The acclaimed "Assassin's Creed" video game series has undergone a significant transformation in its trajectory, particularly with the 2017 release of "Assassin's Creed Origins," which pivoted towards an RPG-like open-world adventure. According to Alex Hutchinson, former Creative Director at Ubisoft, the prominent game retailer GameStop played a pivotal role in this shift. This change was not merely a creative endeavor but a strategic response, as Ubisoft aimed to extend the play-through time of its games to reduce resale rates – a market from which GameStop significantly profited.

With "Assassin's Creed Origins," Ubisoft substantially expanded the game world and introduced countless side quests and collectibles. The objective was to keep players engaged for longer periods, thereby diminishing the appeal of reselling games. Hutchinson emphasized that designers were under pressure to increase playtime, and these were considered the most player-friendly solutions to the problem. While GameStop's influence wasn't the sole reason for this change, Hutchinson expressed his bewilderment at the decision, noting that "Assassin's Creed" was among the few franchises that successfully altered its genre while retaining its audience – a risky but seemingly fruitful path.

However, Hutchinson raised questions about whether players would still be keen on another extensive adventure a year later after spending over 200 hours in a single game. Criticism against bloated games intensified as this trend continued with "Assassin's Creed Odyssey" and "Valhalla," leading to player fatigue. This prompted Ubisoft to return to the series' roots with "Assassin's Creed Mirage," offering a more focused adventure. This shift was widely welcomed by fans who missed the original blend of stealth and parkour.

From a global perspective, this evolution reveals the complex dynamics between game developers and retailers, particularly within the used game market. GameStop, as a key player in this market, had a significant influence on development strategies to ensure a continuous revenue stream. This impacts how games are designed, as game length and content depth become key factors in profit strategies, potentially affecting the future of the player experience.

The analysis suggests that this strategy, while achieving short-term success in increasing play-through time and reducing resale, ultimately led to player fatigue in the long run. This compelled Ubisoft to re-evaluate its approach, highlighting the importance of heeding player feedback and adapting to evolving preferences. This could serve as a crucial lesson for other companies in the digital entertainment industry, as maintaining player engagement requires a balance between compelling content and avoiding excessive game length inflation.