The "Assassin's Creed" series underwent a radical transformation in 2017 with the release of "Origins," shifting from action-adventure games focused on stealth and parkour to massive, RPG-like open-world adventures. This change introduced RPG elements such as a loot and leveling system, and skill trees, alongside a massive expansion of the game world filled with hundreds of side quests and collectibles. Alex Hutchinson, the former Creative Director of "Assassin's Creed 3," recently revealed in an interview the surprising reason behind this bloat: video game retailer GameStop played a crucial role.

According to Hutchinson, who was also responsible for "Far Cry 4" at Ubisoft, the drastic changes at the time were partly attributable to the resale of games. Ubisoft sought to stretch playtime to counter retailers like GameStop, who were making significant money from used games. Hutchinson told GamesRadar, "There was a lot of pressure internally at Ubisoft at the time to 'keep the disc in the drive,' to essentially try and delay resale, as GameStop was the only one making money from that transaction." Designers were thus tasked with adding playtime, which appeared to be the most player-friendly solution to a problem where multiplayer never truly worked in the franchise.

Consequently, Ubisoft decided to make "Assassin's Creed" so vast and packed with content that it would take hundreds of hours to complete. And since "Assassin's Creed" was previously considered an "action-adventure game," which was "notoriously expensive per hour of gameplay," "the cheapest and most effective way to bloat them was to add role-playing elements." While GameStop and the attempt to curb quick resales were not the sole reasons for the shift, Hutchinson revealed in the interview that it was a decision that personally perplexed him. Despite the series' commercial success with over 200 million units sold, Hutchinson misses the old action-adventure style but acknowledges that the radical shift in setting and protagonist helps keep the annually released series feeling fresh.

Regional Perspective

This exclusive revelation offers a unique insight into how retail dynamics in the used games market, particularly from global players like GameStop, can influence game development strategies on a worldwide scale. While GameStop is primarily US-centric, its business model impacted a global publisher's decisions (Ubisoft), reflecting how commercial pressures can significantly shape creative direction and game design across borders. This insight provides a unique perspective for professionals in the gaming industry on the interconnectedness of business models and content development across regional boundaries.

Analysis

This case exemplifies the ongoing tension between creative vision and commercial viability within the gaming industry. The decision to bloat "Assassin's Creed" with RPG elements to counter the used game market sets a significant precedent for how external business pressures can dictate game design choices. In the long term, this approach can lead to player fatigue, as evidenced by titles like "Odyssey" and "Valhalla." However, the recent pivot back to more focused experiences with "Mirage" and "Shadows" suggests that publishers may be re-evaluating this "bloat" strategy in response to player feedback and evolving market conditions. For professionals in the entertainment sector, this underscores the need to balance market demands with the sustainability of the player experience, adapting business models to ensure franchise appeal and relevance. It offers actionable intelligence on how to navigate commercial challenges while preserving product integrity.