Ubisoft 2019

アブストラクト

Ubisoft’s CEO Yves Guillemot understood very early that the company’s future success would depend on its ability to create original content in-house and develop its own brands. Today Ubisoft is a leader in the video game industry, in the production, publishing and distribution of video games for various gaming platforms. And today more than ever, the gaming industry is holding a fierce competition, battling for the most innovative game in order to gain the more market share. Ubisoft managed to stand out from its competitors thanks to a strong corporate culture and a unique production organization that enables the company to continue creating successful new franchises and regularly releasing high-quality titles. Yves Guillemot based Ubisoft's strategy on using technological breakthroughs to innovate, create new brands and gain new market share, a strategy that has been successful over the years. But in October 2019, Ubisoft faced a disappointed launch with its game Ghost Recon Breakpoint, which was expected to be a huge success for the company. This led to a significant loss in revenues and disappointed consumers. Reacting to this, Yves Guillemot has to plan the next steps for Ubisoft to launch successful games again, knowing that Ubisoft has still five high potential games to launch. As he makes plans for the next strategy to adopt, several questions are raised for Yves Guillemot. How Ubisoft can beat competition in the following years, with a constant evolving market? How the company can pursue disruptive innovation in order to gain more market share? This case study will start by exploring Ubisoft’s history and how the company built its success years after years. It pursues by analysing the gaming market, including its evolution over the years and Ubisoft’s competition. Finally, the case will provide an analysis of Yves Guillemot’s strategy and how Ubisoft could move forward.

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