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ASSASSIN’S CREED II: SPECIAL FOCUS
Killer Instinct The bestselling new IP of all time returns next month – with Assassin’s Creed II pitched to wow consumers and retailers once again. MCV spoke to publisher Ubisoft to find out what makes the sequel so special… IF SOMEONE told you that one of this generation’s best selling games would turn out to be a political thriller set in the ancient Middle East that touched on sensitive issues about religion and history, you’d have laughed. But in 2007, Ubisoft’s Assassin’s Creed introduced a mix of the familiar and unexpected, debuted to strong reviews, and an even more powerful consumer reaction. The game combined developer Ubisoft Montreal’s talents in action-adventure (it’s also responsible for Splinter Cell and Prince of Persia) with an original story that took players both back in time and to the high-tech future, and an open-world combat that mixed the best of GTA with acrobatics and adventure. That combination clearly has mass appeal: with over eight millions copies now sold since November ‘07, Assassin’s Creed II carried
the biggest sales momentum of any original title. Ever. No pressure for the sequel, then.
“The development team has methodically reacted to all of the feedback from the original Assassin’s Creed and we’re confident that review scores will reflect this,” says James O’Reilly, group brand manager. The production studio in Montreal says the game features more variety to its missions, and the new setting – players are now running around 15th Century Venice instead of 12th Century Jerusalem – promises to make the title even more gripping. All of which should help Assassin’s Creed II as it makes the transition from new IP to established franchise. When
GOOD CREED-ENTIALS Assassin’s Creed II arrives in the UK on November 20th. As you can imagine, the launch of a sequel to one of the biggest games ever isn’t being taken lightly. Ubisoft has planned a wide-reaching marketing campaign with all the expected bells and whistles. But more on that campaign in a bit – the starting point for any launch is the game itself. And in the move to Assassin’s Creed II the publisher and its studio acknowledged The development team has that there was still room methodically reacted to all for improvement over the the feedback. Review scores first game. Despite earning an will reflect this. enviable Metacritic score James O’Reilly, Ubisoft of over 80 the first time around, Ubisoft has moved to the first game arrived, Ubisoft had the up the ante for the second luxury of boasting the season’s most outing. unique and original game; this year the marketing and promotional effort will focus on explaining how much it has developed in the two years since. O’Reilly explains there are both challenges and advantages to bringing this kind of sequel to market: “The challenge is in showing that Assassin’s Creed II is a true sequel and a genuine development on the first iteration. Our marketing campaign is focused on highlighting these developments and ensuring that both retail and consumer confidence is high in what
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Assassin’s Creed II will deliver as a gameplay experience. “The main advantage is that people know and have confidence in the Assassin’s brand.” SCALING NEW HEIGHTS Building anticipation for the sequel, however, has seen Ubisoft go above and beyond a usual game launch. Promotion of the game started early – back in May, in fact, before a big showing at E3 where it hogged the limelight during Sony’s press conference. “Our objective was to create real buzz for Assassin’s Creed II,” says Jan Sanghera, the game’s brand manager.
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