT comments came when he spoke as if Ubisoft hadn’t released its first NFT experiment yet. “We should have said we were working on it, and when we have something that gives you real benefit, we’ll bring it to you,” he said. “Explore does not mean launch.”

While we agree that explore does not mean release, we argue that Ubisoft really released NFT in Breaking point the last December. The fact that Guillemot now says that Ubisoft is waiting until it has “something that gives it real benefit” before any further away “launch” tells you everything you need to know about how quickly company sentiments on NFTs have changed.

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